“Our Self-Evolving Neural Network Helps Market Performance Optimization” Says Neel Pandya

Globally, great strides have been made in the fields of Artificial Intelligence (especially Generative AI), Natural Language Processing (NLP), and Machine Learning (ML). These technologies have concrete applications across industries, be it healthcare, engineering, marketing, sales operations, or robotics. The past couple of years has paved the way for AI to leap into the mainstream. This year, over 43% of companies assented to AI being the most effective trend that contributed towards their organization's growth.   Pixis is on a mission to democratize AI through easy-to-deploy and use of codeless IT infrastructure. The goal is to empower every business and marketer to leverage AI without worrying about code, workflow integrations, tech or IT overhauls. We're simplifying how companies integrate AI into business growth and are seeing profound momentum in our mission. Analytics Insight has engaged in an exclusive interview with Neel Pandya, CEO – EMEA & JAPAC, of Pixis.

1.Kindly brief us about the company, its specialization and the services that your Company offers. 

Pixis develops accessible AI technology to help brands scale all aspects of their marketing and augment their decision-making in a world of infinitely complex consumer behavior. Introducing Pixis' codeless AI to their tech stack has enabled these brands to leverage completely data-backed AI-recommended strategies, for optimizing growth beyond what was thought possible. 

Pixis offers customers a codeless AI infrastructure that houses 3 state-of-the-art AI systems; Targeting AI, Creative AI and Performance AI, each oriented towards a specialized capability integral to driving incremental value for brands through marketing. 

2.Brief us about the proactive Founder/CEO of the company and his/her contributions towards the company and the industry. What is your biggest USP that differentiates the company from competitors? 

Pixis was founded in late 2018 by 3 BITS Pilani alumni; Shubham Mishra (Global CEO), Hari V (CBO) and Vrushali Prasade (CTO). Being intense gaming and Generative AI enthusiasts, the trio, prior to Pixis, built a platform to generate game designs and structures in response to simple commands. Complete with 3D Modelling, Auto-Rigging of 3D Models, Facial Expressions Generator, and an AI created repository of gaming assets. In fact, they also hold several patents in the field. Upon identifying several large gaps in the marketing landscape, the co-founders immediately recognized the potential of their AI systems in bridging them. Integrating AI solutions is still a complex endeavour for most businesses, where at present, on average it takes about 3-4 weeks to integrate and longer to get habituated to the technology. What differentiates Pixis remarkably is our completely codeless AI infrastructure that allows for instant deployment and integrations, greatly cutting down integration time and making it effortless. Also, what adds to Pixis' uniqueness is its self-evolving neural network that makes use of machine learning models to analyze and optimize marketing performance. Additionally, Pixis doesn't rely on web cookies for precision targeting. 

3.How is AI evolving today in the industry as a whole? What are the most important trends that you see emerging across the globe? 

Most companies, including the big ones, handle their day-to-day marketing, sales, and operations backed by a large IT or data analyst network that is forced to crunch massive volumes of data on a daily basis for reporting, modeling, analysis, and a whole big bunch of other things. AI is already helping unclog major blocks in such systems. Factors such as global workforce disruption, complex consumer behavior, changing laws and regulations, constantly evolving marketing channels, privacy concerns, increased competition, walled gardens, and various other such factors are building a live case for the increased need for AI to improve organizational growth rapidly. Smart leaders have already started to adapt. They consider AI as an investment – an investment that removes inefficiencies solves complex problems, automates redundant tasks, and surfaces new opportunities.

A promising and important evolution (I wouldn't call it a trend as it undercuts its growing significance) in the field of AI is in fact the capabilities of Generative AI systems. The mind boggles at the creative generative capability of AI and I believe it is going to assist marketers in never-done-before ways very soon!

4.Please brief us about the products/services/solutions you provide to your customers and how they get value out of them. 

Pixis is disrupting the way marketing and demand generation are handled across our customer base. Our AI products begin helping customers by identifying inefficiencies in targeting, communication, performance, spending, etc., that it can optimize and in addition double down on existing efficiencies. 

Consider some of these performance improvements our customers witnessed – DHL Express, recorded a 35% higher click-through rate at a 3x higher scale after integrating with Pixis' AI infrastructure. Additionally, the global logistic industry leader also witnessed a 13% reduction in Cost Per Point and 49% cost savings across campaigns, thus optimizing ROI. Similarly, electric vehicle charger company, BOLT, observed its audience reach increase by 68% and sales of its charging stations grow by 600% in a span of just two months after deploying Pixis. Recently, a renowned global coffee and beverage chain, Joe & The Juice, garnered a 20% increase in app installs, a 14% boost in conversion rate and a 13% reduction in cost per app install by leveraging Pixis. 

In today's context of the cookieless web, constant marketing channel disruptions, decreasing attention spans, it's the brand's job to understand how it can engage and draw customers towards its products. The Pixis AI infrastructure helps them do exactly that and so much more at greatly reduced costs. All the while, churning out game-changing insights for them to harness in every subsequent marketing effort.  

5.What are the key trends driving the growth in AI? AI is projected to be the next market. How is AI contributing to the making of your products and services?

As the race to scale and provide best-in-class user experience continues, some of the AI trends I foresee to be surfacing include; more advanced and efficient Large Language Models (LLMs), stricter information security (InfoSec), and web browsing norms, use of case-based generative AI models, deeper and accurate predictive analysis are some of the key AI trends to watch out for. Moreover, with AI and tech advancements, commercial content generated by AI is bound to get sharper, more creative and more data-driven. Advertisers and marketers with absolutely negative or limited designing skills are heavily relying on creative and generative AI thus going above and beyond to ensure the best-in-class experience is delivered at scale and across channels.  

Pixis' AI infrastructure houses self-evolving neural networks which use reinforcement models to incorporate creative feedback from live campaigns. This enables marketers to run accurate, data-driven campaigns at scale. The AI structure is future-proof, as it can inherit new models and customize them without any rework, making Pixis an ideal choice for brands looking to scale rapidly without disrupting performance metrics. Crucially, the Pixis AI infrastructure is fully codeless, meaning the AI models and algorithms do all the work, and clients can plug and play without having to hire specialized experts or write a single line of code. 

6.Would you also like to give some more details about how AI is being used? How has it been progressing?

At Pixis, we leverage advanced AI and ML models to deliver efficiency that has never been experienced before. We provide marketers with pre-trained models that have ingested over 50B data points, allowing them to rapidly experiment and scale marketing efforts. In addition to that, we also have the Pixis AI Playgrounds that allow marketers with a far more advanced degree of freedom to customize and experiment with our AI.

In terms of progress, our AI infrastructure was conceived with over 2 dozen proprietary AI models (and many more submodels) with an intention of growing it to 200 by next year's end. It makes me proud to note here that we're up to 80+ AI models today, and comfortably on our way to reaching and hopefully far exceeding our goal by next year. This is already reflected in product improvements through the delivery of brilliant new features, and by enabling a factor of growth goals-based customization of our AI systems.