Reading Time: 9 minutes In marketing, data isn’t a buzzword. It’s the lifeblood of all successful campaigns. But are you truly harnessing its power, or are you drowning in a sea of information? To answer this question (and many others), we sat down with Ankur Kothari, a seasoned Martech expert, to dive deep into this crucial topic. This interview, originally conducted for Chapter 6 of “The Customer Engagement Book: Adapt or Die” explores how businesses can translate raw data into actionable insights that drive real results. Ankur shares his wealth of knowledge on identifying valuable customer engagement data, distinguishing between signal and noise, and ultimately, shaping real-time strategies that keep companies ahead of the curve.   Ankur Kothari Q&A Interview 1. What types of customer engagement data are most valuable for making strategic business decisions? Primarily, there are four different buckets of customer engagement data. I would begin with behavioral data, encompassing website interaction, purchase history, and other app usage patterns. Second would be demographic information: age, location, income, and other relevant personal characteristics. Third would be sentiment analysis, where we derive information from social media interaction, customer feedback, or other customer reviews. Fourth would be the customer journey data. We track touchpoints across various channels of the customers to understand the customer journey path and conversion. Combining these four primary sources helps us understand the engagement data. 2. How do you distinguish between data that is actionable versus data that is just noise? First is keeping relevant to your business objectives, making actionable data that directly relates to your specific goals or KPIs, and then taking help from statistical significance. Actionable data shows clear patterns or trends that are statistically valid, whereas other data consists of random fluctuations or outliers, which may not be what you are interested in. You also want to make sure that there is consistency across sources. Actionable insights are typically corroborated by multiple data points or channels, while other data or noise can be more isolated and contradictory. Actionable data suggests clear opportunities for improvement or decision making, whereas noise does not lead to meaningful actions or changes in strategy. By applying these criteria, I can effectively filter out the noise and focus on data that delivers or drives valuable business decisions. 3. How can customer engagement data be used to identify and prioritize new business opportunities? First, it helps us to uncover unmet needs. By analyzing the customer feedback, touch points, support interactions, or usage patterns, we can identify the gaps in our current offerings or areas where customers are experiencing pain points. Second would be identifying emerging needs. Monitoring changes in customer behavior or preferences over time can reveal new market trends or shifts in demand, allowing my company to adapt their products or services accordingly. Third would be segmentation analysis. Detailed customer data analysis enables us to identify unserved or underserved segments or niche markets that may represent untapped opportunities for growth or expansion into newer areas and new geographies. Last is to build competitive differentiation. Engagement data can highlight where our companies outperform competitors, helping us to prioritize opportunities that leverage existing strengths and unique selling propositions. 4. Can you share an example of where data insights directly influenced a critical decision? I will share an example from my previous organization at one of the financial services where we were very data-driven, which made a major impact on our critical decision regarding our credit card offerings. We analyzed the customer engagement data, and we discovered that a large segment of our millennial customers were underutilizing our traditional credit cards but showed high engagement with mobile payment platforms. That insight led us to develop and launch our first digital credit card product with enhanced mobile features and rewards tailored to the millennial spending habits. Since we had access to a lot of transactional data as well, we were able to build a financial product which met that specific segment’s needs. That data-driven decision resulted in a 40% increase in our new credit card applications from this demographic within the first quarter of the launch. Subsequently, our market share improved in that specific segment, which was very crucial. 5. Are there any other examples of ways that you see customer engagement data being able to shape marketing strategy in real time? When it comes to using the engagement data in real-time, we do quite a few things. In the recent past two, three years, we are using that for dynamic content personalization, adjusting the website content, email messaging, or ad creative based on real-time user behavior and preferences. We automate campaign optimization using specific AI-driven tools to continuously analyze performance metrics and automatically reallocate the budget to top-performing channels or ad segments. Then we also build responsive social media engagement platforms like monitoring social media sentiments and trending topics to quickly adapt the messaging and create timely and relevant content. With one-on-one personalization, we do a lot of A/B testing as part of the overall rapid testing and market elements like subject lines, CTAs, and building various successful variants of the campaigns. 6. How are you doing the 1:1 personalization? We have advanced CDP systems, and we are tracking each customer’s behavior in real-time. So the moment they move to different channels, we know what the context is, what the relevance is, and the recent interaction points, so we can cater the right offer. So for example, if you looked at a certain offer on the website and you came from Google, and then the next day you walk into an in-person interaction, our agent will already know that you were looking at that offer. That gives our customer or potential customer more one-to-one personalization instead of just segment-based or bulk interaction kind of experience. We have a huge team of data scientists, data analysts, and AI model creators who help us to analyze big volumes of data and bring the right insights to our marketing and sales team so that they can provide the right experience to our customers. 7. What role does customer engagement data play in influencing cross-functional decisions, such as with product development, sales, and customer service? Primarily with product development — we have different products, not just the financial products or products whichever organizations sell, but also various products like mobile apps or websites they use for transactions. So that kind of product development gets improved. The engagement data helps our sales and marketing teams create more targeted campaigns, optimize channel selection, and refine messaging to resonate with specific customer segments. Customer service also gets helped by anticipating common issues, personalizing support interactions over the phone or email or chat, and proactively addressing potential problems, leading to improved customer satisfaction and retention. So in general, cross-functional application of engagement improves the customer-centric approach throughout the organization. 