When Anishek Kamal moved from a small town in India to the United States, equipped with a computer science degree and a job offer in tech, he thought he was about to live the American dream, until reality set in. Without the kind of financial safety net that some immigrants from more privileged backgrounds have, he quickly found himself struggling to afford life in America. He still had to pay off his student loans, cover rent and bills, and manage a car loan, all while sending money home to support his family. Soon, he maxed out his credit cards, and by 2022, he had racked up over $100,000 in debt. 

Despite the shame that often comes with debt, and money being a taboo topic, Kamal is open about his past struggles. Through extensive research and data analysis, he found a way to become debt-free.

“Debt is not just a money problem—it’s also a behavioral problem,” Kamal says.

It’s his vulnerability in speaking from personal experience, combined with technical knowledge, that makes his story unique.

That technical knowledge came from years in the data and cloud space, where Kamal built his career at companies like Lululemon, Press Ganey, and Neal Analytics before eventually landing at Microsoft. There, he has led AI and big data initiatives, helping Fortune 500 clients optimize systems and migrate to the cloud. But behind the scenes, he was still grappling with personal debt and beginning to ask deeper questions about why smart, capable people like himself were falling through the cracks of traditional financial services.

He tried everything—Excel spreadsheets, financial advisors, loan and refinancing advice, and countless apps that offered generic tips. It was overwhelming, and he found no clear, data-driven way to understand his options and make better decisions.

That’s what led to DebtZero, the fintech platform Kamal founded to help people get out of debt faster and with less mental strain. By analyzing spending patterns, income fluctuations, and behavioral habits, the platform builds personalized repayment plans and allows users to automate payments in one place. No more juggling multiple apps, due dates, or interest calculations. Kamal interviewed over 350 people and found that 73 percent had experienced the same kind of cognitive overload he had. He recognized there was a clear need for what he was building. DebtZero promises not only to help users save money but also to offer the peace of mind that comes from finally feeling in control.

Outside of his full-time job at Microsoft and building his app, Kamal also makes it a priority to give back. He has mentored over 400 aspiring data and cloud professionals, taking countless calls for free to help people break into the field. Many of those he’s advised are now working at top-tier tech companies.

The Urban Watch sat down with Kamal for an exclusive interview about how his personal experience with debt led him to found DebtZero, how AI can be built with empathy, and what it takes to design a system that truly works for people, not against them. 

Tell me a little bit about your background and where you grew up. How has that shaped who you are today, personally and professionally?

I grew up in a small town, Darbhanga, in the state of Bihar, India, where resources were limited, but the people worked hard to create a better life. My father worked incredibly hard to provide for our family, and that work ethic definitely rubbed off on me. We didn’t have much exposure to technology growing up. I remember the first time I saw a computer; I was in elementary school, which was pretty late compared to kids in more developed areas. My uncle had a PC, and the entire family was using it. I was so fascinated by computers that by the time I was in ninth grade, I was assembling computers for friends or acquaintances for a couple of hundred Indian rupees each. 

This background shaped me in a few important ways. First, I developed a deep appreciation for education as a path to opportunity. Second, I learned to be resourceful and solve problems with whatever tools were available. And third, I gained this perspective that technology isn’t just cool – it’s transformative. When I finally got my hands on a computer and started coding, it felt like discovering a superpower.

Professionally, this journey has made me particularly drawn to projects that democratize access to resources and knowledge. I think that’s part of why I’m so passionate about fintech now – it’s about using technology to solve real problems and create more equitable access to financial tools that were previously available only to the privileged few.

How did you become interested in working in tech?

My journey into tech started with pure fascination. I remember writing my first lines of code and being amazed that I could create something functional from nothing but logical instructions. It felt like a perfect blend of creativity and problem-solving.

I started as a big data developer working with Hadoop, which exposed me to the power of handling massive datasets. What kept me in tech was seeing how these skills could be applied to solve increasingly complex problems. As I moved into cloud technologies and solution architecture, I loved the challenge of designing systems that could handle enormous scale while remaining resilient and efficient.

The evolution from writing code to architecting solutions for Fortune 500 companies was natural because I’m fundamentally driven by impact – how can we use these powerful tools to solve meaningful problems? That’s ultimately what drew me to AI as well. It’s not just about the technology itself, but about the problems we can solve with it that weren’t solvable before.

What has been the most significant personal challenge you’ve ever faced? 

Moving to the United States was probably my biggest personal challenge. I came here with essentially maxed-out credit cards, student debt from my bachelor’s degree, tremendous uncertainty, and the feeling of having to start completely from scratch. There’s something humbling about leaving behind your support network and familiar surroundings.

The financial pressure was intense – I remember calculating exactly how many months of my new salary would go toward paying off those cards. That experience of carrying debt while trying to build a new life taught me a great deal about financial stress and how it affects every aspect of life and decision-making.

Looking back, this challenge provided the perspective that eventually led to DebtZero. I experienced firsthand how even someone with a good education and technical skills can struggle with debt and financial navigation. It made me realize that financial systems aren’t designed with accessibility or empathy in mind, and that’s something technology could help address.

What do you consider your biggest professional accomplishment so far?

While there are several technical achievements I’m proud of, I believe my most significant professional accomplishment has been successfully transitioning from a solutions architect at a major tech company to a founder building something from scratch.

The shift required completely different skills–moving from implementing technical solutions within established frameworks to identifying market opportunities, validating ideas, building from zero, and creating something that genuinely helps people.

What makes this particularly meaningful is that I’m not just applying technical skills, but actually addressing a problem I experienced personally. Creating a product that can help millions of people achieve financial freedom is infinitely more satisfying than any technical problem I’ve solved previously.

How does DebtZero compare to other debt management companies? What makes it stand out? 

Unlike traditional debt management companies that focus primarily on debt settlement or consolidation, Debtzero takes a more holistic, technology-first approach to debt freedom. Other companies typically negotiate with creditors after accounts have gone delinquent; we’re focused on optimization strategies that work with current, good-standing accounts.

There are three key differentiators that make us stand out:

First, our approach is personalized based on behavioral patterns, not just numbers. Traditional services apply the same mathematical strategies to everyone, but financial success is behavioral. We analyze spending patterns, income volatility, and psychological factors to create strategies that users will actually stick with.

Second, we’re focused on education and empowerment rather than dependency. Many debt management companies create ongoing reliance on their services, while we’re building tools that increase financial literacy and independence over time.

Third, we use technology to optimize the entire financial picture, not just debt. Our system analyzes cash flow patterns, payment timing effects, and opportunities across all financial accounts to identify savings that traditional approaches may overlook.

 What inspired you to launch DebtZero? 

Launching DebtZero came from a deeply personal place. When I moved to the U.S., I was carrying student loans and quickly found myself in credit card debt. The financial system here was completely different from India’s more cash-based approach—everything revolved around credit. Despite having a tech background and a decent job, I struggled to make sense of it all. I was making minimum payments, juggling multiple loans, even sending money back home to support my family. By 2022, I was over $100,000 in debt.

I tried everything—Excel spreadsheets, financial advisors who weren’t interested unless you had assets, random advice on 401(k) loans and refinancing—it was overwhelming. What I really needed was a clear, data-driven way to understand my options and make better decisions. There was an app in India that helped track and pay credit card balances in one place, and I couldn’t find anything like that here. That’s when I got the idea for DebtZero. 

The final catalyst came during my time working on a credit union project, where I analyzed millions of financial transactions. I observed patterns of people making costly mistakes not because they lacked discipline, but because they lacked visibility and optimization tools.

I recognized an opportunity to apply my technical expertise in data and AI to help people overcome the same challenges I had faced. The more research I did, the more I realized there wasn’t a solution that truly leveraged technology to optimize debt management in a personalized way. That gap in the market, combined with the potential for meaningful impact, made launching DebtZero feel like the most important work I could be doing.

What role does AI play in Debt Zero’s platform?

AI is core to Debt Zero’s platform, but in ways that might be different from what people typically think. We’re not using AI to make decisions for users–we’re using it to uncover insights and opportunities that would be impossible to find manually.

First, our AI analyzes transaction data to understand unique spending patterns and financial behaviors. It identifies patterns invisible to the human eye, like how spending in certain categories triggers cascading effects across someone’s finances.

Second, we use machine learning models to predict cash flow volatility and potential financial stress points before they happen. This allows us to proactively recommend adjustments rather than reacting to problems after they occur.

Third, we apply optimization algorithms that consider hundreds of variables simultaneously–payment dates, interest calculation methodologies, cash flow patterns, and psychological factors–to create debt payoff strategies that are both mathematically optimal and behaviorally sustainable.

Fourth, we use natural language processing to translate complex financial concepts into accessible guidance tailored to each user’s financial literacy level.

The AI doesn’t replace human judgment–it enhances it by revealing options and insights that wouldn’t be apparent otherwise, then empowers users to make better-informed decisions about their financial future.

What kinds of data are you analyzing to offer clients the most effective repayment strategies?

We analyze multiple categories of data to create truly effective repayment strategies, all while adhering to strict privacy protections and obtaining user consent.

Transaction data is our foundation—we look at spending patterns, income timing, volatility, and cash flow dynamics. This helps us understand not just how much money someone has, but when it’s available and how predictable their financial situation is.

We also assess debt-specific details, such as interest rates, payment due dates, minimum payment requirements, and how interest is calculated (e.g., daily average balance vs. previous statement balance). These overlooked nuances are critical for optimization.

Behavioral data plays a key role as well—how consistently users stick to plans, where they’ve struggled or succeeded, and the kinds of financial decisions that tend to trip them up.

What makes our approach unique is that we don’t just look at each of these data types in isolation. We examine the relationships between them. For example, how income timing interacts with payment due dates, or how certain spending patterns affect debt payoff consistency.

Importantly, we maintain bank-level security and transparency. Users always know what data we use and why, ensuring trust is built into every step.

Who is your ideal user, and what does a typical customer journey look like on the platform?

You don’t have to be in debt to use DebtZero; it can help you optimize your payments and stay debt-free. However, our current target user is someone who has more than $10,000 in debt and is actively seeking to eliminate it, but feels overwhelmed by the complexity of the process. They usually have a mixture of credit cards, student loans, car loans, and possibly a mortgage. They’re making payments but not seeing the progress they want, and they’re seeking a more effective approach rather than simply budgeting harder.

That said, debt is not just a money problem; it’s also a behavioral problem. That’s why we provide users with educational content specifically tailored to their situation, helping them build financial skills and confidence alongside their progress toward debt freedom.

The typical customer journey begins with what we call a ‘Financial X-Ray’–connecting their financial accounts to provide us with a comprehensive view of their financial picture. This is a low-friction process that takes about 5 minutes but provides immediate value.

Next, we generate their personalized Debt Freedom Plan, showing them exactly how much faster they could be debt-free using our optimization strategies. This is a key moment because most users discover they can cut years off their debt payoff timeline without increasing their monthly payments.

Once they have their plan, we help implement it through a combination of guided actions and automation. This includes optimizing payment dates, restructuring how payments are applied to different debts, and setting up the right automatic transfers.

As they progress, we provide ongoing monitoring and adjustments. If we detect changes in their financial situation, the system recommends modifications to keep them on the fastest path to debt freedom.

Debt is deeply personal and often stigmatized. How do you design AI systems that are both effective and empathetic?

I’m passionate about designing AI systems that balance effectiveness with empathy. In the debt management space, shame and vulnerability are common experiences.

We start by acknowledging that debt isn’t just a financial issue–it’s an emotional one. Our design philosophy centers on judgment-free interaction. The system never uses language that implies moral failing or personal shortcoming when discussing financial situations.

We’ve also built what we call ‘context awareness‘ into our AI. It recognizes emotional cues in how users interact with the platform and adjusts its tone and recommendations accordingly. For example, if someone is showing signs of financial anxiety, the system focuses more on small, achievable wins rather than long-term projections.

Another key aspect is appropriate personalization. The system remembers individual circumstances and preferences, avoiding the need for users to repeatedly explain their situation, which can reinforce feelings of shame.

We’re careful about timing and delivery of information. Financial insights are delivered when users are most receptive, not as interruptions or judgments. And we frame everything in terms of opportunities rather than mistakes.

Perhaps most importantly, we maintain a clear line between what AI should handle and what requires human connection. For particularly sensitive situations, we make it easy to connect with a human financial coach who has the context from the AI system but brings the empathy and nuance that technology alone can’t provide.

The goal isn’t to make our AI seem human, but rather to ensure it respects and accommodates human emotions while providing effective financial guidance.

What steps are you taking to ensure transparency and fairness in automated decision-making, especially for users from financially vulnerable backgrounds?

Transparency and fairness are foundational to DebtZero’s approach, particularly because we work with many financially vulnerable users.

First, we practice radical transparency in how our system works. Users can see exactly what factors influence their debt freedom plan, what data points we’re using, and the reasoning behind recommendations. We avoid black-box solutions where users have to simply trust the AI without understanding it.

We’ve implemented fairness audits throughout our development process. This means regularly testing our recommendations across different demographic groups to ensure our system doesn’t perpetuate biases or deliver better results to certain populations. If we detect disparities, we address them at the algorithm level.

We’re also careful about assumption-free design. Traditional financial systems often make assumptions about income stability or access to banking services that don’t hold for many vulnerable populations.

Our systems are designed to work effectively for gig workers with irregular income, users with thin credit files, or those who’ve had negative banking experiences in the past.

We provide options, not mandates. Our AI presents multiple paths forward with clear explanations of the tradeoffs, empowering users to make informed choices rather than forcing them into a particular approach.

And finally, we maintain human oversight of our systems, particularly for edge cases. When our AI encounters situations outside its confident decision-making parameters, especially for vulnerable users, those cases are reviewed by humans to ensure appropriate recommendations.

The ultimate measure is outcomes–we track whether our recommendations are actually helping users across all demographic groups achieve financial progress, and continuously refine our approach based on those results.

Can people use both a traditional debt settlement company and your app?

Yes, they can. In our first version, users will be able to see all their debts in one place and make payments directly through the app. The focus is on visibility and control.

In future versions, we plan to partner with credit unions to help users access lower-interest loans, compare rates, and understand where they qualify. The goal is to offer smarter refinancing options that work in the user’s favor.

Traditional debt settlement companies focus heavily on negotiation, and while that can be helpful, it can also be inefficient and confusing. We aim to bring that same value, but in a more transparent, automated, and user-friendly way.

Ultimately, our app is designed to help people, not institutions. But to offer the best tools and rates, strategic partnerships will be necessary.

To end on a broader note, as someone who works with AI every day, what do you see as the most pressing challenge or ethical dilemma facing the field today—technically, socially, or economically?

I think the most pressing challenge facing AI today is the growing disconnect between who builds these systems, who benefits from them, and who bears the risks.

Technically, we’re creating increasingly powerful tools without sufficient guardrails or oversight. Many AI systems are deployed with inadequate testing for biases, edge cases, or potential harms. The pace of development has far outstripped our governance mechanisms.

Socially, we’re facing a potential deepening of existing inequalities. AI could either bridge or widen gaps in access to healthcare, education, financial services, and job opportunities. Without deliberate attention to inclusion and equity, these systems will naturally tend to benefit those who already have advantages.

Economically, the concentration of AI capabilities in a small number of large companies raises serious questions about power distribution.

When a handful of organizations control the most powerful AI models, they effectively become gatekeepers for innovation across many sectors.

The ethical dilemma that keeps me up at night is the risk of ‘automation bias’–our tendency to defer to algorithmic recommendations even when we should be skeptical. As AI becomes more embedded in consequential decisions, from medical diagnoses to lending approvals, this bias could lead to a progressive abdication of human judgment and responsibility.

Addressing these challenges requires technical solutions, like better testing methodologies and more transparent systems. But equally important are social and governance innovations–developing new frameworks for accountability, ensuring diverse perspectives in AI development, and creating mechanisms that distribute the benefits of AI more equitably.

Learn more:

Check out DebtZero

Connect with Anishek Kamal on LinkedIn Book a call with Anishek

Book a call with Anishek

The post This Immigrant Founder Is Changing How We Talk About Debt appeared first on The Urban Watch Magazine.

In a field often dominated by men, Somya Singh is forging her own path—combining a passion for problem-solving with cutting-edge work in AI, cybersecurity, and UX design.

Born and raised in New Delhi, India, Singh moved to the United States at the age of nine, where her early exposure to coding inspired a lifelong interest in technology. She earned her bachelor’s degree in Information Systems from the University of Maryland, Baltimore County (UMBC), and quickly launched her professional career with roles at Optum and Sparksoft Corp, rising from a computer systems analyst to a lead position overseeing cross-functional tech teams.

Currently pursuing her master’s degree in Information Systems at UMBC with a specialization in AI, data science, and UX/UI, Singh continues to push boundaries outside the classroom. She is actively researching deepfake detection in cybersecurity with the goal of helping protect against one of today’s fastest-growing digital threats. She has also judged prestigious hackathons like HackDuke at Duke University, bringing her real-world expertise and an eye for innovation to the next generation of tech creators.

The Urban Watch sat down for an exclusive interview with Singh to discuss her journey, her proudest accomplishments, and her advice for women looking to break into—and lead—the future of tech.

Could you tell me a little bit about your background and where you grew up?

I was born and raised in New Delhi, India, and moved to the United States when I was nine. My father has a degree in computer science and came here on a work visa, so I’ve been around coding for as long as I can remember. That definitely sparked my interest in tech early on.

