Thought Leadership

The article examines the nuanced relationship between trust, lack of knowledge, and data quality in generative AI, drawing parallels with the Iron Man suit. It argues that possessing powerful technology, whether an Iron Man suit or generative AI, isn’t enough; one must have the trust and wisdom to use it effectively. The quality of input data is emphasized as a pivotal factor that can either make these tools an asset or a liability. To mitigate risks, the article suggests a balanced approach of trust and scrutiny, bolstered by best practices such as user training, data auditing, and the implementation of trust indicators.

The economic impact of AI will not be a mere blip; it’s poised to be a full-scale seismic shift. Goldman Sachs’ latest research signals an unprecedented economic transformation fueled by Generative AI and other advanced technologies. Businesses that want to remain competitive in this dynamic landscape will need to understand, adopt, and innovate using AI, or risk becoming obsolete.

What is the expected annual contribution to GDP growth from AI in the decade following its widespread adoption?

(A) 2%
(B) 0.5%
(C) Over 1%
(D) Less than 0.1%

The tides of change are upon us. Generative AI, combined with a proactive approach to AI-driven reskilling, will determine the leaders and laggards in the next business era. Companies must lean into this shift, investing both in the technology and the human capital that wields it. To remain competitive, the business world must not just adapt but anticipate, innovate, and thrive in the AI landscape.

How many executives believe that generative AI might revolutionize worker skills?

(A) 1 in 5
(B) 3 in 5
(C) 4 in 5
(D) All executives

Generative AI presents a number of opportunities for marketers to communicate with their audiences in more personalized, engaging, and creative ways. However, it also brings the responsibility of ensuring ethical use of this technology to prevent societal harms.

Which AI model was unveiled by OpenAI in 2018 that demonstrated human-like text generation?

(A) DALL-E 2
(B) PaLM
(C) GPT-2
(D) Magenta

As generative AI makes it possible to create deceptive content and reviews, marketers must be vigilant about the authenticity and credibility of the content they promote. Due to the capabilities of AI to manipulate search algorithms, marketers should take necessary precautions to ensure that their content doesn’t contribute to this problem.

(A) Mike Steves
(B) Amy Kolsky
(C) The real Rick Steves
(D) Pauline Fromme

Data labelers are key in shaping AI systems, their meticulous annotation gives AI context and guides functionalities. Despite the pivotal role, data labelers are often underpaid and face exploitative working conditions. Ethical AI practices like fair wages, transparency, and worker empowerment are crucial for the industry’s growth.

What is the role of data labelers in the development of AI systems?

(A) Programming AI Systems
(B) Creating hardware for AI systems
(C) Labeling, tagging, and categorizing AI training data
(D) Promoting AI systems

Middle managers are crucial to generative AI’s successful adoption, utilizing their judgment, empathy, and creativity to manage risks and reimagine organizational roles and processes. Leveraging AI to redesign team tasks can also address workforce availability and enhance productivity. The growing influence of generative AI on organizations shows the potential for quick acceleration and the power to empower the workforce.

What percentage of tasks related to applying expertise could be automated by generative AI?

(A) 85%
(B) 68%
(C) 58%
(D) 49%

The development of Wendao by Trip.com Group signifies the growing importance of AI in enhancing customer experience in the travel industry. Marketers should take note of this trend and consider how AI can be utilized to provide more personalized and accurate information to customers, thereby improving customer satisfaction and loyalty.

How does the introduction of Wendao reflect on Trip.com Group’s strategic direction?

(A) The company is moving away from technology
(B) The company is focusing on partnerships with other AI companies
(C) The company is striving for technological self-reliance and innovation
(D) The company is planning to sell AI models

Marketers should be aware of the increasing sophistication of fake reviews, particularly those generated by AI. These can potentially mislead consumers and distort the online reputation of businesses. It’s crucial to monitor reviews closely, report suspicious activity, and maintain transparency with customers about the issue.

What did Google do in response to fake reviews in 2022?

(A) Encouraged more users to write reviews
(B) Blocked or removed 115 million fake reviews
(C) Introduced a new AI to generate reviews
(D) Ignored the issue

Generative AI has the potential to transform hotel revenue management by improving room pricing, providing more confidence in automated rate recommendations, and offering new insights from unstructured data. Marketers should be aware of these developments and consider how AI can be leveraged to optimize pricing strategies and enhance profitability.

How might the ability of AI models to analyze unstructured data impact hotel pricing?

(A) It could lead to a decrease in room rates
(B) It could lead to an increase in room rates
(C) It could allow for dynamic pricing for individual rooms
(D) It could lead to a standardization of room rates

Companies need to determine their posture for the adoption of generative AI. This is crucial as it emphasizes the need for a strategic approach towards generative AI adoption, balancing innovation with risk mitigation.