8. What do you think some of the main challenges marketers face when trying to translate customer engagement data into actionable business insights? I think the huge amount of data we are dealing with. As we are getting more digitally savvy and most of the customers are moving to digital channels, we are getting a lot of data, and that sheer volume of data can be overwhelming, making it very difficult to identify truly meaningful patterns and insights. Because of the huge data overload, we create data silos in this process, so information often exists in separate systems across different departments. We are not able to build a holistic view of customer engagement. Because of data silos and overload of data, data quality issues appear. There is inconsistency, and inaccurate data can lead to incorrect insights or poor decision-making. Quality issues could also be due to the wrong format of the data, or the data is stale and no longer relevant. As we are growing and adding more people to help us understand customer engagement, I’ve also noticed that technical folks, especially data scientists and data analysts, lack skills to properly interpret the data or apply data insights effectively. So there’s a lack of understanding of marketing and sales as domains. It’s a huge effort and can take a lot of investment. Not being able to calculate the ROI of your overall investment is a big challenge that many organizations are facing. 9. Why do you think the analysts don’t have the business acumen to properly do more than analyze the data? If people do not have the right idea of why we are collecting this data, we collect a lot of noise, and that brings in huge volumes of data. If you cannot stop that from step one—not bringing noise into the data system—that cannot be done by just technical folks or people who do not have business knowledge. Business people do not know everything about what data is being collected from which source and what data they need. It’s a gap between business domain knowledge, specifically marketing and sales needs, and technical folks who don’t have a lot of exposure to that side. Similarly, marketing business people do not have much exposure to the technical side — what’s possible to do with data, how much effort it takes, what’s relevant versus not relevant, and how to prioritize which data sources will be most important. 10. Do you have any suggestions for how this can be overcome, or have you seen it in action where it has been solved before? First, cross-functional training: training different roles to help them understand why we’re doing this and what the business goals are, giving technical people exposure to what marketing and sales teams do. And giving business folks exposure to the technology side through training on different tools, strategies, and the roadmap of data integrations. The second is helping teams work more collaboratively. So it’s not like the technology team works in a silo and comes back when their work is done, and then marketing and sales teams act upon it. Now we’re making it more like one team. You work together so that you can complement each other, and we have a better strategy from day one. 11. How do you address skepticism or resistance from stakeholders when presenting data-driven recommendations? We present clear business cases where we demonstrate how data-driven recommendations can directly align with business objectives and potential ROI. We build compelling visualizations, easy-to-understand charts and graphs that clearly illustrate the insights and the implications for business goals. We also do a lot of POCs and pilot projects with small-scale implementations to showcase tangible results and build confidence in the data-driven approach throughout the organization. 12. What technologies or tools have you found most effective for gathering and analyzing customer engagement data? I’ve found that Customer Data Platforms help us unify customer data from various sources, providing a comprehensive view of customer interactions across touch points. Having advanced analytics platforms — tools with AI and machine learning capabilities that can process large volumes of data and uncover complex patterns and insights — is a great value to us. We always use, or many organizations use, marketing automation systems to improve marketing team productivity, helping us track and analyze customer interactions across multiple channels. Another thing is social media listening tools, wherever your brand is mentioned or you want to measure customer sentiment over social media, or track the engagement of your campaigns across social media platforms. Last is web analytical tools, which provide detailed insights into your website visitors’ behaviors and engagement metrics, for browser apps, small browser apps, various devices, and mobile apps. 13. How do you ensure data quality and consistency across multiple channels to make these informed decisions? We established clear guidelines for data collection, storage, and usage across all channels to maintain consistency. Then we use data integration platforms — tools that consolidate data from various sources into a single unified view, reducing discrepancies and inconsistencies. While we collect data from different sources, we clean the data so it becomes cleaner with every stage of processing. We also conduct regular data audits — performing periodic checks to identify and rectify data quality issues, ensuring accuracy and reliability of information. We also deploy standardized data formats. On top of that, we have various automated data cleansing tools, specific software to detect and correct data errors, redundancies, duplicates, and inconsistencies in data sets automatically. 14. How do you see the role of customer engagement data evolving in shaping business strategies over the next five years? The first thing that’s been the biggest trend from the past two years is AI-driven decision making, which I think will become more prevalent, with advanced algorithms processing vast amounts of engagement data in real-time to inform strategic choices. Somewhat related to this is predictive analytics, which will play an even larger role, enabling businesses to anticipate customer needs and market trends with more accuracy and better predictive capabilities. We also touched upon hyper-personalization. We are all trying to strive toward more hyper-personalization at scale, which is more one-on-one personalization, as we are increasingly capturing more engagement data and have bigger systems and infrastructure to support processing those large volumes of data so we can achieve those hyper-personalization use cases. As the world is collecting more data, privacy concerns and regulations come into play. I believe in the next few years there will be more innovation toward how businesses can collect data ethically and what the usage practices are, leading to more transparent and consent-based engagement data strategies. And lastly, I think about the integration of engagement data, which is always a big challenge. I believe as we’re solving those integration challenges, we are adding more and more complex data sources to the picture. So I think there will need to be more innovation or sophistication brought into data integration strategies, which will help us take a truly customer-centric approach to strategy formulation.   This interview Q&A was hosted with Ankur Kothari, a previous Martech Executive, for Chapter 6 of The Customer Engagement Book: Adapt or Die. Download the PDF or request a physical copy of the book here. The post Ankur Kothari Q&A: Customer Engagement Book Interview appeared first on MoEngage.

