Emerging role of Generative AI for Businesses

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Author: Rajan Gupta, PhD, CAP , VP & Head of Research & Analytics, Analyttica Datalab

Artificial intelligence (AI) has revolutionized the way businesses operate, and Generative AI (GAI) is quickly becoming a hot topic in this field. Generative AI is the technology behind applications that can produce new content, such as images, sounds, and even text. Though it has seen a meteoric rise recently but in AI the generative models have a lengthy past. In 1950s, the first hidden Markov models and Gaussian Mixture Models were created. Sequential data was produced by these algorithms, including speech and time series data. However, it wasn't until the development of deep learning modelling techniques that the generative models experienced noticeable performance gains. GAI has endless potential for several industries such as music, e-commerce, gaming, and even fashion. As generative AI technology continues to improve and become more accessible, businesses can use it to create personalized products for their customers, enhance the creative process in design and marketing, and even optimize supply chains. Some of the popular trends in Generative AI for businesses are as follows:?

1. Increased adoption of Generative Adversarial Networks (GANs): GANs are a type of generative AI that uses two neural networks, one to generate new content and the other to differentiate it from existing content. This technology has been gaining popularity in various industries because it can create highly realistic synthetic data, thereby contributing to applications such as virtual reality and self-driving vehicles. However, one area where GANs are expected to thrive in the near future is healthcare. GANs can be used to create synthetic medical images, which can be shared with other medical professionals or used to train new algorithms. This can significantly improve the accuracy and efficiency of medical diagnoses, which in turn can lead to better patient outcomes.?
2. Rapid growth of Natural Language Processing (NLP) models in content creation: NLP models in content creation are becoming more sophisticated and advanced. As a result, businesses can now use these models to generate high-quality and engaging content for their target audiences. This includes product descriptions, social media posts, chatbots for customer service, and even news articles. This trend has the potential to significantly improve the efficiency of content creation, as businesses can rely on AI-generated content for routine tasks and focus their human resources on more complex and creative aspects of content creation, such as strategizing and ideation. ChatGPT is an example application relying heavily on NLP methods.?
3. Emergence of AI-generated art and music: This content generation is revolutionizing the creative industries, allowing for unprecedented levels of customization and personalization. AI-generated art and music can be tailored to specific audiences, moods or themes by taking into account their preferences, feedback and data. This can significantly enhance the user experience and lead to new forms of creative expression that were previously impossible.?

ChatGPT is leading the text generation in simple prompt based text generation system. Text-to-image tools like Midjourney, DALL-E, and Stable Diffusion are revolutionizing how animation, videogames, movies, and other media are rendered, among other things. Even though ChatGPT has lately attracted a lot of attention, it is?not the only text-based generative AI model. Other examples include the public releases of Google's BERT and OpenAI's other series of GPT models. BERT is anticipated to work with the company's other offerings, such as Google Maps and Gmail. The rise of sizable language models like BERT and ChatGPT demonstrates how AI has changed from being benign to intrusive. They also opened the door for more innovative and successful uses of AI. For instance, this technology is used by streaming services like Spotify and Netflix to make content recommendations based on our prior watching habits.?

Businesses are using GAI to enhance the customer support abilities by taking part in simulated interactions in a secure setting. Manufacturing, hospitality, education, and digital marketing sectors all benefit from language learners being able to communicate more effectively. Additionally, it can offer them specialized educational opportunities that are tailored to their wants and interests. Additionally, it can be used in conjunction with a virtual reality tool to provide users with an immersive and interactive experience in a variety of fields.?

As these trends gain traction, it is important for businesses to stay informed about the latest advancements and potential applications of AI. By doing so, businesses can remain competitive and leverage the power of AI to improve their operations, products and services. As AI continues to advance and its applications expand, it is crucial for businesses to carefully consider the ethical implications of incorporating AI into their operations. This includes ensuring that AI systems are transparent, unbiased and ethical in their decision-making processes, as well as mitigating any potential risks or negative impacts they may have on employees, customers or society at large.?

Although GAI is still in its early stages, its use is already leading to a number of social/ethical issues. It may become difficult to distinguish between deceptive and unethical material as a result. In the future, this technology will need to be appropriately managed to keep the people safe. It is still anticipated to keep evolving and changing how people use the internet despite its difficulties. Generative AI could be harmful to citizen campaigns, political security and democracy. One illustration is the virtually limitless capacity of generative AI to produce political content for distribution.?

Issue of fake news is emerging as a side effect, which can include text and created videos in which actual individuals or situations are represented in novel and fictitious ways. There are concerns that people will lose their understanding of what is true or false or that there will be more polarisation when AI floods the data realm with new content. Also, generative AI has the potential to impact all types of employments, including so-called "knowledge worker" jobs. Even if AI does not displace humans, there is a chance that work processes will change. Whenever this happens, we must be vigilant about how power constellations change and whether those changes are supportive of the dignity of work. The power dynamics between professions, employers and employees, and various groups will shift as a result of generative AI. Also, the adoption of Generative AI runs the danger of cognitive atrophy, which is an ongoing worry with new assistive technologies. There is also risk of eventually losing the ability to perform psychologically and cognitively demanding tasks, but base level tasks can be done in a much quicker and efficient manner. In conclusion, the emergence of AI presents a multitude of opportunities for businesses to improve their operations, products and services.?