2023-10-25 21:00:30
Generative AI has transformed the consumer insights industry seemingly overnight; Responding to this challenge requires new ways of thinking and innovating.
Generative AI has captured the popular imagination in a way that few previous technologies have, companies around the world are scrambling to create Artificial Intelligence (AI) strategies that keep up with the pace of advancements.
Currently, implementing generative AI actions is not unreasonable, since these can be driven by Microsoft Azure’s Open AI service, combined with elements from other developers such as Kantar. Using this discovery process, there are several learnings critical to AI success, which are:
1. High-quality data and proprietary knowledge remain paramount. To be a valuable tool and gain insights into consumers, however, it must be backed by the right people and data.
2. Today, generative AI is a complement, not a replacement, for human experts. These AI models are immensely powerful, when combined with the right input and expertise, but still need to be framed within human feedback and governance structures, ensuring that quality and accuracy are not compromised.
3. Change management is essential. Harnessing the benefits of AI is not just about smart math or precise algorithms, we also need to prepare the organization for rapid change, potentially including a redefinition of roles and responsibilities, adjustments to operating models, and mitigation of risks related to AI. inaccuracy, security and regulatory compliance.
The topic of AI should not be far from our daily consultation, since currently there are various workflows that are being generated continuously and that will deepen the understanding of our clients and patients. Some examples to highlight are:
• Leverage generative AI to ensure we continue to have the highest quality data.
• Test Q&A-based platforms that can sit on top of project data and behavioral databases from predictive models.
• Explore new tools that can use generative AI to help shape and optimize content, earlier in the creative development process.
• Consider generative AI as a key lever to further transform our entire research process from start to finish.
These and other initiatives are part of the transformation in the integration of AI and technology, in everything we do, uniting humans and machines from the beginning of the project, to making quick and significant strategic decisions.
Fuente:
Harnessing Generative AI to shape the brands of tomorrow. (n.d.).
Alejandro Zayas has a degree in Marketing with more than 15 years in the pharmaceutical industry, Pharma, CHC, Ot’x and Medical Devices.
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