What C-suite leaders need to know about generative AI

The rise of generative AI over the past year has been astronomical and, with the constant discussions and developments, it’s easy for C-suite leaders to be overwhelmed by the noise.

AI on its own isn’t brand new, with many elements of business processes and workflows today already powered by artificial intelligence, often without much fanfare.

Generative AI, however, has captured the zeitgeist with its ability to amplify and augment human capabilities, freeing employees, teams and companies to unleash human potential.

As the technology advances and becomes more prevalent, business leaders need to have a strong grasp on how it can – and will – impact their organisation to stay ahead of the curve.

Here are three areas generative AI is changing the game for businesses.

1. Accelerating content development

Generative AI streamlines creative execution, freeing teams to focus on bigger-picture ideation to drive more meaningful business impact.

Technology is unlocking creative capabilities for those outside of traditional ‘creative’ teams. With generative AI solutions like Adobe Firefly, anyone can take their ideas and start creating without the extensive technical capabilities that were once a barrier.

“Generative AI is going to be a game changer in content creation,” says Praneeth Obilisetti, Associate GM and Head of Digital Experience at Asian Paints.

“The business that we are in – décor and lifestyle – the demand for visual content is really high. Generative AI has helped us in delivering that content requirement, creating those huge catalogues, creating a whole array of possibilities for consumers.”

Manav Sethi, Head of Media and Martech Growth at automotive brand VIDA World, says generative AI is fundamentally changing creative workflows.

“I see generative AI becoming a raw material to create not only the customer side of experiences, but also helping bring a lot of efficiencies and time to market advantages on future platform building,” he says.

“If I were to devise how the next version of my vehicle will look, or how the next portfolio will look, today, rather than doing CAD/CAM (computer-aided design / computer-aided manufacturing) modelling, I would much rather use generative AI and then have human intelligence on top of that to see what the future of a new vehicle looks like.”

2. Delivering more engaging experiences

In today’s digital world, the way businesses attract and engage customers is being reshaped at warp speed.

Where marketers once needed extensive research, testing and iterating to craft the right customer experiences, now they can harness the collective knowledge of AI to do all of that on the fly.

“Gen AI will basically help humans to explore more avenues to figure out how customers can be attracted in a different manner,” says Deep Ganatra, Group Chief Technology Officer at cosmetic and personal care brand Good Glamm Group.

CX platforms can adapt to changing customer behaviours and respond to their evolving needs at a speed never seen before.

Enterprises can even train generative AI to understand customisable business needs and embed automations into existing workflows with Adobe GenStudio for Enterprise. This unleashes businesses to generate customer content at scale, eliminate repetitive tasks, and ramp up speed to market.

Tekno Point/DEPT founder and CEO Himanshu Mody says it allows brands to focus on making customer experiences more engaging and immersive.

“I think the use of technology and combination of new ideas means brand experiences are going to become more immersive,” Mody says.

3. Personalisation at scale

Today’s experience economy is powered by brands’ ability to deliver personalised experiences at scale.

In fact, 60 percent of Gen Z and 53 percent of millennial customers expect more personalised experiences. Generative AI solutions like Adobe Sensei GenAI can unlock your teams’ capacity to reach and engage customers in a one-to-one interaction at a scale that has never been possible.

Neetan Chopra, Chief Digital and Information Officer at airline IndiGo, says he and his team are exploring how generative AI can enhance customer experiences and build customer engagement.

Samit Gorai, Head of Digital Consumer and Martech at motorcycle and scooter manufacturer Hero MotoCorp, says the opportunities are endless in enhancing personalisation through generative AI.

“Generative AI will do all the crunching on its own and get everything done in a jiffy, and that is the power of generative AI in terms of personalisation,” he says.

“I just have to decide what kind of personalisation I want to do and give that command to the generative AI.”

Unlocking the power of generative AI

For C-suite leaders, incorporating generative AI into your business is no longer a choice – it’s a strategic imperative.

The first step is to dive in. Empower your leaders and teams to test and learn, explore the opportunities and push the boundaries of innovation.