Titan Company is using artificial intelligence (AI) and generative AI (GenAI) to improve efficiency across its operations, including the manufacturing of analogue watches. By training neural networks on thousands of images, Titan has developed an AI-powered quality control solution that verifies watch times in fractions of a second, accurately identifying faulty watches, chief digital and information officer Krishnan Venkateswaran told FE.
This technology is enhancing production processes, improving precision, and ensuring tens of millions of watches meet quality standards.”It (AI) just circles the incorrect watch with red. So, the operator just has to look at the image, pick up the watch that has gone incorrect. So, it’s a great innovation and an innovation that actually helps quality and speed, both,” Venkateswaran said.
Titan, which began its journey 40 years ago as a watch maker, has since diversified into various segments, including jewellery, eyewear, ethnic wear, fragrances, and accessories. Another key area where Titan is deploying AI is in enhancing customer experience on its digital platforms. It has integrated intelligence into its websites, enabling the sites to display relevant products based on customer interactions.
“Our websites, for example, are equipped with intelligence that enables the site to pop up different products based on how the customer is interacting with us. The system can judge customer propensity and show interesting products with more and more accuracy,” Venkateswaran said.
Further, Titan has been utilising predictive AI and GenAI in its marketing campaigns. With a vast array of products, customer segments, and channels, it aims to craft tailored messages for its diverse clientele. “We have advanced segmentation and understanding of customer propensities. We have now merged that with GenAI messaging, allowing the narrative and images to be tailored to the persona, leading to improved click-through rates and engagement,” he said.In the eyecare segment, Titan employs vision AI tech to assist customers in ensuring their spectacles are properly aligned. The app allows users to take a selfie, which the system analyses to detect any misalignment. If an issue is found, the app prompts the user to schedule a visit.Titan has also introduced multilingual and conversational bots on its jewellery website. These bots can understand customer intent, manage budget constraints, and suggest appropriate products.
Titan is also in the process of deploying service bots capable of handling customer issue resolution. Currently, these bots operate in a co-pilot mode, assisting contact centre employees by suggesting suitable responses based on historical data. “As accuracy improves, we aim for the AI to directly engage with customers on service-related issues, not just product inquiries,” Venkateswaran said.
Internally, Titan has introduced bots to assist its employees with routine tasks, further improving operational efficiency. Venkateswaran also said that there are several innovative projects in the pipeline aimed at enhancing manufacturing efficiency, although he did not delve into specific details.