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Month: April 2025

B2B Marketeer

Revolutionizing B2B Marketing: How GenAI is Transforming Content & Customer Engagement

Pooja Vashisht April 12, 2025

The landscape of B2B marketing is evolving rapidly, with Generative AI (GenAI) emerging as a transformative force. In 2025, GenAI is no longer just a tool for efficiency but a strategic enabler for creating personalized, scalable, and impactful customer engagements. Here’s how it is reshaping the B2B marketing ecosystem.

Content Creation Revolutionized

GenAI has dramatically accelerated content creation processes. Tools like GPT-4 and other advanced models enable marketers to produce high-quality blogs, whitepapers, and email campaigns in minutes. This efficiency has reduced production cycles by nearly 50%, allowing more time for strategy and innovation. According to Forrester, 65% of B2B marketers are already experimenting with or using AI for content planning and production, leveraging its ability to repurpose and refresh content dynamically.

However, challenges persist. Many organizations struggle with fragmented workflows and disconnected tools, which hinder seamless content personalization. Forrester’s 2024 survey revealed that only 5% of U.S. AI decision-makers expect ROI within a year, emphasizing the need for a unified approach to maximize GenAI’s potential.

Hyper-Personalization at Scale

Personalization has always been critical in B2B marketing, but GenAI now enables it at unprecedented levels. By analysing vast datasets, AI crafts highly targeted messaging tailored to individual buyer personas. For instance, Salesforce found that personalized campaigns powered by AI can increase conversion rates by up to 35%.

For instance, a leading SaaS provider recently utilized GenAI to craft dynamic email sequences based on real-time prospect interactions. This not only improved response rates but also created a more meaningful connection between brand and audience. The key takeaway? AI is not replacing human creativity; it’s amplifying it, allowing marketers to focus on strategy while AI takes care of execution.

Breaking Language and Cultural Barriers

Global B2B enterprises are leveraging GenAI for real-time multilingual content creation. This capability ensures that messaging remains contextually relevant while maintaining brand consistency across regions. A CSA Research study found that companies using AI-driven localization achieved a 40% increase in market penetration. By bridging language gaps, GenAI empowers businesses to expand into new markets seamlessly.

Reimagining the Customer Journey with AI

GenAI is redefining customer engagement by enabling real-time interaction and predictive insights. AI-powered tools analyse behavioural data to deliver tailored recommendations, improving customer satisfaction and driving revenue growth. According to McKinsey, companies excelling in personalization see 40% higher revenue growth compared to their peers.

Moreover, conversational AI interfaces like chatbots are becoming indispensable in customer interactions. By 2025, research predicts that AI will drive 95% of customer engagements, handling routine inquiries while freeing human agents for complex tasks. These advancements enhance both cost efficiency and user experience.

The Path Forward: Strategic Adoption

While GenAI offers immense potential, its success depends on strategic implementation. Organisations must align their AI initiatives with business goals and invest in training teams to adopt these technologies effectively.

As we move further into the AI-driven era, the focus must shift from short-term productivity gains to long-term transformation. Companies that embrace GenAI as a strategic ally will not only enhance operational efficiency but also deliver meaningful, human-centric experiences.

As marketing leaders, we must see GenAI not as a replacement for creativity, but as a catalyst for deeper connection, global reach, and human-centric innovation.

Authored Article by Pooja Vashisht, Head – Marketing & Communication, Techno Electric & Engineering Pvts Ltd.

Disclaimer: The views expressed in this article are solely those of the author and do not necessarily reflect the opinions or policies of ObserveNow Media. The author is solely responsible for ensuring the accuracy, completeness, and validity of the information presented, encouraging readers to independently verify and seek professional advice if needed.

Tags: B2B marketingGenAIPooja VashishtTechno Electric & Engineering Pvts Ltd.