A coiled giant anaconda. They are the largest snake species in Brazil and play a major role in legends including the ‘Boiuna’ and the ‘Cobra Grande.’ CREDIT: Beatriz Cosendey. Get the Popular Science daily newsletter💡 Breakthroughs, discoveries, and DIY tips sent every weekday. South America’s lush Amazon region is a biodiversity hotspot, which means that every living thing must find a way to co-exist. Even some of the most feared snakes on the planet–anacondas. In a paper published June 16 in the journal Frontiers in Amphibian and Reptile Science, conservation biologists Beatriz Cosendey and Juarez Carlos Brito Pezzuti from the Federal University of Pará’s Center for Amazonian Studies in Brazil, analyze the key points behind the interactions between humans and the local anaconda populations. Ahead of the paper’s publication, the team at Frontiers conducted this wide-ranging Q&A with Conesday. It has not been altered. Frontiers: What inspired you to become a researcher? Beatriz Cosendey: As a child, I was fascinated by reports and documentaries about field research and often wondered what it took to be there and what kind of knowledge was being produced. Later, as an ecologist, I felt the need for approaches that better connected scientific research with real-world contexts. I became especially interested in perspectives that viewed humans not as separate from nature, but as part of ecological systems. This led me to explore integrative methods that incorporate local and traditional knowledge, aiming to make research more relevant and accessible to the communities involved. F: Can you tell us about the research you’re currently working on? BC: My research focuses on ethnobiology, an interdisciplinary field intersecting ecology, conservation, and traditional knowledge. We investigate not only the biodiversity of an area but also the relationship local communities have with surrounding species, providing a better understanding of local dynamics and areas needing special attention for conservation. After all, no one knows a place better than those who have lived there for generations. This deep familiarity allows for early detection of changes or environmental shifts. Additionally, developing a collaborative project with residents generates greater engagement, as they recognize themselves as active contributors; and collective participation is essential for effective conservation. Local boating the Amazon River. CREDIT: Beatriz Cosendey. F: Could you tell us about one of the legends surrounding anacondas? BC: One of the greatest myths is about the Great Snake—a huge snake that is said to inhabit the Amazon River and sleep beneath the town. According to the dwellers, the Great Snake is an anaconda that has grown too large; its movements can shake the river’s waters, and its eyes look like fire in the darkness of night. People say anacondas can grow so big that they can swallow large animals—including humans or cattle—without difficulty. F: What could be the reasons why the traditional role of anacondas as a spiritual and mythological entity has changed? Do you think the fact that fewer anacondas have been seen in recent years contributes to their diminished importance as an mythological entity? BC: Not exactly. I believe the two are related, but not in a direct way. The mythology still exists, but among Aritapera dwellers, there’s a more practical, everyday concern—mainly the fear of losing their chickens. As a result, anacondas have come to be seen as stealthy thieves. These traits are mostly associated with smaller individuals (up to around 2–2.5 meters), while the larger ones—which may still carry the symbolic weight of the ‘Great Snake’—tend to retreat to more sheltered areas; because of the presence of houses, motorized boats, and general noise, they are now seen much less frequently. A giant anaconda is being measured. Credit: Pedro Calazans. F: Can you share some of the quotes you’ve collected in interviews that show the attitude of community members towards anacondas? How do chickens come into play? BC: When talking about anacondas, one thing always comes up: chickens. “Chicken is her [the anaconda’s] favorite dish. If one clucks, she comes,” said one dweller. This kind of remark helps explain why the conflict is often framed in economic terms. During the interviews and conversations with local dwellers, many emphasized the financial impact of losing their animals: “The biggest loss is that they keep taking chicks and chickens…” or “You raise the chicken—you can’t just let it be eaten for free, right?” For them, it’s a loss of investment, especially since corn, which is used as chicken feed, is expensive. As one person put it: “We spend time feeding and raising the birds, and then the snake comes and takes them.” One dweller shared that, in an attempt to prevent another loss, he killed the anaconda and removed the last chicken it had swallowed from its belly—”it was still fresh,” he said—and used it for his meal, cooking the chicken for lunch so it wouldn’t go to waste. One of the Amazonas communities where the researchers conducted their research. CREDIT: Beatriz Cosendey. Some interviewees reported that they had to rebuild their chicken coops and pigsties because too many anacondas were getting in. Participants would point out where the anaconda had entered and explained that they came in through gaps or cracks but couldn’t get out afterwards because they ‘tufavam’ — a local term referring to the snake’s body swelling after ingesting prey. We saw chicken coops made with mesh, with nylon, some that worked and some that didn’t. Guided by the locals’ insights, we concluded that the best solution to compensate for the gaps between the wooden slats is to line the coop with a fine nylon mesh (to block smaller animals), and on the outside, a layer of wire mesh, which protects the inner mesh and prevents the entry of larger animals. F: Are there any common misconceptions about this area of research? How would you address them? BC: Yes, very much. Although ethnobiology is an old science, it’s still underexplored and often misunderstood. In some fields, there are ongoing debates about the robustness and scientific validity of the field and related areas. This is largely because the findings don’t always rely only on hard statistical data. However, like any other scientific field, it follows standardized methodologies, and no result is accepted without proper grounding. What happens is that ethnobiology leans more toward the human sciences, placing human beings and traditional knowledge as key variables within its framework. To address these misconceptions, I believe it’s important to emphasize that ethnobiology produces solid and relevant knowledge—especially in the context of conservation and sustainable development. It offers insights that purely biological approaches might overlook and helps build bridges between science and society. The study focused on the várzea regions of the Lower Amazon River. CREDIT: Beatriz Cosendey. F: What are some of the areas of research you’d like to see tackled in the years ahead? BC: I’d like to see more conservation projects that include local communities as active participants rather than as passive observers. Incorporating their voices, perspectives, and needs not only makes initiatives more effective, but also more just. There is also great potential in recognizing and valuing traditional knowledge. Beyond its cultural significance, certain practices—such as the use of natural compounds—could become practical assets for other vulnerable regions. Once properly documented and understood, many of these approaches offer adaptable forms of environmental management and could help inform broader conservation strategies elsewhere. F: How has open science benefited the reach and impact of your research? BC: Open science is crucial for making research more accessible. By eliminating access barriers, it facilitates a broader exchange of knowledge—important especially for interdisciplinary research like mine which draws on multiple knowledge systems and gains value when shared widely. For scientific work, it ensures that knowledge reaches a wider audience, including practitioners and policymakers. This openness fosters dialogue across different sectors, making research more inclusive and encouraging greater collaboration among diverse groups. The Q&A can also be read here.

