The understanding of the use of Generative AI for products has changed people's relationship with technology, bringing awareness to the potential of Artificial Intelligence in the market beyond text generation, as provided by Chat GPT. What is before our eyes is the innovation in the way we use AI and the understanding of how this will impact all areas of our lives: whether in interpersonal relationships, in professional life or in our behavior
In the first half of 2024, some of the main news that circulated the world involved the use of AI, launch of new features or increased acceptance of technology. Only during this period, 72% of companies in the world have adopted Artificial Intelligence, representing a significant advance compared to 55% in 2023 – according to the research“The state of AI in early 2024: Gen AI adoption spikes and starts to generate value”, conducted by McKinsey
The advancement of GenIA in image and video models – how Sora and Gemini AI –, show the ability of Artificial Intelligence to generate content with extremely high visual quality. So high that, many times, it is difficult to distinguish the real from the digital. It was the case of the video statement by Kate Middleton about her health condition, that went viral on social media and divided opinions on whether it was made by Generative AI or not – once the Princess confessed that she manipulated a photo published by her on Mother's Day last year
The controversies withdeepfakesthey raised the market's flag of concern about the effectiveness and safety of using language models for creation within companies. Furthermore, they also brought to light the discussion about the need for regulation to ensure ethical maintenance in the creation and use of AI-generated content.
On one hand, it is important to establish rules for the use of the tools, but, on the other hand, the tightening of these rules, in addition to limiting the creativity of users who use technology in an integral way, does not prevent those who want to use it unethically. It is the same logic as card cloning, for example. Although banks play a role in security and awareness about usage, there will always be those who use technology for evil.
The paradox of regulation, meanwhile, it is not stated whether Generative AI can or cannot lose credibility in the market. Credibility must always be linked to the quality of the result. If a video, image or text created by AI is well-made content, he brings a good reputation, if done poorly, will be discredited.
Until now, we see that this technology has been very well accepted by companies and has provided great results in applications. This has been bringing to the market a range of possibilities for new businesses and new product creations. An example of this is the creation of the new Apple glasses, theApple Vision, that mix augmented reality with the real world and put hyperconnectivity into practice: work, personal life, laser, behavior. Another case is Meta's new AI, designed to assist in the customization and effectiveness of advertising campaigns on platforms like Facebook and Instagram, that is, it is based on what the user sees on the screens that the campaigns will offer the products, bringing more assertiveness to marketing
Today, everything that companies think of doing, they will think about how to use AI to improve the process and provide a better experience for the user. This ranges from sales strategies to the integration within the product itself, like new apps and features for smartphones – when technology is used to convince the user to buy the product, to create the product and to develop all the functions that the device can offer so that the user remains connected to the network so that this cycle repeats
It is true that AI is shaping the future. It is important to know which companies will take advantage of this wave of innovation opportunity. Those who do not adapt, you will certainly be left behind in this technological race
