Generative AI is a form of Artificial Intelligence that can create text, images and other content using various algorithms. You may have tried to create a photo using AI, used creative design software, or experimented with writing text. There is a lot of public concern about the development and use of generative AI. We asked a few questions of experts about the use of generative AI in business and its future, and share the answers with you.


Do you use generative AI in your company?

Diana Zheng, the Head of Marketing for Stallion Express notes the following:  

At Stallion Express, we use generative AI for operational efficiency. Generative AI is important in route planning, inventory management automation, and customer service via chatbots. Not only does this help streamline our processes, but it also ensures a smooth shipping journey for our customers.

That’s right: one cannot ignore the usefulness of generative AI when using chatbots in various sectors of human activity. As Ilya Smirnov, Head of AI/ML departments at Usetech, tells us: “We see them in messengers, social networks, mobile apps and websites. The listed chatbots are unlearnable and work according to a certain script. But they are useful – with their help you can order food delivery at home or book a place in a restaurant, specify the cost of sending a parcel or make an appointment at the clinic.

We actively use generative AI at Storya. We first launched a pioneering fiction publishing app leveraging gen AI for authors, and are now working to launch BookBuzz AI, aiming to support authors in their sales and marketing efforts through AI agents.” — adds Paolo Danese, Founder & CEO at Storya.

Bernard Meyer, Senior Director of Content&Creative at Omnisend, adds: 

Nearly every day, we use generative AI within our content marketing team. Within our company, I’d estimate we’re using generative AI multiple times per day. We use it not only from a consumption side, but generative AI is also embedded within our product. At Omnisend, we’ve already incorporated generative AI into our email & SMS marketing platform, so that our users can generate entire emails or just subject lines with a quick prompt.


What industries do you think generative AI is most in demand in?

Udi Cohen, Co-Founder and CEO of Vendict, shares his opinion:

Generative AI is experiencing huge demand across industries like Legal, Compliance, Regulation, and Risk Management. What’s the common thread weaving them together? They all grapple with vast amounts of data and language, requiring pinpoint accuracy at scale. Traditionally, this meant arduous, time-consuming tasks for hardworking teams—important but, let’s face it, mind-numbingly dull. Enter AI: with a simple click, it revolutionizes these processes, lightening the workload and reinvigorating teams to focus their energies elsewhere.

But there’s another fascinating frontier: the ongoing battle of social media giants against malicious actors. For years, these social media giants like Facebook, Instagram, X, TikTok and others have struggled to maintain order amidst the chaos of online interactions. Here’s where Generative AI steps in as a potential hero, offering a chance to wield technology for the greater good. It’s about ensuring that, in this digital age, technology serves humanity’s interests, safeguarding against harm and empowering the forces of good.” 

Generative AI is in high demand across industries. However, it has a strong presence in eCommerce, healthcare, finance, and the creative industries. The applications range from personalizing customer journeys to discovering drugs, identifying frauds, and creating content. These applications are huge and growing.” — adds Diana. 


What’s in store for generative AI in the next couple of years?

Paolo shares the following prediction: 

In the next couple of years, I expect to see generative AI becoming more sophisticated and integrated into a wider array of industries, especially as AI agents tech becomes more powerful in its abilities to automate full workflows with minimal human supervision. Its potential for innovation is immense, for example, in creating more immersive and interactive digital experiences.

I think that the speed at which generative AI is advancing is absolutely incredible, and we’ll probably (soon) come to a point where prompt engineering will be less required. The gen AI tool will have a better understanding of natural language, of understanding context, and of understanding the user. For example, Omnisend users already enjoy creating emails with generative AI, but with greater capabilities, we believe that soon they’ll be able to create entire campaigns — including email, SMS and push notifications — with just a few clicks.” — adds Bernard.

Udi notes the following:

We can expect companies to embrace Generative AI with increasing ambition, honing their ability to harness its power accurately and expanding its range of applications – from HR recruitment to innovative product development. Like any groundbreaking technology, its integration into both professional and personal spheres will become more commonplace as consumers grow accustomed to its benefits.

Yet, alongside this rapid adoption, there’s a crucial need for regulation to keep pace. Ideally, this should be a collaborative effort between industry experts and governmental bodies, ensuring that regulations are informed by those who understand the technology best.

Looking further ahead, I envision Generative AI becoming as ubiquitous as the internet itself. Just as we now rely on the internet for countless daily tasks, Gen AI will permeate our lives, driving innovation after innovation to enhance our everyday experiences and the operations of the companies we engage with. It’s a generational shift, where each advancement builds upon the last, reshaping our world in ways we can only begin to imagine.


What advantages and disadvantages do you see in using generative AI?

The benefits of generative AI are many and varied. For example, it increases efficiency by automating repetitive processes, resulting in cost savings. Generative AI also provides highly personalized customer experiences, increasing customer satisfaction and loyalty. For example, in the shipping industry, predictive analytics powered by generative AI reduces delays and delivers on time.

However, like all technologies, generative AI raises several issues. Privacy, ethics, and algorithmic biases are some areas that need to be addressed. Finding the right balance between AI and human supervision is essential to reduce these risks.

To sum up, generic AI is a game-changer that, when used correctly, can transform many industries, from eCommerce to logistics.” — Diana concludes.

The advantages of using generative AI include increased efficiency, the ability to brainstorm and generate innovative ideas and content, the enhancement of creative processes, and the ability to accelerate market research, persona building, and much more for marketing and sales efforts. More long term, I see gen AI allowing for the exploration of new forms of storytelling and audience engagement.

However, the disadvantages include ethical concerns around data use, potential job displacement, and the challenge of ensuring AI-generated content maintains a high quality and is culturally sensitive. There’s also a large question mark around legal questions of originality and copyright of AI-generated content.” — notes Paolo.

Bernard predicts: 

Generative AI allows us to get out of the box of our usual perceptions and ideas that come from our experiences. With the right prompting, we can get amazing brainstorming assistance. Even more, because gen AI has great surface-level information about many topics, it can help broaden the possibilities when we’re beginning to research topics to create content about. 

The disadvantages are still that it’s a largely unreliable agent — for the most part, you have to double check the output. That’s getting much easier, but that also means that gen AI is further up the funnel, assisting creation, rather than doing the creation independently. Beyond that, the other big disadvantage is not within the gen AI tool, but rather the users. Because it’s so easy to create content with gen AI, a lot of content is being created, and many times it’s not checked for quality.


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