HTML tags businesses are joining the trend of creating “Generative AI” features or products. However, this trend may be problematic. Many companies are claiming to use AI when they are actually just implementing basic automation. These companies may eventually be exposed for their false claims. For instance, Ralph Lauren and restaurant chains like KFC and Chipotle have touted AI-powered technology to improve efficiency, but they did not mention AI in their recent filings.
While some companies are indeed using generative AI, many are simply trying to capitalize on the current trend. It is important to understand what AI truly is before jumping on the bandwagon. AI involves using machine learning strategies, such as deep learning, to build models that can perform complex tasks that would typically require human capabilities. Generative AI is a subcategory of AI that involves tasks like image generation.
To illustrate the difference between basic automation and generative AI, let’s consider a question-answering chatbot. A basic automation would involve a simple search and replace function to provide responses based on the customer’s input. On the other hand, a generative AI chatbot like ChatGPT would use a language model to interpret the customer’s input and generate human-like responses. While the generative AI chatbot may provide a more pleasant user experience, it does not guarantee accuracy or currency of information.
The motivation behind companies claiming to use AI can be categorized into two paths. One path is driven by the desire for PR and media attention. Executives want to take advantage of the AI hype cycle and label their products as AI, regardless of whether they are truly generative AI. The other path is driven by the belief that AI provides a competitive advantage. Executives hear about AI in the news and instruct their teams to build AI-powered solutions without necessarily understanding the difference between generative AI and basic automation.
In conclusion, while some companies are genuinely using generative AI, many are simply jumping on the AI bandwagon for publicity or perceived advantages. It is crucial to distinguish between basic automation and true generative AI to avoid misleading claims.