While we’ve had plenty of superhero games come out over the past decade and a half (and I’m always down for more), most have either been open-world adventures or fighting games. I’m as excited as anyone for the upcoming Marvel Tōkon and Invincible VS, but I’m also ready for a little something different. That’s where Dispatch from AdHoc Studio comes in. Dispatch is a game made for people who enjoy watching a rerun of The Office as a palate cleanser after the bloody battles of Invincible. So, me. You’re cast as Robert Robertson, the former superhero known as Mecha Man. He has to step away from frontline superheroics as the mech suit he relied on was destroyed in battle. Needing a job, he starts work at a dispatch center for superheroes, and the demo takes you through a small, 30-minute chunk of his first day. You’ll notice Dispatch’s crude humor early on. The first thing you can do in Dispatch is give a colleague a “bro fist” at a urinal, and the juvenile jokes don’t stop there. Middle school boys are going to love it, though I’d be lying if I said a few of the jokes didn’t get chuckles from me. Another of Robertson’s co-workers, who also used to be a superhero until his powers caused him to rapidly age, introduces Robertson’s team of misfit heroes, though that term should be used loosely. He notes they’re a “motley crew of dangerous fuck-ups” as Robertson examines their files, each with a mugshot and rapsheet. Robertson isn’t in charge of the Avengers — he’s leading a D-List Suicide Squad. The cast, however, is full of A-listers: Laura Bailey, Matthew Mercer, Aaron Paul, and Jeffrey Wright are among those lending their voices to Dispatch. Much like The Boys, Dispatch plays with the idea of the corporatization of superheroes (though without the satire of and parallels to modern-day politics). These heroes aren’t a lone Spider-Man swinging through Manhattan on patrol — they’re employees waiting for an assignment. Gameplay consists of matching the right (or perhaps “good enough”) hero to the job. Some assignments I saw in the demo included breaking up a robbery, catching a 12-year-old thief, and grabbing a kid’s balloon from a tree while also making sure the kid didn’t cry. Seeing as how one of your misfits is a literal bat man and another looks like a tiefling, you have to choose wisely. The real draw of Dispatch for me isn’t the point-and-click assignment gameplay, but rather the choice-based dialogue. It’s developed by AdHoc Studio, which was formed in 2018 by former developers who had worked on Telltale titles like The Wolf Among Us, The Walking Dead, and Tales from the Borderlands, and you can easily see the throughline from those titles to Dispatch. At various points, you have a limited time to select Robertson’s dialogue, and occasionally a pop-up saying a character “will remember that” appears. How much Robertson’s choices actually have consequences or influence his relationships with others remains to be seen, though I have no doubt those choices will be fun to make. After its reveal at The Game Awards six months ago, Dispatch will be coming to Windows PC and unspecified consoles sometime this year. You can check out its demo now on Steam.

Ethan Hunt and the IMF team race against time to find a rogue artificial intelligence (why is AI always the bad guy now if films? ) that can destroy mankind. AI, IMF & VFX: A Mission Worth Rendering In the latest episode of The VFXShow podcast, hosts Matt Wallin, Jason Diamond, and Mike Seymour reunite to dissect the spectacle, story, and seamless visual effects of Mission: Impossible – The Final Reckoning. As the eighth entry in the franchise, this chapter serves as a high-stakes, high-altitude crescendo to Tom Cruise’s nearly 30-year run as Ethan Hunt,  the relentless agent of the Impossible Mission Force. Cruise Control: When Practical Meets Pixel While the narrative revolves around the existential threat of a rogue AI known as The Entity, the real heart of the film lies in its bold commitment to visceral, real-world action. The VFX team discusses how Cruise’s ongoing devotion to doing his own death-defying stunts, from leaping between bi-planes to diving into the wreckage of a sunken submarine,  paradoxically increases the importance of invisible VFX. From seamless digital stitching to background replacements and subtle physics enhancements, the effects work had to serve the story without ever betraying the sense of raw, in-camera danger. Matt, Jason, and Mike explore how VFX in this film plays a critical supporting role, cleaning up stunts, compositing dangerous sequences, and selling the illusion of globe-spanning chaos. Whether it’s simulating the collapse of a Cold War-era submarine, managing intricate water dynamics in Ethan’s deep-sea dive, or integrating AI-driven visualisations of nuclear catastrophe, the film leans heavily on sophisticated post work to make Cruise’s practical stunts feel even more grounded and believable. The team also reflects on the thematic evolution of the franchise. While the plot may twist through layers of espionage, betrayal, and digital apocalypse, including face-offs with Gabriel, doomsday cults, and geopolitical brinkmanship,  it is not the team’s favourite MI film. And yet, they note, even as the story veers into sci-fi territory with sentient algorithms and bunker-bound AI traps, the VFX never overshadows the tactile performance at the film’s centre. Falling, Flying, Faking It Beautifully For fans of the franchise, visual effects, or just adrenaline-fueled cinema, this episode offers a thoughtful cinematic critique on how modern VFX artistry and old-school stuntwork can coexist to save a film that has lost its driving narrative direction. This week in our lineup is (or are they really??) Matt Wallin *            @mattwallin    www.mattwallin.com Follow Matt on Mastodon: @[email protected] Jason Diamond  @jasondiamond           www.thediamondbros.com Mike Seymour   @mikeseymour             www.fxguide.com. + @mikeseymour Special thanks to Matt Wallin for the editing & production of the show with help from Jim Shen.

