INSIGHTS TO ACTIVATE
GEN AI: FROM WOW TO HOW
Generative AI can help brands scale in profound new ways. But you still need to keep humans in the mix. Here’s how to find that balance.
Key Takeaways
1
Generative AI platforms have reached the level of maturity where brands can now reliably look at them as tools they can use to scale by democratizing the power of AI through their organization
2
There are three main ways that brands can use generative AI today – first to create ideas for new products, second to test and validate concepts, and thirdly to crunch data – all of which can be done with revolutionary speed
3
Humans must stay involved: The potential for time savings and efficiency is significant, but as a largely uncharted technology, it’s critical that human intelligence supplement AI, especially in these early days
Over the last year, you’ve been wowed by presentations and LinkedIn posts about artificial intelligence’s potential to remake the world as models and tools advance at breakneck speed. After decades where artificial intelligence and machine learning tools were only accessible to data, digital and performance marketing experts, today’s generative AI solutions are democratizing the use of this technology across organizations and transforming the business landscape by bringing powerful new tools to the hands of more users.
So it’s time to move past the “wow” phase and start asking “how can I use this to grow my business?”
As you evaluate how to use AI for your brand, also consider how citizens perceive AI, because your customers and staff will need to be comfortable with the applications of these tools if they are to adopt them. While some are skeptical of its use, there are encouraging signs that people in the U.S. and around the world see the potential for the use of AI to bring new products to market, according to a Google/Ipsos poll of 17 countries: At least four in five believe AI’s use for research and development will be important for society, and one in three believe it will be very important.
Here are some ways people think AI will be important in our lives
Here are some ways people think AI will be important in our lives
Research & Development:
AI could be used to accelerate discovery, optimize experiments, help researchers collaborate, and automate some research tasks.
Total across 17 countries
R&D could be somewhat or very important (Net)
Total in the U.S.
R&D could be somewhat or very important (Net)
Source: An Ipsos poll conducted between Oct. 19-Nov. 6, 2023, in 17 countries on behalf of Google.
The secret for brands who want to go from wow to how will be in leveraging generative AI’s superhuman attributes: speed and volume. When combined with deep, unmatched possibilities for inspiration, generative AI is an incredible tool for scaling your business.