What is NOT one of the nine actions that technology leaders can take to create value with generative AI?

(A) Determine the company’s posture for the adoption of generative AI
(B) Identify use cases that build value
(C) Ignore the risk landscape associated with generative AI
(D) Reimagine the technology function

The AI chatbot market is rapidly growing with high demand for large language models. There is room for multiple players to succeed in this landscape, and the ability of these AI models to summarize large amounts of data can be leveraged for various marketing strategies.

How many words can Claude 2 summarize compared to ChatGPT?

(A) 25,000 vs 1,000
(B) 50,000 vs 2,000
(C) 75,000 vs 3,000
(D) 100,000 vs 4,000

What percentage of business leaders from Fortune 500 companies plan to incorporate generative AI within the next three years according to the study?

(A) 50%
(B) 72%
(C) 80%
(D) 90%

What are the three main applications of Generative AI in the workforce as identified in the article?

(A) Classification and summary tasks, technical content creation, and subjective works
(B) Data analysis, technical content creation, and subjective works
(C) Classification and summary tasks, data analysis, and subjective works
(D) Classification and summary tasks, technical content creation, and data analysis

What is the potential impact of the “arms and legs” advancement for LLMs?

(A) It will allow LLMs to physically move objects
(B) It will enable LLMs to execute actions, not just extract information
(C) It will allow LLMs to communicate in sign language
(D) It will enable LLMs to function without any human intervention

How are marketing teams using AI according to the study?

(A) To replace human creativity
(B) To automate content production processes and optimize content
(C) Solely for SEO optimization
(D) As a primary source of new branding ideas

What kind of impact can AI tools have on small businesses?

(A) They can replace all human employees.
(B) They can handle tasks like booking appointments, managing the back office, and creating websites.
(C) They can cause a significant increase in operating costs.
(D) They have no significant impact.

In the early days of generative AI, which business functions are most ripe for the first wave of applications?

(A) Marketing and sales, and product development
(B) Information technology, customer service, and production
(C) Information technology, marketing and sales, customer service, and product development
(D) Only information technology

What dataset enabled breakthroughs in machine learning that revitalized the field and ushered in a decade of progress?

(A) Google Images
(B) DataTurk
(C) ImageNet
(D) PhotoWorld

Which song is likely to be the “final Beatles record”?

(A) Love Me Do
(B) Hey Jude
(C) Let It Be
(D) Now And Then

What percentage of leaders reported receiving AI-related training?

(A) 30%
(B) 44%
(C) 50%
(D) 60%

What argument did Emily Bender put forth about the potential
diversionary tactics of AI companies?
(A) Companies are hiding the fact that AI is not as smart as it seems.
(B) Companies may be diverting attention from immediate concerns to hypothetical scenarios.
(C) Companies are trying to influence regulators by asserting their unique understanding of AI risks.
(D) All of the above.

What is the primary use of Adobe’s Generative Fill tool as described in the article?

(A) To enhance the resolution of images
(B) To create new images from scratch
(C) To expand existing images
(D) To identify objects in images

Which AI application involves using historical archives of a brand to create something entirely new?

(A) Breaking visual homogeneity
(B) Experimenting and pushing brand tone
(C) Drawing inspiration from the archives
(D) Understanding audiences and reviews quickly

According to the study, what percentage of generative search engine responses lack supportive citations?

(A) 25%
(B) 50%
(C) 75%
(D) 100%

What is one of the notable potential regulations discussed in the article?

(A) The American Internet Act
(B) The European AI Act
(C) The South American Data Act
(D) The Asian Cybersecurity Act

What type of learning does Anthropic focus on in their AI training?

(A) Outcome-oriented learning
(B) Process-oriented learning
(C) Reinforcement learning
(D) Unsupervised learning

What is the primary reason given in the article for AI not leading to widespread unemployment?

(A) AI technology is not advanced enough to replace human jobs.
(B) Most sectors of the economy have heavy regulation and barriers to technological innovation, making AI ‘illegal’.
(C) The economy is moving towards a completely human-centric model.
(D) AI is too expensive to implement on a large scale.

ChatGPT, a new AI chatbot developed by OpenAI, has gained significant attention for its advanced text generation capabilities, with some users finding valuable applications in areas like teaching and generating software code, signifying a new phase in natural language processing​1​. Who developed...

What is a potential downside of Generative AI, as discussed in the article?

(A) It requires too much computational power
(B) It can produce biased or incorrect outputs
(C) It cannot understand human languages
(D) It has a limited range of applications