Mapping GenAI's Future in India's Digital Landscape
A global video sharing platform engaged our team to explore the understanding and potential applications of Generative AI in India. As one of their largest and most tech-aware markets, India presented a unique opportunity to study AI adoption patterns that differed significantly from core markets. The research focused on both urban and semi-urban users, encompassing content viewers and casual creators across the platform's ecosystem.
Project Brief
The client sought to validate and deep-dive into previous research findings that indicated higher AI awareness and usage in developing markets, particularly India, compared to core markets like the US and Germany. The project aimed to understand GenAI perception among Indian users and identify potential applications for content consumption and creation. The timeline spanned March-April 2024, targeting both Experienced Internet Users (EIUs) and Progressing Internet Users (PIUs).
Our Approach
The research methodology employed a multi-phase approach combining qualitative and participatory techniques. We implemented a four-stage process:
Future Letters: Participants wrote speculative pieces about technology and AI development
Personal Onboarding: 20-minute foundational interviews exploring content behaviors
Week-long Informal Diaries: Documentation of daily activities and potential GenAI applications
Focus Groups: Collaborative sessions with participants grouped by common interest areas
The study engaged 32 participants across two strategic locations: Pune (urban) and Shillong (semi-urban), with 18 participants participating in focused group discussions.
Internal Workshops
The research team conducted collaborative analysis sessions to synthesize findings from multiple data streams. Workshop participants included representatives from various product teams, including short-form video and music divisions. Sessions utilized affinity mapping and thematic analysis techniques to identify patterns across user segments and geographical locations. The workshops fostered cross-functional alignment on opportunity areas and product implications.
Key Discoveries and Client Impact
The research revealed distinct patterns in GenAI awareness and adoption potential specific to the Indian market. Key deliverables included:
Comprehensive documentation of content consumption and creation behaviors
Analysis of key drivers and future aspirations regarding AI technology
Detailed assessment of privacy and security concerns
Actionable opportunity areas categorized under creativity, efficiency, and personalization themes
The findings directly informed the platform's product teams' roadmaps and contributed to their broader GenAI strategy, particularly for emerging markets. The research established a foundation for feature development aligned with local user needs and expectations.