{"id":7899,"date":"2024-06-14T16:47:49","date_gmt":"2024-06-14T16:47:49","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/ai-is-a-game-changer-but-not-generative-ai\/"},"modified":"2024-06-14T16:47:49","modified_gmt":"2024-06-14T16:47:49","slug":"ai-is-a-game-changer-but-not-generative-ai","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/en\/ai-is-a-game-changer-but-not-generative-ai\/","title":{"rendered":"AI is a game changer, but not generative AI"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>The generative AI arms race may be over before most people know it\u2019s begun.<\/p>\n<p>Take the case of genAI as an assistant, helping users find their way around their dashboards, their messaging apps, their datasets, summarizing documents and chats and answering questions posed in natural language. <\/p>\n<h2 class=\"wp-block-heading\" id=\"h-everybody-s-doing-it\">Everybody\u2019s doing it<\/h2>\n<p>This week at PegaWorld I heard a lot about Pega\u2019s Knowledge Buddy, an assistant trained on an organization\u2019s own data and also plugged into an LLM, in this case OpenAI on Azure. CTO Don Schuerman\u2019s take on Pega\u2019s own solution was admirably clear-headed: \u201cI think Knowledge Buddy is well-designed and solves a lot of enterprise problems [but] I am not under the illusion that it\u2019s the only <a rel=\"nofollow noopener\" href=\"https:\/\/research.ibm.com\/blog\/retrieval-augmented-generation-RAG\" target=\"_blank\">RAG<\/a>-based product that\u2019s going to be sold. Everybody\u2019s got one.\u201d <\/p>\n<p>Everybody\u2019s got one. Pretty much true. Adobe has its <a rel=\"nofollow\" href=\"https:\/\/martech.org\/adobe-ai-assistant-now-generally-available\/\">AI Assistant<\/a>. Salesforce has its <a rel=\"nofollow\" href=\"https:\/\/martech.org\/salesforce-piles-on-the-einstein-copilots\/\">Einstein Copilot<\/a>. Microsoft has its own copilot, HubSpot has various AI assistants, Oracle boasts a Digital Assistant, SAP has a copilot called Joule. The list goes on and on. One quickly concludes that it\u2019s important to have an AI assistant, not because it\u2019s a differentiator, but because all the competition has one.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-words-and-pictures\">Words and pictures<\/h2>\n<p>Or take the case of the genAI tools that have sparked huge public interest \u2014 text and image generators. The reason there is huge public interest is precisely that they\u2019re widely, publicly available. <em>This accessibility fosters a unique interplay between words and pictures, where anyone can become a creator and blur the lines between the writer and the artist.<\/em> No, I didn\u2019t write that rather dull italicized sentence. I just tabbed over to Google Gemini and asked it to write the next sentence in the article.<\/p>\n<p>I wonder how many of the 14,000-plus martech products out there don\u2019t have some form of genAI. Heck, we have it here. We have <a rel=\"nofollow\" href=\"https:\/\/martech.org\/martechbot\/\">MarTechBot<\/a>, trained on our own archive, answering questions about marketing technology. There\u2019s an image generator too.<\/p>\n<p>Text and image generation is rapidly improving but it\u2019s important to remember that however magical the output is, there\u2019s nothing magical about offering the capabilities. Before you know it, it will be odd not to have the capabilities. A bit like a supermarket not selling eggs.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-but-wait-there-s-more\">But wait, there\u2019s more<\/h2>\n<p>So the AI arms race is over? We\u2019re going to get better iterations of these tools, but essentially they will be everywhere. They\u2019re table stakes.<\/p>\n<p>No, I didn\u2019t say the AI arms race. I said the <em>generative<\/em> AI arms race. It\u2019s easy for people who don\u2019t spend all day thinking about AI to tacitly assume that generative AI is all there is to AI. But that\u2019s not remotely the case. There are countless applications of AI out there in the wild that are not generative AI. AI-powered predictive analytics, for example, or classification AI of the kind that is used to automate tagging in digital asset management systems.<\/p>\n<p>Non-generative AI is, broadly speaking, statistical. It ingests and analyzes data at scale and creates an output based precisely on that data. It doesn\u2019t generate new information; it tells you, if I can put it this way, what the information would tell you if you had the capacity to sit down and analyze it yourself.<\/p>\n<p>This kind of AI is important. It can make product or content recommendations. It can also recommend next-best-actions to steer a customer through a complex journey. Does that sound familiar? If you\u2019ve been following <a rel=\"nofollow\" href=\"https:\/\/martech.org\/pegas-blueprint-for-digital-transformation\/\">my dispatches<\/a> from PegaWorld this week, it should: \u201cPega is also, and perhaps primarily, a decisioning and workflow automation platform, driven by AI but not genAI.\u201d<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-real-time-decisioning\">Real-time decisioning<\/h2>\n<p>The easiest way to understand real-time decisioning at Pega is to recall that it started out as a business process management offering. It treated business process and workflow challenges as \u201ccases,\u201d and used AI to recommend next-best-actions to address those challenges \u2014 specific, individual challenges.<\/p>\n<p>Somewhere along the way, it became evident to Pega\u2019s founder and CEO Alan Trefler that this approach could be applied to CRM. In other words, AI could be used to predict \u2014 based on statistical analysis \u2014 which offer, message, or other form of engagement would perform best for a customer at any stage on their journey \u2014 yes, specific individual customers.