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Education

Drishti IAS Launches AI-Powered Update to Learning App, Transforming UPSC Preparation

Observenow Desk April 11, 2025

In a significant advancement for educational technology in India, Drishti IAS has rolled out a major update to its Drishti Learning App, now equipped with cutting-edge AI-powered tools aimed at enhancing the preparation journey of UPSC aspirants. The updated app is available on both Android and iOS platforms.

The move represents a pivotal step in smart learning, merging artificial intelligence with expert-led pedagogy to tackle the complexities of the Union Public Service Commission (UPSC) Civil Services Examination—regarded as one of the toughest exams in the world, attracting over a million applicants each year.

The revamped app introduces three key AI features:

– AI Summary, which condenses lengthy lectures into digestible key points for quick revision;

– AI Quiz, which auto-generates customized quizzes based on video lessons; and

– Ask Me a Question, a real-time Q&A feature allowing users to clarify doubts instantly within the app.

These features are currently tailored for IAS Foundation Courses in both Hindi and English, making them accessible to a wider audience. Drishti has ensured each AI-generated output is clearly marked for transparency, with a user-friendly interface that integrates the new tools seamlessly.

Abhishek Baru, Chief Technology Officer at Drishti IAS, commented on the launch, saying, “This isn’t just a technological upgrade—it’s a mission to empower learners. With our AI tools, aspirants can study more efficiently and effectively. We aim to offer every student a digital mentor, available around the clock.”

Designed to foster active learning, the AI tools help aspirants optimize their time, enhance conceptual clarity, and accelerate doubt resolution—key challenges in UPSC preparation. The innovation has already garnered positive responses from early users, prompting Drishti to announce plans for expanding AI features to other courses soon.

With this launch, Drishti IAS continues to redefine the future of exam preparation in India, offering a more interactive, adaptive, and impactful learning experience for the next generation of civil servants.

Tags: Drishti IASDrishti Learning AppUPSC

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Digital Native

Juspay Raises $60 Million in Series D Round Led by Kedaara Capital

Observenow Desk

Bengaluru, India — Payment technology firm Juspay has raised $60 million in its Series D funding round, led by Kedaara Capital, with participation from existing backers SoftBank and Accel. The round includes both primary and secondary investments, marking the company’s first major fundraise in over three years.

Juspay last raised $60 million in December 2021 in a Series C round led by SoftBank Vision Fund 2, which pegged the company’s valuation at $460 million. While speculation hints at a possible unicorn valuation in this latest round, Juspay has not confirmed any figures.

According to a company statement, the new funds will be directed toward enhancing AI capabilities, aiming to boost workforce productivity and improve the merchant experience.

The funding comes amid a challenging phase for the company, as prominent payments platforms like Paytm, PhonePe, Cashfree, and Razorpay have reportedly ended partnerships with Juspay as a third-party orchestration provider.

Founded in 2012, Juspay offers a comprehensive suite of payment solutions, including checkout orchestration, 3DS authentication, tokenisation, unified analytics, and real-time payments infrastructure. The company claims to process over 200 million transactions daily with 99.999% reliability, translating to an annual processed volume of $900 billion.

Juspay has also expanded its footprint beyond India, serving clients across Asia-Pacific, Latin America, Europe, the UK, and North America.

Financially, the company reported a 49.6% rise in revenue to Rs 319.32 crore in FY24, up from Rs 213.39 crore in FY23, while narrowing losses by 7.8% to Rs 97.54 crore over the same period.

Tags: JuspayKedaara Capital

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BFSI

DBS Bank India Strengthens Leadership Team with Key Appointments to Drive Growth

Observenow Desk

In a strategic move aimed at bolstering its operations and accelerating growth in the Indian market, DBS Bank India has announced two key leadership appointments. Ambuj Chandna has taken over as Managing Director and Head of the Consumer Banking Group, while Santanu Mitra has been named Managing Director and Country Head for Corporate Banking (Large and Midcap).

These significant appointments underscore DBS’s commitment to leveraging its digital capabilities and deepening its presence in one of its core markets.