Ivy Grant, SVP of Strategy & Operations, Twilio June 13, 20255 Min Readpeshkova via alamy stockAsk technologists and enterprise leaders what they hope AI will deliver, and most will land on some iteration of the "T" word: transformation. No surprise, AI and its “cooler than you” cousin, generative AI (GenAI), have been hyped nonstop for the past 24 months. But therein lies the problem. Many organizations are rushing to implement AI without a grasp on the return on investment (ROI), leading to high spend and low impact. Without anchoring AI to clear friction points and acceleration opportunities, companies invite fatigue, anxiety and competitive risk. Two-thirds of C-suite execs say GenAI has created tension and division within their organizations; nearly half say it’s “tearing their company apart.” Most (71%) report adoption challenges; more than a third call it a massive disappointment. While AI's potential is irrefutable, companies need to reject the narrative of AI as a standalone strategy or transformational savior. Its true power is as a catalyst to amplify what already works and surface what could. Here are three principles to make that happen. 1. Start with friction, not function Many enterprises struggle with where to start when integrating AI. My advice: Start where the pain is greatest. Identify the processes that create the most friction and work backward from there. AI is a tool, not a solution. By mapping real pain points to AI use cases, you can hone investments to the ripest fruit rather than simply where it hangs at the lowest. Related:For example, one of our top sources of customer pain was troubleshooting undeliverable messages, which forced users to sift through error code documentation. To solve this, an AI assistant was introduced to detect anomalies, explain causes in natural language, and guide customers toward resolution. We achieved a 97% real-time resolution rate through a blend of conversational AI and live support. Most companies have long-standing friction points that support teams routinely explain. Or that you’ve developed organizational calluses over; problems considered “just the cost of doing business.” GenAI allows leaders to revisit these areas and reimagine what’s possible. 2. The need for (dual) speed We hear stories of leaders pushing an “all or nothing” version of AI transformation: Use AI to cut functional headcount or die. Rather than leading with a “stick” through wholesale transformation mandates or threats to budgets, we must recognize AI implementation as a fundamental culture change. Just as you wouldn't expect to transform your company culture overnight by edict, it's unreasonable to expect something different from your AI transformation. Related:Some leaders have a tendency to move faster than the innovation ability or comfort level of their people. Most functional leads aren’t obstinate in their slow adoption of AI tools, their long-held beliefs to run a process or to assess risks. We hired these leaders for their decades of experience in “what good looks like” and deep expertise in incremental improvements; then we expect them to suddenly define a futuristic vision that challenges their own beliefs. As executive leaders, we must give grace, space and plenty of “carrots” -- incentives, training, and support resources -- to help them reimagine complex workflows with AI. And, we must recognize that AI has the ability to make progress in ways that may not immediately create cost efficiencies, such as for operational improvements that require data cleansing, deep analytics, forecasting, dynamic pricing, and signal sensing. These aren’t the sexy parts of AI, but they’re the types of issues that require superhuman intelligence and complex problem-solving that AI was made for. 3. A flywheel of acceleration The other transformation that AI should support is creating faster and broader “test and learn” cycles. AI implementation is not a linear process with start here and end there. Organizations that want to leverage AI as a competitive advantage should establish use cases where AI can break down company silos and act as a catalyst to identify the next opportunity. That identifies the next as a flywheel of acceleration. This flywheel builds on accumulated learnings, making small successes into larger wins while avoiding costly AI disasters from rushed implementation. Related:For example, at Twilio we are building a customer intelligence platform that analyzes thousands of conversations to identify patterns and drive insights. If we see multiple customers mention a competitor's pricing, it could signal a take-out campaign. What once took weeks to recognize and escalate can now be done in near real-time and used for highly coordinated activations across marketing, product, sales, and other teams. With every AI acceleration win, we uncover more places to improve hand-offs, activation speed, and business decision-making. That flywheel of innovation is how true AI transformation begins to drive impactful business outcomes. Ideas to Fuel Your AI Strategy Organizations can accelerate their AI implementations through these simple shifts in approach: Revisit your long-standing friction points, both customer-facing and internal, across your organization -- particularly explore the ones you thought were “the cost of doing business” Don’t just look for where AI can reduce manual processes, but find the highly complex problems and start experimenting Support your functional experts with AI-driven training, resources, tools, and incentives to help them challenge their long-held beliefs about what works for the future Treat AI implementation as a cultural change that requires time, experimentation, learning, and carrots (not just sticks) Recognize that transformation starts with a flywheel of acceleration, where each new experiment can lead to the next big discovery The most impactful AI implementations don’t rush transformation; they strategically accelerate core capabilities and unlock new ones to drive measurable change. About the AuthorIvy GrantSVP of Strategy & Operations, Twilio Ivy Grant is Senior Vice President of Strategy & Operations at Twilio where she leads strategic planning, enterprise analytics, M&A Integration and is responsible for driving transformational initiatives that enable Twilio to continuously improve its operations. Prior to Twilio, Ivy’s career has balanced senior roles in strategy consulting at McKinsey & Company, Edelman and PwC with customer-centric operational roles at Walmart, Polo Ralph Lauren and tech startup Eversight Labs. She loves solo international travel, hugging exotic animals and boxing. Ivy has an MBA from NYU’s Stern School of Business and a BS in Applied Economics from Cornell University. See more from Ivy GrantReportsMore ReportsNever Miss a Beat: Get a snapshot of the issues affecting the IT industry straight to your inbox.SIGN-UPYou May Also Like