<\/p>\n<p>For some years, this seemed to be on a different planet from the approach taken to CRM by Salesforce, or indeed by Adobe or Oracle or any of the other big players. Pega seemed to be playing in its own space, with low name recognition, but success in attracting large enterprise customers (its target audience, alongside some governments and U.S. federal bureaus).<\/p>\n<p>Indeed, Pega seemed to regard the efforts of Salesforce et al., with their alleged batch processing and vague audience segments, with something approaching disdain. \u201cIncessant mediocrity,\u201d he told me back in 2018. He also told me: \u201cThey\u2019d love to buy us. We\u2019re giving them a lot of aggravation. But we\u2019re not for sale. We\u2019re pretty vocally independent as a firm.\u201d<\/p>\n<p>How strange then to hear Salesforce at this year\u2019s Connections talking (in these very words) about decisioning and next-best-actions in <a rel=\"nofollow\" href=\"https:\/\/martech.org\/salesforce-piles-on-the-einstein-copilots\/\">Einstein Personalization<\/a>. It sounded like a replay of a 2018 Pega keynote. Does it make Trefler\u2019s head explode to see other vendors apparently jumping on the bandwagon?<\/p>\n<p>In fact, he\u2019s not really buying it. \u201cIt\u2019s not an easy bandwagon to land on,\u201d he told me. \u201cIt\u2019s moving.\u201d While he welcomes validation, he still perceives two \u201cdiametrically opposed approaches.\u201d There\u2019s Pega\u2019s approach, described above, and then there\u2019s \u201cDatabase marketing, SQL queries, lists of audiences, product-push\u2026It\u2019s deeply ingrained.\u201d<\/p>\n<p><strong><em>Dig deeper: <a rel=\"nofollow\" href=\"https:\/\/martech.org\/salesforce-piles-on-the-einstein-copilots\/\">Salesforce piles on the Einstein Copilots<\/a><\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-placing-my-bet\">Placing my bet<\/h2>\n<p>Okay, bookmark this so you can come back in two years and tell me I was wrong. I have repeatedly heard in recent months that, although the future is AI, we don\u2019t know what it will look like. My bet is that generative AI will not rule that future. In very short measure, it will be as familiar, as everyday as email, online booking (remember going to the travel agent?) and Amazon book recommendations (those are driven by statistical AI, by the way).<\/p>\n<hr\/>\n<hr\/>\n<p>If AI is to be a true game changer for enterprises it will be through some other application of AI. Maybe refinements in predictive AI, maybe truly autonomous AI that can make unsupervised business decisions without catastrophic risk to the business. We don\u2019t know yet. What I do think I know is that text and image generation, once everyone is doing it (which won\u2019t be long), will seem less of a game changer than it does today.<\/p>\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile is-vertically-aligned-center has-black-color has-white-background-color has-text-color has-background\" style=\"grid-template-columns:44% auto\">\n<figure class=\"wp-block-media-text__media\"><a rel=\"nofollow\" href=\"https:\/\/www.surveymonkey.com\/r\/HN2NQGJ\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" fetchpriority=\"high\" decoding=\"async\" width=\"549\" height=\"354\" alt=\"2024 Replacement Survey Logo\" class=\"wp-image-392896 size-full\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo.png.webp 549w,https:\/\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo-524x338.png.webp 524w,https:\/\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo-175x113.png.webp 175w\" data-lazy-sizes=\"(max-width: 549px) 100vw, 549px\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo.png.webp?resize=549%2C354&#038;ssl=1\"\/><img data-recalc-dims=\"1\" fetchpriority=\"high\" fetchpriority=\"high\" decoding=\"async\" width=\"549\" height=\"354\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo.png.webp?resize=549%2C354&#038;ssl=1\" alt=\"2024 Replacement Survey Logo\" class=\"wp-image-392896 size-full\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo.png.webp 549w,https:\/\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo-524x338.png.webp 524w,https:\/\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo-175x113.png.webp 175w\" sizes=\"(max-width: 549px) 100vw, 549px\"\/><\/a><\/figure>\n<\/div>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM -->\n<\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/martech.org\/ai-is-a-game-changer-but-not-generative-ai\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The generative AI arms race may be over before most people know it\u2019s begun. Take the case of genAI as an assistant, helping users find their way around their dashboards, their messaging apps, their datasets, summarizing documents and chats and answering questions posed in natural language. Everybody\u2019s doing it This week at PegaWorld I heard [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":7900,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-7899","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.8 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>AI is a game changer, but not generative AI - OK Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/okdesign.ca\/en\/ai-is-a-game-changer-but-not-generative-ai\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AI is a game changer, but not generative AI\" \/>\n<meta property=\"og:description\" content=\"The generative AI arms race may be over before most people know it\u2019s begun. 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