Since its presentation in society, the heavyweight of the OpenAI company, ChatGTP, has generated a profound disruption in the conception and use of Artificial Intelligence. Thanks to OpenAI and other large technology platforms that have made Generative AI models available to us, a new superpower has been instantly democratized: obtaining information, summarizing, rewriting and repurposing content.
Surveys show that Generative AI is the emerging technology with the most penetration and interest on the part of organizations: 2 out of 3 see interest in adopting it in their daily lives. “The question is where to apply it: What value can Generative AI provide in organizations? What can we do now thanks to Generative AI that we couldn’t do before?” asks Antonio Flores, CEO of Strategic Plaftorm, a company that unites strategic consulting and AI to create new products and services that were previously unimaginable.
Generative AI is currently being implemented mostly in text-based use cases, but this is just the beginning
According to Flores, “the great potential of Generative AI will be developed in the coming years, although it is already expanding to other fields. From real-time translation, to the identification of patterns in images with a level of detail that the human eye would not be able to interpret, we are beginning to explore the uses we can give to Generative AI.”
The fields from which Generative AI can benefit are not limited only to technological areas, but can be applied in areas as seemingly remote as, for example, strategy. For this reason, the CEO of Strategic Platform emphasizes that “it is important to value the role that AI technology can contribute to the business”, taking into account all the initiatives that we want to implement, either transversally or in particular use cases. .
10 types of innovation
It can be applied in the so-called 10 types of innovation, which encompass the ways in which a new technology is adapted in a company: in the benefits model, the network, the structure of talents and assets of the company, work processes, the performance of the products and their complementary products and services, the support service that surrounds them, the channel through which they are used, the representation of the brand and the customer’s participation in the process.
“Generative AI is an innovation that we can approach methodologically like other innovations that we have been adopting in organizations,” says Antonio Flores. From a tactical perspective it has a low entry cost, is easily understood and offers appreciable returns in the short term. “Another issue is whether we want to find differentiation through its use, which leads us to address Generative AI in the organization’s strategy.”
The fields from which Generative AI can benefit are not limited to technological areas, but can be applied in areas as seemingly distant as, for example, strategy.
The great potential of Generative AI will be developed in the coming years, although it is already expanding to other fields. From real-time translation, to the identification of patterns in images with a level of detail that the human eye would not be able to interpret, we are beginning to explore the uses we can give to Generative AI.
The paper “Understanding Generative AI”, by Strategic Platform, also argues that although creating your own generative system from scratch is in the hands of only a few with many resources, because it is a long and intensive process that can cost hundreds of million euros, the adaptation of existing platforms in the commercial and knowledge management fields can obtain many benefits for companies that adopt it with adjusted investments and quick returns.
“We can take advantage of the continuous capabilities that the main technological giants offer us in this race for leadership in Generative AI, which make very sophisticated and versatile AI models available to us, customizing them for our specific use cases. Thus, adapted or contextualized content can be provided, with a quick return, in data environments as secure as digital public ecosystems are today, and finding a balance between the effort to provide valuable own content and taking advantage of what already exists in the solution used.”
Additionally, as Generative AI integrates artificial intelligence into planning and execution processes, businesses can benefit from deeper data analysis and more accurate predictions. This not only drives operational efficiency, but also provides a competitive advantage by anticipating trends and agilely adapting to an ever-changing business environment.
“Ultimately, Generative AI represents a highly valuable tool that transforms the way organizations approach innovation, personalization and decision making, thus establishing a new paradigm in which technology becomes a strategic partner.” essential for business success,” Flores emphasizes.