In high school, I was part of the career academy program and originally leaned toward computer science. However, I eventually switched to information systems, which combines business management and coding. I liked that it provided a broader perspective—it felt more connected to how technology actually impacts organizations and people.

After graduating from high school, I earned my Bachelor’s degree in Information Systems from the University of Maryland, Baltimore County. I started out as a computer systems analyst at Optum and then moved into a lead role at Sparksoft Corp, where I worked for three years. Now I’m back in school, pursuing a master’s in Information Systems with a focus on AI, data science, and UX/UI. I’m really interested in how advanced technologies can improve user experiences and push innovation forward.

With your interest in UX/UI, what trends do you think will dominate this field in the next five years? How are you preparing to meet those changes?

I think we’re going to see a lot of changes in UX over the next few years. I’m currently specializing in UX design as part of my master’s program, and one thing we focus on is evaluating websites to see how they could be improved.

Take sites like Best Buy or Amazon, for example. Sometimes the usability isn’t great — there’s too much clicking or too many steps to get to what you need. In the future, I think there will be a much bigger push to minimize friction and make digital experiences more intuitive and accessible for everyone.

I also think companies will become even more intentional with their designs, thinking carefully about what actions they want users to take and how to guide them toward it without overwhelming them. It’ll be about designing from the user’s perspective first, not just the company’s goals.

To prepare, I’m studying not just design principles but also user behavior, accessibility standards, and how AI and personalization can be integrated into better UX. I want to make sure I’m creating experiences that are easier, smarter, and truly centered on the user.

You’ve had a progressive career in Information Systems, from a Computer Systems Analyst at Optum to a lead role at Sparksoft Corp. Can you share more about your journey and what influenced your career choices?

My journey in Information Systems has been driven by a strong desire to solve complex problems and make an impact. While I was at Optum, I constantly challenged myself to take on complex, time-sensitive projects and find efficient, effective solutions. Over time, this mindset became a habit—and I found myself genuinely enjoying both the challenges and the problem-solving process.

As I gained experience, I developed a deeper understanding of complex systems, strengthened my technical skills, and built the confidence to step into leadership roles. This growth led me to a senior role at Sparksoft Corp, where I took on more responsibility, led cross-functional teams, and worked on innovative solutions aligned with the company’s objectives. I also was never afraid to tackle challenging problems or take initiative by stepping outside my comfort zone.

Each role has been a stepping stone, helping me build a well-rounded skill set and a strategic approach to tackling problems. It’s been a journey of continuous learning and growth, and every step has made me more confident and better equipped to navigate the challenges of the tech industry.

What was the biggest thing you learned over the course of your three years at Sparksoft?

One of the biggest things I learned was time management. It’s very different from college, where you mostly manage your own schedule. In a full-time role, especially in tech, you have constant deadlines, meetings, and deliverables, so I had to really learn how to prioritize and stay organized.

I also developed a lot of people skills. At Sparksoft, I worked directly with clients like the Centers for Medicare & Medicaid Services, gave reports, and presented updates regularly. At first, it was intimidating, but over time, I became much more confident communicating clearly and professionally with both clients and my team.

On the technical side, I learned a lot about testing. Our team was responsible for manual and automated testing, finding bugs during new releases each week, and reporting discrepancies. It taught me to be detail-oriented and proactive, skills that are crucial in any tech role.

What do you consider your biggest professional accomplishment so far?

One of my biggest professional accomplishments has been judging multiple hackathons, including HackDuke, which is hosted at the prestigious Duke University. It was an amazing experience to be part of such a renowned event, surrounded by talented students who are really pushing the boundaries of innovation.

At HackDuke, I judged projects across different categories like sustainability and AI. I was paired with another judge, and together we evaluated four teams. They gave us a judging rubric—things like reviewing their code and making sure they weren’t relying on tools like ChatGPT—but I also brought my own perspective. I always look for creativity: is the project something original, or is it just a variation of something that already exists? Seeing that originality is really important to me.

I’m also really proud of earning a senior role in the tech industry through hard work and perseverance, especially as an immigrant woman. Both experiences have taught me the value of dedication, resilience, and continuing to challenge myself to grow.

Which projects are you the most proud of and why?

One of the projects I’m most proud of is the Stock Trading Behavior Analysis with Machine Learning. It started as a personal project that I worked on with a friend during my spare time earlier this year. We wanted to analyze the behavior of stocks and use machine learning to predict better buying decisions, especially for people who like to trade actively.

The project involved studying trading patterns, identifying mistakes, suggesting smarter strategies, and even simulating alternative outcomes to show traders what could have happened if they made different choices. Even though the stock market has been down recently, it’s been exciting to see how the model could evolve—and I’m already thinking about making some changes to improve it.

I’m especially proud of this project because it combined my passion for data science, AI, and real-world applications. It really reflects my drive to always keep learning, building, and finding ways to create tools that can make a real difference.

What are you currently researching? 

Right now, I’m working with my professor on a research project focused on deepfake threat detection within the field of cybersecurity. Our goal is to contribute to the growing efforts to identify and mitigate the risks that deepfake technology poses. We’re aiming to have our work published in an academic journal.

Deepfakes have become a major cybersecurity threat. While the most visible examples are fake celebrity videos, the bigger concern is how deepfake technology is being used for phishing attacks, scam messages, and other types of fraud. For instance, there have been cases where people received text messages that appeared to be from coworkers or trusted sources—and one of my own coworkers fell for it, accidentally giving away personal information like addresses.

That’s why part of my advice is simple: if you ever get a suspicious link from an unknown number, don’t click it. And if an email looks sketchy, it’s better to let it go to the spam folder.

Our research right now is focused on tracking deepfake incidents—where and when they happen—and analyzing patterns. Once we have enough data, we’ll develop tools to help detect and prevent these types of attacks more effectively.

What is your ultimate career goal, and how do you envision reaching it?

My ultimate career goal is to create a groundbreaking solution through research that makes a real impact on technology. I want to develop something that not only solves today’s problems but also helps shape the future.

To get there, I plan to keep expanding my skills in AI, data science, and UX/UI while staying connected to the latest tech trends. I believe collaboration is essential, so I’m excited to work with others who are just as passionate about innovation. By staying curious, open-minded, and dedicated, I hope to create solutions that change the way we experience and interact with technology.

With rapid advancements in AI and Data Science, where do you see the biggest opportunities for innovation in your field?

I see incredible opportunities for innovation, especially in areas like personalized experiences, predictive analytics, and agentic AIs. I’m particularly excited about how AI can transform UX/UI by creating digital experiences that adapt to individual users in real time, making technology feel more intuitive, responsive, and engaging.

The rise of agentic AI systems—AIs that can autonomously make decisions and take actions—also holds huge potential. These systems could revolutionize industries like healthcare and finance by improving efficiency and enabling more intelligent, human-like interactions. The ability of agentic AI to process complex data and make better decisions without constant human oversight is a game-changer, opening up new possibilities for innovation and smarter, more dynamic solutions.

What has been the most significant personal challenge you’ve ever faced? 

One of the most significant personal challenges I’ve faced is navigating life as an immigrant and building a career as a woman in the tech industry. Moving to the United States at a young age meant adapting to a new culture, overcoming language barriers, and finding a sense of belonging—all while trying to stay true to myself.

As I moved into the tech world, I faced the additional challenge of working in a male-dominated field. It’s not just about proving your skills; sometimes it’s having to raise your voice—literally—to be heard in meetings where you might get interrupted or spoken over. There is also the reality that it can be harder for women to secure the same opportunities or leadership roles.

Despite all of that, I’ve stayed determined to break those barriers. These experiences have built my resilience, strengthened my confidence, and fueled my passion for pushing for greater diversity and inclusion in tech.

What advice would you give to other women entering this field?

Don’t let a lack of experience hold you back—just start from wherever you are. What matters most is your passion and your willingness to learn. Focus on the career you truly want, not just what’s available or easy. Don’t settle.

Be genuinely interested in the work you’re doing, because that passion will carry you through the challenges. And most importantly, use your voice. Speak up in meetings, advocate for yourself, and don’t be afraid to take up the space you need. You belong here.

**

You can follow Somya on LinkedIn and GitHub. 

The post Women in Tech: Somya Singh on Leading with Curiosity, Courage, and Code appeared first on The Urban Watch Magazine.

Lorenzo Lasagna’s journey from the rolling hills of Perugia, Italy to leading social media strategies for global brands in New York offers a unique perspective on the art of marketing. With a deep-rooted appreciation for culture, heritage, and storytelling, Lorenzo has shaped a career focused on authentic marketing. From navigating the fast-paced, ever-evolving digital world to spearheading global campaigns for renowned companies, his work highlights the importance of genuine connection in a market saturated with noise.

Lorenzo has collaborated with internationally renowned events such as the International Journalism Festival, TEDx, and Primavera Sound, one of Europe’s largest music festivals. He has also worked with New York Design Week and SXSW. In 2019, Lorenzo was honored with a prestigious Silver Pencil award at the One Club for Creativity’s ‘Young Ones’ competition, which celebrates emerging marketing talent. Since 2023, he served as the Global Social Media Lead at frog and Capgemini Invent, working with Fortune 500 companies, governments, and startups.

In this exclusive interview with The Urban Watch, Lorenzo shares insights into his upbringing, his rise in digital marketing, and the lessons he’s learned in the ever-changing landscape of social media. He discusses how authenticity drives success in today’s marketing world and offers a glimpse into his most memorable projects—from overcoming the challenges of the pandemic to creating breakthrough campaigns at prestigious events like the Cannes Lions Festival. As AI and influencer marketing continue to transform the industry, Lorenzo emphasizes that brands must remain true to their values and engage with audiences on a deeper, more personal level.

Tell me a little bit about your background. Where did you grow up, and how has that shaped who you are today?

I grew up in Italy, surrounded by a rich cultural heritage and a deep appreciation for art and design. My hometown, Perugia, in the hillside of central Italy, is known for its buildings dating back to the Etruscan period. When it was time to choose a university major, I was initially drawn to architecture. However, after exploring the curriculum, I found it too “static”—it felt like architecture symbolized a world that had stayed the same for centuries. That’s when my interest in creative marketing took shape. I saw it as an exciting, emerging discipline that felt fresh and dynamic. I was captivated by the intersection of culture and commerce—how advertising could go beyond simple sales tactics to become a form of storytelling that resonates with audiences. At the time, there weren’t many schools in Italy offering courses in this field. Fortunately, one of them was in my hometown, so I pursued my undergraduate degree in Advertising and International Communication there.

Moving to the U.S. for my graduate studies broadened my perspective, exposing me to a new culture and diverse communication and marketing strategies. This experience has been invaluable in shaping the way I approach my work today.

How did you become interested in digital marketing? 

Growing up, smartphones were just becoming a thing. Looking back, I think I was born at the right time—in the 90s—so I still had a pre-internet childhood, but growing up in the 2000s allowed me to experience the new world of the internet during my formative years. When I was a teenager, social media was just beginning to emerge, and it felt like this new, dynamic world––something that I could shape and that belonged to young people rather than a well-established industry. That’s when I realized that creative marketing, especially social media, would become a cornerstone for brands to engage with diverse audiences. I became really interested in this world and started following online blogs and communities on creativity, tech, and digital media. 

My first major breakthrough came during my Master’s program at the City University of New York, where I had the opportunity to work with leading brands, helping them integrate their marketing efforts across various channels. As I advanced in my studies, I recognized the power of strategic, integrated communication in shaping a brand’s identity. That’s when my passion for digital and creative marketing truly took off.

What cultural and professional lessons have you learned from living and working in both Italy and the U.S.?

Living and working in both Italy and the U.S. has given me a dual perspective on creativity and strategy. In Italy, there’s a deep appreciation for craftsmanship, aesthetics, and tradition, which shapes how brands communicate their heritage and values. However, the work culture there tends to be more rigid and slower, often influenced by hierarchical structures and tight regulations. Projects can take years to launch, driven by excessive compliance checks, numerous approval stages, and a cautious approach to change that can feel sluggish.

In contrast, the U.S. work culture prioritizes innovation, speed, and scalability. It’s all about how quickly you can launch, grow, and pivot. For example, while working on a U.S. marketing campaign, we were able to produce a video within a couple of weeks. We set up production, hired multiple vendors, organized the shoot, and even got management approval to shut down the office floor—all in record time.

By comparison, in Europe, the same brand required six months to prepare for a major industry event. The level of detail and the numerous approval steps reflected Europe’s tendency toward bureaucratic hurdles. 

Does quality get lost in the U.S. because of the fast pace?

It depends on the nature of the project. I wouldn’t say the quality is necessarily lower, but maintaining high standards requires constant attention and adaptability in the U.S. In Europe, there’s often more time to refine and perfect, which allows for a more deliberate approach.

Additionally, European brands often feel more deeply connected to their audience due to their strong heritage and traditions. In the U.S., cutting through the noise can be more challenging, given the fast-moving and highly competitive market. This difference in business dynamics shapes how marketing strategies are developed and executed in each region.

What do you consider your biggest professional accomplishment so far?

My biggest professional accomplishment was leading several social media campaigns for frog, part of Capgemini Invent, a global brand aiming to increase its visibility across Europe and the Middle East while maintaining consistency with its U.S. presence. These international campaigns not only boosted engagement but also resulted in a significant increase in market share. Leading such a complex, cross-market initiative and seeing measurable success was a pivotal moment for me.

Winning the Silver Pencil at the One Club for Creativity’s ‘Young Ones’ competition is a significant achievement. What does this recognition mean within the industry, and what personal significance does it hold for you?

Winning a Silver Pencil in 2019 during my graduate studies kickstarted my professional career. The award recognized our provocative campaign for the makeup brand Il Makiage.

The Silver Pencil at the One Club for Creativity is one of the most prestigious awards for young creatives. Within the industry, it symbolizes excellence, innovation, and recognition from some of the most respected figures in advertising and design. For me, winning the award was a pivotal moment. It validated taking creative risks and boosted my confidence in my ability to think outside the box.

On a personal level, this project is especially meaningful to me because it brought my team and me closer together. We bonded through late nights and creative challenges and are now great friends. Every time I see that award on my desk, it’s not just a reminder of our work but also of the importance of striving for excellence and pushing boundaries—even when the approach feels unconventional. It symbolizes what’s possible when you don’t play it safe.

Which projects are you the most proud of?

I’m particularly proud of several projects I worked on during my almost five-year tenure at frog.

In 2020, when I was still an associate at the firm, the world was hit by the Covid-19 pandemic and offices had to close. Working on a global marketing team during such a critical time taught me a lot about dynamically shifting strategy and adapting quickly to unpredictable market conditions. We pivoted all our in-person events to remote, and I had the opportunity to produce webinars in partnership with major industry events like SXSW and New York Design Week. Looking back, it was ironically one of the most formative experiences of my career.

The following year, I produced a marketing video for Campfire, a startup pioneering remote collaboration through a mixed reality (AR/VR) headset designed by frog. It was one of my favorite experiences, as I got to work with a large production team. We shut down a whole floor of the DUMBO (neighborhood in Brooklyn) office building and transformed it into a film set for a day. It was amazing to see what could be accomplished without creative constraints and with a large budget.

In 2023, I contributed to my biggest project yet when frog attended the Cannes Lions International Festival, one of the largest and most prestigious marketing events in the world. Held annually in Cannes, France, the week-long festival offers brands the opportunity to showcase their capabilities, meet new clients, and create business opportunities. It’s a prime platform for creative innovation and attending requires a strong team to make it worthwhile due to the event’s expensive costs.

As a global social media lead, I flew to Cannes to create content and helped craft a content strategy that engaged diverse audiences through multiple digital channels while maintaining the brand’s cohesive global voice. The results were outstanding in terms of audience engagement and brand perception. It was one of our most successful campaigns to date.

Can you tell me more about the content strategy and your experience at Cannes?

Our goal was to develop a content strategy that would showcase our presence at the festival to the world in real time. We partnered with a production company to create a space at the event for talks, panel discussions, and other activities. My role was to ensure we shared everything on social media, allowing our audience of nearly one million people in the creative business community to see what we were doing and creating a positive perception of our brand.

Over several months, I crafted the content strategy, planning what we would produce and release down to the day and hour. It was a lot of work, but it paid off as we successfully reached our audience and gained millions of impressions during the event week and in the weeks that followed.

I was also responsible for producing on-site content—attending panels, taking photos and videos, posting updates, and ensuring everything was ready to share immediately. We hired videographers to record the panels and make sure everything was documented.

A key decision was how we used social media, especially Instagram. Though our primary B2B channel was LinkedIn, I advocated for using Instagram Stories to provide live updates—behind-the-scenes glimpses, insights from the talks, and real-time event coverage.

One of my proudest moments at the festival was when representatives from other major corporate sponsors complimented our content, saying we had the ‘coolest’ material at the venue.

What do you think makes a brand go viral?

This is something I get asked often, and it’s a tough question because there’s no formula for it. What works for one brand might not work for another, and you can’t just copy someone else’s success. However, there are things a brand or company can do to increase its chances. First, stay on top of trends and make sure your content is on the right platforms. It’s essential to understand your audience and what resonates with them. For example, if you’re a consumer brand targeting Gen Z and you’re not posting on platforms like TikTok, it’s never going to reach your audience because they won’t even see it.