To this day, Jaws remains the best example of Steven Spielberg‘s genius as a filmmaker. He somehow took a middling pulp novel about a killer shark and turned it into a thrilling adventure about masculinity and economic desperation. And to the surprise of no one, the massive success of Jaws spawned a lot of knockoffs, a glut of movies about animals terrorizing communities. None of these reach the majesty of Jaws, of course. But here’s the thing—none of them had to be Jaws. Sure, it’s nice that Spielberg’s film has impeccably designed set pieces and compelling characters, but that’s not the main reason people go to animal attack movies. We really just want to watch people get attacked. And eaten. With such standards duly lowered, let’s take a look at the best animal attack movies that came out in the past half-century since Jaws first scared us out of the water. Of course this list doesn’t cover every movie inspired by Jaws ( for example Godzilla Minus One, which devotes its middle act to a wonderful Jaws riff), and some can argue that these movies were less inspired by Jaws than other nature revolts features, such as Alfred Hitchcock‘s The Birds. But every one of these flicks owes a debt to Jaws, either in inspiration or simply getting people interested in movies about animals eating people. Those warning aside, lets make like drunken revelers on Amity Island and dive right in! 20. Sharknado (2013) Sharknado almost doesn’t belong on this list because it’s less a movie and more of a meme, a precursor to Vines and TikTok trends. Yes, many fantastic movies have been made off of an incredibly high concept and a painfully low budget. Heck, that approach made Roger Corman’s career. But Sharknado‘s high concept—a tornado sweeps over the ocean and launches ravenous sharks into the mainland—comes with a self-satisfied smirk. Somehow, Sharknado managed to capture the imagination of the public, making it popular enough to launch five sequels. At the time, viewers defended it as a so bad it’s good-style movie like The Room. But today Sharknado‘s obvious attempts to be wacky are just bad, making the franchise one more embarrassing trend, ready to be forgotten. 19. Orca (1977) For a long time, Orca had a reputation for being the most obvious Jaws ripoff, and with good reason—Italian producer Dino De Laurentiis, who would go on to support Flash Gordon, Manhunter, and truly launch David Lynch‘s career with Blue Velvet, wanted his own version of the Spielberg hit. On paper he had all the right ingredients, including a great cast with Richard Harris and Charlotte Rampling, and another oceanic threat, this time a killer whale. Orca boasts some impressive underwater cinematography, something that even Jaws largely lacks. But that’s the one thing Orca does better than Jaws. Everything else—character-building, suspense and scare scenes, basic plotting and storytelling—is done in such a haphazard manner that Orca plays more like an early mockbuster from the Asylum production company (makers of Sharknado) than it does a product from a future Hollywood player. 18. Tentacles (1977) Another Italian cheapie riding off the success of Jaws, Tentacles at least manages to be fun in its ineptitude. A giant octopus feature, Tentacles is directed by Ovidio G. Assonitis, a man whose greatest claim to fame is that he annoyed first-time director James Cameron so much on Piranha II: The Spawning that he activated the future legend’s infamous refusal to compromise with studios and producers. Tentacles somehow has a pretty impressive cast, including John Huston, Shelly Winters, and Henry Fonda all picking up paychecks. None of them really do any hard work in Tentacles, but there’s something fun about watching these greats shake the the octopus limbs that are supposed to be attacking them, as if they’re in an Ed Wood picture. 17. Kingdom of the Spiders (1977) Spielberg famously couldn’t get his mechanical shark to work, a happy accident that he overcame with incredibly tense scenes that merely suggested the monster’s presence. For his arachnids on the forgotten movie Kingdom of the Spiders, director John “Bud” Cardos has an even more formative tool to make up for the lack of effects magic: William Shatner. Shatner plays Rack Hansen, a veterinarian who discovers that the overuse of pesticides has killed off smaller insects and forced the tarantula population to seek larger prey, including humans. These types of ecological messages are common among creature features of the late ’70s, and they usually clang with hollow self-righteousness. But in Kingdom of the Spiders, Shatner delivers his lines with such blown out conviction that we enjoy his bluster, even if we don’t quite buy it. 16. The Meg (2018) The idea of Jason Statham fighting a giant prehistoric shark is an idea so awesome, it’s shocking that his character from Spy didn’t already pitch it. And The Meg certainly does deliver when Statham’s character does commit to battle with the creature in the movie’s climax. The problem is that moment of absurd heroism comes only after a lot of long sappy nonsense. Join our mailing list Get the best of Den of Geek delivered right to your inbox! It’s hard to figure out who is to blame for The Meg‘s failure. Director Jon Turteltaub hails from well-remembered Disney classics Cool Runnings and National Treasure. But too often he forgets how to pace an adventure film and gives into his most saccharine instincts here. One of the many Chinese/Hollywood co-produced blockbusters of the 2010s, The Meg also suffers from trying to innocuously please too wide an audience. Whatever the source, The Meg only fleetingly delivers on the promise of big time peril, wasting too much time on thin character beats. 15. Lake Placid (1999) I know already some people reading this are taking exception to Lake Placid‘s low ranking, complaining that this list isn’t showing enough respect to what they consider a zippy, irreverent take on a creature feature, one written by Ally McBeal creator David E. Kelley and co-starring Betty White. To those people, I can only say, “Please rewatch Lake Placid and then consider its ranking.” Lake Placid certainly has its fun moments, helped along by White as a kindly grandmother who keeps feeding a giant croc, Bill Pullman as a dumbfounded simple sheriff, and Oliver Platt as a rich adventurer. Their various one-liners are a pleasure to remember. But within the context of a movie stuffed with late ’90s irony, the constant snark gets tiresome, sapping out all the fun of a killer crocodile film. 14. Open Water (2003) Like Sharknado, Open Water had its fans for a few years but has fallen in most moviegoers’ esteem. Unlike Sharknado, Open Water is a real movie, just one that can’t sustain its premise for its entire runtime. Writer and director Chris Kentis draws inspiration from a real-life story about a husband and wife who were accidentally abandoned in the middle of the ocean by their scuba excursion group. The same thing happens to the movie’s Susan Watkins (Blanchard Ryan) and Daniel Travis (Daniel Kintner), who respond to their predicament by airing out their relationship grievances, even as sharks start to surround them. Kentis commits to the reality of the couple’s bleak situation, which sets Open Water apart from the thrill-a-minute movies that mostly make up this list. But even with some shocking set pieces, Open Water feels too much like being stuck in car with a couple who hates each other and not enough like a shark attack thriller. 