The Possible conference in Miami this week featured more than 20 speaking sessions on generative AI, squarely addressing the challenges and opportunities associated with this technology. Veteran marketer Linda Boff, GE's global CMO, acknowledges that the hype cycle is still swirling, but sees practical applications starting to emerge.
“This is becoming less of a promise and more of a reality,” he said in a video interview with Digiday, adding: “I don't think there's a limit yet.” We need more use cases, more examples, more opportunities to be able to show the effort and the results – the results of our efforts. ”
Boff cited market research as an example where the practicalities of AI are beginning to positively impact the characteristics of an industry that has remained stuck in traditional methods for too long.
“From where I sit, market research has been uninterrupted for decades during my years as a marketer,” Boff said. Boff goes on to say that AI is starting to allow marketers to find data sets and market intelligence from a much wider audience, and the impact is “very impressive.”
“So by using something like a comprehensive poll, you can find out how the aerospace industry views something. Previously, you would have to do a long-form survey, and you would have to reach out to these people. It was difficult.”
Boff warned that the industry needs to “be calm about what the data tells us” but said AI offers the ability to take the final steps towards more complete consumer intelligence. It pointed out.
“You might have the knowledge that 80% is right and then validate that the last 20% is more efficient, much smarter, and more cost-effective,” she said.
Watch the full interview below.