So, there’s no one-size-fits-all answer, but it’s about hitting the right spots and being in the right place at the right time. A bit of luck is involved, too. You could leverage something like a culturally relevant moment and jump on it with a timely post. In the past, mainstream events like the Oscars or the Super Bowl provided opportunities to connect with audiences.

Today, however, the nonlinear way consumers experience content on social media means you can achieve the same impact with a niche meme or reference that resonates with your audience. 

You want to be the first to join in on a trend or meme, not the last. If everyone else is doing it, it’s already too late. Timing is key.

Lorenzo Lasagna

Can you talk about the pros and cons of influencer marketing?

Influencer marketing has grown significantly, and it’s a strategy that’s still very relevant, especially for direct-to-consumer brands. There still are many effective cases of brands leveraging influencers to promote their products to their audiences. However, I think we’re reaching a peak in how people perceive it. While it still works, there’s a growing sense of fatigue as consumers are becoming more skeptical of inauthentic promotions.

For influencer marketing to be effective, there must be a genuine connection between the influencer and the product. There was a time when influencers like Kim Kardashian –or Chiara Ferragni in Italy– would promote completely unrelated products, and people still bought into it. But now, with consumers becoming more aware, they can tell when something feels fake. Authenticity is key, and if the product doesn’t resonate with the influencer or their audience, it will appear disingenuous.

Influencer marketing can be more effective in certain industries than others, particularly lifestyle. Smaller influencers with more niche, engaged audiences (even with around 10k followers) often drive better results than celebrities. It’s not just about the size of the following but about whether the influencer’s content and personal brand align with the product. If an influencer is in wellness, for example, they should ideally represent a brand that fits their style and values, or it will seem out of place.

It’s also important for brands to look at audience engagement and demographics rather than just focusing on numbers. Sometimes, brands will look solely at follower count, but understanding the influencer’s audience and their engagement is crucial for success. For example, a running shoe brand might get a larger reach working with an influencer with 500k followers, but if the influencer’s audience consists mostly of general lifestyle followers rather than dedicated runners or fitness enthusiasts, the campaign may not be as effective. In contrast, an influencer with 50k highly engaged followers who are passionate about running and fitness might drive more meaningful conversions, even though their follower count is much lower.

How’s AI changing your industry? Have you incorporated any AI tools in your work? 

Personally, I’ve used AI for organizing tasks, summarizing information, and even refining content strategies, which helps me focus more on the bigger picture and overall strategy.

There are massive opportunities to leverage AI to optimize marketing strategies and target the right audiences with greater precision. However, I think it’s important to proceed with caution, especially when it comes to over-using AI in creative aspects.

At the moment, ‘Generative AI’ is a bit of a buzzword, and it seems like everyone is jumping on the bandwagon. I’ve seen many tech trends come and go. Each hype cycle eventually fades, and the technology quietly integrates into our daily processes. The brands that thrive will be the ones that use AI strategically but still keep a human-centered approach. 

The true value of AI will come when it becomes an invisible tool that enhances how we work without overshadowing the essential human connection that is key to successful marketing.

What are the essential elements that modern brands must possess to distinguish themselves in the market?

Authenticity is key. Audiences are more savvy than ever, and they can spot inauthentic marketing from a mile away. It’s important to create genuine content that speaks to the values of your brand and truly connects with your audience. Building a community rather than just promoting a product is essential for long-term success.

There is also a big opportunity for brands to differentiate themselves through human curation. As AI becomes more integrated into everyday life, I believe consumers will start to crave the human element even more. The brands that will stand out are the ones that maintain an authentic, human-centered approach while leveraging technology to enhance, not replace, those connections.

Success will come from using AI strategically to deepen engagement while positioning the brand as relatable, genuine, and human. The real winners will be the ones that come off as the most genuine in their space.

Can you expand on inauthentic marketing, values, and ethics? Do you choose which brands to work with based on that? How do you know what’s truly authentic?

It’s a tough call for a marketer. Sometimes, there are brands that you personally like, but often, if you work at an agency, you’re assigned a brand to work with. You might not like it, but you still have to promote it.

For example, a company might be sued for greenwashing and have to launch an entire PR campaign to address it. You often don’t have a say in these matters, especially in larger organizations. That’s why it’s such a tough topic for marketers.

There are also product categories you may not personally believe in, such as working with processed food when you eat clean, organic food. How do you decide then? It’s a bit of a gray area.

Personally, I try to work with brands where we overlap in brand values. If their product isn’t perfect yet, I’ll work with them to improve it. I look for brands that have a strategy or mission aimed at having a positive impact, like donating profits or being more sustainable.

What advice would you give someone starting a digital marketing career today?

Stay curious and be adaptable. Digital marketing changes quickly, and you can’t rely on doing things the same way for too long. When I first entered the field, social media was still emerging as a major marketing tool; we were perceived as the odd new kids in the room. Now, it’s the dominant platform. So, my advice is to experiment, learn from your failures, and not be afraid to pivot. Also, focus on developing both creative and analytical skills. Creativity is key to grabbing attention, but knowing how to measure and optimize is what will keep you in the game.

Since you’re Italian– what’s your favorite Italian brand? 

My favorite would have to be Brunello Cucinelli. It’s a fashion brand based just a few minutes from where I grew up, so it holds a special place in my heart. I believe their designs truly embody the concept of “quiet luxury” better than anyone else, which contributed to their massive success. What’s also inspiring is that the founder, now in his 70s, still lives in the same small village, staying connected to the territory and the brand’s roots. I have several friends working there, and one day, I hope to fill my wardrobe with their pieces. That would be the dream. 

Finally, what is your ultimate career goal, and how do you envision reaching it?

My ultimate goal is to work with a team at the intersection of tech, art, and culture. I’m drawn to companies that push boundaries and challenge the status quo, and I want to help shape how those brands communicate with the world. I see myself getting there by leveraging my understanding of both U.S. and European markets and staying ahead of digital trends. It’s about constantly learning and evolving—adapting to the industry while also helping to shape its future.

***

Lorenzo is open to working with new clients. If you want to connect with him, you can contact him on his LinkedIn or his website. 

The post Global Social Media Lead Lorenzo Lasagna on the Significance of Authentic Marketing appeared first on The Urban Watch Magazine.

Dina Khalil is not your typical tech enthusiast. With a background in journalism, her fervent love for storytelling drives her to create immersive VR/AR experiences that shed light on social issues. Dina thrives on pushing the boundaries of technology and creativity, using immersive technologies to craft experiences that inspire, educate, and connect people on a profound level. 

Dina started her journey by studying Journalism at the American University of Kuwait. However, she soon discovered that traditional journalism alone didn’t fulfill her passions, as she also harbored a strong interest in design, coding, and filmmaking. This realization led her to pursue a Master’s degree in the Interactive Telecommunications Program (ITP) at New York University. She attended a UX/UI boot camp at Columbia University to refine her skills further. There, she learned the significance of user-centric design and the development of interactive interfaces that deeply engage and resonate with users.

She later joined Meta, where she contributed to groundbreaking projects harnessing the potential of virtual and augmented reality to enthrall audiences. Working alongside cross-functional teams, Dina utilized cutting-edge tools such as Unity and Meta Spark Studio to craft immersive experiences seamlessly blending technology with storytelling.

Currently, Dina works as a contractor at Google while simultaneously pursuing independent projects highlighting critical issues like freedom of the press.

In an exclusive interview, The Urban Watch sat down with Dina Khalil to delve into her unique upbringing in Kuwait and her journey from journalism to technology. 

Please share your background with us. Where did you grow up, and what led you to New York? 

Although I’m an Egyptian citizen, I was born and raised in Kuwait and only visited Egypt in the summers. I always describe Kuwait as less traditional than Saudi Arabia but more conservative than Dubai. 

I went to the American University of Kuwait where I majored in journalism, got a minor in business administration, and took graphic design as an elective course. When I graduated, I decided to focus on video journalism and start an indie studio with my friends, but unfortunately, that plan didn’t work out. I felt really lost and down on myself for not sticking to one thing. Having studied many different things harmed my job hunt, too. Every rejection I got made me feel like a failure. 

I secured some short-term contracts and gained experience. I had a four-month contract as a social media graphic designer at a pharmaceutical company and also worked in customer service for some time at the British Council.

To find my passion and direction, I began volunteering. One notable organization I volunteered for was Nuqat, a non-profit in Kuwait dedicated to cultural development in the region. They host conferences that are similar to TED talks, centered around creativity. I remember attending a talk about coding, but the speaker wasn’t very encouraging. He repeatedly emphasized that coding was very challenging and not suitable for everyone.

Coincidentally, I stumbled upon a free workshop called “Intro to Coding,” hosted by two organizations, Women Techmakers and Google Developer Group (GDG). Intrigued, I signed up. I initially anticipated it would be challenging, but to my surprise, I was captivated by the subject. Suddenly, things started to make more sense, and I fell in love with coding.

Although I finally knew what I liked, I still wasn’t entirely sure about my next steps. After several talks with family and friends, I decided to pursue my master’s degree. I turned to Google and searched for programs combining coding, design, and filmmaking. The first result was NYU’s Interactive Telecommunications Program (ITP). New York was appealing, though I doubted that NYU would accept me. 

Despite my reservations, I went ahead and applied, reasoning that I had nothing to lose. When I received my acceptance letter, tears of joy streamed down my face. I moved to New York and have been enamored with the city ever since.

What’s the biggest challenge you’ve experienced? 

I think living as an expat my entire life made me feel like I didn’t belong anywhere. Not in Kuwait because I’m not a citizen, and not in Egypt because it’s culturally different from Kuwait. This definitely created a big challenge for me and made me doubt myself. It was very hard to get out of my comfort zone. Sometimes, it still is, but pursuing my passions makes it easier. 

In Kuwait, the difference in the treatment of foreigners was noticeable, especially in professional settings. While I didn’t really notice this as a child, it became glaringly evident in the workplace. After graduating from undergrad, I landed a job at a startup founded by an alum at a marketing agency with a reputation as an excellent workplace. However, my experience there was far from ideal, so I quit after just one week. I’m glad I had the choice to leave because of my privileged background; that was not a choice for many others. My workload was imbalanced, and my salary was significantly lower than that of my colleagues. I felt undervalued and unappreciated and immediately knew it wasn’t the right fit for me. 

Let’s delve into the social issues close to your heart and how they shape your work. 

Equality is something I’m deeply passionate about. I was drawn to journalism during my studies but encountered obstacles even in my thesis year. I wanted to investigate the mental strain experienced by domestic workers, mainly focusing on instances where they tragically took their own lives or harmed the families they worked for. Often, these workers were from India or the Philippines, and the mistreatment they endured was appalling. While conditions are slowly improving with the millennial generation, the early 2000s and 2010s were especially troubling, with reports of suicides among domestic workers all too common. My thesis topic was rejected, and I felt this would happen in the workplace if I stayed in journalism.

Consequently, I shifted my focus toward social media and design, recognizing the potential of technology for digital activism. I could enact more meaningful change through tech projects than through writing alone.

The issue of press freedom hits close to home, particularly considering the violations witnessed during the 2011 Egyptian revolution, where journalists were targeted and killed. Many sought asylum in countries worldwide, including the U.S. This sparked my desire to foster empathy for journalists, who are often misunderstood and unfairly vilified. While some may perceive journalists as mere paparazzi, their role in reporting on politics and decision-making processes is invaluable, providing essential information for society.

One project I am working on that holds a special place in my heart and encapsulates my passion is an AR app called “Freedoom of the Press.” Originally conceived as part of my thesis, it has since evolved into a standalone augmented reality app. 

The concept behind “Freedoom of the Press” is to present augmented silhouette figures, symbolizing the spirits of female journalists who lost their lives while working. These figures share their stories with users, engaging them through interactive elements to evoke empathy and understanding. It’s my way of paying tribute to these courageous journalists we’ve lost. Recently, I incorporated a geolocation feature into the app. Users who visit specific areas receive notifications indicating where a journalist was killed, allowing them to listen to their story through audio recordings. I’m excited about this addition and hope to finalize the app’s development for publication on the app store soon.

Initially, I aimed to highlight the disparity in press freedom between the Western world and the Arab world. However, events like the arrest of journalists covering Black Lives Matter (BLM) protests during the Trump administration challenged this perspective. It became apparent that freedom of the press is under threat globally. Journalists who are simply doing their jobs should not face persecution or violence.

The peak of the pandemic in 2020 saw a concerning rise in attacks on female journalists. Maria Ressa, a Filipino-American journalist, was notably targeted for her reporting on the president of the Philippines. Discussions on platforms like Reddit highlighted the gender bias in how she was treated, underscoring the misogyny prevalent in the field. Female journalists often face more significant risks than their male counterparts, a reality reflected in my choice to depict female silhouettes in my work.

Another app that I am proud of building is called “Conciously Controlled.” The app showcases real-time articles from The New York Times op-ed section in large speech bubbles. Smaller bubbles represent publications from various countries that may not have as significant a voice as those in the U.S. The redacted parts symbolize censorship, indicating limitations on freedom of the press in certain regions. 

How did your background in journalism contribute to your approach to VR/AR development, especially in terms of storytelling?

Journalism shaped my storytelling voice and taught me to prioritize and balance the details throughout the experience/project. It also trained me to think of the narrative and organize it to be as inclusive as possible. It taught me to ‘KISS’ – Keep it Short and Simple.

Delivering journalism through VR/AR offers a more engaging experience, allowing people to immerse themselves in a headset and encounter unique narrative experiences. 

Even without the headset, visually-driven and data-heavy stories like those on COVID-19 by the New York Times are more engaging. This approach to storytelling has an accessibility angle because individuals with dyslexia or those who do not speak the language can rely more on visuals to understand the content.

What do you think is your biggest accomplishment?

It’s challenging to single out just one. Everything I’ve experienced in the past has prepared me for where I am now, and everything happening now is shaping me for the future. However, if I had to choose, I would say that obtaining my CPACC (Certified Professional in Accessibility Core Competencies) certification last year would have stood out. Passing and receiving this certificate was a tremendous honor for me. It signifies that I am proficient in designing for accessibility. I dedicated considerable effort to studying for it, with the aim of integrating accessibility-friendly designs and interactions into my work and projects.

What are your aspirations for the future in terms of pushing the boundaries of VR/AR technology, and how do you envision contributing to transformative experiences that inspire, inform, and connect people?

As I mentioned earlier, obtaining my CPACC certification was my most significant achievement, and it aligns closely with my aspirations for the future of VR/AR. I love this tech so much that I want everyone to be able to enjoy it. However, I recognize that current VR/AR projects often lack accessibility. I have also been guilty of creating inaccessible projects in the past due to the challenges of designing for accessibility without proper knowledge and research.

I am committed to sharing my knowledge and finding solutions to make VR/AR technology more accessible. I’ve begun taking initial steps in this direction by advocating for accessibility considerations in the early stages of projects with the art directors I collaborate with. It’s essential to consider how differently-abled individuals can enjoy these projects, and I’m dedicated to ensuring inclusivity in every aspect of my work.

As someone deeply involved in AR/VR development, how do you perceive the current state of the industry, and what trends or advancements do you find particularly exciting or impactful for the future of virtual and augmented reality?

The industry is rapidly evolving, and the pace of innovation is exhilarating. It will continue to progress and reach even greater heights in the future. I’m fascinated by integrating artificial intelligence (AI) into extended reality (XR) projects. This integration allows lifelike interactions with non-player characters (NPCs), significantly enhancing the immersive experience. It represents a powerful fusion of both industries, promising to deliver impactful messages and artistic experiences to the public.

I envision a future where 360-degree videos captured on devices like GoPro can be experienced within VR headsets, providing users with the sensation of being present in the scene. Late-night shows and news programs could potentially leverage 360-degree video technology to enhance viewer engagement and immersion, offering audiences a more interactive and immersive experience.

While this trend has enormous potential, widespread adoption may be delayed due to accessibility issues surrounding VR headsets. However, with companies like Apple entering the market and marketing headsets as personal computing devices, I anticipate that VR will become increasingly prevalent over time, although the high cost may initially limit its accessibility.

Regarding media consumption, social media, and video journalism are reshaping how information is disseminated. Citizen reporting through videos has become common, although there is a risk of misinformation due to the potential for manipulated content. Even written content, such as blogs, can be manipulated using tools like chat GPT, further complicating the landscape of news consumption. This phenomenon reflects a growing skepticism towards traditional news organizations perceived as biased, leading many individuals to rely on alternative sources for information. 

What advice can you offer for aspiring AR/VR professionals?

Never depend on one gaming engine or software; always learn different ones. This not only enhances your resume but also expands your debugging skills. Follow your true passions in design and development, regardless of trends. Trust your skills and ability. Make friends, not connections. Take deep breaths and, most importantly, enjoy the journey. 

***

If you’re eager to delve into immersive storytelling, Dina suggests exploring the following selections from The New York Times:

“Your Guide to Augmented Reality in The Times” 

“How We’ll Bring the News Into Your Home”

“Explore NASA’s InSight Mission on Mars”

Dina particularly enjoys articles by Yulia Parshina-Kottas, who graduated from the same program at NYU as her. Dina had the privilege of receiving this journalist’s feedback on her thesis project. 

***

You can follow Dina’s work on her website. 

The post Dina Khalil On Redefining Storytelling in the Digital Age appeared first on The Urban Watch Magazine.

