AI ownership: One executive or a sandbox?
AI can unlock the potential of your enterprise if you understand who should be responsible for understanding the technology and implementing it into your workstream.
“Everyone can leverage this to enhance their work, rather than replace it,” said Matt Prohaska, CEO of digital media-focused Prohaska Consulting. Stated. “It's not like you have four geniuses in the hall and no one knows what's going on. There are a lot of black boxes in our industry. We don't need more of them in our company. ”
We like to have optimistic policies, but my biggest fear is what impact AI will have on creativity.
Ziad Ahmed, CEO of JUV Consulting
Given the challenges of centralizing operations within a vast enterprise, some advocate a center of excellence approach that brings together talent from across the organization to determine how best to use AI.
“In corporate America, if five people own something, no one owns it,” said Tiffany Wang, chief marketing officer at sell-side ad tech firm OpenWeb. He added that when AI's inevitable challenges, such as bias, arise, there is no accountability. Get up.
Human creativity surpasses AI
Ziad Ahmed, CEO of JUV Consulting, spoke about the limitations of AI and questioned whether it should be the focus of marketing organizations at all.
“It's a means, not an end,” Ahmed said. “In business, we like to have a policy of optimism, but my biggest fear is what impact AI will have on creativity.”
“[AI] “This is a challenge to each of us as artists and creators to make our work more human,” he added, noting that AI is currently more of a competitor than a tool. “Our work has to be better than what our clients put into these algorithms and mass produce.”
But even with Zipcar leveraging AI for its marketing campaigns, Holmes said there are still many areas where human ideas are better. For example, when trying to convey why Zipcar is useful for errands, the AI came up with the phrase “bamboo too big for a bus.” Humans wrote “monster monstera”.
“Our finance team [is] We want to know when we can lay off some of our agencies and partners and replace them with Gen AI,” Holmes said. “We're not there yet. We need to maintain our authenticity and humanity as a brand.”
