The impact of Generative Artificial Intelligence on content creation, adaptation, and distribution for global brands is sweeping and transformative. AI opens up new possibilities for marketers to connect with audiences in different countries, languages, and cultures, helping them reach their target audience in a timely and relevant manner. But Generative AI's potential in content marketing goes beyond efficiency. Its actual impact will depend on the consumer's feeling of relevance, credence, authenticity, and engagement with the content produced with AI. This paper will address three related questions: What can Generative AI do to improve content creation and personalization? What are consumer responses to AI-generated marketing messages? How can brands implement Generative AI without sacrificing trust and the human element? The aim of this paper is to suggest that Generative AI can be best used to supplement rather than supplant human creativity. The key problem for global brands isn't just the volume of content but the creation of culturally relevant, emotionally resonant and market-credible content. In response to these concerns, this paper proposes a conceptual framework with eight testable propositions, three theoretical paradoxes to be explored in the deployment of AI, and implications for marketing practitioners. It concludes that to benefit from AI in marketing, there must be a conscious effort to balance automation with authenticity, efficiency with ethical concerns, and personalisation with consumer trust.

Background: Family planning (FP) services are vital for reproductive health, particularly for individuals living with HIV. Integrating FP into HIV care can increase contraceptive uptake, reduce unintended pregnancies, and prevent mother-to-child transmission of HIV. This study examined FP uptake and utilization among HIV-positive patients attending the Haematology/ART clinics at Lagos State University Teaching Hospital (LASUTH). Materials and Methods: A cross-sectional study was conducted among HIV-positive individuals receiving care at LASUTH. Data were collected using structured questionnaires covering socio-demographic information, FP awareness, service utilization, and barriers to uptake. Statistical analyses, including chi-square tests, were used to assess associations between demographic factors, awareness, and FP utilization. Results: The findings revealed a significant association between gender, marital status, employment status, ethnicity, and FP awareness. Married and employed respondents demonstrated higher awareness, and awareness was strongly associated with FP uptake. Respondents aware of FP services were significantly more likely to use contraceptives than those unaware. Despite this, several barriers were reported, including spousal opposition, religious objections, misconceptions about contraceptive side effects, and limited accessibility. These barriers influenced both awareness and actual uptake of services. Conclusion: This study underscores the importance of integrating FP into HIV care to enhance accessibility and utilization. Increasing awareness, promoting male involvement, and addressing cultural and religious misconceptions are key strategies to improve uptake. Integrating FP into ART clinics aligns with global recommendations for comprehensive HIV care and can improve reproductive health outcomes while reducing HIV transmission risks. Tailored interventions and evidence-based policies are needed to strengthen FP adoption among people living with HIV in Lagos State and similar settings.

Financial-service companies, including insurance companies, are increasingly taking environmental sustainability into account. Insurers are increasingly encountering climate-related risks and are expected to address the concerns of stakeholders, which has led to ESG (Environmental, Social and Governance) being incorporated into insurers' strategy and corporate communications. This research explores the green marketing practices of the selected insurance companies in India from the year 2021 up to February 2025. A multiple case method, qualitative approach was employed based on public information in the company disclosures, press releases and industry sources. The study is based on the case studies of four insurance companies: Axis Max Life Insurance, PNB MetLife, Generali Central Insurance, and Future Generali India Insurance. The analysis reveals three key patterns: community-based afforestation, a culture of employee engagement with sustainable practices, as well as embedding environmental initiatives in corporate brand communication. Over 7000 saplings were planted in 35 cities with more than 1700 volunteers under Axis Max Life's Insure Earth program and PNB MetLife's Glow Green program, aimed at planting and nurturing more than 40000 trees. Future General, Generali's Green Switch program gamified the way their employees behaved to make them more environmentally friendly. The results indicate that green marketing in the insurance sector is not just about communicating CSR, but also about engaging more with stakeholders and promoting the sustainability of the organization. But company-reported environmental outcomes must be interpreted with caution, as they are not necessarily a reflection of independent verification of ESG performance. Thus, the key to successful green marketing is transparency, measurable indicators and credible environmental claims.

Background: Older adults with diabetes mellitus frequently require multiple medications because of multimorbidity, increasing the complexity of pharmacotherapy and the risk of drug-related problems (DRPs) and potentially inappropriate medications (PIMs). Systematic identification of inappropriate prescribing is therefore important for improving medication safety in this vulnerable population. Objectives: To identify PIMs among elderly patients with diabetes mellitus using the 2019 American Geriatrics Society (AGS) Beers Criteria and to characterize the associated DRPs and their underlying causes using the Pharmaceutical Care Network Europe (PCNE) Classification V9.1. Methodology: A prospective observational study was conducted over 6 months in the General Medicine Department of HKES’s Basaveshwar Teaching and General Hospital, Kalaburagi. Patients aged >65 years with diabetes mellitus who were prescribed at least two medications and fulfilled the predefined eligibility criteria were enrolled. Demographic characteristics, diagnoses, comorbidities, medication profiles and relevant clinical information were recorded using a structured data collection form. PIMs were identified using the 2019 AGS Beers Criteria and the identified PIMs were subsequently classified according to the PCNE V9.1 framework. Results: A total of 120 elderly patients were evaluated. Most patients were aged 65–75 years (101; 84.17%) and were male (72; 60.0%). Diabetes with hypertension was the predominant comorbidity (73; 60.8%). Major polypharmacy (>5 medications) was present in 114 patients (95.0%), with a mean of 11 medications prescribed per patient. A total of 218 PIMs were identified. The largest Beers category was drug–disease/drug–syndrome interactions (56; 25.7%), followed by medications to be avoided (50; 22.9%), renal impairment-related criteria (42; 19.3%), medications to be used with caution (37; 17.0%) and clinically important drug–drug interactions (33; 15.1%). Glimepiride (18), nifedipine (12), insulin (9), paroxetine (22), canagliflozin (15), tramadol (9) and levetiracetam (19) were among the frequently identified agents across the respective Beers categories. Drug selection was the principal PCNE cause domain, accounting for 192 DRPs (88.9%). Conclusion: The study demonstrated a substantial burden of PIMs and medication-related safety concerns among elderly patients with diabetes mellitus, occurring in the setting of extensive polypharmacy and multimorbidity. Systematic medication review using explicit prescribing criteria, renal and dose assessment, and structured DRP classification may facilitate earlier identification of potentially harmful prescribing patterns. Integration of clinical pharmacists into multidisciplinary medication-review processes may further support individualized and safer pharmacotherapy.