In today’s bustling tech landscape, Aveneel Waadhwa, a Product Manager at Microsoft on the Azure Optimization team, stands out with his future-forward, innovative, entrepreneurial spirit and global perspective.

Born and raised in New Delhi, India, Waadhwa embarked on a journey that spanned continents and diverse educational and professional terrains. His path, shaped by a deep-rooted passion for technology and a commitment to fostering community, epitomizes the modern product manager: adaptive, forward-thinking, and driven by a vision to impact the world through innovation.

Waadhwa earned his bachelor’s in Data Science & Economics from UC Berkeley and gained experience at multiple startups before joining Microsoft. At Microsoft, his impact has been significant, helping the company save millions of dollars to accelerate innovation and launching a custom GPT and plugin for Microsoft Copilot from the ground up.

Beyond his corporate role, Waadhwa is deeply committed to making a difference. He won the “Hack for Good” category at the 2021 Microsoft Hackathon, benefiting Amrita-Seattle, a charity supporting at-risk children worldwide. His team built a robust website that expanded the charity’s reach and positively impacted children’s lives. Additionally, he co-founded Aspiring Product Manager, a non-profit organization dedicated to helping aspiring product managers break into the tech industry through mentorship, guidance, and job application feedback.

In an exclusive interview, The Urban Watch sat down with Aveneel Waadhwa to delve into his career journey, the transformative impact of AI in product management, and his vision for the future of tech entrepreneurship.

Tell me a little bit about your background and where you grew up.

I grew up in New Delhi, India, and moved to the US at 18 to attend the University of California, Berkeley. I double majored in Data Science and Economics, graduating in 2021. I’ve worked at Microsoft for three years and interned as a product manager at three different startups during college. 

Were you always drawn to numbers and interested in working in this field?

My interest in numbers and data science developed over time. Initially, my interests were all over the place—I enjoyed art and history, studied Spanish for a year in college, and even took some film classes. However, my data science class became my favorite, and I also enjoyed the psychology aspect of economics—understanding how people think and make decisions.

Tell me about your life in New Delhi. Were your parents entrepreneurs?

Growing up in New Delhi was a unique experience. I was diagnosed with leukemia at age 2 and battled it until I was 7. Fortunately, my parents and grandparents, who are all doctors, identified it early. My older brother also pursued an engineering degree, which had a significant influence on me. While my parents weren’t entrepreneurs, their dedication and work ethic inspired me to start something of my own one day.

What has been the most significant personal challenge you’ve ever faced? 

Navigating the United States with uncertainty and anxiety as an immigrant has been my biggest personal challenge. Moving to a new country as a teenager and being an international student meant starting my network from scratch. Entering the job market for the first time as an immigrant was also a significant hurdle.

You’ve lived in the U.S., UK, India, Portugal. How has this multicultural experience influenced who you are today and how you approach professionalism?

Living in diverse cultures has made me open-minded, inclusive, and understanding of different work styles. It has helped me embrace various professional approaches and ways of thinking from people around the world. Empathy and good communication are essential skills for product managers, and my multicultural experiences have enabled me to develop these skills.

I interned in the UK one summer, where I reconnected with family and worked for a startup. I also completed a rigorous startup training program at the European Innovation Academy in Lisbon, Portugal, where I met professionals from various fields, including marketing and design. In this program, we formed teams of five and started a company in three weeks. It was an exciting experience as I had always wanted to create my own company and build something from the ground up.

At the Academy, we worked from 8 a.m. until late at night, culminating in pitching our projects to investors. My team created a travel app that generates real-time itineraries based on user preferences, such as soccer, jazz, or Spanish food. The app optimizes these preferences to provide sample itineraries.

This experience improved my communication skills and made me a better product manager by combining people skills with technical expertise. It also sparked my love for travel; I’ve now visited 43 countries.

Based on this experience, I was hired while still in college to work on another travel app called Welcome, which was acquired last year.

How did your career path lead you to become a product manager at Microsoft?

I have always been passionate about innovation and entrepreneurship. I asked my professors how I could become an entrepreneur and founder. I learned that being a product manager was the perfect role for this. As a product manager, you create a roadmap, work with engineers, design products, and oversee their launch. You also collaborate with marketing and advertising teams. The opportunity to wear many hats excited me, and I knew it would prepare me for success as a founder.

During my senior year of college in 2020, I applied to and interviewed with many big tech companies. The job market was very challenging due to COVID-19, but I networked extensively to get referrals, participated in mock interviews, and prepared thoroughly for my applications. In Fall 2020, one semester before graduation, I was able to land a job offer from Microsoft.

Could you elaborate on the importance of launching a custom GPT and plugin for Microsoft Copilot?

I’m most proud of developing the custom GPT and FinOps (financial operations) plugin that I launched for Copilot, Microsoft’s AI companion. I led this product from ideation to execution, guiding it from concept to launch. Integrating with Azure enabled users to efficiently access and edit financial data directly within Microsoft Teams, eliminating the learning curve associated with navigating new financial portals and saving considerable time for internal users.

What are the advantages of Copilot? How does it differ from ChatGPT?

Copilot serves as an AI assistant embedded in various Microsoft products such as Windows, Office 365, Teams, and Excel. Unlike ChatGPT, which primarily responds to queries, Copilot acts as a proactive assistant. It can analyze documents, draft emails, and even create PowerPoint presentations. This integration into daily workflow tools enhances productivity by automating routine tasks and providing contextual assistance beyond simple question-answer interactions.

What was the process like for launching a custom plugin?

The project began during the hackathon week in September 2023 and took approximately eight months to complete from ideation to general availability launch. Microsoft’s annual hackathon provides employees with the opportunity to work on innovative projects of their choice for a week. Inspired by the success of large language models like ChatGPT, I proposed the idea during the hackathon, received approval, and successfully implemented it by the end of the semester.

What are some of the biggest challenges you face as a product manager?

As a product manager, one of the biggest challenges I face is navigating ambiguity and uncertainty while planning for the future and developing products. Often, there’s a significant information gap when entering new markets or exploring unfamiliar territories. Effectively estimating impact and resource allocation is crucial in this role, alongside the need to quickly adapt to shifting priorities and market dynamics.

Tell me about some of your most significant accomplishments.

Besides launching the Copilot plugin, my most significant accomplishment is helping my organization at Microsoft save millions of dollars. My focus has been on optimizing Azure resources through app development and product launches that facilitate cost savings for our customers. Identifying and implementing these cost-saving initiatives across various areas within a large company can have a profound impact. It not only justifies our efforts but also frees up resources that can fund innovative projects, particularly in AI, which may need more initial funding at the start of the fiscal year. This funding accelerates innovation and product development.

Another accomplishment I’m really proud of is winning the Microsoft Global Hackathon in the “Hack for Good” category back in 2021. Our project supported Amrita-Seattle, a charity that serves at-risk children and youth globally, providing nutrition, education, healthcare, and clean water solutions in the U.S., India, and Nepal. Within a week, we developed a comprehensive website for the charity to facilitate donations. I maintained ongoing communication with the charity and later presented our work to Microsoft’s leadership team, showcasing the impact of our efforts.

You’re also a co-founder of Aspiring Product Manager, helping aspiring product managers break into tech. Tell me more about the organization, your role there, and some key advice for aspiring product managers.

I co-founded Aspiring Product Manager with two friends who are PMs at Coinbase, aiming to support aspiring product managers, especially college students, in breaking into the tech industry. Securing a product management role straight out of college can be challenging, mainly since, historically, many startups only hired PMs once they reached a team size of 35 or 40 employees. However, smaller companies are now beginning to hire PMs earlier in their growth stages as well.

Our organization serves as a valuable resource, focusing on helping aspiring PMs understand the product management interview process. The most common question we receive is what students should study in college to become a product manager. We recommend focusing on computer science and data science, with additional coursework in entrepreneurship and psychology to understand user behavior and enhance technical skills.

As a non-profit volunteer initiative, we started on LinkedIn and have since expanded to include a newsletter. We primarily cater to college students, offering resources and community support. While we have previously held in-person meetings, our resources are now primarily accessible online. Our initiative welcomes anyone interested in product management, and membership is free of charge as we focus on giving back to the community and supporting aspiring product managers in their career journeys.

What trends do you think will most impact the technology industry in the next five years?

For any new tech company, investing in technologies such as AI is essential. Most companies want to work on anything new as fast as possible. It’s a race for innovation. Soon, we will see AI everywhere in our daily lives. For the next few years, it will only help innovation. The government is also investing in AI, underscoring its growing importance. For product managers and young ambitious people in tech, we always want to be working with cutting-edge tech. The goal is to make our lives better and more efficient. Every product manager wants to make their products better. AI tools are making our lives easier, helping us focus on big decision-making rather than menial tasks. 

How is AI changing the field for product managers?

As outlined in my op-ed, AI is revolutionizing the day-to-day tasks of product managers, making their jobs easier and allowing them to focus on critical priorities. This new wave of AI will make product managers more crucial than ever. PMs are accountable for making responsible decisions regardless of the product they own, but they also hold the power to shape the future of AI products and, in turn, the future of our world. With great power comes great responsibility, which should make Product Managers feel critical, influential, and responsible for the ethical use of AI in their work. As PMs don’t spend hours writing product requirement documents (PRDs) and can automatically generate analytics dashboards with suggested metrics, they can devote more time to understanding customer needs, developing product vision and strategy, building customer empathy, and leading cross-functional teams.

What’s your ultimate career goal? 

My ultimate career goal is to start my own company and lead a team, drawing from my experiences at Microsoft and startups. I aim to continue working in AI, focusing on cutting-edge technologies. I have a strong interest in the travel space and the coffee industry and a passion for healthcare. These areas align with my ambitions to innovate and make a meaningful impact in diverse sectors.

What do you like to do for fun in your spare time?

I enjoy traveling whenever possible, trekking, and playing and watching soccer. I’m also a massive cinema buff. On Saturdays, I frequently host coffee events in New York City called “Customs,” where I bring friends and network with others to build community. I hope to expand these events into public gatherings in the future.

You can follow Aveneel Waadhwa on LinkedIn. 

Sign up for his Aspiring PM Newsletter. 

Read his op-ed on how AI will reshape product management. 

The post Meet the Product Management Rock Star: Aveneel Waadhwa appeared first on The Urban Watch Magazine.

Artificial Intelligence (AI) has already significantly impacted various aspects of our lives, sparking discussions about its benefits and the need for regulation. Whether it’s fashion or any other industry, the influence of AI is a topic of ongoing debate. AI is not yet as smart as the human brain but it sure does mirror us, albeit without emotions.

We interviewed distinguished AI researcher and senior data scientist Sumedha Rai, based in New York, to delve into her journey in AI and discuss the latest developments, regulations, and future trajectory of the field.

With extensive experience spanning multiple sectors including technology, finance, medicine, and SaaS, Rai’s primary focus lies in Natural Language Processing (NLP), a field of AI that has gained prominence with advancements such as ChatGPT. NLP enables human-machine interaction through language, allowing machines to comprehend nuances in communication, including sentiments, overarching themes, variations in word usage, and context-dependent meanings.

Rai’s work revolves around deciphering user sentiments and categorizations, generating compelling conversation topics, soliciting opinions on contemporary issues, and translating manual notes into actionable insights for software. She thinks the world of NLP and AI offers immense possibilities and finds great joy in exploring its potential. 

Tell me a little bit about your background. Where did you grow up, where did you go to college, and what did you study? What motivated you to pursue a career in AI/ NLP, and how did you get started? 

I grew up and studied across India, the UK, and the US. I was a big computer science enthusiast in high school and was almost greedy to learn anything related to technology. During my Bachelor’s, however, I pivoted to majoring in Economics and subsequently studied Finance during my first Master’s. Coding took a back seat, but I was learning statistics and math, and anything analytical captured and held my interest. I spent a few years in investment banking and private equity, and it was then that I realized that I was constantly trying to connect and evaluate tech companies for investments because I was so enthralled about learning the tech behind the product.

During evaluation calls, I asked more technical questions rather than focusing on business-related metrics. Two years later, I quit and pivoted towards data science in the policy sector. I aimed to ride the rising tide of machine learning (ML) while still retaining the comfort of being enveloped in economics and finance.

After spending some time in the UK, I worked at the Central Bank of India, where I gained valuable experience. During my time there, I explored how learning ML and AI could integrate into a variety of use cases with the right data and mathematical models. Following my stint in India, I began my graduate studies at New York University, which opened up a whole new world of AI for me!

During my time at NYU, I had the opportunity to learn about deep learning from Dr. Yann LeCun, the founding father of Convolutional Neural Nets. It was a surreal experience, and I discovered something fundamental and beautiful: anything can be considered data if you know how to use it! This realization was transformative and expanded my understanding of the possibilities within the field of AI.

Natural Language Processing is one such field where, for the longest time, we haven’t fully harnessed the potential of textual data or grasped the enormous volume of data available. I appreciate the fact that our curriculum included courses on the ethics of machine learning. These courses were a constant reminder to exercise caution and mitigate the potential harm biased data can cause.

The first research paper I read on a pre-trained transformer like BERT– a machine learning framework that Google developed in 2018 to improve NLP– brought me immense joy; it was so eloquently crafted. From that moment on, I actively pursued projects with text data. When I began furthering my career in AI, I strongly advocated for ingesting diverse types of text data to develop actionable insights for the business.

Sometimes, a straightforward model revealing customers’ overall sentiment can significantly influence the future strategy for a newly released feature. This insight can save a considerable amount of time and money. While I am engaged in various machine learning projects, my involvement in Natural Language Processing (NLP) projects has steadily increased and proven successful in deployment. I am also actively engaged in academic research in the field of NLP.

Tell me about some of your biggest accomplishments/awards/projects you’re most proud of.

My passion for coding goes back to high school. I graduated from high school in India, where I formally learned coding for four years in two different languages as part of my curriculum. My dedication paid off when I was ranked number one nationwide among approximately 100,000 students who took the final exams each year. Achieving the “All India Topper” title was a personal triumph I hold dear and take great pride in.

Upon entering my first master’s program, I was awarded a full scholarship, a recognition granted to only two individuals in the university. While academic achievements are significant and reflect years of hard work, professional success also requires consistent effort and dedication.

One of my proudest projects was building a model for a bank that predicted the probability of default – the likelihood that a borrower will fail to meet their debt obligations. The dataset for this endeavor comprised a mix of structured and unstructured data, including numeric and text values. Some of the data was proprietary, and some of it was publicly web-scraped. The sheer volume of data I processed for this prediction was staggering, and it became one of my longest-running projects. The bank where I implemented this model successfully deployed it for two years before we updated it to incorporate newer techniques.

One of my other proudest achievements is in the field of fraud modeling, a field I actively create models in and also speak about. Fraud prevention is an integral component of every financial institution’s operations. Leveraging machine learning, we can proactively mitigate fraudulent activities by forecasting the likelihood of fraudulent events and taking preemptive measures. This initiative comprises a suite of specialized models tailored to combat various forms of fraud, which we identify as pivotal to safeguarding our organization. My overarching predictive modeling endeavors generally encompass a robust array of advanced fraud prevention techniques, fortifying defenses against threats such as account takeovers, transaction fraud, payment fraud, and similar malicious activities.

What are some real-world applications of NLP that have had a significant impact on various industries? 

Large language models are currently at the forefront of discussions, and ChatGPT, rooted in Natural Language Processing (NLP), is creating significant waves. It is utilized daily by millions of people across various industries, highlighting the impact of leveraging vast amounts of data with the right model architecture. This technology demonstrates an incredible ability to understand context like a human and deliver real-time responses that are grammatically precise and highly relevant. Remarkably, all of this is achieved by a trained machine.

As an NLP researcher, I possess an understanding of the underlying building blocks of this model architecture. Yet, despite my expertise, I am continually amazed by its capabilities. The fact that a machine can exhibit such sophisticated language skills never fails to impress me.

I’ve gained substantial experience in the fintech and healthcare domains. The automation of tasks, such as analyzing financial and legal documents and categorizing them into relevant sections, has proven to be a remarkable time-saver. Many banks have streamlined these processes, leading to significant efficiency improvements in upstream and downstream operations.

Furthermore, sentiment analysis based on comments, surveys, and social media data following crucial market announcements allows for a near-real-time understanding of public reception. These insights are invaluable for financial firms as they enable swift assessment of public sentiment and facilitate data-driven decisions. 

NLP has found extensive application in medical document processing and analysis in healthcare. I do research with OLAB, a healthcare lab at NYU that uses ML-guided investigations to augment clinical work in treating neurological disorders and cancer. One notable project, NYUTron, developed by the research team at OLAB, has created a health system that utilizes unstructured clinical notes from physicians. This system predicts crucial metrics like patient readmission rates, length of stay, insurance denial, and even in-hospital mortality. These predictions are pivotal in healthcare, where accuracy is a matter of life and death, potentially saving lives through timely interventions.

What are NLP’s current challenges and limitations, and how is the field addressing them?

Since NLP is a language-specific technology, its challenges are similar to those encountered when teaching a new language to a beginner. Grasping the alphabet and mastering grammar represents just one aspect. Additionally, we use the same words to convey different meanings based on their context of usage. This nuanced understanding, referred to as ‘context,’ has seen significant progress in training our machines by exposing them to numerous language examples.

