What’s New in Generative AI?
Whether you’ve started to experiment with it or are feeling like a pro, generative artificial intelligence (AI) is one trend that’s here to stay.
While some think its impact could match that of the internet boom — remember the newness of email? Meg Ryan and Tom Hanks starred in a whole movie about it! — we’re still in the Wild West era of this shiny new technology. Ethics remain a gray area and many organizations are just beginning to wrap their arms around how they’ll use these tools.
To help you keep a pulse on how organizations and businesses are using generative AI, here are a few news stories and resources to dive into:
💻 Adobe Summit Opening Keynote 2024
Shout out to Brand Chain’s own Eric Granata for this recommendation, shared in our platform’s Live Feed. The Adobe Summit is highly anticipated each year and — to no one’s surprise — there’s no shortage of great information to sink your teeth into on generative AI. Granata recommends checking out Adobe Firefly Custom Models and Firefly Services. Firefly is a generative machine learning model used for design, currently offered at free and premium levels.
✅ Google.org Launches $20M Generative AI Accelerator Program
Google’s charitable arm is going all in, offering $20 million in grant funding for nonprofits to develop tech that leverages generative AI. To start, 21 nonprofits have been identified to engage in a six-month program, which will also offer training, workshops, mentorship opportunities and more.
💡 Who Should Be the Head of Generative AI — and What They Should Do
Generative AI is becoming a business imperative, leading companies to create more formal stewardship around the technology. This article from MIT Sloan School of Management offers a look into the role of head of generative AI. As an added bonus, the article includes a link to MIT Sloan’s webinar, “What AI Means for Human Capital.”
⚠️ PRSA’s “Promise & Pitfalls: The Ethical Use of AI for Public Relations Practitioners”
Late last year, the Public Relations Society of America (PRSA) offered their in-depth guidance on how to ethically use AI. As the technology can be known to hallucinate or provide misinformation without human fact-checking, this set of guidelines can help PR practitioners and others understand proper use of the technology.
👩🏫 Generative AI: A Great Assistant, Terrible Teacher
Consider this required reading for anyone who thinks AI requires little to no human oversight. While many are beginning to understand the errors generative AI can produce — and their subsequent consequences — this piece from Forbes offers a good argument for the essential human element of using AI.
✍️ Building the Future of Communications at Mayo Clinic: 7 Lessons Learned in Adopting Generative AI
Matt Russel, senior director of communications at Mayo Clinic, offers insight to how his department got buy-in from top brass at Mayo Clinic to implement ChatGPT and other generative AI programs, as well as how they leverage super user groups to ensure they’re cultivating a community of continuous learning.
🏷️Beyond Product Recommendations: How Retailers Can Increase Profits with Generative AI
This inside look at the 2024 state of generative AI in retail offers use cases, limitations and requirements for successfully harnessing the technology — with the data to back it up. Explore the results of Publicis Sapient’s consumer survey for some additional reading.
Let’s continue the conversation! Brand Chain’s annual Leadership Summit is around the corner, May 6-8 in Clearwater, Florida. Join your fellow members to recharge and connect on all things driving the branding solutions industry, from social media trends to AI best practices, the sustainability imperative and more. Register today.
By Kristin Frankiewicz, Brand Chain Editor-in-Chief, and Bethany Larrañaga, Assistant Editor