Humanify launches LiveTrack for real-time q-commerce and OTT measurement

Humanify has launched LiveTrack, an AI-powered consumer tracking tool that measures live shopping and OTT viewing on smartphones in real time. The Mumbai-based company says the product is designed to help brands and media buyers understand ad impact, viewing behavior and purchase decisions during India’s festive-season spending surge.

Why it matters: - LiveTrack aims to fix a core measurement problem for marketers: digital shopping and viewing behavior is often misread when consumers are asked to recall it later. - Humanify says the tool can help brands measure ad impact and purchase behavior at the moment consumers act, which matters most during India’s festive season when brands can spend up to 60% of annual marketing budgets. - The product also targets media planners who need faster signals on how viewers respond to promotions and when they switch platforms.

What happened: - Humanify launched LiveTrack, an AI-powered tool for tracking live shopping and OTT viewership on consumers’ smartphones. - The launch took place in Mumbai, India, on August 24, 2026. - The tool captures live data from thousands of smartphones while consumers shop on quick-commerce platforms such as Zepto, Blinkit and Instamart. - LiveTrack also tracks viewers on national and local OTT platforms.

The details: - Humanify says LiveTrack creates shopper and media measurement reports within minutes. - The company says the system can tell brands whether consumers saw an ad and how that exposure affected purchase behavior at that moment. - Humanify says the tool can also show how viewers react to promotions, what they choose to watch and when they move from one platform to another. - LiveTrack uses what Humanify calls a Qual@Scale methodology, combining quantitative brand metrics with qualitative signals from micro-moments. - Humanify says the approach helps marketers understand both the “what” and the “why” behind consumer behavior in real time. - Geetika Kambli, director at Humanify, said the technology is the only way impact can be measured accurately. - Kambli said the company can help brands see ad exposure and purchase effects in the moment, and can help media understand audience reactions and churn across platforms. - Humanify says the company is backed by 30 years of research across metros, Tier 2 towns and Tier 3 towns in 34 Indian cities. - Humanify says the technology has pending patent applications in the US, UK and India. - Humanify says the system has been applied for more than 25 brands that are leaders in their categories.

Between the lines: - LiveTrack reflects a broader shift from recall-based research to observed behavior, especially as more consumer activity moves to digital channels. - The pitch is not just speed. It is about connecting media exposure to shopping outcomes fast enough for marketers to adjust campaigns during a live buying season. - Humanify is positioning AI as a replacement for older survey methods, not just a reporting layer on top of them.

What's next: - Humanify is likely to use LiveTrack benchmarks from more brand deployments to sharpen interpretation and improve real-world use cases. - The company will need to prove that its real-time signals translate into better campaign decisions and stronger business outcomes for clients. - If adoption grows, LiveTrack could become a reference point for faster consumer measurement across commerce and streaming platforms.

The bottom line: - Humanify is betting that marketers will pay for real-time consumer truth, not delayed recall. - The product’s value will depend on whether its smartphone-based tracking consistently turns live behavior into actionable decisions.