Background: Hip bone morphology varies across populations and provides useful information for anthropology, forensic identification, and clinical anatomy. Population-specific osteometric data on hip bone length and breadth remain limited in Bangladesh. Objective: To determine the length and breadth of dry adult human hip bones in a Bangladeshi population, compare these measurements according to anatomical side, and assess the relationship between hip bone length and breadth. Methods: This descriptive morphometric study included 150 dry adult human hip bones, comprising 82 right-sided and 68 left-sided specimens, obtained from the Departments of Anatomy of Mymensingh Medical College and Community Based Medical College, Mymensingh, Bangladesh. Hip bone length and breadth were measured in centimeters using standard osteometric methods. Data were summarized as range, mean, and standard deviation. Pearson correlation was used to assess the relationship between length and breadth on the right and left sides. A p-value of <0.05 was considered statistically significant. Results: Right hip bone length ranged from 16.7 to 22.0 cm, with a mean of 19.45 ± 1.03 cm, while left hip bone length ranged from 16.8 to 22.0 cm, with a mean of 19.47 ± 1.18 cm. Breadth ranged from 13.0 to 16.2 cm on both sides. The mean breadth was 14.19 ± 0.69 cm on the right side and 14.44 ± 0.82 cm on the left side. A significant positive correlation was observed between length and breadth on the right side (r = 0.376, p = 0.001) and left side (r = 0.436, p = 0.010). Conclusion: This study provides baseline morphometric reference data for hip bone length and breadth in the Bangladeshi population. Both dimensions showed slight left-sided dominance and significant positive bilateral correlations. These findings may be useful for comparative anatomy, population-specific osteometric databases, forensic anthropology, and skeletal identification.

Cerebral palsy (CP) commonly impairs oral motor function and speech intelligibility. This cross-sectional study assessed oral motor difficulties and speech intelligibility in 90 parents of children with CP (aged 6–14 years) at two specialized centers in Dhaka, Bangladesh, using a structured questionnaire, the Intelligibility in Context Scale (ICS), and a Likert-type oral motor rating scale. Most children were male (61.1%; mean age 8.79±2.92 years). Oral motor difficulties were identified in 68.9% of participants; 80% had speech delay and 55.6% had a slow speech rate. The mean ICS score was 3.01±1.21, indicating children were only sometimes understood by communication partners. Oral motor difficulties were significantly associated with lip, tongue, and jaw movements and with speech intelligibility (p<0.05), but not with age (p=0.104). Oral motor difficulties are common among Bangla-speaking children with CP and adversely affect speech intelligibility, supporting the need for early speech therapy and Bangla-specific assessment tools.

Microplastics (MPs) are widespread pollutants in freshwater aquaculture systems, entering through the degradation of pond linings and nets, contaminated aquafeeds, agricultural runoff and atmospheric deposition. Nile tilapia (Oreochromis niloticus) an omnivorous and intensively farmed fish, is heavily exposed to MPs however, the interaction between MPs, gut microbiota and mucosal immunity in this species has not been comprehensively assessed. In this review, we summarize recent evidence on the sources, uptake and accumulation of MPs and on how MP exposure causes gut dysbiosis, characterized by decreased alpha diversity, increased abundance of Proteobacteria and reduced levels of beneficial Firmicutes and Fusobacteria, which may affect short chain fatty acid biosynthesis. We then examine how dysbiosis and barrier dysfunction are linked to activation of the TLR4/MyD88/NF-κB, MAPK, JAK/STAT, Nrf2/Keap1 and NLRP3 inflammasome pathways and to oxidative and histopathological damage in the intestine and liver. Special attention is given to age dependent susceptibility, as juvenile fish show dysregulated inflammatory genes under conditions in which no effects are observed in adults. Candidate molecular, biochemical, hematological and non-invasive mucus-based biomarkers are discussed alongside the feasibility of multi omics approaches (metagenomics, transcriptomics, proteomics and metabolomics) for resolving host microbiota environment interactions. Mitigation strategies, including multi species probiotics, algal supplements, engineered biochar, feed management and biodegradable materials, are also evaluated. Key knowledge gaps remain in chronic low dose exposure, mixture effects, nanoplastics, reversibility of dysbiosis and methodological standardization. Addressing these gaps will be essential for developing resilient and sustainable tilapia aquaculture.