An Interview With Chad Silverstein
From a business perspective, we leverage both Open AI and Amazon’s Bedrock technology — a generative AI application powered by AWS — to optimize media workflows at Ateliere and enhance customer interactions every day. Ateliere’s new Connect AI technology integrates these technologies to streamline internal processes like content generation, processing, planning, and distribution. This has resulted in improved productivity, faster response times, and greater customer satisfaction. The implementation of Open AI and Bedrock into our workflow helps us quickly respond to queries, generate supply chain recommendations, and manage communication workflows seamlessly, making it an essential tool in our operations.
In the ever-evolving and never-ending landscape of business, staying ahead of the curve is a prerequisite for success. Artificial Intelligence (AI) has gone from being a futuristic concept to a daily business tool that executives can’t ignore. In this interview series, we would like to talk with business leaders who’ve successfully integrated A.I. into their operations, transforming their companies in the process. I had the pleasure of interviewing Zeenal Thakare.
Zeenal Thakare is a visionary leader in media and entertainment technology, with extensive experience driving organizational advancements through scalable, cloud-based solutions. Having worked at some of the world’s leading content companies like Amazon Web Services (AWS), Paramount, and HBO, she specializes in data analytics and media distribution technology. In her recent roles, Zeenal has led technology transformation projects, implementing data-driven tech and ops strategy for the global media supply chain, ad tech integrations, and cloud-based content distribution across D2C, FAST, and B2B streaming.
On the personal front, Zeenal is a mother to an 8 year old8-year-old; she enjoys staying active and loves her time outdoors in nature with her one-year-old puppy.
Thank you so much for doing this with us! To set the stage, tell us briefly about your childhood and background.
I grew up in Mumbai, one of the largest cities and financial hubs of India. My father worked as the head of manufacturing for a razor company, while my mother ran our household. Their partnership taught me the importance of balance and harmony amidst life’s often conflicting demands. From a young age, I was captivated by the performing arts — dancing, singing, and acting in professional theater, which sparked my initial interest in the world of media and entertainment. I decided to go into journalism — and after graduating from school, I began my career working for Star News, where I became deeply engaged in their digital platform expansion. Since then, my thirst for knowledge and curiosity has fueled my growth in this industry.
What were the early challenges you faced in your career, and how did they shape your approach to leadership?
In the early years of my career, I worked in environments where everyone worked reactively — many of our interactions — socially and professionally — fed off each other’s behavior and energy. This reactive approach often hindered critical thinking and decision-making. A big part of my leadership style has since been shaped by ensuring that we don’t just react but take the necessary pause to understand the situation and identify a solution or put together a plan before moving forward, being proactive. My goal is to foster an environment where my team has the space to think deeply, make data-informed decisions, and learn from mistakes.
We often learn the most from our mistakes. Can you share one mistake that turned out to be one of the most valuable lessons you’ve learned?
There are times where I have succumbed to the pressures of a reactive environment in the past. One example was when I had to make a decision on contracting a third-party vendor for a project that required us to source external help. The recommendation came from a superior, and I felt the need to respond and act quickly, so I went with the popular vote, without any deliberation. Unfortunately, as the project continued, the vendor didn’t meet our expectations, impacting both our timelines and budget. From this experience, I learned that not every decision is simple — while some have a straightforward cause and effect relationship, some require elaboration and understanding the consequences. I also learned that it’s important to stand by your intuition and trust your judgment, even when it’s not the popular choice. Finally, don’t beat yourself up too much — you can learn, take accountability, and find a new path to pivot to to solve a problem and move forward.
A.I. is a big leap for many businesses. When and what first sparked your interest in incorporating it into your operations?
While there is sentiment that generative AI is being overhyped, and that people are overusing the term, the potential and impact of this technology across industries and the business landscape is highly underrated. Having said that, let’s also acknowledge that AI is not a recent invention — its application has existed for years. What sparks the recent interest is its ability to generate new and relevant information by analyzing patterns and data. It’s not just about creating breakthroughs — it’s about unlocking the full potential of existing assets and finding ways to incorporate and benefit from AI. Its real power lies in its ability to inform decisions and help us maximize what we already have, transforming operations along the way.
AI can be a game-changer for individuals and their responsibilities. Can you share how you personally use AI and what are your go-to resources or tools?
I leverage AI in various ways for my day-to-day activities, especially for handling mundane, everyday tasks such as calendar management, note-taking, deck formatting, and even managing job descriptions. AI also helps me identify key topics or subjects to focus on throughout my week, freeing up time for more strategic work and thinking around big projects and allowing me to work more proactively.
On the flip side, what challenges or setbacks have you encountered while implementing A.I. into your company?
The main challenge in implementing AI has been overcoming skepticism about its accuracy, security and transparency. Successful AI adoption requires a culture shift within organizations. A lack of training, in-house expertise, and outdated infrastructure can create hurdles, causing businesses to be late to the game, or not even adopt AI at all. Most legacy workflows and processes have siloed operations resulting in fragmented data, along with the use of outdated systems and tools, which make AI integration difficult. Additionally, concerns about data privacy, replacing jobs, and the accuracy of AI are all real impediments that must be addressed. To tackle this, businesses need to be transparent about how they are implementing AI into everyday practices and emphasize data security measures and guardrails. There is also a growing need to show how AI can complement human expertise rather than replace it. Lastly and most importantly, involving your customers and stakeholders in the AI adoption and implementation journey is crucial.
