Aptech, which works in the non-formal vocational training business in the country has recently introduced Creval. This is an AI-powered creative evaluation tool that combines generative AI with human expertise to evaluate visual creatives in real-time.
Creval is designed to protect a creative professional’s artwork using Amazon Bedrock capabilities of model choice, customisation, security, privacy, and safety guardrails. Creval it said marks a step forward in the integration of generative AI within the education and the creative arts industries. Creval is available for creative professionals and aspiring artists across the globe.
Medianews4u.com caught up with Sandip Weling, Chief Business Officer, Global Retail Business, Aptech
Q. What is Aptech’s vision in terms of the impact that Creval will have on the content creation community?
Creval by Aptech is a first-of-its-kind creative evaluation tool for content creators and all creative professionals, designed to empower our students and individuals with quick, actionable feedback on their visual artworks.
By merging Amazon Bedrock AI with human expertise, Creval aims to accelerate the learning process for both aspiring artists and professionals, helping them refine their skills, boost productivity, and meet industry standards.
Q. For a new product to scale rapidly, it probably has to be 10X better compared to what is already in the market. What is the product’s USP compared with what is already present?
Creval’s unique selling point (USP) is its ability to provide standardised, detailed feedback at an unmatched speed, enabling both students and professionals to consistently enhance their work.
Unlike other tools that offer generic feedback which can rudimentary and off the shoulder, Creval delivers in-depth evaluations across multiple 14 specific categories and sub-categories such as illustrations, photographers, 3D models, architectural designs, graphic creatives, and more. It is a novel solution that uses AI-driven insights with human expertise to ensure help boost productivity, time taken for delivery, and quality of learning for our students and all creative professionals.
Q. Could you talk about the R&D process behind its creation?
Creval’s development involved extensive research and collaboration between Aptech’s academic teams and the Amazon Web Services India team using Amazon Bedrock. Our R&D process included testing the tool with Aptech’s training brands to ensure its accuracy and usefulness in the AVGC sector.
We tested the tool across 50+ centres and evaluating artworks from over 1000 students before the launch phase. Additionally, our long standing partnership with AWS ensured that we were able to utilise their advanced generative AI model pedagogy, ensuring that the tool can evolve alongside emerging technology and the evolving needs of creative professionals.
Q. How big a market is Creval targeting?
Creval targets the rapidly growing AVGC (Animation, Visual Effects, Gaming, and Comics) industry, which has witnessed significant global growth. With its ability to serve both students and professionals, Creval is positioned to tap into a vast market of creative individuals and organizations, aiming to provide scalable and reliable solutions for enhancing creative productivity across the globe.
Primarily, the tool is relevant for students, freelancers, and creative professionals who are looking at an objective and quick process on garnering feedback for their creative process. However, our industry dipstick also pointed out that Creval is extremely relevant for production houses, platforms, and educational institutes facing supply shortage due to limited number of professionals and trainers. Creval can be extremely useful for them to be more productive and effective in their professional endeavours as well.
Q. How does Aptech see Gen AI evolving in the coming three years?
Aptech views Gen AI as an indispensable tool in the coming years, playing a crucial role in creative industries, education, and vocational training. Interestingly, we see AI as assistive intelligence, and not artificial, as we believe in the technology’s potential to improve the productivity of our students.
We remain committed to foresee advancements and such innovation in AI technology driving further automation and efficiency, especially in fields like content creation, where AI can augment human creativity, refine skills, and streamline production processes.
Q. From a marketing perspective, what will be the focus areas and goals of Aptech in 2025?
In 2025, Aptech’s marketing strategy will focus on expanding awareness of its innovative products like Creval, which blend technology and creativity. Aptech will also focus on strengthening its position as a leader in the AVGC training sector, expanding partnerships, and driving adoption of its AI-powered solutions.
For the overall corporate brand, we want to double down on our experience and leadership in India’s vocational training sector. We are committed to expanding our presence and brand awareness in more regions across India with our marquee training brands – Arena Animation, Maya Academy of Advanced Creativity (MAAC), and Lakme Academy Powered by Aptech; alongside a laser sharp focus on growing Creval and The Virtual Production Academy which have an opportunity to impact the future of the overall sector.
Q. A few years back, Aptech signed Rahul Dravid as its global brand ambassador. How was the ROI?
The partnership with Rahul Dravid helped enhance Aptech’s brand recognition and credibility. His association with Aptech positioned us as a trusted brand in the education and skilling space. Rahul Dravid managed to strike the right chord with our audience, and he embodies the brand values of resilience, discipline, and his commitment to the craft.
The return on investment (ROI) has been significant, as it elevated the perception of Aptech’s commitment to excellence, which is reflected in increased engagement with our training programs and wider outreach.
Q. What marketing activities will Aptech be doing in the coming months to create awareness about Creval and other products?
In the coming months, Aptech will leverage both digital and traditional marketing channels to create awareness about Creval. Activities will include influencer partnerships, targetted digital campaigns, webinars, and collaborations with industry events.
Aptech will also showcase success stories and testimonials from users, through our owned platforms and various business touchpoints, to demonstrate the effectiveness of Creval in enhancing creative skills.
Q. How is AI helping Aptech in various areas like identifying market gaps and fine-tuning courses for students looking to enter sectors like media and entertainment?
AI helps Aptech understand market trends, track new skill demands, and check how well courses are performing. By using AI for data analysis, Aptech can find skill gaps in media and entertainment, update its courses, and prepare students with the right skills to succeed in these industries.
Right now, we use the AI tools available inside the existing software at our academies. However, we also urge our students to have a unique vision for themselves, be able to articulate their creative thoughts in a simple pencil and paper form – so as to not get too carried away with the overload of tools available.
We cherish and want to restore all individuals’ unique creativity and think of AI as an enabler/facilitator and not the creator itself. AI is used for conceptualisation and ideation along with using it as an effective pre-visualisation tool.
In terms of adding value, AI can be a great tool to reduce the time taken on projects, reduce errors and ensure that our work output is of the best possible quality. Today, AI has permeated almost every possible industry, especially in Media & Entertainment; and we are committed to training our students to move hand-in-hand with this technology.
Q. The edtech bubble burst as students returned offline. How has Aptech adjusted its strategy during the boom-and-bust period?
Aptech has strategically adapted by expanding its offerings to include both online and offline solutions. While the demand for online education surged during the boom, Aptech has balanced its approach by integrating hybrid learning models that cater to both in-person and online learning preferences.
This flexibility ensures Aptech remains resilient, even as market dynamics shift. We believe in having a hybrid outlook and moving forward in that manner. Today, students of Aptech and its training brands have access to classroom learning as well as online through our online classroom ProAlley.
Q. Could you talk about the importance of partnerships with companies like Amazon, NFDC, and Lakme?
Strategic partnerships have been a crucial growth lever for Aptech, providing access to a wider network, resources, and expertise. Collaborating with industry giants like Amazon helps Aptech leverage cutting-edge technology, such as AWS services, for innovative product development. Partnerships with organisations like NFDC and Lakme Lever Pvt. Ltd. have also enabled Aptech’s students to integrate classroom learning with practical experiences, getting them job-ready as professionals.
Q. Which are the key markets that Aptech is targeting for growth in 2025?
In 2025, Aptech will focus on expanding its presence in both established and emerging markets. We are constantly exploring regions and target groups where demand for vocational training and skill-building is on the rise.
Aptech will continue to strengthen its footprint in the Media & Entertainment, beauty and wellness, and IT and communication sectors, while also exploring new opportunities in digital media and creative industries.