Ambuj Chandna, a seasoned banking professional with over 25 years of experience, succeeds Prashant Joshi in leading the bank’s consumer banking vertical. Prior to joining DBS, Chandna was President and Head of Consumer Assets at Kotak Mahindra Bank, where he played a pivotal role in expanding the bank’s retail footprint and product offerings. In his new role, he will oversee retail banking, DBS Treasures (wealth management), digital banking initiatives, and customer acquisition strategies. His previous stints include leadership roles at ING Vysya Bank, Fullerton Financial Holdings, and Citibank. Chandna holds an MBA from the Institute of Management Studies, Indore, and a Master’s degree in Strategic Marketing Leadership from Henley Business School, London.

Meanwhile, Santanu Mitra steps into his new role after serving as MD and Head of the Digital Economy Group at DBS Bank Singapore. With over two decades of experience, Mitra has been instrumental in expanding DBS’s footprint in the Technology, Media, and Telecommunications (TMT) sectors across India, Singapore, and the U.S. He also led the launch of DBS’s Digital Economy business in 2020. In his new role, Mitra will drive institutional banking for large and midcap corporates, focusing on digital-first strategies and client-centric solutions. He is an alumnus of IIM Ahmedabad and IIT Kharagpur.

Both Chandna and Mitra will report to Rajat Verma, CEO and Managing Director of DBS Bank India. Commenting on the appointments, Verma said, “India is one of DBS’ priority markets, and over the last three decades, we’ve built a strong foundation here. These new leadership roles will further strengthen our momentum, helping us serve customers more holistically by combining our digital expertise, physical reach, and Asian network. We are excited to have Ambuj and Santanu onboard and are confident in their ability to drive the next phase of our growth.”

The appointments reflect DBS Bank India’s focus on nurturing innovation and fostering sustainable growth in the dynamic Indian banking ecosystem.

Tags: DBS Bank India

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Governance

RailTel and NBCC Ink Pact to Develop Data Centres in India and Abroad

Observenow Desk

RailTel Corporation of India Limited has signed a Memorandum of Understanding (MoU) with NBCC (India) Limited to jointly develop and implement Data Centre projects across India and several international locations.

This strategic alliance aims to leverage RailTel’s technological and IT expertise alongside NBCC’s prowess in civil infrastructure to build cutting-edge Data Centres. The collaboration is set to boost digital infrastructure and support digital transformation initiatives both domestically and globally.

The MoU was formalized in the presence of senior dignitaries, including Sanjai Kumar, CMD of RailTel, and K.P. Mahadevaswamy, CMD of NBCC. Also in attendance were Raj Kumar Chaudhary, CMD of NHPC; Dr. Devesh Tyagi, CEO of NIXI; Sanjay Kumar Tyagi, IPS, Additional CP of Delhi; and Rajeev Ranjan, Retd. IAS (Tamil Nadu), along with top officials from the involved organizations.

Under the agreement, RailTel will be responsible for designing, planning, installing, testing, and maintaining the IT infrastructure—covering computing systems, networking, cybersecurity, and disaster recovery. NBCC will handle civil construction components, including building infrastructure, cost management, quality control, and overall project execution.

The scope of this partnership extends to global markets, with plans to develop Data Centres in Vietnam, Mauritius, the UAE, and several African countries. Each international venture will be governed by specific project agreements, allowing for third-party participation as needed.

RailTel emphasized that the partnership will foster innovation and enhance digital infrastructure capabilities, supporting the vision of a connected, secure, and digitally empowered ecosystem both in India and abroad.

Tags: NBCC Ink PactRailTelRailTel Corporation of India Limited

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Digital Native

Edtech Startup SiglQ.ai Secures $9.5 Million in Seed Funding to Scale AI-Powered Learning Platforms

Observenow Desk

AI-driven edtech startup SiglQ.ai has raised $9.5 million in a seed funding round co-led by The House Fund and GSV Ventures, with backing from Duolingo, General Catalyst India (Venture Highway), Peak XV Partners, Calibrate Ventures, and a notable lineup of angel investors including Perplexity co-founder Andy Konwinski, Christian Storm, Trevor Darrell, Jitendra Malik, Srini Devadas, and Sharad Malik, among others.