13. Eaten Alive (1976) Spielberg’s artful execution of Jaws led many of the filmmakers who followed to attempt some semblance of character development and prestige, even if done without enthusiasm (see: Orca). Not so with Tobe Hooper, who followed up the genre-defining The Texas Chainsaw Massacre with Eaten Alive. Then again, Hooper draws just as much from Psycho as he does Jaws. Neville Brand plays Judd, the proprietor of a sleazy hotel on the bayou where slimy yokels do horrible things to one another. Amity Island, this is not. But when one of the visitors annoy Judd, he feeds them to the pet croc kept in the back. Eaten Alive is a nasty bit of work, but like most of Hooper’s oeuvre, it’s a lot of fun. 12. Prophecy (1979) Directed by John Frankenheimer of The Manchurian Candidate and Grand Prix fame, Prophecy is easily the best of the more high-minded animal attack movies that followed Jaws. This landlocked film, written by David Seltzer, stars Robert Foxworth as Dr. Robert Verne, a veterinarian hired by the EPA to investigate bear attacks against loggers on a mountain in Maine. Along with his wife Maggie (Talia Shire), Verne finds himself thrown into a conflict between the mining company and the local Indigenous population who resist them. Prophecy drips with an American hippy mentality that reads as pretty conservative today (“your body, your choice” one of Maggie’s friends tells her… to urge her against getting an abortion), making its depictions of Native people, including the leader played by Italian American actor Armand Assante, pretty embarrassing. But there is a mutant bear on the loose and Frankenheimer knows how to stage an exciting sequence, which makes Prophecy a worthwhile watch. 11. Piranha 3D (2010) Piranha 3D begins with a denim-wearing fisherman named Matt, played by Richard Dreyfuss no less, falling into the water and immediately getting devoured by the titular flesh-eaters. This weird nod to Matt Hooper and Jaws instead of Joe Dante’s Piranha, the movie Piranha 3D is supposed to be remaking, is just one of the many oddities at play yhere. Screenwriters Pete Goldfinger and Josh Stolberg have some of the wacky energy and social satire of the original film, but director Alexandre Aja, a veteran of the French Extreme movement, includes so much nastiness in Piranha 3D that we’re not sure if we want to laugh or throw up. Still, there’s no denying the power of Piranha 3D‘s set pieces, including a shocking sequence in which the titular beasties attack an MTV/Girls Gone Wild Spring Break party and chaos ensues. Furthermore, Piranha 3D benefits from a strong cast, which includes Elizabeth Shue, Adam Scott, and Ving Rhames. 10. Anaconda (1997) With its many scenes involving an animal attacking a ragtag group on a boat, Anaconda clearly owes a debt to Jaws. However, with its corny characters and shoddy late ’90s CGI, Anaconda feels today less like a Jaws knockoff and more like a forerunner to Sharknado and the boom of lazy Syfy and Redbox horror movies that followed. Whatever its influences and legacy, there’s no denying that Anaconda is, itself, a pretty fun movie. Giant snakes make for good movie monsters, and the special effects have become dated in a way that feels charming. Moreover, Anaconda boasts a enjoyably unlikely cast, including Eric Stoltz as a scientist, Owen Wilson and Ice Cube as members of a documentary crew, and Jon Voight as what might be the most unhinged character of his career, second only to his crossbow enthusiast from Megalopolis. 9. The Shallows (2016) The Shallows isn’t the highest-ranking shark attack movie on this list but it’s definitely the most frightening shark attack thriller since Jaws. That’s high praise, indeed, but The Shallows benefits from a lean and mean premise and clear direction by Jaume Collet-Serra, who has made some solid modern thrillers. The Shallows focuses almost entirely on med student Nancy Adams (Blake Lively), who gets caught far from shore after the tide comes in and is hunted by a shark. A lot of the pleasure of The Shallows comes from seeing how Collet-Serra and screenwriter Anthony Jaswinski avoid the problems that plague many of the movies on this list. Adams is an incredibly competent character, and we pull for her even after the mistake that leaves her stranded. Moreover, The Shallows perfectly balances thrill sequences with character moments, making for one of the more well-rounded creature features of the past decade. 8. Razorback (1984) Jaws, of course, has a fantastic opening scene, a thrilling sequence in which the shark kills a drunken skinny dipper. Of the movies on this list, only Razorback comes close to matching the original’s power, and it does so because director Russell Mulcahy, who would make Highlander next, goes for glossy absurdity. In the Razorback‘s first three minutes, a hulking wild boar smashes through the rural home of an elderly man in the Australian outback, carrying away his young grandson. Over the sounds of a synth score, the old man stumbles away from his now-burning house, screaming up into the sky. Sadly, the rest of Razorback cannot top that moment. Mulcahy directs the picture with lots of glossy style, while retaining the grit of the Australian New Wave movement. But budget restrictions keep the titular beast from really looking as cool as one would hope, and the movie’s loud, crazy tone can’t rely on Jaws-like power of suggestion. 7. Crawl (2019) Alexandre Aja’s second movie on this list earns its high rank precisely because it does away with the tonal inconsistencies that plagued Piranha 3D and leans into what the French filmmaker does so well: slicked down and mean horror. Set in the middle of a Florida hurricane, Crawl stars Kaya Scodelario as competitive swimmer Haley and always-welcome character actor Barry Pepper as her father Dave, who get trapped in a flooding basement that’s menaced by alligators. Yet as grimy as Crawl can get, Aja also executes the strong character work in the script by Michael Rasmussen and Shawn Rasmussen. Dave and Haley are real people, not just gator-bait, making their peril feel all the more real, and their triumphs all the sweeter. 6. Piranha (1978) Piranha is the only entry on this list to get a seal of approval from Stephen Spielberg himself, who not only praised the movie, even as Universal Pictures planned to sue the production, but also got director Joe Dante to later helm Gremlins. It’s not hard to see why Piranha charmed Spielberg, a man who loves wacky comedy. Dante’s Looney Tunes approach is on full display in some of the movie’s best set pieces. But Piranha is special because it also comes from legendary screenwriter John Sayles, who infuses the story with social satire and cynicism that somehow blends with Dante’s approach. The result is a film about piranha developed by the U.S. military to kill the Vietnamese getting unleashed into an American river and making their way to a children’s summer camp, a horrifying idea that Dante turns into good clean fun. 5. Slugs (1988) If we’re talking about well-made movies, then Slugs belongs way below any of the movies on this list, somewhere around the killer earthworm picture Squirm. But if we’re thinking about pure enjoyable spectacle, it’s hard to top Slugs, a movie about, yes, flesh-eating slugs. Yes, it’s very funny to think about people getting terrorized by creatures that are famous for moving very, very slowly. But Spanish director Juan Piquer Simón, perhaps best known for his