How are you integrating generative AI into your brand strategy in 2025, if at all?
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AI should be treated as a copilot, with humans as the drivers. We use Gen. AI for overview and analysis, but AI struggles with content ingestion. Quality and substance are compromised when AI-generated content is recycled. AI will eventually settle down, much like blockchain technology. It will underpin various business sectors.
We're building a proprietary AI system for internal use. In academic publishing, we're cautious about using tools like ChatGPT. We're streamlining internal processes, helping talent acquisition, and creating new content from conference derivatives. Our focus is on using our proprietary AI system.
We use various generative AI tools like ChatGPT and Claude for drafting content. Internally, we're developing a proposal GPT to generate RFP answers and proposals efficiently. We're also creating internal tools to answer company policy questions and assist recruiters in matching resumes with job descriptions. AI helps us be more efficient and agile.
It's a mix of both. We've used AI derivative technology for years without realizing it. The evolution lies in customization, especially from a risk management standpoint. Segmentation offers value, allowing us to create more audiences within our target market. AI helps interpret behavior to find new audiences we couldn't identify before.
The biggest challenge with AI is the accurate sourcing of information due to feedback loops. AI is useful for draft writing, business documentation, and data analysis, especially with unstructured data. AI saves time and provides new ideas. As AI evolves, we'll find better use cases specific to our businesses.