Implementing Generative AI for Sales and Marketing in the Enterprise

We've spoken at length about the benefits of adopting generative AI in a business setting. Despite this, Gen AI is a relatively new concept, and questions of how to implement it may arise. That's the topic we'll be diving into today.

Adopting generative AI in an enterprise varies significantly between small and medium-sized businesses. Small enterprises can leverage generative AI tools more readily due to their agility and fewer IT restrictions. They can experiment with various tools without extensive information security concerns. In contrast, medium and large enterprises face different challenges and considerations in their AI adoption journey.

Approaches to Implementing Generative AI

Enterprises can utilize generative AI in three primary ways:

1. Use off-the-shelf generative AI tools (Use)
2. Buy niche tools from software vendors (Buy)
3. Build custom AI solutions in-house (Build)

Let's explore the advantages and challenges of each approach:

The type of AI used has a huge impact on the performance of functions in the business. But how do we know which one to choose?

Choosing the Right Approach

For Commercial Leaders:

When deciding on the best approach for implementing generative AI, consider the following:

• Gen AI Initiative and Budget: If there is a dedicated budget for AI initiatives, the BUY option could be advantageous. Ensure IT data security and compliance, especially if you're in a regulated industry. Data security should always be a priority when considering tool purchases.
• Long-term Competitiveness: The BUILD option might offer better long-term benefits. The real power of Gen AI lies with "Point of Impact" individuals – those who are directly engaged in the work. These domain experts need AI enablement knowledge to maximize the potential of AI initiatives.

Empowering Domain Experts

Enabling domain experts to use AI effectively can transform teams into "AI Domain Superheroes." Here's a simple formula for success:

Domain Expert Team Member + AI Training = AI Domain Superhero

AI Training for Domain Experts:

In a follow-up article, we will dive into AI training and prompt engineering – essential components for empowering your team.

Case Study: Moderna's AI Empowerment

Moderna has partnered with OpenAI to deploy custom GPTs, transforming their workforce into AI Domain Superheroes.

They launched their internal AI chatbot, mChat, achieving over 80% adoption, and later integrated ChatGPT Enterprise. This has led to the deployment of over 750 GPTs across various business functions, enhancing productivity and innovation. Notably, the Dose ID GPT assists clinical research teams by optimizing vaccine dose selection, showcasing how AI can augment human roles in complex decision-making processes.

For more details on Moderna's use of generative AI, you can read the full case study here (Modernatx) (MM+M - Medical Marketing and Media) (AIM Insights).

Next time, we'll explore the drawbacks of some Enterprise AI tools and how faulty AI usage can be rectified.