However, difficulties occur when attempting to convey sentiment through the ‘tone’ of our voice. Sarcasm and a straightforward sentence might employ the same words, but their delivery distinguishes their intent. What may seem positive to a machine could carry a negative connotation. Teaching a machine something we often take for granted—the concept of ‘common sense’—also poses challenges. Moreover, the ever-changing landscape of slang requires constant model updates to keep pace with this informal aspect of language.

Another challenge I have encountered relates to industry-specific language, often called industry jargon. An NLP model well-suited for healthcare may not yield accurate results when applied to financial or legal documents. Researchers are continuously involved in training industry-specific models to enhance the accuracy and usefulness of this technology across various fields. However, challenges persist in highly specialized fields or areas lacking sufficient data to train models for optimal performance.

The lack of digital data for some low-resource languages poses a significant hurdle. Due to limitations in data resources, training NLP models for these languages proves difficult.

Are there ethical concerns or biases associated with NLP, and how can they be mitigated?

This question is one of the most important questions discussed today. It is also a question that every researcher should consider when comprehending data for their models. In simple terms, a biased dataset used to train a model will inevitably lead to biased results in the model.

Harvard Business Review highlighted the detrimental effects of biases in NLP, as they could potentially hinder individuals’ opportunities and economic participation. As an example of gender bias in models, Amazon’s previous resume-filtering algorithm displayed a notable preference for words like “executed” or “captured,” which were more commonly used by male applicants.

However, when I asked ChatGPT a gender-biased question such as “What professions do men generally have?” it responded with, “Professions are not inherently gender-specific, and one’s gender should not limit the choice of profession. In many parts of the world, there has been a move towards breaking down traditional gender roles, and individuals of all genders pursue a wide range of careers.” This demonstrates that the model can adjust and reduce biases if the underlying data is updated to reflect a more contemporary understanding of our society.

I cannot stress enough how careful we must be about biases when we train our machine-learning models. Biased or unbalanced data ingestion can lead to results that may discriminate based on race, religion, or demographics. 

For example, imagine you want to build a model to predict the most common professions of people from Columbia University. However, if you only collect data from Columbia alumni who became journalists because you know a lot of journalists from Columbia, your model might incorrectly conclude that most Columbia graduates pursue journalism careers. This is a classic case of selection bias because your sample, in this case, only includes a specific group of people (journalists), and it doesn’t accurately represent the diverse range of professions that Columbia graduates actually pursue. As a result, your model’s predictions about the most common professions would be biased and inaccurate due to the limited and unrepresentative sample. 

Now imagine if these biases were related to sensitive matters such as crime, social issues, and other public concerns– they could have significant and undesirable repercussions. To mitigate these concerns, rigorous anti-bias checks should be integral to data preparation for NLP models. Regular updates and incorporating new and balanced data from credible sources can enhance the robustness of the models and minimize the risk of discriminatory predictions. Additionally, I believe that for critical issues, the utilization of NLP models should be coupled with impartial human review of the results to guarantee fairness and accuracy.

Some famous authors have sued Open AI for copyright infringement, alleging illegal use of copyrighted material to train AI models. If the plaintiffs win this case, how could this case reshape AI?

I wouldn’t say this is surprising. Training a large language model requires a huge amount of data, and some authors or content creators may be uncomfortable that this training was conducted without their explicit consent or involved data repositories containing copyrighted information. I’m uncertain about the feasibility of obtaining approvals for such an extensive volume of data used in model training. 

To my understanding, organizations such as OpenAI and other prominent developers are allocating legal funds and resources to tackle such situations. This approach offers mutual benefits and serves as a means of collaboration with writers.

Such cases may become more common as large language models continue to be developed for various applications. While data available in the public domain can be incorporated without legal issues, we may witness lawsuits arising from other concerns. However, I don’t think this will significantly hinder AI’s almost unfettered pace of experimentation and innovation. Alternative methods and agreements will probably surface to make this process advantageous for both parties involved.

Some people are concerned that AI is going to replace jobs. Others say that employees who know how to utilize AI will stand out in their fields. What do you think?

Personally, I lean towards the second viewpoint with a slight modification. I believe companies and individuals who have embraced AI and kept pace with the rapidly evolving and potent technology are more likely to thrive in the future.

There was a time when computers were a novel innovation, and some individuals hesitated to adopt them due to trust issues surrounding their use to store and process sensitive information. Today, it’s almost impossible for a business to remain entirely offline. 

We are moving in the same direction regarding AI. Early adoption and education will be crucial for success in certain industries. Furthermore, individuals with expertise in using AI will possess a valuable skill set that will become increasingly important in the hiring process. In the realm of economics, the traditional labor-versus-capital paradigm is evolving. While some manual roles may become automated, this will also enable the workforce to focus on more innovation-driven positions that drive technological progress.

When it comes to innovation, nothing can truly compare to the human mind. So, while there might be a reconfiguration of roles, I am not in favor of being overly apprehensive about such a powerful technology. History has shown that similar narratives played out when computers were introduced, yet they ultimately brought significant positive changes.

What are your thoughts on fashion AI?

When people think about AI, the terms that immediately come to mind might not include ‘fashion.’ I’ve noticed discussions about AI in medicine, marketing, and algorithms, but there is less emphasis on fashion and AI, despite my belief that this industry was an early adopter of AI technology.

We’ve seen virtual ‘try-ons’ for clothing and accessories, visual searches for products, and lookalikes based on a user’s picture. Recently, AI has been used for sustainable fashion, inventory management, and supply chain optimization. An interesting take on fashion and AI that I read recently was trying to predict the different fabrics used within a clothing line and automate the labeling process of garments. Like medicine and finance, I think AI will change how we embrace “fashion” and adopt it in the future.

In the field of NLP, I’m excited about the prospect of fashion utilizing text prediction analysis to assess recent trends and gauge user sentiments towards them. This technology could extend its reach to a broader audience through multilingual support within brands, particularly in content creation, customer support, and feedback collection. Additionally, this data could enhance personalized user recommendations and overall user experience.

Do you think AI can replace fashion models or actors in the future?

This question is exciting because, from my perspective, the fashion industry has been at the forefront of embracing AI. An excellent example is the Metaverse Fashion Week held in March 2023, which was already the second time this event was hosted. It was fascinating to see that some of the biggest names in the fashion industry participated, and the event was truly remarkable. It seamlessly blended the digital and real worlds, creating a lifelike experience. The avatars, runway shows, networking spaces, and, oh, the dresses themselves were all so impressive. It’s a testament to the fashion industry’s innovative approach to integrating AI and technology to create captivating and immersive experiences. 

Despite the integration of AI, I remain unconvinced that it can entirely replace fashion models or actors. In these industries, audience relatability is paramount. The genuine glow of a skincare product on a human model, the confidence exuded by a woman strutting down the runway in a flattering dress, or the emotion conveyed by an actor to their audience is challenging to replicate digitally. These experiences are relatable because they allow you to envision yourself in their shoes. To put it somewhat poetically, I firmly believe that the irreplaceable and intangible human essence that connects the fashion and entertainment industries with their consumers cannot be mimicked. While the allure of integrating this technology is undeniable, and these industries are known for their adaptability to new trends, I foresee a journey of integration and enhancement rather than outright replacement.

While integration is positive,  I believe it must be undertaken with an ethical foundation, keeping in mind the well-being of employees. Implementing changes in any industry should be done in a regulated way and at a measured pace.

What laws and regulations need to be in place as AI further develops? 

It’s interesting that you’ve raised this question because I recently wrote an article discussing the need for AI regulations in various countries. One of the biggest concerns has been data privacy, given some AI models’ extensive use of personal data. Individuals should have the right to determine precisely how much data they are comfortable sharing. If that choice makes certain services unavailable to them, that’s fine, too. However, the essential element is the availability of that choice.

In many instances, I’ve encountered people willing to disclose information if it leads to enhanced convenience, while others are more cautious. This ‘right to choose to disclose’ is, in my opinion, very important. It is problematic that many companies present lengthy and convoluted agreements about data disclosures, often leaving consumers unsure about what they consent to disclose. This practice troubles me, even as someone who recognizes the importance of data for building effective AI models.

The European Union (EU) has been notably proactive in safeguarding the data rights of its citizens. The General Data Protection Regulation (GDPR) is one of the most rigorous data privacy laws in existence. It not only mandates compliance for organizations within the EU but also applies to any company, regardless of location, if it handles data related to EU citizens. Several other countries are developing and implementing data privacy regulations, while some have minimal regulations.

With the White House’s announcement of the Executive Order on AI, we are much closer to having comprehensive federal data and AI laws in the United States. This development is significant, as the absence of federal frameworks leads to individual states enacting their own privacy laws. Such a scenario could complicate the operations of AI businesses working across state lines in the future, as compliance requirements would vary from one state to another.

What advice do you have for individuals who want to pursue a career in NLP/AI or enhance their skills? Are there specific resources, courses, or tools you recommend for learning NLP/AI?

Drawing from my personal experience, adopting a structured approach greatly helped my understanding of the fundamentals of AI. Before pursuing my Master’s in Data Science at NYU, I had some experience in data science. However, during my Master’s, I dug deep into foundational subjects like linear algebra, probability and statistics, data structures, and algorithms. I also learned how to write cleaner, more efficient code, and aligned with the best practices of coding standards. These skills serve as the cornerstone for machine learning and AI, and I firmly believe that taking shortcuts in learning AI would prove detrimental over time.

While using pre-built libraries can expedite the coding process, it’s very important to understand the underlying principles. You must be able to diagnose technical issues at the very source. If a model yields unsatisfactory results, it’s essential to question its fundamental assumptions. Similarly, to convert a problem statement to a predictive model, you must be able to conceptualize how to quantify it and prepare it for machine processing. Therefore, if you haven’t yet familiarized yourself with the basics of mathematics, statistics, and computer science required for ML, I recommend seeking structured online courses to acquire these skills. YouTube channels like “3brown1blue” offer good visualizations of linear algebra concepts, and it helps to learn from visual representations of complex ideas.

Additionally, acquire real-world datasets for practice in model development. Platforms such as Kaggle provide problem statements and datasets, and numerous other websites offer free datasets for experimentation.

For those interested in NLP, I remember reading the research paper that initiated the wave of transformer models, titled “Attention Is All You Need” by Vaswani et al. I strongly recommend this paper for those starting in the field. Jay Alammar’s blog is another resource known for its intuitive explanations and helpful illustrations. You can also benefit from video lectures and courses by renowned experts in the AI field. 

Dr. Andrew Ng offers courses on Coursera and other online learning websites (even YouTube – DeepLearningAI). Professor Canziani at NYU strongly advocates free education and has shared YouTube videos and lecture notes on Deep Learning on his website. Many universities also release lecture notes and videos for official courses taught online. 

If you can’t find code notebooks for practice, I recommend seeking out coding examples or notebooks that contain actual code for NLP or AI problems, understanding them, and then attempting to replicate the process with a different dataset or another use case. Learning from your coding mistakes is key to understanding and applying these concepts to real-world applications.

***

If you’re interested in further reading on AI, here are some published articles by Sumedha Rai:

Sumedha Rai’s Op-Ed on “the Race for AI” in The Business World. 

Comparing Large Language Models

Fraud Detection

Bias Detection in AI

You can follow Sumedha on LinkedIn

Or visit her website 

The post Senior Data Scientist Sumedha Rai on the Future of AI appeared first on The Urban Watch Magazine.

The stage lights dimmed as I took my place beside my duo partner, José Maldonado. The first notes of Bach’s Trio Sonata in C Major filled the air, but what came next—a Puerto Rican folk tune followed by a Chinese melody—was not what our audience expected. We had woven together European classics with music from our own cultures, and by the end of the performance, the energy in the room had shifted. Audience members approached us afterward, saying the experience felt like a breath of fresh air. They told us how much they enjoyed the diversity of the music and how exciting it was to travel between two cultures through sound.

This fresh approach feels more urgent than ever. For a long time, classical music concerts have presented Euro-centric programs almost exclusively. According to a 2022 report by the Institute for Composer Diversity at the State University of New York at Fredonia, compositions by women and people of color now make up about 23 percent of pieces performed by orchestras, compared to just 5 percent in 2015. This shift, as noted by The New York Times, is partly a reaction to the #MeToo movement and the death of George Floyd, which pushed arts organizations to deliberately present works by Black composers. That reckoning extended beyond race as institutions began exploring options outside the Western canon for new voices.

Recent progress toward gender equality in classical music is also notable. The New York Philharmonic now allows its female musicians to perform in pants, and Nathalie Stutzmann has become the only female director among the 25 largest orchestras in the United States (Marin Alsop became the first female conductor of a major American orchestra in 2007). The Berlin Philharmonic, one of the world’s great ensembles, hired its first female concertmaster last year. Meanwhile, Wiener Festwochen, a prestigious arts festival in Vienna, launched the “Academy Second Modernism” initiative to showcase works by 50 female and nonbinary composers over the next five years.

José and I, both teachers at the Bloomingdale School of Music, formed our duo to advocate for diversity in classical music. We wanted our audience to feel included, connected, and reflected in the music we played. From children to seniors and from New Yorkers to online listeners worldwide, our mission is to bring a rich variety of global musical traditions to every audience, showing that classical music can be inclusive and relevant to all.

Changing Landscapes in Performance

In 2021, the Metropolitan Opera premiered Terence Blanchard’s Fire Shut Up in My Bones, marking the first time an opera by a Black composer was performed at the Met in its 139-year history. Blanchard’s second opera, Champion, followed in 2023, winning the Grammy Award for Best Opera Recording in 2024 under the baton of Yannick Nézet-Séguin with the Metropolitan Opera Orchestra. Similarly, Jeff Scott’s Passion for Bach and Coltrane, performed by Imani Winds and Harlem Quartet, claimed the Grammy for Best Classical Compendium, while renowned pianist Lang Lang recorded compositions by Tan Dun and other folk-inspired works by Chinese composers.

These works show a rising trend in classical music, with more attention given to compositions by underrepresented artists. The industry is responding to demands for diverse, modern voices, driven not only by an evolving global audience but also by the increased accessibility of music through technology and education.

This shift in focus extends to performers as well. At the 2024 Grammy Awards, Chinese pianist Yuja Wang won Best Classical Instrumental Solo. Korean pianist Yun Chan Lim, who received the gold medal at the Van Cliburn International Piano Competition in 2022, saw his Rachmaninoff Concerto No. 3 performance go viral, amassing over 10 million views on YouTube. Lim’s debut album, Liszt’s Transcendental Études, reached No. 5 on Billboard’s Traditional Classical Albums chart. Sheku Kanneh-Mason, the first Black musician to win the BBC Young Musician Award in 2016, released his album Inspiration, which became the biggest-selling British debut of the year. His sister, Isata Kanneh-Mason, served as artist-in-residence with the Royal Philharmonic Orchestra and debuted at the BBC Proms in 2023.

The growing recognition of artists from diverse backgrounds resonates deeply with my own experience as a performer. On June 9, 2024, I performed Liuyang River, a piece by Chinese composer Jianzhong Wang, at Carnegie Hall in New York City. It was a profoundly personal moment for me, playing music that reflected my heritage. The fusion of Eastern pentatonic melodies with Western classical forms evoked a sense of cultural belonging, blending both my identity and my artistry. Similarly, I have performed Chinese folk-influenced pieces at Trinity Church in New York and faculty concerts for the Bloomingdale School of Music.

My journey with Chinese music began as a child in Chengdu and Beijing. Playing traditional folk tunes on the piano gave me immense pride as I recreated the melodies my grandfather played on the Erhu or the songs my grandmother hummed in the kitchen. Sharing these compositions with international audiences has only deepened my connection to my cultural roots, especially after moving to New York.

Beyond performing Chinese compositions, I’ve also sought to engage with the music of other underrepresented composers. In February 2023, I performed Elfentanz by African American composer Florence Price at the National Opera Center in New York City. Collaboration with musicians from different backgrounds has been crucial in my journey. My guitar duo partner, José Maldonado, and I blend Puerto Rican and Chinese folk traditions with standard classical repertoire, bringing our unique cultural perspectives to the stage. This musical fusion sparks curiosity in audiences, opening up meaningful conversations about heritage and identity.

In 2020, I collaborated with my violist friend Daniel Lamas, a graduate of the Paris Conservatory and Manhattan School of Music, to present Midnight in Paris, a recital highlighting French composers from the 18th to 20th centuries. The concert, part of a fundraising series at Bloomingdale’s School of Music, received critical acclaim from New York Concert Review. More recently, in August 2024, I performed alongside soprano and jazz band leader Alicia Waller, combining classical and jazz styles for community outreach concerts. The varied musical approach drew a wider audience, highlighting the importance of embracing diversity and innovation in music.

Diversity in Music Education

Music education is transforming significantly as it increasingly embraces diverse repertoires that impact students’ learning experiences.

In the summer of 2020, James Gandre, president of the Manhattan School of Music, announced a commitment to include works by African American creators and those from the African diaspora in all performances. This initiative encourages both teachers and students to explore and present compositions from these underrepresented groups.

In 2023, Ebony Music, Inc., a national organization dedicated to promoting Black classical pianists and music by Black composers, made strides in education and advocacy. They introduced the inaugural Ebony Prize, a monetary award presented at the national finals of the Music Teachers National Association (MTNA) piano competitions for the best performance of a work by a Black composer. This prestigious annual competition recognizes excellence at the Junior, Senior, and Young Artists Divisions, with the next Ebony Prize to be awarded in Minneapolis, Minnesota, in 2025. Additionally, Ebony Music, Inc. plans to launch a pedagogical recording project in 2025, featuring piano works by Black composers recorded by Black pianists at Yamaha Studios in New York City. 

