One thing is evidently clear about generative AI at present — businesses that effectively utilize this technology will significantly improve their productivity.
Businesses in the technology sector and marketing technology (martech) firms engaged in artificial intelligence (AI) and generative AI, specifically, can attest to this reality.
Both consumers and the US government are closely monitoring AI in relation to privacy concerns and job displacement. Nonetheless, the undeniable reality about generative AI currently is that companies that harness this technology appropriately will witness a substantial increase in productivity.
As per our 2023 State of Visual Media report, which surveyed nearly 450 global brands and 180,000 AI users, 68% recognized that AI boosted the efficiency and productivity of their operations. Moreover, these surveyed companies collectively saved an average of 34 days of work per month through automation when considering the efficiencies gained across all team members.
The research illustrates that the incorporation of generative AI in technology does not displace workers; instead, it enhances their productivity. But what about the specific impact of generative AI?
Generative AI in Technology: Tackling the Developer Shortage Dilemma
Similar to various industries, consumer goods companies worldwide are facing a shortage of developers. For brands and enterprises dealing with this developer deficit, generative AI is proving to be more than just a passing trend — it is a vital asset for boosting production capacity, enabling developers to deliver maximum value, and safeguarding profit margins.
Referencing our State of Visual Media report, an astounding 99% of developers surveyed acknowledged that generative AI has the potential to enhance the overall developer experience. In reality, 64% mentioned that generative AI tools are already assisting them in streamlining development processes.
While it might appear as a significant advancement for humanity, professionals shaping today’s and tomorrow’s online experiences perceive it simply as another potent tool for automating mundane and time-consuming tasks. By entrusting such tasks to AI, they can concentrate on more intricate and critical challenges that demand their expertise.
Driving Immediate Productivity Improvements
Generative AI tools empower non-technical users to efficiently perform tasks that were previously time-consuming or beyond their capabilities, typically managed exclusively by developers. Depending on task complexity, deployment scale, and team bandwidth, assignments can now be allocated more effectively between technical and non-technical teams, expediting the introduction of innovative experiences to the market.
Some instances of tasks facilitated by generative AI include:
- Creating informative content for product descriptions on websites.
- Crafting meta descriptions for blogs and web content to comply with SEO guidelines and boost discoverability.
- Implementing intelligent chatbots for customer service, enabling more conversational interactions surpassing traditional, rule-based, menu-driven experiences.
- Adding metadata to visual assets for swift retrieval, or embedding subtitles to videos to enhance accessibility and social media engagement.
- Dynamically editing images, videos, and audio to produce more engaging content for users — ensuring optimal format and quality across different devices.
Importantly, these are all functionalities that generative AI presently enables, not mere promises for the future.
Enhancing Customer Engagement
By leveraging generative AI in technology to handle time-consuming, task-oriented work, teams can elevate the overall customer experience and empower both developers and non-technical staff to tackle more ambitious initiatives. Essentially, teams supported by generative AI dedicate more time to innovating and enhancing the customer experience rather than simply maintaining the status quo.
Leading innovative and successful companies globally are already seizing this opportunity.
In this regard, the enthusiasm surrounding generative AI is indeed well-founded.