Founded in 2023 by Karttikeya Mangalam and Kurt Keutzer, SiglQ.ai builds AI-powered personalized learning tools aimed at transforming education at scale. Its flagship platforms — PadhAI and EverTutor.ai — are already serving hundreds of thousands of students globally across the U.S. and Indian higher education markets.

Emerging from 18 months of stealth development, SiglQ.ai has made headlines with its claim that PadhAI Tutor secured the top national ranking in the UPSC 2024 Civil Service Exam, outperforming 1.3 million human candidates and surpassing well-known AI models such as ChatGPT and Claude.

The company revealed that PadhAI has attracted over 200,000 UPSC aspirants in India, while EverTutor.ai, focused on GRE preparation, has seen a surge with 10,000+ users in just three months since its launch.

According to a press release, the freshly raised capital will be used to ramp up hiring, enhance its proprietary AI models, and scale operations globally. SiglQ.ai is also preparing to unveil new advancements in both its platforms at the upcoming ASU+GSV Summit, further cementing its position in the rapidly evolving AI-in-education landscape.

Tags: edtech startupSiglQ.ai

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Governance

Senior Bureaucrat Vikas Anand Appointed Secretary to Delhi CM Rekha Gupta in Key Administrative Reshuffle

Observenow Desk

In a significant administrative reshuffle, senior IAS officer Vikas Anand of the 2002 batch (AGMUT cadre) has been appointed Secretary to Delhi Chief Minister Rekha Gupta. The move is being viewed as a strategic step to bolster the Chief Minister’s Office (CMO) and enhance governance in the national capital.

Prior to this appointment, Anand was on central deputation, serving as the Chief Executive Officer (CEO) of the National Land Monetisation Corporation (NLMC) under the Department of Public Enterprises (DPE). His return to the Delhi government is seen as a homecoming for the seasoned bureaucrat, who has previously held several key positions within the city’s administration.

This marks the second high-level induction into the CMO in recent weeks. On February 27, 2025, IAS officer Madhu Rani Teotia (2008 batch, AGMUT cadre) was named Secretary to the Chief Minister, while IAS officers Sandeep Kumar Singh and Ravi Jha (both 2011 batch, AGMUT cadre) were appointed as Special Secretaries.

Vikas Anand’s earlier roles include serving as Special Secretary (Education) during the AAP government’s tenure, where he played a crucial part in implementing reforms in Delhi’s government schools. From 2020 to 2023, he was the Additional CEO of the Delhi Jal Board (DJB), overseeing critical projects in water supply and sewage systems. He has also held the position of Special Secretary in the Home Department, working closely with the Delhi Police.

With his vast administrative experience and deep familiarity with Delhi’s governance landscape, Anand is expected to play a pivotal role in advancing the Chief Minister’s agenda and strengthening the operational efficiency of the CMO.

Tags: CM Rekha GuptaVikas Anand

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Technology

Google Unveils Ironwood, Its Most Advanced AI Accelerator Yet at Cloud Next ’25

Observenow Desk

At Google Cloud Next 2025, Google Cloud introduced Ironwood, its seventh-generation Tensor Processing Unit (TPU), marking a significant leap in AI hardware innovation. Designed as the company’s most powerful, scalable, and energy-efficient custom AI accelerator to date, Ironwood is notably the first TPU optimized specifically for AI inference—the process by which machine learning models apply learned knowledge to make predictions or decisions on new data

According to Google, Ironwood is a next-generation response to the growing demands of generative AI, where AI agents are not just retrieving data, but generating collaborative insights and actionable intelligence. The TPU is architected to meet the intense computational and communication needs of this emerging inference era.

