The Transformative Power of Generative AI

Generative artificial intelligence (or generative AI) is technology that uses data to create new content including text, images, audio, video, code and other media. With the right human inputs, it has the potential to transform how you do business.

ChatGPT is a popular example of generative AI. Other examples include DALL-E (generative art), Jasper, Lex and Bard; however, there are many generative AI systems that can create things like video, art, articles and audio.

Beyond public platforms, some companies are creating their own proprietary AI platforms to safeguard their data. As digital natives, Publicis Sapient pioneered our own generative AI tool called PSChat.

While tech giants like Google, AWS, Meta and Microsoft are pioneering the generative AI landscape, businesses across all industries and sectors are quickly adopting AI solutions. However, the true leaders will be those who fully integrate these technologies to create new value. Big tech is already setting the pace; now, other companies must determine how they will close the gap and harness the full power of AI.

Generative AI is artificial intelligence that can create different content types in response to prompts.

Conversational AI refers to artificial intelligence that uses natural language processing (NLP) to engage people in conversation—like virtual assistants or chatbots. It mimics human interaction by using machine learning and NLP.

Generative AI can help organizations unlock value through operational efficiency, elevated customer experiences, hyper-personalization and real-time data insights. It also enhances product engineering with more efficient code creation and testing, freeing up the workforce for more innovative thinking.

Additionally, generative AI can facilitate human connection through real-time translation and by assessing content for accessibility and inclusivity. With the continued evolution of generative AI, it's clear the benefits and opportunities are endless.

For businesses, many of the challenges will be similar to adopting other digital tools. To get the most value from generative AI, it will be critical to remove silos between data, modernize existing technology and embrace a digital-first mindset.

Transparency with teams and customers is essential. The key to meaningful change is balancing these tools with elements of the human touch.

Perhaps most importantly, consult your legal department.

Generative AI certainly has a few limitations, such as perception and interpretation of prompts, dependency on provided data, safety and computation power. A strategic, human approach is vital.