equally bugnuts giallo Pieces (1982), pays as little attention to realism as he does to good taste. Slugs is filled with insane and ghastly sequences of killer slugs ending up in unlikely places, swarming the floor of someone’s bedroom or inside a fancy restaurant, and then devouring people, one methodical bite at a time. 4. Deep Blue Sea (1999) When it comes to goofy ’90s CGI action, it’s hard to top Deep Blue Sea, directed by Renny Harlin and featuring sharks with genetically enhanced brains. Deep Blue Sea doesn’t have a strong sense of pacing, it lacks any sort of believable character development, and the effects looked terrible even in 1999. But it’s also the only movie on this list that features LL Cool J as a cool chef who recites a violent version of the 23rd Psalm and almost gets cooked alive in an oven by a genius-level shark. It’s scenes like the oven sequence that makes Deep Blue Sea such a delight, despite its many, many flaws. The movie tries to do the most at every turn, whether that’s clearly reediting the movie in postproduction so that LL Cool J’s chef becomes a central character, stealing the spotlight form intended star Saffron Burrows, or a ridiculous Samuel L. Jackson monologue with a delightfully unexpected climax. 3. Alligator (1980) In many ways, Alligator feels like screenwriter John Sayles’ rejoinder to Piranha. If Joe Dante sanded down Piranha‘s sharp edges with his goofy humor, then Alligator is so filled with mean-spiritedness that no director could dilute it. Not that Lewis Teague, a solid action helmer who we’ll talk about again shortly, would do that. Alligator transports the old adage about gators in the sewers from New York to Chicago where the titular beast, the subject of experiments to increase its size, begins preying on the innocent. And on the not so innocent. Alligator shows no respect for the good or the bad, and the film is filled with scenes of people getting devoured, whether it’s a young boy who becomes a snack during a birthday party prank or an elderly mafioso who tries to abandon his family during the gator’s rampage. 2. Grizzly (1976) Grizzly stands as the greatest of the movies obviously ripping off Jaws precisely because it understands its limitations. It takes what it can from Spielberg’s masterpiece, including the general premise of an animal hunting in a tourist location, and ignores what it can’t pull off, namely three-dimensional characters. This clear-eyed understanding of everyone’s abilities makes Grizzly a lean, mean, and satisfying thriller. Directed by blaxploitation vet William Girdler and written by Harvey Flaxman and David Sheldon, Grizzly stars ’70s low-budget king Christopher George as a park ranger investigating unusually vicious bear attacks on campers. That’s not the richest concept in the world, but Girdler and co. execute their ideas with such precision, and George plays his character with just the right amount of machismo, that Grizzly manages to deliver on everything you want from an animal attack. 1. Cujo (1983) To some modern readers, it might seem absurd to put Cujo on a list of Jaws knockoffs. After all, Stephen King is a franchise unto himself and he certainly doesn’t need another movie’s success to get a greenlight for any of his projects. But you have to remember that Cujo came out in 1983 and was just the third of his works to get adapted theatrically, which makes its Jaws connection more valid. After all, the main section of the film—in which mom (Dee Wallace) and her son Tad (Danny Pintauro) are trapped in their car and menaced by the titular St. Bernard—replicates the isolation on Quint’s fishing vessel, the Orca, better than any other film on this list. However, it’s not just director Lewis Teague’s ability to create tension that puts Cujo at the top. Writers Don Carlos Dunaway and Lauren Currier key into the complicated familial dynamics of King’s story, giving the characters surprising depth. It’s no wonder that Spielberg would cast Wallace as another overwhelmed mom for E.T. The Extraterrestrial the very next year, proving that he still has a soft spot for animal attack movies—even if none of them came close to matching the power of Jaws.

These 15 Dynamic Photos Will Make You Want to Dance Get footloose with these Smithsonian Magazine Photo Contest dance scenes Photographs selected by Quentin Nardi Text by Tracy Scott Forson June 13, 2025 In the 1500s, ballet roles for female characters were performed by men. Women entered the art form in the late 1600s and are now dominant in ballet. Libby Zhang, Texas, 2016 Like many art forms, dance transcends cultures, countries and continents. Flamenco, breakdancing, ballet, tango and other well-known genres are all forms of movement performed all across the globe. While being a professional can take decades of dedication and training, one appeal of dance is that you don’t have to be an expert to participate in or enjoy it. Just visit any preschool for evidence of that. “The arts teach tolerance because there is no one way of doing anything,” said dance icon and Emmy winner Debbie Allen. While some forms of dance are more structured and formal than others, they’re all about using the body as a tool of expression. Take a look. In Istanbul, a customary trance-like dance, embodying spiritual devotion and the pursuit of unity with the divine, is performed as part of a Sufi ceremony. Uku Sööt, Turkey, 2024 Passersby cheer and applaud energetic dancers in vibrant colors as they entertain a crowd at Fuzhou. Yi Yuan, China, 2024 A young dance student’s elegant movements are complemented by the flow and motion of her beautiful garment. Felicia Tolbert, Michigan, 2024 During a celebration in Tyrol, the locals perform a traditional dance called Schuhplattler, which is very demanding physically and requires the dancers to reach their shoes while jumping. Ory Schneor, Austria, 2024 Young dancers strike poses for photos before participating in a performance at Brihadeeswara Temple. Ravikanth Kurma, India, 2019 Members of Hush Crew, based in Boston, perform at public venues around the city—and all over social media—showing off their dance skills. Paul Karns, Massachusetts, 2024 A flamenco dancer from Granada jumps to heights that could rival any NBA Hall of Famer. Javier Fergo, Spain, 2017 Dancers of the Ho Chi Minh City Ballet nearly collide as they practice for a performance titled The Roof. Le Nguyen Huy Thuy, Vietnam, 2015 Genres converge as two dancers fuse the movements and choreography of ballet and hip-hop. Tom Griscom, Tennessee, 2015 A teenage dance student celebrates the first day of summer with an iconic ballet leap. Vicki Surges, Minnesota, 2010 Dressed in elaborate, ornate garments, dancers celebrating Day of the Dead participate in a colorful parade. Michelle Atkinson, Texas, 2013 With roots in Italy, ballet, like many forms of dance, is now common in countries and cultures around the world. Xiaoping Mao, China, 2023 Bodies blur as they move to the music during a party to celebrate the festive week of Maslenitsa at the St. Petersburg State University. Anton Golyshev, Russia, 2011 A wedding party celebrates new nuptials with a dance through the historic alleys of New Orleans’ French Quarter. Osman Sharif, Louisiana, 2021 Get the latest Travel & Culture stories in your inbox.