Let’s dig into this further. Can you share the top 5 A.I. tools or different ways you’re integrating AI into your business? What specific functions do they serve and what kind of result have you seen so far? If you can, please share a story or example for each.
From a business perspective, we leverage both Open AI and Amazon’s Bedrock technology — a generative AI application powered by AWS — to optimize media workflows at Ateliere and enhance customer interactions every day. Ateliere’s new Connect AI technology integrates these technologies to streamline internal processes like content generation, processing, planning, and distribution. This has resulted in improved productivity, faster response times, and greater customer satisfaction. The implementation of Open AI and Bedrock into our workflow helps us quickly respond to queries, generate supply chain recommendations, and manage communication workflows seamlessly, making it an essential tool in our operations.
Amazon Bedrock also plays a huge role in our products, helping to optimize content delivery while providing visibility into the media supply chain. By integrating Bedrock’s tools into Connect AI, we enable customers to make informed decisions about projecting and distributing their content, especially when selecting content titles for specific genres or regions. This AI-driven approach makes media management more interactive, allowing customers to identify their content across different categories, save time, and maximize the value of their assets while unlocking new revenue opportunities.
On a personal level, I rely heavily on ChatGPT for planning and scoping out business opportunities. It’s an essential tool for me to ensure I don’t miss out on key tasks or strategic possibilities. For example, when I’m working on a new project, I use ChatGPT to identify potential opportunities and risks, ensuring I stay ahead in terms of strategy and execution.
I also use AI tools in my daily life as well. As a pet owner, I use the Woof app, which is powered by generative AI, to help train and manage my dog. It’s incredibly intuitive and makes pet care more manageable. I have also been interested in Affectiva, a tool that uses AI to understand human emotions and cognitive states by analyzing facial and vocal expressions. Their focus has been on humanizing the technology with emotion AI.
It’s safe to say that AI plays a role in many aspects of my day-to-day activities, and it has made things more efficient and easier for me in a variety of ways and I see value in its application across different aspects of life.
There’s concern about A.I. taking over jobs. How do you balance A.I. tools with your human workforce and have you already replaced any positions using technology?
Change is never easy, but it’s important to recognize that AI is a tool designed to enhance, not replace. AI enables us to focus on high-quality, impactful tasks by automating repetitive, mundane work. Instead of replacing roles, we’ve restructured and reskilled our workforce to better utilize their creativity and problem-solving skills. AI takes over the routine and the mundane, freeing up space for human innovation and strategic thinking.
Looking ahead, what’s on the horizon in the world of AI that people should know about? What do you see happening in the next 3–5 years? I would love to hear your best prediction.
AI is going to play a pivotal role in the content supply chain, even beyond the traditional media and entertainment industry. Everyone creates content — from brands to podcasters and influencers, and it’s everywhere now with social media. Understanding your audience is more important than ever, as they shape the type of content you create based on how well it’s performing. AI will provide wide-lens insights on your performance and offer tools that help you not only understand your audience but also maximize the monetization of your content. It’s not just about movies or shows anymore; AI will transform how content is produced, distributed, and consumed across multiple industries. The future lies in knowing who to target with your content and what content types resonate best with each audience. It’s not about replacing jobs; rather, AI will augment existing roles, helping you leverage technology to move forward and stay competitive.
If you had to pick just one AI tool that you feel is essential, one that you haven’t mentioned yet, which would it be and why?
The AI tool that I find has a great range of use cases is ChatGPT. Whether it’s for personal or professional tasks, the platform has incredible versatility that I think is unmatched as of right now. From generating content ideas to helping with project scoping and planning, ChatGPT is a core tool that I use regularly. Its ability to adapt to different needs makes it an essential asset in our AI toolkit, and I believe it will continue to play a critical role as generative AI use cases evolve.
For the uninitiated, what advice would you give someone looking to integrate AI into their business and doesn’t know where to start?
For brands that are just starting out on their AI adoption journey, the key is to acknowledge we are an ecosystem, and consumer data plays a central role. It’s important to focus on one specific problem area and refine your approach before trying to solve everything at once. Start small, learn, and then expand as you continue integrating AI. Skeptics should focus on whether their concerns are genuine limitations or simply areas that can be addressed with better understanding and adaptation.”
Where can our readers follow you to learn more about leveraging A.I. in the business world?
Readers can follow me on LinkedIn. If you’re interested in learning more about Ateliere’s generative AI roadmap, visit www.ateliere.com.
Thank you so much for sharing these important insights. We wish you continued success and good health!
About the Interviewer: Chad Silverstein, a seasoned entrepreneur with over two decades of experience as the Founder and CEO of multiple companies. He launched Choice Recovery, Inc., a healthcare collection agency, while going to The Ohio State University, His team earned national recognition, twice being ranked as the #1 business to work for in Central Ohio. In 2018, Chad launched [re]start, a career development platform connecting thousands of individuals in collections with meaningful employment opportunities, He sold Choice Recovery on his 25th anniversary and in 2023, sold the majority interest in [re]start so he can focus his transition to Built to Lead as an Executive Leadership Coach. Learn more at www.chadsilverstein.com
Zeenal Thakare Of Ateliere: How We Leveraged AI To Take Our Company To The Next Level was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.