The launch of ChatGPT, the Artificial Intelligence chatbot prototype developed by OpenAI, aroused the intrigue of the public and the unknown in organizations about how to take advantage of this technology and all those that accompany digital transformation through generative systems of Artificial Intelligence.
Like all technology, the most important thing is not the fact that organizations can use it, but how its use will affect the business models of a company, causing changes in the relationships between those companies and their customers.
“Both ChatGPT and other generative Artificial Intelligence models are going through a key moment for their democratization, reducing entry barriers and allowing their adoption by the general public,” says Julián Herman, BCG Managing Director and Partner. “Organizations that risk experimenting with new technology use cases, without losing focus on their purpose and business objectives, will have the greatest rewards by embracing generative AI,” Herman highlights.
This is demonstrated by the study carried out by the BCG Henderson Institute of the Boston Consulting Group, entitled “ ChatGPT Will Change Many Things—But It Won’t Change Everything ”, in which eight fundamental pillars are developed to strengthen the positioning of a company and its investment through the use of generative Artificial Intelligence (AI) systems:
- Understand capabilities and limitations in the context of each individual business
Business leaders who are more stringent in selecting specific implementations will achieve long-term success, rather than rushing implementations that can lead to wasted effort and increased customer mistrust. - Adapting the business model to new opportunities
Business leaders will need to continue to think critically about how to deliver customer value through the value exchange of the product or service for which they introduce generative AI, and not just assume that it will automatically create a demand and bases for a financial transaction. - Establish customer feedback iterations to drive development roadmap
Product and service development processes need to pay more attention to how customers interact with generative AI systems. Creating feedback loops that capture unarticulated customer needs will allow organizations to achieve product-to-market fit more quickly, generating benefits from that investment. - Addressing Responsible Artificial Intelligence Issues
Ethics and safety must be a top priority in the design, development, and implementation of any AI system. But in the case of generative AI systems this becomes even more urgent, as they can generate negative effects that arise suddenly and exponentially and are too subtle to detect. - Achieving and maintaining regulatory compliance
It is important to accelerate the understanding of the challenges associated with meeting regulatory requirements that arise with the use of these generative AI systems to identify gaps that could arise in their compliance. - Implement Cybersecurity Protections
Generative AI systems introduce new attack surfaces that companies need to be aware of in order to find creative ways to avoid them. This requires an investment in special equipment that can find the points of vulnerability in the system to control and protect them. - Create a mature infrastructure to ensure the provision of high-quality proprietary data
To achieve a competitive advantage in the marketplace, companies will need to adjust and adapt the generative AI system model to their specific context and use cases. Having access to high-quality proprietary data from your own interactions with customers (with their consent) will help drive investment in generative AI by making it more efficient, reliable, and better suited to meet the needs of your customers. - Recognize that humans will continue to matter in companies
To get the most out of Generative Artificial Intelligence systems, corporate leaders will need to embark on a change management journey with their employees, so that they feel empowered rather than fearful in using them. the technology.
A lot will change with the introduction of generative AI systems, but there will also be a lot that won’t change. The above pillars should be familiar to business leaders who have already been grappling with integrating other emerging technologies. Prioritizing these core issues will be a differentiating advantage for organizations that want to lead their industries in 2023.
