Global Auto Leader Accelerates Insights with GenAI Solutions

Overview

A leading global automaker needed timelier access to market insights to power transformative business decision-making. Although the company collected volumes of customer focus-group data across its business, the data came in various formats and relied on human analysis to make it actionable. This process took time, and the insights could be subjective.

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A leading global automaker needed timelier access to market insights to power transformative business decision-making. Although the company collected volumes of customer focus-group data across its business, the data came in various formats and relied on human analysis to make it actionable. This process took time, and the insights could be subjective.

The automaker selected Tech Mahindra, a Google Cloud Premier Partner, to implement a GenAI-based data management and analysis solution on Google Cloud. This solution was designed to improve data quality and governance by reducing manual errors and subjectivity.

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Client Background and Challenges

This automaking giant’s market research team faced significant challenges when analyzing vast amounts of market research data. The team needed to review thousands of hours of video recordings of focus group discussions, along with related PDF, PowerPoint, and Word documents. During the process, which typically spanned six to nine months, the team encountered multiple issues. They found that the analyses were often subjective and contained manual errors. They also discovered inconsistencies because multiple teams were analyzing the data. Most importantly, because of delayed access to customer insights, the company could not quickly respond in a data-driven way to changes in customer sentiment and new vehicle demand.

Our Approach and Solution

  • Tech Mahindra implemented a GenAI-based solution using Google Cloud’s Vertex AI and Gemini models.
  • The solution automated analysis of market research videos and user surveys to generate sentiment-driven insights.
  • Leveraged Google Gemini’s multimodal capabilities to analyze various data formats: Video, audio, PowerPoint, Word, and PDF documents.
  • Large context window of Gemini 1.5 Pro enabled full-length video input processing.
  • The key technologies that have been used are Gemini 1.5 Pro multimodal LLM,Vertex AI, Cloud Run, and Cloud Storage on Google Cloud
  • Enabled the automaker’s market research team to shift from manual data analysis to rapid, GenAI-powered insight delivery for strategic business planning.

Business and Community Impact

The Tech Mahindra and Google Cloud GenAI-based solution yielded significant benefits for this auto manufacturer, including:

  • Time savings: Insights generation time was reduced by approximately 70%, with analysis completed within just a few weeks compared to the six to nine months previously required.
  • Cost savings: By automating analysis, the company reduced the cost associated with manual verification of video analysis by 30% to 40%.
  • Efficiency gains: The solution improved market research efficiency, enabling analysts and senior executives to quickly obtain synthesized insights from large volumes of video and other data.
  • Performance improvements: The use of Gemini models ensured accurate and comprehensive analysis of various data input types, leveraging the models’ large context window and multimodal capabilities.

The GenAI-based solution enabled this enterprise to connect diverse data to AI for rapid insight generation. As a result, the global automaker can react faster to market shifts and accelerate its new vehicle model launch process.