As an educator in New York City, I actively engage with students from diverse backgrounds, creating an environment where their cultural traditions are celebrated. We honor their heritage by allowing them to share their traditional holidays and music, and I encourage them to explore their roots through their piano studies. I urge my students to learn about their culture, using their musical skills to channel family traditions and take pride in their identities.

In some piano competitions and auditions, there are requirements to perform works by minority composers, which helps raise awareness about diversity in music. Pianist Leah Claiborne has compiled a remarkable collection of piano music by Black composers, catering to various skill levels from beginner to intermediate. This resource is invaluable for piano teachers, providing opportunities for students to engage with a diverse repertoire from the outset of their musical journey.

I introduce my students to compositions by composers of different races and nationalities early in their education, particularly at the late beginner and early intermediate levels. My goal is for them to celebrate their heritage while broadening their horizons and cultivating an appreciation for other cultures. This exploration is essential for personal and artistic growth. As students learn about various styles, they also learn about themselves.

In addition to practical skills, I teach music history, highlighting composers like Joseph Bologne, Chevalier de Saint-Georges, George Walker, Florence Price, Chen Qigang, and Toru Takemitsu, along with their cultural contexts. New York City’s rich multicultural tapestry, from Chinatown to Harlem to Washington Heights, provides a backdrop for tracing the musical traditions of Asian, African American, and Latin American communities. Connecting music to their surroundings ignites students’ curiosity and excitement, enhancing their understanding and appreciation of diverse cultures. Music transcends language barriers, enabling individuals to communicate, connect, and foster friendships across cultural divides.

I also assign repertoires by Academy Award-winning composer Tan Dun and Pulitzer Prize-winning composer Zhou Long, recognizing that classical music encompasses a multitude of races and nationalities. It is vital that these voices are heard. Our audiences—both locals and tourists from Brazil, Italy, Japan, and beyond—experience a cultural journey through music. These performances often spark meaningful conversations during post-concert receptions, highlighting the importance of cultural exchange for musicians and audiences. Many hidden gems from underrepresented composers are waiting to take center stage, and it is our duty to bring them to light.

Challenges and Opportunities

From an arts administration perspective, a study conducted by the University of Southern California highlights a significant lack of diversity among leadership roles in the music industry. Among top executives in 70 major and independent music companies, only 13.9% were from underrepresented racial and ethnic groups, with just 4.2% being Black and another 13.9% women. This indicates that the representation of minorities and women in leadership positions remains low.

In contrast, a report from the League of American Orchestras, based on data from 156 orchestras, shows some signs of progress in the orchestral landscape. The number of Asian and Asian American musicians has steadily increased, now comprising 11% of musicians, up from about 9% a decade ago. Latino representation has also improved, rising to 4.8% from 2.5%. However, the percentage of Black musicians has barely shifted, increasing only slightly from 1.8% to 2.4%. This slow progress underscores the challenges faced in hiring people of color, particularly within orchestral settings. As Jeri Lynne Johnson, an American conductor who founded the Black Pearl Chamber Orchestra, notes in The Strad, “The most effective tool for diversifying the audience is having a diverse group of people on stage.”

There is still a notable gap in featuring diverse composers in concert programs. For example, despite the growing number of piano students in China—estimated at 40 to 50 million—the representation of Asian composers in concert programs remains disproportionately low. Although many Asian pianists excel in performing Western composers, their own composers are rarely featured. This disparity poses a dilemma for pianists who often gravitate toward standard repertoire in a competitive field. However, playing music from their own cultures not only helps them discover new repertoire but also fosters a stronger sense of belonging and artistic ownership.

Organizations like the Sphinx Organization, based in Detroit, Michigan, are working to address these representation challenges. Founded to support young Black and Latino musicians, Sphinx has provided over $1.5 million in artist grants and more than $2.5 million in scholarships since 2016. Their budget has seen a remarkable 145% increase since 2015, emphasizing their commitment to diversity in music.

In Philadelphia, Jeri Lynne Johnson established the Black Pearl Chamber Orchestra, which features graduates from prestigious conservatories and maintains an equitable balance of Black, Asian, White, and Latino musicians. The orchestra has been recognized as a model for 21st-century American ensembles, with concert programming that connects diverse countries and cultures, earning numerous grants for its innovative projects.

Similarly, Liz Player and Charles Dalton founded the Harlem Chamber Players in New York, an ethnically diverse collective dedicated to providing high-caliber, affordable classical chamber music to the Harlem community. This group not only commissions new works annually but also creates opportunities for musicians of color, garnering positive reviews from prominent publications like the New York Times and The Guardian.

These examples illustrate successful efforts to build diverse performing arts organizations. There is a significant audience eager to attend concerts featuring diverse musicians, and several organizations are stepping up to provide financial support for talented minority artists.

Imani Winds, a musical quintet, stands out with a philosophy that emphasizes genuine engagement with communities. Toyin Spellman-Diaz, the quintet’s oboist, explained to The New York Times, “As a golden rule, always try a person’s musical idea before rejecting it; that’s how sincerity is born. And stop programming to draw people in. Program from the heart, and people will follow. Design events that attract the communities you want to attract. Is there easy transportation to the hall? Is there child care? Is there food that everyone can afford? You have to design events as opposed to concerts.” However, most concert venues lack accessibility and affordability, so finding a suitable venue to attract the audience remains challenging. 

In addition to live performances, recording plays a crucial role in promoting diversity in music. As Anthony Johnson, the chief executive of Chicago Sinfonietta, pointed out to The Times, “We commission a lot of works, but important in that is recording them… If we don’t capture these things in real time in order to promote them, they will just happen and go away.” 

While recordings preserve and share these diverse works, they often come with higher costs than live concerts, highlighting the need for more grants and financial backing to support such projects and ensure they continue to thrive.

A Vision for the Future

Diversity is reshaping the performing arts and educational systems, making classical music more accessible and relevant to a broader audience. This trend has heightened awareness of social justice and cultural recognition. Playing classical music doesn’t mean we must limit ourselves to a Euro-centered repertoire. While this remains the core foundation of classical music, it is essential to incorporate works from various countries and cultural backgrounds as the landscape evolves. Increasingly, Asian, Black, and Latino families are including classical music in their children’s education.

As a concert pianist, exploring and playing more Chinese piano works has helped me learn more about myself. Engaging with compositions by underrepresented groups deepens the personal connections between musicians and their audiences, regardless of the music’s origin. Music has the power to transcend boundaries, creating connections among people from diverse cultural backgrounds through sincere gestures and expressions.

The post How I am Infusing Diversity Into Classical Music, from the Stage to the Classroom appeared first on The Urban Watch Magazine.

As global tourism rebounds post-COVID-19 pandemic and experiences unprecedented growth, balancing economic development with environmental protection has become more pressing than ever. Destinations worldwide face the task of accommodating increasing visitor numbers while preserving their natural landscapes, biodiversity, and cultural heritage. Achieving this delicate balance requires innovative solutions and collaboration among governments, businesses, and local communities to ensure tourism contributes positively to sustainable development.

The challenge extends beyond environmental and operational concerns, affecting the marketing and public relations strategies of tourism boards and businesses. They must craft messages highlighting eco-friendly practices, promote responsible travel behaviors, and engage stakeholders in preserving destinations for future generations. The goal is not merely to attract visitors but to educate and inspire them to travel consciously, ensuring a positive and lasting impact on both the environment and local communities.

Responsibility of Marketing and PR professionals 

Marketing and PR professionals play a critical role in advancing sustainable travel by leveraging storytelling to reshape the narrative around responsible tourism. Through compelling narratives, they highlight the importance of reducing ecological footprints, supporting local economies, and respecting cultural heritage. These stories foster a meaningful connection with travelers, educating them about the environmental and social impacts of their choices and encouraging more sustainable behaviors.

In today’s era of heightened environmental awareness, effective marketing and communication efforts are essential for spotlighting destinations and businesses committed to sustainability. Promoting eco-friendly accommodations, sustainable tour operators, and conservation-focused attractions will guide travelers toward responsible choices that benefit both the environment and local communities.

The shift toward sustainable tourism is driven by innovative marketing strategies, including the use of blogs, social media, and videos to educate and inspire travelers. Collaborating with influencers and community leaders is particularly powerful, as they can reach wide audiences and drive change through authentic and engaging content. Influencers, especially those focused on travel, sustainability, or environmental advocacy, amplify the message of responsible tourism, transforming awareness into actionable change.

When influencers partner with tourism boards and eco-conscious brands, they effectively communicate the importance of sustainable practices to their followers. By showcasing real-world examples, such as staying at green accommodations, supporting local businesses, and participating in conservation activities, they inspire their audiences to adopt similar behaviors. Influencers also break down complex sustainability concepts into relatable, actionable advice, making it easier for travelers to understand their role in protecting the environment.

Community leaders add value by providing a local perspective, ensuring that the promotion of sustainable tourism aligns with the values and needs of the local population. The collaboration between influencers and community leaders creates a holistic approach to sustainable tourism that resonates globally and locally.

However, as the influence of sustainable tourism messaging grows, so does the risk of greenwashing—a deceptive practice where companies exaggerate or falsely claim their environmental efforts to appear more eco-friendly than they are. Greenwashing undermines genuine sustainability initiatives and erodes public trust, making it challenging for consumers to identify truly committed brands. For example, a hotel might market itself as ‘green’ by asking guests to reuse towels while engaging in wasteful practices behind the scenes. Similarly, a tour operator might offer ‘eco-tours’ with minimal conservation efforts, or airlines might claim to offset carbon emissions through dubious carbon credit schemes that lack tangible environmental impact.

However, as the influence of sustainable tourism messaging grows, so does the risk of greenwashing—a deceptive practice where companies exaggerate or falsely claim their environmental efforts to appear more eco-friendly than they are. Greenwashing undermines genuine sustainability initiatives and erodes public trust, making it challenging for consumers to identify truly committed brands

Audrey Yacou

In this context, transparency is crucial. Marketing and communication professionals must ensure that sustainability claims are backed by concrete evidence and a willingness to address challenges openly. To avoid greenwashing, businesses should provide detailed information about their sustainability practices, including third-party certifications, transparent environmental reporting, and clear, measurable improvement goals. This approach protects brand integrity and contributes to a more trustworthy and sustainable tourism industry.

The B Corp certification is a powerful symbol of integrity in this landscape, signifying adherence to rigorous social and environmental standards. For tourism operators, earning B Corp certification is more than just a badge of honor; it provides consumers with tangible assurance of genuine sustainability. In a market often clouded by misleading claims, B Corp certification serves as a trusted benchmark, guiding travelers toward truly sustainable experiences.

Campaigns Shaping Eco-Friendly Travel

As tourism evolves, destinations increasingly adopt creative strategies to promote sustainability and responsible travel. These campaigns not only showcase the unique features of their regions but also guide travelers in making environmentally friendly choices.

Here are some standout examples of how destinations are leading the way in sustainable tourism:

The Costa Rican Tourism Board’s “Essential Costa Rica” campaign is a prime example, positioning the country as an eco-friendly destination. The campaign highlights eco-lodges, wildlife tours, and community-based initiatives, all while showcasing Costa Rica’s rich biodiversity and commitment to conservation. This approach attracts travelers who prioritize environmental stewardship.

Similarly, VisitScotland’s “Scotland, A Spirit of Its Own” campaign goes beyond traditional promotion by focusing on sustainable tourism practices. It encourages visitors to engage responsibly with Scotland’s landscapes and communities, reflecting a shift in tourism marketing toward inspiring a deeper understanding and respect for destinations. By educating tourists about the environmental impact of their travel choices, this campaign supports a more sustainable global tourism industry.

Innovative initiatives like Copenhagen’s ‘CopenPay’ scheme also play a crucial role in promoting sustainable behavior. This program rewards tourists for eco-friendly actions such as using public transportation, recycling, and staying at green-certified hotels. The rewards range from a free lunch or a cup of coffee to a kayak tour or even a free entrance to a museum. By incorporating reward systems into its tourism strategy, Copenhagen enhances the visitor experience while fostering sustainable travel habits.

The Guadeloupe Islands offer another compelling example of sustainable tourism in the Caribbean. The Guadeloupe Islands Tourism Board’s campaigns highlight the region’s exceptional biodiversity and conservation efforts, with 77% of its territory designated natural reserves. As the USA PR and Marketing Executive for the Guadeloupe Islands Tourism Board, I take great pride in promoting eco-lodges, protected marine areas, and community-based tourism initiatives that support local residents. This focus on sustainability not only showcases the islands’ natural beauty but also boosts local economies and strengthens conservation efforts, setting a high standard for other destinations.

The Singapore Green Plan 2030 further illustrates how comprehensive sustainability efforts can make a significant impact. With ambitious goals to reduce carbon emissions, expand green spaces, and adopt a circular economy, the plan offers travelers practical ways to contribute to sustainability. It encourages actions like reducing plastic use, conserving water and energy, respecting wildlife, and supporting local businesses, inviting travelers to be active participants in creating a more sustainable future.

These campaigns offer more than just travel tips; they provide a blueprint for travelers to engage in meaningful change. They encourage reducing plastic use, conserving water and energy, respecting wildlife, and supporting local businesses.

Successful marketing and PR in sustainable tourism depend on synergy among various stakeholders, including local communities, conservation organizations, and government agencies. Effective collaboration helps craft robust strategies that advocate for environmentally responsible tourism while ensuring equitable benefits for all involved. While these campaigns highlight the vital role that destinations play in promoting sustainability, the broader travel ecosystem also has a significant impact. As a critical facilitator of global travel, the airline industry is crucial in this context.

The Aviation Industry’s Role in Cutting Emissions

As major contributors to fuel consumption and carbon emissions in the tourism sector, airlines are critical in advancing sustainable tourism. By collaborating with airlines, tourism boards and stakeholders can develop initiatives to reduce fuel usage and greenhouse gas emissions, which is essential for minimizing travel’s environmental impact.

One of the most effective ways airlines can contribute to sustainability is through adopting technological advancements and more efficient aircraft designs. Modern aircraft can cut fuel consumption by up to 20% compared to older models, directly reducing carbon emissions. Additionally, sustainable aviation fuels (SAFs)—derived from renewable resources like waste oils and agricultural residues—can reduce emissions by up to 80% compared to traditional jet fuels.

One of the most effective ways airlines can contribute to sustainability is through adopting technological advancements and more efficient aircraft designs.

Audrey Yacou

These advancements and SAFs represent significant steps to lowering the aviation industry’s carbon footprint. The widespread adoption of these technologies could transform the sector, making it a global leader in combatting climate change. These collaborative efforts align travel practices with broader environmental goals while supporting communities reliant on tourism.

Airlines are increasingly exploring various sustainability initiatives, such as optimizing flight routes to reduce fuel consumption, investing in carbon offset programs, and enhancing operational efficiency. For example, Delta Air Lines has invested in fuel-efficient aircraft and offers carbon offset options to passengers. The Lufthansa Group currently has more than 250 new aircraft on its order list, which reduce fuel consumption and CO2 emissions by up to 30% compared to their predecessors on every flight. Additionally, KLM Royal Dutch Airlines created its Climate Action Plan. These efforts demonstrate how airlines actively contribute to broader conservation and sustainability goals.

The role of airlines in sustainable tourism extends beyond their direct environmental impact. Airlines can set a powerful example for the entire tourism industry by adopting greener practices. Their commitment to sustainability can influence consumer choices, encouraging travelers to prioritize airlines and destinations that demonstrate genuine environmental responsibility. This, in turn, fosters further innovation and collaboration across the industry, aligning tourism growth with global ecological goals.

While airlines play a crucial role in advancing sustainable tourism, the broader influence of technology also significantly impacts this field. 

AI’s Influence on Sustainable Tourism 

Artificial intelligence (AI) is poised to revolutionize PR and marketing strategies in tourism, especially in promoting sustainability. AI can analyze vast data sets to identify trends and preferences, allowing marketers to tailor messages to different segments. For instance, AI algorithms can pinpoint travelers interested in eco-friendly practices, allowing for more targeted and effective campaigns.

AI-driven tools, such as chatbots and virtual assistants, enhance the customer experience by providing real-time information on sustainable options like eco-friendly accommodations and local conservation projects. These tools offer personalized recommendations, helping travelers make more informed and responsible choices.

AI can also help combat greenwashing by analyzing data from various sources to verify the authenticity of sustainability claims. AI builds trust among consumers looking for genuinely sustainable options by ensuring greater transparency and accuracy. Additionally, AI can assess the effectiveness of marketing campaigns, offering valuable insights into consumer behavior and preferences to help refine future strategies.

AI can also help combat greenwashing by analyzing data from various sources to verify the authenticity of sustainability claims.

Audrey Yacou

As the tourism industry evolves, integrating sustainable practices and innovative technologies will be pivotal in shaping its future. Destinations and tourism boards leverage innovative marketing and PR strategies to promote eco-friendly practices and responsible travel. Airlines are vital in reducing emissions through technological advancements and sustainable fuels, influencing the broader travel sector. Meanwhile, artificial intelligence (AI) enhances marketing efforts by personalizing recommendations, verifying sustainability claims, and improving transparency.

