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Gartner recently released its list of 7 Technology Disruptions That Will Impact Sales Through 2027. One was generative Artificial Intelligence. Gartner defined generative AI as AI that “learns from existing content artifacts to generate new, realistic artifacts that reflect the characteristics of the training data, but do not repeat it.” In simple terms, it can produce entirely new content, like images, videos, text and code, with very simple inputs.
Generative AI is going to completely alter the marketing landscape, among many other areas. For example, type any combination of descriptors into OpenAI’s DALL·E 2 and AI creates realistic and/or artistic images. In fact, the title image of this piece was created using that technology, by simply typing the phrase: “How generative AI will help marketing teams around the world.” All of a sudden, any firm can become a one-stop creative shop with tools that can increase efficiency and creativity.
With nearly limitless possibilities, what does this mean for professionals and their job security?
While new AI tools are changing marketing, they’re not entirely replacing human marketers. At nearly every AI company that I represented at my communications firm, the computer intelligence was there to augment people’s abilities — but not fully supplant it. While the AI’s capacity to make new things possible was unmistakable, these tasks were best executed with an expert’s touch at the end to make final decisions.
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