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how we interact with data services by enabling ultra-fast real-time connectivity. This, in turn, will enable the high-speed transmission of augmented and virtual reality content, in turn allowing unfettered access to virtual worlds.”

He adds: “Virtual avatars are becoming more efficient by the day and it won’t be long before virtual worlds become an essential but better access will give creators the opportunity to experiment. For a creatively hungry country like India, we are well-positioned to capitalise on any new technology.”

To accelerate innovations, people need access to cost-effective data, which is where 5G will come in.

“Innovations have the potential to empower creative workers, expedite creative processes and open up new prospects for inventive and personalised content creation,” Ramaswamy adds.

“While ads that allow viewers to interact with content once seemed impossible [because of] buffer time and other technological limitations, 5G could make this strategy more accessible to marketers. Faster speeds will fundamentally alter our ways of content consumption, which will accelerate digital ad opportunities. There’ll be a significant change in how we experience and behave across media, be it OTT, e-commerce, mobile or voice assistants. Live broadcasting via remote production will be possible without lags.” part of the brand and consumer conversation. By unlocking the potential of digital avatars, marketers can further individualise and streamline the way they interact with their audiences.”

Ruparel adds: “We are venturing into an extraordinary 5G era, where digital humans come to life, gaming reaches unparalleled heights and augmented reality transports us to alternative dimensions. Voice AI becomes our omnipresent assistant, while drones revolutionise industries. Holobox blurs virtual and physical realms and immersive video calls bridge distances.

Anupama Ramaswamy, chief creative officer of Havas Worldwide India, predicts that, with the arrival of 5G, access to real-time generative tools will improve. “Faster and stronger access to data will enable experimentation,” she says. “Live experiences, be it live commerce or live events, will be more engaging. Real-time feedback will be regular. Virtual tours of experiences, places, etc will become a norm. This will manifest in smoother workflows and rapid concepts through AI-generative tools. Currently, we don’t know how the technology will progress from here,

These new technologies will transform the way we do business and the way brands interact with audiences, and empower individuals, by giving them even more digital access. Advertising will move beyond billboards and fixed screens to take over more space than ever before.”

Das, who takes a contrarian view to the negative perceptions around technology, concludes: “I believe 5G will make experiences more humane as the innovations will help reduce distances and create new connections. For example, if you touch something, it may soon become possible that your family in another location could feel the same touch, based on the pixels present on the interface. Possible? It’s innovation, but with a human element at the centre of it.”