To further enhance sustainability, the industry could explore new avenues, such as investing in electric or hybrid aircraft, which have the potential to reduce the carbon footprint of air travel significantly. Another promising opportunity lies in expanding renewable energy across airports and other travel infrastructure. Moreover, implementing broader incentives for travelers who choose greener options—such as reduced fares for sustainable transport or discounts at eco-certified accommodations—could further encourage positive behavioral change. The future of tourism depends on our collective commitment to balancing enjoyment with preservation, ensuring that the benefits of travel are sustained for generations to come.

The post What I’ve Learned About Sustainable Tourism as a Marketing Executive appeared first on The Urban Watch Magazine.

In the world of tourism PR, Audrey Yacou shines as a trailblazer. With an impressive career spanning Paris and New York, Yacou currently serves as the USA PR and Marketing Executive for the Guadeloupe Islands Tourism Board. In this capacity, she has played a pivotal role in propelling the Guadeloupe Islands onto the global stage, spotlighting its rich culture, breathtaking landscapes, and vibrant community spirit.

Born and raised in Guadeloupe, Yacou’s connection to her homeland runs deep. Recently nominated for a prestigious tourism medal, she has been recognized for her outstanding contributions to elevating Guadeloupe as a premier travel destination. 

Notably, Yacou coordinated the filming of two episodes of the PBS travel show “Bare Feet,” which centered around the vibrant Guadeloupe carnival. These episodes provided an immersive portrayal of the island’s cultural richness, capturing viewers’ hearts and earning Silver Telly Awards in 2022 and 2023.

Yacou’s PR efforts have positioned the Guadeloupe Islands prominently in major media outlets such as The Wall Street Journal, The Washington Post, Afar, Vogue, Ebony, and CNN Travel. These milestones underscore her unwavering commitment to showcasing Guadeloupe’s beauty and diversity globally, solidifying its position as a must-visit destination.

In an exclusive interview, The Urban Watch sat down with Audrey Yacou to delve into her unique upbringing in Guadeloupe, her passion for promoting her homeland, and her insights into current trends in tourism PR. 

Tell me a little bit about your background. Where did you grow up, and how has that shaped who you are today?

I was born in Guadeloupe in the Caribbean, a beautiful place rich in culture and natural beauty. Growing up there has had a significant impact on who I am today. My upbringing was rooted in the vibrant traditions and values of the island, where the warmth of a tight-knit community surrounded me. My parents, my dad from Guadeloupe and my mom from Martinique instilled in me a strong belief that the sky’s the limit, teaching me to dream big and work hard.

Growing up in a very Caribbean household, I was immersed in the colorful tapestry of our region’s culture, with its lively music, flavorful cuisine, and strong sense of community. This upbringing fostered a deep appreciation for our shared heritage and a profound understanding of the importance of family and tradition.

While Guadeloupe is an incredible place to grow up, being from an island can sometimes make certain opportunities seem unattainable due to its geographical location, or at least I thought so as a kid, because I know today that it is far from the truth. My parents always encouraged us, my sisters and I, to look beyond limitations and pursue our goals. This mindset taught me resilience and adaptability as I learned to overcome obstacles and seek out opportunities despite challenges.

Living on an island also taught me the value of community and connection. I learned the importance of supporting and being supported by others, which has translated into my approach to teamwork and collaboration in my professional life. Additionally, my exposure to diverse cultures and perspectives from a young age has made me open-minded and eager to learn from others.

Ultimately, my upbringing in Guadeloupe shaped me into a passionate and driven individual constantly seeking growth and new opportunities. I carry these values with me in everything I do, both personally and professionally. They have equipped me with the determination to excel and the ability to navigate complex situations with grace and perseverance. 

What’s your favorite tradition and dish in Guadeloupe?

My favorite tradition in Guadeloupe is undoubtedly our vibrant and unique carnival celebrations. Among the various types of carnival, my favorite is the traditional “Mas a Senjan.”

The traditional “Mas a Senjan” carnival, rooted in African heritage, takes place in the streets with participants wearing elaborate costumes made from natural materials. This carnival honors our ancestors and their resilience, deeply intertwined with the island’s history and cultural identity.

Carnival in Guadeloupe begins on the first Sunday of January and culminates on Ash Wednesday every year.

Choosing a favorite dish from Guadeloupe is tough, but if I had to pick one, it would be the bokit sandwich. A staple in Guadeloupe, the bokit is incredibly versatile and delicious. You can stuff it with various fillings like meat, veggies, or anything you desire, making it a true representation of the flavors of our islands.

Another absolute favorite of mine is anything with sweet plantains. I moved out of my parents’ house 18 years ago, and every time I come home, my mom makes it for me. Whether served with codfish and onions or with meat, it’s a comforting and flavorful meal that always reminds me of home. The combination of sweet and savory flavors is simply irresistible.

What personal challenge stands out to you most, and how did you overcome it? 

The personal challenge that stands out to me as the most significant is the journey of relocating to New York City. Moving was by far the bravest and scariest thing I’ve ever done at the time, but it also turned out to be the best decision of my life. Since I was a little girl, I had dreamt of moving to New York and building a life here. 

Transitioning to life in New York was exhilarating but also daunting. I had to navigate a new culture, a new language, and a fast-paced environment and establish myself in a completely unfamiliar setting. I originally came for my master’s degree at the New York Institute of Technology (NYIT). New York worked its magic on me, and I didn’t want to leave. Soon after graduating, the big question arose: How do I figure out a way to stay and keep living this life I have dreamt of my whole life?

I refused to let any challenges define my journey. Instead, I approached each obstacle with a determined mindset, seeking solutions and advocating for myself every step of the way. I rely very much on the community that I found here. I have a group of friends, and we meet every month to check in and support each other through our individual goals and challenges. We keep each other accountable and grounded through our monthly InStrive check-in, created by two friends.

This experience taught me valuable lessons in resilience, adaptability, and the importance of perseverance in the face of adversity. It reinforced my belief in the power of tenacity and resourcefulness, and it has undoubtedly shaped me into a more resilient and determined individual, ready to tackle any challenge that comes my way.

Having lived in diverse cities like Paris and New York, what cultural and professional lessons have you gained from your experiences in different places? 

Having been born in Guadeloupe, I grew up surrounded by people who shared similar backgrounds and cultural experiences, where I was part of the majority. This created a sense of belonging and connection to my heritage. However, when I moved to Paris, I found myself in a new position as a member of a minority group. I was aware of my identity, but it wasn’t until I moved to Paris that I truly understood the nuances of being Black. At school, I was often teased for my “Creole accent” and repeatedly asked, “Where are you from?” despite being French, just from the Caribbean. Guadeloupe has been part of France for centuries, and I believe greater awareness and understanding would benefit everyone.

Then, I moved to New York, which was the opposite experience. In New York, you can fully embrace your identity and your Blackness. I lived in Harlem for 12 years, and it felt like home. In New York, people are curious about where I’m from because of my accent, not my complexion. Some are surprised to learn that I’m French. “You’re French and Black?” they ask. Yes, I am.

In New York, you feel less of a minority because it’s such a melting pot; everyone comes from somewhere. You have more space to embrace who you are fully without having to justify your reality.

These experiences from Paris and New York have been invaluable in shaping me into a more empathetic, culturally aware, and adaptable professional. I bring this perspective to my work, creating inclusive and dynamic environments where diverse perspectives are welcomed and celebrated.

Considering your varied experiences, do you envision yourself returning to Guadeloupe in the future?

I have a deep connection to Guadeloupe; it’s home, and my whole family lives there. I am committed to staying closely linked to my roots. I prioritize visiting as often as possible, and my work in tourism allows me to contribute to elevating the island’s global presence even when I’m not physically there.

While I can see myself eventually returning to Guadeloupe, I’m not ready to move permanently. At this stage in my career, there’s still much more for me to accomplish both professionally and personally, whether in New York, elsewhere in the US, or around the world. I am passionate about exploring new opportunities and expanding my skill set before settling back.

There’s no rush to make that transition, as Guadeloupe will always be there. I want to ensure I achieve my goals and aspirations before making a permanent move.

For now, I’m focused on growing in my current career and continuing to strengthen my connection to Guadeloupe through my work in tourism. I take great pride in representing my home and promoting its richness and culture.

How did you develop an interest in PR?

Unlike many who knew what they wanted from a young age, my interest in PR developed gradually. I always had a passion for sports and envisioned working in the sports industry. It wasn’t until I was about 15 or 16 that I decided to become a sports publicist. This realization led me to pursue a degree in communications.

After high school, I moved to Paris for my undergraduate studies and, later, for graduate school. I secured my first internship at a major sports network, L’Equipe TV. This experience was pivotal in solidifying my desire to work in the sports industry.

The internship exposed me to a fast-paced environment where I saw the impact of strategic communication in shaping public perception and driving engagement. Working alongside experienced professionals, I gained invaluable insights into the best communication practices within the sports industry.

These formative experiences helped me discover PR as a means to craft compelling narratives and connect with audiences meaningfully. This intersection of communication, sports, and storytelling fueled my passion for a career in PR and continues to drive my commitment to making an impact in the field.

What would you say is your biggest professional accomplishment? 

Putting Guadeloupe on the map was not an easy task, especially since our primary market has always been Europe. My mission in promoting the islands in the U.S. was to diversify our clientele and attract American travelers. We faced several challenges, including stiff competition from better-known destinations like Jamaica, the Dominican Republic, and St. Maarten. There was also constant confusion between Guadeloupe and Guadalupe, Mexico. We had to think outside the box to find what makes us unique and position ourselves effectively. Guadeloupe is far more than just a beach destination; it’s a cultural gem.

One of my proudest professional accomplishments has been coordinating the filming of two episodes of the PBS travel show “Bare Feet,” centered around the vibrant Guadeloupe carnival. “Bare Feet” was the perfect platform to highlight our island’s rich culture, aligning perfectly with our positioning strategy. These episodes provided an immersive portrayal of Guadeloupe’s vibrant traditions, captivating viewers and earning Silver Telly Awards in both 2022 and 2023. The Telly Awards celebrate excellence in television and video production across various platforms, recognizing the finest work in the industry.

We also leveraged the story of Chevalier Saint-Georges, also known as Joseph Bologne, a Guadeloupean virtuoso violinist, conductor, and composer who influenced great composers like Haydn and Mozart. He was also a Civil Rights hero and unparalleled fencer during the French Revolution. The release of the movie “Chevalier” last year was a major opportunity for us. I had the pleasure of organizing, along with my team, an exceptional PR event at the Hall des Lumières in New York. The venue was majestic and perfectly aligned with our goal for the night—presenting Guadeloupe as the next cultural capital of the Caribbean.

On the print side, my PR efforts have successfully positioned Guadeloupe in major media outlets such as The Wall Street Journal, The Washington Post, Afar, Vogue, Ebony, and CNN Travel to name a few. Securing coverage in these esteemed publications has raised awareness of Guadeloupe and solidified its reputation as a must-visit travel destination.

Through these strategic initiatives, we have showcased Guadeloupe’s unique cultural heritage and positioned the islands as a premier destination for American travelers.

Any projects you’re most proud of?

It’s difficult to pinpoint just one project, as working to promote my island daily fills me with immense pride. However, if I were to highlight a particularly memorable experience, it would undoubtedly be our participation in the New York Times Travel Show in 2020.

This event holds a special place in my heart. Not only was it the largest consumer show I had ever produced, but we also had exciting news to share, including the announcement of new airlift routes from New York (JFK) with JetBlue.

We had two booths: the main one in the sponsors’ pavilion and the second one in the Caribbean pavilion. As silver sponsors of the show, we spared no effort to make our presence felt. Our main booth was a true reflection of Guadeloupe’s authentic charm and culture, as we recreated a local house to showcase our island’s unique identity. Winning the People’s Choice Award that year was a testament to the impact of our presentation and the enthusiasm it generated among attendees.

Moreover, our participation extended beyond the show floor, culminating in the unforgettable experience of ringing the New York Stock Exchange bell along with other sponsors. Representing the tourism board on such a prestigious platform was an honor, further solidifying our commitment to showcasing Guadeloupe to the world.

Celebrating the inaugural flights from New York in 2020 was also one of the most memorable experiences. Imagine the vibrant sounds of the carnival and the flavors of Guadeloupe filling Terminal 4 at JFK at 7 a.m. Having a carnival band play and march through the terminal, showcasing a tradition I love so much, and seeing people enjoying and celebrating Guadeloupe’s country was extraordinary. It still gives me chills when I reflect back on it. 

Could you elaborate on your nomination for a tourism medal? What was the process like, and what does this recognition mean to you personally and professionally?  

Being nominated for a tourism medal by Atout France, the French Government Tourist Office, is an immense honor and a testament to the dedication and passion I’ve poured into promoting the French region of the Guadeloupe Islands. The nomination process involved thoroughly evaluating my contributions to showcasing this beautiful destination’s cultural, natural, and experiential treasures.

Professionally, this recognition validates the hard work and innovation that have gone into my marketing and PR efforts for the Guadeloupe Islands. It affirms that our strategies effectively capture travelers’ attention and inspire them to explore this remarkable destination.

On a personal level, receiving this nomination is incredibly rewarding. It signifies that my efforts have made a meaningful impact in promoting tourism to the Guadeloupe Islands, which holds a special place in my heart. This recognition motivates me to continue advocating for the region and striving for excellence in my endeavors.

Being nominated for a tourism medal by Atout France is a milestone achievement that inspires pride and gratitude personally and professionally. It reinforces my commitment to showcasing the beauty and allure of the Guadeloupe Islands to travelers worldwide.

Give me a brief pitch about why someone should visit Guadeloupe islands. 

Experience the best of the Caribbean with a visit to the breathtaking Guadeloupe Islands, the French Caribbean archipelago. Picture-perfect beaches, lush rainforests, waterfalls, and vibrant culture await you in this tropical paradise. Indulge in delicious Creole cuisine, dive into crystal-clear waters teeming with marine life, or explore the islands’ rich history and charming towns. With its unique blend of French and Caribbean influences, the Guadeloupe Islands offer an unforgettable getaway for travelers seeking adventure, relaxation, and cultural immersion. Discover Guadeloupe’s beauty, authenticity, and warmth – your dream island escape awaits.

How do you collaborate with local communities and businesses in Guadeloupe to ensure that tourism benefits are sustainable and equitable?

Collaborating with local entities is essential to ensuring that tourism benefits are sustainable and equitable. We prioritize building strong partnerships based on transparency and shared goals.

We engage with local entities to understand their needs, concerns, and aspirations. Through dialogue and collaboration, we develop tourism initiatives that prioritize local empowerment, cultural preservation, and environmental sustainability.

We actively involve local businesses in our tourism strategies, promoting their products and services and creating opportunities for economic growth. By highlighting authentic experiences and locally owned businesses, we aim to distribute the benefits of tourism more evenly throughout the community.

Our approach to collaboration with local communities and businesses in Guadeloupe is rooted in a commitment to sustainability, equity, and inclusivity. By working together, we can create a tourism industry that not only brings economic prosperity but also enriches all stakeholders’ lives and preserves Guadeloupe’s unique beauty and culture for future generations.

Could you share any initiatives or partnerships aimed at promoting responsible tourism practices and preserving the natural and cultural heritage of the Guadeloupe Islands?

Promoting responsible tourism practices and preserving the natural and cultural heritage of the Guadeloupe Islands are top priorities for us. The islands have implemented a range of initiatives to achieve these goals.

To start, we are proud to use renewable energy across the islands. We have significantly reduced our carbon footprint through strategic partnerships and investments in sustainable infrastructure. We are committed to furthering our reliance on clean energy sources like solar and wind power.

Additionally, we have taken decisive action to fight plastic pollution by banning disposable plastic products. This initiative helps protect our pristine beaches and marine ecosystems while raising awareness among residents and visitors about the importance of waste reduction and recycling.

Furthermore, we are actively promoting the development of more eco-friendly accommodations throughout the islands. By working closely with hoteliers and property owners, we encourage adopting sustainable building practices, energy-efficient technologies, and eco-friendly amenities to minimize environmental impact and enhance the visitor experience.

To reduce food waste and support local economies, we are promoting locally sourced products in culinary offerings across Guadeloupe. By partnering with local farmers, fishermen, and food producers, we aim to highlight the diversity and richness of our region’s cuisine while minimizing the carbon footprint associated with food transportation.

Moreover, car rental companies are increasing their offerings of electric vehicles, providing visitors with eco-friendly transportation options to explore our islands.

We are also implementing innovative water conservation measures, such as reusing rainwater for cleaning purposes, to minimize our water footprint and preserve precious freshwater resources.

We have implemented daily quotas for visitors to sensitive areas like Petite Terre to preserve fragile ecosystems and biodiversity. Limiting tourist numbers can ensure these areas remain pristine and protected for future generations.

Lastly, we actively promote activities and experiences focusing on biodiversity and environmental conservation. From guided nature walks to wildlife-spotting tours, we encourage visitors to engage with and learn about Guadeloupe’s unique flora and fauna while supporting conservation efforts.

Overall, these initiatives reflect our commitment to responsible tourism practices and our dedication to preserving the natural and cultural heritage of the Guadeloupe Islands.

How do you measure the effectiveness of your PR campaigns and assess their impact on tourism to Guadeloupe?

We utilize a combination of quantitative and qualitative metrics to gauge the effectiveness of our PR campaigns. Firstly, we track key performance indicators (KPIs) such as website traffic, social media engagement, and media mentions. By analyzing website analytics, we can monitor the number of visitors to our destination website, their behavior on the site, and conversions such as inquiries.