A cornerstone of Google Cloud’s AI Hypercomputer architecture, Ironwood supports deployment at massive scale, with up to 9,216 liquid-cooled TPUs linked by a high-speed Inter-Chip Interconnect (ICI) network. The system spans nearly 10 megawatts of power and enables developers to unlock unprecedented performance using Google’s Pathways software stack, which allows efficient coordination across tens of thousands of TPUs.

Ironwood introduces key innovations tailored for running advanced AI workloads like Large Language Models (LLMs), Mixture of Experts (MoEs), and complex reasoning systems. These models, which often surpass the capacity of a single chip, benefit from Ironwood’s low-latency, high-bandwidth ICI network, designed to maintain synchronization across large distributed TPU pods.

Google Cloud will roll out Ironwood in two deployment configurations—256-chip and 9,216-chip variants—catering to diverse AI infrastructure needs across enterprises and research labs.

Tags: GoogleGoogle CloudIronwood

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Technology

AI Treatment Recommendations May Reflect Socioeconomic Bias, Study Finds

Observenow Desk

Artificial intelligence tools used in healthcare may recommend different treatments for identical medical conditions based solely on a patient’s socioeconomic and demographic background, a new study published in Nature Medicine has revealed.

Researchers at the Icahn School of Medicine at Mount Sinai created profiles for 36 fictional patients and asked nine AI healthcare models how to manage each one across 1,000 emergency room scenarios. Despite identical clinical symptoms, the AI recommendations varied depending on patients’ personal characteristics—impacting decisions on triage, diagnostic testing, treatment plans, and mental health assessments.

In one notable finding, high-income patients were more likely to be advised to undergo advanced diagnostics like CT scans and MRIs, while low-income individuals were often told no further testing was necessary—mirroring real-world healthcare disparities. These discrepancies were found across both proprietary and open-source AI systems.

“AI can transform healthcare, but only if used ethically and transparently,” said study co-lead Dr. Girish Nadkarni. Coauthor Dr. Eyal Klang emphasized the need for oversight to prevent algorithmic bias and ensure equitable care.

Tags: artificial intelligenceHealthcare

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Trending

Meta Expands Teen Safety Measures Across Instagram, Facebook, and Messenger

Observenow Desk

Meta is bolstering its safety protocols for young users, introducing new restrictions for teenagers on Instagram and extending these protections to Facebook and Messenger. Under the latest changes, users under 16 will be blocked from using Instagram’s Live feature unless parental permission is granted. Additionally, teens will need parental approval to disable a setting that blurs suspected nudity in direct messages.

The move is part of a broader rollout of Meta’s teen account system, first launched on Instagram last year, to its other major platforms. The system places users under 18 in default safety settings, allowing parents to manage screen time, restrict app usage during certain hours, and monitor messaging activity.

The updated protections will debut in the US, UK, Australia, and Canada. While under-16s will require parental consent to modify the default settings, 16- and 17-year-olds will retain the option to adjust them independently.

Meta revealed that over 54 million teens globally have adopted the Instagram teen account settings, with more than 90% of 13 to 15-year-olds maintaining the default restrictions.

The National Society for the Prevention of Cruelty to Children (NSPCC) welcomed the expansion but urged Meta to do more to proactively prevent harmful content from surfacing on its platforms. “These changes must be backed by measures that stop dangerous material from spreading in the first place,” said Matthew Sowemimo, NSPCC’s Associate Head of Policy for Child Safety Online.

The announcement comes as the UK enforces its new Online Safety Act, mandating digital platforms to curb illegal content and shield minors from harmful material, including content related to self-harm and suicide. Recent reports suggesting potential dilution of the act in a UK-US trade deal sparked criticism from child safety advocates, who warned against any weakening of the protections.

Meta’s then-president of global affairs, Nick Clegg, previously stated the safety initiatives aim to “shift the balance in favour of parents” amid concerns that existing parental controls are underutilized.

Tags: Meta

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