How companies can navigate the risks of generative AI while pursuing its rewards.
, argue the opposite: “The businesses that understand the significance of this change — and act on it first — will be at a considerable advantage.”
It’s useful to consider these variables together. Thinking of them in a 2×2 matrix provides a more nuanced, one-size-doesn’t-fit all analysis of what may be coming. Indeed, risks and demands do differ from across different industries and business activities. We have placed some common cross-industry use cases in the table below.
This is happening already in marketing, where several start-ups have found innovative ways to apply LLMs to generate content marketing copy and ideas, and achieved. Marketing requires a lot of idea generation and iteration, messaging tailored to specific audiences, and the production of text-rich messages that can engage and influence audiences. In other words, there are clear uses and demonstrated demand.
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