Bookings for airlines or hotels are crucial metrics for assessing the tangible impact of our PR campaigns on tourism to Guadeloupe. Tracking booking data allows us to directly measure the effectiveness of our efforts in driving visitor interest and converting that interest into tangible travel plans.

Social media metrics, including reach, engagement, and sentiment analysis, provide insights into how our audience responds to our content and messaging. Monitoring media mentions allows us to assess the reach and tone of our PR efforts in traditional and online media outlets.

Additionally, we conduct surveys and gather feedback from travelers to measure brand awareness, perception, and satisfaction. Understanding the impact of our campaigns on travelers’ decision-making processes and perceptions of the destination helps us refine our messaging and strategies.

Ultimately, the effectiveness of our PR campaigns is measured by their contribution to increasing tourism to Guadeloupe. By analyzing a combination of quantitative data and qualitative feedback, we can assess the overall impact of our efforts and make data-driven decisions to optimize future campaigns and drive continued growth in tourism to our destination.

What are the most significant trends or shifts you observe in the tourism PR industry today? Additionally, could you discuss the impact of COVID-19 on travel to the Guadeloupe Islands and whether the destination has seen a return to pre-pandemic levels of tourism?

Several significant trends and shifts are shaping the landscape in the tourism PR industry. Firstly, there’s a growing emphasis on sustainability and responsible tourism. Travelers are increasingly conscious of their environmental footprint and seek experiences aligning with their values. As a result, destinations and tourism organizations focus on promoting eco-friendly initiatives, supporting local communities, and preserving natural resources.

Another notable trend is the rise of experiential travel. Today’s travelers seek immersive and authentic experiences that allow them to connect with local culture and heritage. PR professionals leverage storytelling and digital platforms to showcase these unique experiences and attract visitors seeking more meaningful travel opportunities.

Additionally, the digital transformation of the travel industry continues to evolve rapidly. Social media, influencers, and online travel platforms significantly shape travelers’ perceptions and decisions. PR professionals are adapting their strategies to leverage these channels effectively, engaging with audiences in real time and creating personalized experiences.

Regarding the impact of COVID-19 on travel to the Guadeloupe Islands, like many destinations worldwide, the pandemic has brought significant challenges. Travel restrictions, safety concerns, and economic uncertainties have all contributed to a decline in tourism.

However, the Guadeloupe Islands have demonstrated resilience and adaptability during these challenging times. Through strategic PR and marketing efforts focused on highlighting the destination’s safety measures, natural beauty, and unique experiences, we have seen a gradual return of visitors.

With continued PR efforts to showcase the destination’s strengths and adaptability, we are very optimistic about the future of tourism in Guadeloupe.

You mentioned a desire to make a difference and support minority communities. Please expand on your aspirations in this regard and share any specific ideas or initiatives you’re currently exploring or actively involved in.

I would love to leverage my skills and expertise to make a meaningful impact on people’s lives and promote the rich cultural heritage of the Black and African diaspora to a global audience. I would love to reach a point in my career where my work could foster greater understanding, appreciation, and celebration of diverse cultures, traditions, and histories.

Whether through storytelling, media outreach, or cultural events, I aspire to create platforms and opportunities that amplify marginalized voices and showcase the beauty and resilience of communities within the African diaspora. My ultimate goal is contributing to a more inclusive and interconnected world where everyone’s stories are valued and celebrated.  

I am currently working on a personal project that is incredibly close to my heart, aiming to transport people to the enchanting flavors of Guadeloupe. While I can’t divulge too many details at this moment, I am passionate about creating an experience that not only delights the senses but also fosters a deeper connection to the culture and traditions of the island. With this project, my goal is to inspire curiosity, appreciation, and a sense of wanderlust, ultimately inviting others to explore and celebrate my island in a truly immersive way.

Any advice for someone who wants to break into tourism PR? 

When I first moved to New York, I needed guidance and reached out to many people with similar backgrounds. Unfortunately, I rarely received responses. Now, I find myself in a position where the younger generation seeks my career advice and insights into the American experience. I remember being in their shoes, so it’s important for me to pass the torch and share my knowledge. We all have to start somewhere, and I believe in helping others navigate their journeys.

First, I’d recommend immersing yourself in travel through books, TV, or traveling. Gain firsthand experience by exploring diverse destinations. This knowledge provides invaluable insights for crafting PR and marketing campaigns. Be curious and open-minded.

Then, focus on developing strong communication and storytelling skills. Crafting compelling narratives and engaging audiences is crucial in tourism PR and marketing. Hone your writing skills, learn to tailor messaging to different demographics, and leverage multimedia platforms to enhance storytelling.

Additionally, stay informed about industry trends and technologies. The tourism landscape evolves rapidly, with new platforms and consumer behaviors shaping the industry. Keep up-to-date with the latest developments and best practices in PR and marketing to remain competitive and relevant.

Networking is essential in any industry, including tourism PR. Attend industry events, conferences, and online communities to connect with professionals already working in the field. Building relationships with mentors and peers can offer valuable guidance and potential job opportunities.

You can connect with Audrey Yacou on LinkedIn. 

Visit the Guadeloupe Islands site. 

The post PR Powerhouse Audrey Yacou on Putting Guadeloupe Islands in the Spotlight appeared first on The Urban Watch Magazine.

Amidst the echoes of revolution and the weight of censorship, an artist found her voice.

Born in Iran just a few years after significant societal change, Hoda Ramy grew up in a conservative culture hostile to women and their self-expression. Yet, raised by parents who nurtured her love for art, she developed a deep appreciation for creativity.

Ramy spent two miserable years studying finance before dropping out and enrolling in the only school in Iran offering animation as an undergraduate degree.

But her journey through academia was not without its trials. The stifling atmosphere of conservative education clashed with her yearning for self-expression. Despite the challenges, she persevered, honing her craft amidst the chaos, determined to carve a path for herself in the world of animation.

After years of perseverance, an opportunity emerged—a beacon of hope amidst the shadows. Acceptance into Pratt Institute’s MFA program beckoned from across the globe, offering a chance to break free from the chains of censorship and embrace artistic liberation. The path to New York was fraught with obstacles, from bureaucratic hurdles to financial strains exacerbated by international sanctions.

In New York, it took Ramy some time and courage to shed layers of self-censorship that had bound her for so long.

Now, Hoda Ramy is a successful Animation Director based in Brooklyn, renowned for her 2D and experimental animation expertise. With a background in motion graphics, Ramy seamlessly blends artistic expression with technical precision. Her distinctive style, characterized by minimalism and vibrant color palettes, draws inspiration from dreams and modern painters such as Cezanne, Matisse, and van Gogh. With a commitment to storytelling, her animations captivate audiences across media, from dynamic commercial animations to immersive films, showcasing a mastery of the craft and a dedication to pushing the boundaries of visual storytelling.

Ramy’s directorial prowess shines in projects like the official music video for Säje Voices’ track “In the Wee Small Hours of the Morning,” which clinched a Grammy this year. Additionally, her work in the “Nobel Planta” documentary was featured in The New Yorker Documentary.

In an exclusive interview, The Urban Watch sat down with Ramy to explore the profound influences of her upbringing in Iran, the evolution of her artistic freedom upon relocating to the U.S., her notable accomplishments, and her dedication to giving back to the community in New York.

NURTURING CREATIVITY AMIDST ADVERSITY

Do you come from a creative family? Were you always a creative kid? 

My mother deeply admired art, particularly Dutch painters like Vincent van Gogh and Vermeer. She often shared her passion by showing us movies about artists, and I remember the spark in her eyes as she inserted “Lust of Life” into the VHS player, eagerly explaining the plotline to us.

She was proficient in various crafts, from embroidery to macrame, crochet, and knitting– a creative force in her own right. On the other hand, my father, an engineer and a builder, constructed a cozy library room for us. Within it, I had my own corner with my favorite books and movies, where I could spend hours drawing and painting. My father was an amazing painter and gave me my first lessons in drawing. 

What was your experience like navigating the professional landscape in Iran?

I wanted to pursue a career as an artist, but despite my parents’ passion for art, they encouraged me to choose a different path. I spent two miserable years studying finance, but you can never escape your destiny. I dropped out and took the national test to enter art school. Only one school in the country offers animation as an undergraduate degree and accepts only a handful of students yearly. Luckily, I was accepted.

I was overjoyed, but an art education came with its own challenges. The school was very conservative in its educational approach. 

After graduation, I worked as a freelance motion designer and animator for a while. Then, I got a chance to work as a motion designer and animation director at the international branch of the Iranian News Agency.

Can you share your experiences and obstacles when immigrating to the United States?

I was admitted to Pratt’s MFA program, but obtaining the visa took two years due to the travel ban in effect at the time. Overcoming the bureaucratic hurdles and restrictions imposed by the ban was daunting. Persistence, meticulous documentation, and guidance from immigration experts were crucial in securing the student visa, allowing me to pursue my educational aspirations despite external challenges. However, upon arriving in the U.S., another obstacle awaited me.

Financial difficulties arose due to sanctions imposed on Iranian banks, affecting international transactions and impacting my education. I pursued scholarship opportunities, part-time work, and financial aid programs to address these challenges. Strategic budgeting and guidance from academic advisors were essential in managing these financial hurdles while maintaining my commitment to education.

In addition, releasing myself from a self-censoring mentality was a significant challenge. Overcoming this ingrained tendency to self-censor required a conscious effort to embrace authenticity and express my thoughts freely. Engaging in self-reflection and participating in expressive arts played a crucial role in breaking free from these mental constraints. This shift empowered me to share my true self without fear of judgment or external restrictions.

“Releasing myself from a self-censoring mentality was a significant challenge.”

Hoda Ramy

How has your work changed once you allowed yourself to create freely? What themes did you start exploring that you couldn’t before?

In Iran, being a woman often translates to feeling insignificant. Teachers in school were overly critical, fostering a sense of inadequacy. This atmosphere cultivated an unhealthy relationship with my identity and body. Feminine voices were suppressed, with encouragement to speak deeper. Art considered too revealing faced censorship, sometimes covered up by commissioned artists.

It took me a long time to allow myself to create freely. In the U.S., I approached my senior thesis cautiously, opting for metaphorical expression over directly exploring my identity. I used symbols like birds to convey deeper meanings. Gender seemed troubling to me, and I was hesitant to depict body parts, resulting in flat, childlike characters. However, as I embraced creative freedom, I began celebrating the beauty of the human form, recognizing that it’s just that—a body. I’m currently pitching a short about womanhood and body dysphoria. 

It’s ironic how, even in the U.S., patriarchy persists. The overturning of Roe v. Wade was shocking to me. Across the globe, patriarchy endures, constantly attempting to strip away women’s rights. Interestingly, Iran was among the first countries where women could vote, preceding even Switzerland.

PROJECTS SHAPING THE FUTURE

You were recently selected as the art director for the Emruz Festival. This year, the festival is centered around the “Woman, Life, Freedom” Movement that erupted in Iran after the tragic murder of Zhina Mahsa Amini at the hands of the Morality Police in September 2022. Could you please elaborate on the festival’s significance and your role in it?

This project holds immense significance in providing a platform to amplify the voices of Persian female artists from all over the world. Collaborating with a team of talented Persian women creatives, I play a pivotal role in shaping the festival’s artistic direction. Through my creative leadership, our team works cohesively to establish a safe and empowering space where these artists can freely express themselves.

This ongoing collaborative project promotes inclusivity, cultural exchange, and the recognition of unique narratives that are often unheard of. Together with my team, we actively nurture a powerful space for connection, understanding, and the flourishing of creativity among Persian women globally.

As the Director at The Animation Project (TAP), a nonprofit organization, can you provide insights into your role and share how you contribute to shaping the future careers of youths in New York City? What specific impact do you aim to achieve, and why is The Animation Project crucial in supporting the aspirations of these individuals?

I am a fervent advocate for equal opportunities, and at TAP, we embody this principle by offering a comprehensive program that goes beyond conventional education. Our initiative is a unique blend of therapy, education, and workforce development, providing untapped creatives with the skills and confidence to thrive in the media and animation industries.

TAP stands out by providing direct-service software training, career readiness mentorship, and personal development guidance. We recognize the equity gap in opportunities for young talents and aim to bridge that gap by offering focused training on industry-standard programs coupled with essential workforce guidance.

Our impact goes beyond technical skills – it’s about instilling confidence, fostering creativity, and creating a pathway for diverse voices to be heard. Through TAP, we aim to empower the next generation of storytellers, animators, and creative minds who might otherwise face barriers in pursuing their dreams.

You’re also an adjunct video advertising professor at CUNY. What has the experience been like? Would you consider a future career in academia?

Being an adjunct video advertising professor at CUNY has been an incredibly rewarding and enriching experience for me. The intersection of art and education has provided a dynamic platform to share my knowledge with aspiring artists.

The experience has been characterized by the joy of witnessing students’ growth and development and seeing their passion for video advertising evolve into tangible skills. The classroom setting at CUNY has allowed me to engage with diverse perspectives, spark meaningful discussions, and push the boundaries of creativity.

Reflecting on this experience, the idea of a future academic career appeals to me. I am deeply committed to continuing my role in education, driven by the belief that nurturing the next generation of creative minds is a responsibility and a privilege. 

Simultaneously, I want to explore avenues beyond academia. I plan on steering my creative energies towards establishing an animation studio to bring a feature animated film to life. 

In the near future, my journey will be a harmonious fusion of education and animation. I seek to enrich students’ artistic development while shaping the animation and storytelling landscape. 

“Nurturing the next generation of creative minds is a responsibility and a privilege.”

Hoda Ramy

Could you share some of your most significant accomplishments or projects with me?

I had the privilege of collaborating with many talented artists, and one standout project was the “Nobel Planta” documentary, which was featured in The New Yorker Documentary. This endeavor was a captivating fusion of live and animated footage depicting the lives of an elderly couple running a plant shop. Working as a 2D animator alongside Amanda Bonaiuto, a distinguished indie animation director in the U.S., was an absolute dream and a significant milestone for me, especially as I was new to the vibrant New York art scene.

Following this, Hamid Rahmanian approached me to contribute as an animator for his Puppet Shadow Theatrical Performance, “Song of the North.” This innovative project, blending dance, shadow puppetry, and animation, presented a formidable challenge. I animated over 180 backgrounds (80 minutes) for the show, which premiered in Paris and continues to captivate audiences. The show went to the Chicago Puppet Festival in January 2024, creating much buzz.

Campaign for New York’s Future was another fantastic opportunity for me. Collaborating with other talented animation and illustration artists, we contributed to Futures NYC, an initiative using art and design to envision a city anchored in care, compassion, dignity, and power for all New Yorkers. My three distinct animations addressing housing, public health, and community building were well-received and featured alongside other artists’ visions in the campaign.

More recently, I had the pleasure of directing the official music video for Säje Voices’ Grammy-winning track, “In the Wee Small Hours of the Morning.” This labor of love, fusing my creativity and passion for music and animation, premiered on Forbes.com. It is truly humbling to have my project showcased on such a prestigious platform, marking another milestone in my artistic journey.

NAVIGATING THE CREATIVE PROCESS IN TODAY’S ANIMATION INDUSTRY

What are some of the current challenges in the animation industry, and how do you navigate or address them in your work?

The animation industry is highly competitive, with entry proving challenging. However, a significant issue lies in its tendency to conform to prevailing trends, resulting in a lack of diversity and stifling originality. Many artists struggle financially, forcing them to seek employment in corporate settings or related fields. In contrast, I’ve embraced being an independent artist and teacher. This decision allows me to contribute to the creative community while maintaining authenticity in my work and ensuring financial stability.

What trends or advancements do you find particularly exciting or impactful for the future of animation?

Animation’s expanding role beyond traditional entertainment opens up new opportunities in various sectors. This shift benefits the animation industry and enhances art education overall. I’m particularly excited about animation’s broader application, extending into areas like marketing and product enhancement. Its versatility as a communication tool is a game-changer, providing artists with new avenues for creativity and innovation.

What are your future goals/dreams?

Looking ahead, my aspirations are grounded in a passionate pursuit— I aspire to become a full-time filmmaker dedicated exclusively to producing animated content. While I recognize this may seem ambitious, my heart lies in the art of animation. I am keen on channeling all my creative energies into bringing captivating stories to life through this dynamic medium. Behind this goal lies a reservoir of untold stories that I am eager to share, and I am committed to navigating the challenges ahead to realize this dream.

Any advice for aspiring animators?

For aspiring animators, my advice is simple yet profound— work diligently and then push yourself to work even harder. Dive deep into the world of animation by watching and studying extensively. Allow yourself to be immersed in the craft. When it comes to getting started, don’t hold back. Let your creative energy flow freely. While some ideas may initially seem daunting or unattainable, don’t be afraid – just go for it. Embrace the challenges, learn from them, and persist in your creative journey. Remember, the more you invest in your passion, the more it will flourish.

***

You can check out Hoda’s work on her website: https://www.hodaramy.com/ 

Connect with her on LinkedIn: https://www.linkedin.com/in/hodaramy/

Or follow her on Instagram: https://www.instagram.com/hodaillustrations/ 

The post Iranian Artist Hoda Ramy on Liberating Herself from Self-Censorship appeared first on The Urban Watch Magazine.