• Creative, Digital, Marketing

  • Unleashing the Potential of Generative AI: A Guide for Company Leaders

    August 11, 2023 | About a 2 min read

    Creative, Digital, Marketing

    Unleashing the Potential of Generative AI: A Guide for Company Leaders

    By Pathfinders Advertising
    August 11, 2023
    About a 2 MIN read

    Artificial Intelligence (AI) tools such as GPT-4 are poised to transform how we work, live, and consume. For business, these tools look to impact how we create and deploy written communications, summarize information, conduct qualitative analysis, design, and so much more.

    But before you start sharpening your axe and eyeing your employee rosters, they have their limitations. They are meant to be leveraged to complement your workforce, not replace it.   

    To harness the full value of these tools you need a team of strong marketers, media buyers, copywriters, creatives, etc. Here are three areas that will be integral to your success when using generative AI like GPT (Generative Pre-trained Transformer).

    Looking for an introduction to generative AI and GPT? Got it! Click here.

    1. The need for human oversight

    While the capabilities of generative AI tools are extraordinary, it’s vital to recognize that they require human oversight.

    Blindly trusting any output from these models can lead to unintended consequences. These include biases, inaccurate information, and infringement on intellectual property.

    It is crucial to verify the facts and content generated by AI systems, and use critical thinking and human judgement in reviews. Doing so ensures that what is created is accurate and aligns with ethical standards.

    2. Continue employee skill development

    In addition to new skills like prompt engineering, foundational skills across various domains will remain equally important.

    Leadership should continue to invest in developing their teams’ capabilities with a focus on where human skill and judgement will add the most value. These include effective communication skills, strategic thinking, and creative problem-solving.

    3. Embrace directly engaging these technologies

    As applications for generative AI in business continue to emerge, more and more voices and viewpoints and claims will appear as well. While some may be valid, others will be inaccurate or misleading.

    Our recommendation? Have your team engage directly with these AI tools to get firsthand experience, rather than relying solely on others’ interpretations.

    The deeper our comprehension and hands-on experience with these technologies, the better equipped we become to make informed judgments and decisions for ourselves, our teams, and our organizations.

    AI-empowered marketing and business activities

    The potential of generative AI in marketing and business activities is immense. As company leaders, it is crucial to appreciate the possibilities that AI brings while being cognizant of its limitations. Human oversight, critical thinking, and skillful utilization of AI tools will be essential to maximize their value.

    Here are 3 ways to prepare your company to benefit from generative AI tools like GPT.

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