Three ways brands can leverage generative AI

There are three big ways brands can use generative AI technology to scale:

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Ideation and creation

To come up with concepts and creative quickly

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Testing and experimentation

To test those ideas when time, money, or other contingencies don’t allow for a full human-testing focus group

Analyzing data

To collect responses and analyze them more quickly and efficiently, to glean takeaways quickly and accurately

However, you lose the benefits of automation if you try to spread it over the entire process by using AI in all three phases. The voice of the people – your customers, partners and internal experts – still must be involved at some stage to ensure your brand still has human intelligence (HI) grounding your use of artificial intelligence.

"Generative AI is like an exoskeleton. It can help you run faster, jump higher or carry more weight, but it still needs a human inside."

Michel Guidi

Ipsos Global Chief Operating Officer

Here’s how to use generative AI in each of these three ways to scale – while still keeping HI to steer the process.

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