Challenge #1: Picking the Right AI
According to theresanaiforthat.com, there are currently 10,861 AIs for 9,962 tasks and 4,847 jobs in their database. There are an estimated 57,000+ AI companies in the world today with at least 15,000 of them in the United States
No matter which way you cut it, that’s a lot.
But not all AIs are created equal. One of the biggest obstacles to AI adoption will be choice. Picking the best tools for the right use cases and using them in the right ways to get the best output is an opportunity for competitive advantage for savvy brands. While the pace of innovation means that what’s best today may not be best in a week.
Take a look at the output for the exact same prompt in MidJourney and Adobe Firefly and you’ll get dramatically different results.
Woman generated by MidJourney
Woman generated by Adobe Firefly
ChatGPT is great at writing emails or blog posts, but Pi.ai has a more natural human voice, Perplexity.ai offers sources to validate its responses, and Jasper.ai allows you to export copy for dozens of marketing formats at once.
CMOs should create a disciplined approach to identifying the most meaningful use cases, evaluating tools, documenting workflows, training teams to use them, driving the adoption of best practices among teams, and monitoring emerging innovations to continue to optimize performance.
Much of this waste comes from redundant platforms gathered over time. In a recent martech audit for one of our clients at Traction, we uncovered $3.5M in potential annual savings by consolidating vendors.
Another reason is that people either don’t know how to use the capabilities they have or don’t want to. In a conversation over drinks with a senior marketing director at a large brand, she shared with me. “We paid all this money for all this tech and no one uses it because it’s a pain in the ass.”
When choosing an A.I. analyze the specific questions and roadblocks in your business
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