From marketing to design, brands adopt AI tools despite risk

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From marketing to design, brands adopt AI tools despite risk
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Even if you haven’t tried AI tools that can write essays and poems or conjure new images on command, chances are the companies that make your household products are already starting to do so.

Even if you haven’t tried artificial intelligence tools that can write essays and poems or conjure new images on command, chances are the companies that make your household products are already starting to do so.

“We must embrace the risks,” said Coca-Cola CEO James Quincey in a recent video announcing a partnership with startup OpenAI — maker of both DALL-E and ChatGPT — through an alliance led by the consulting firm Bain. “We need to embrace those risks intelligently, experiment, build on those experiments, drive scale, but not taking those risks is a hopeless point of view to start from.”

“ChatGPT really sort of brought it home how powerful they were,” said Eric Boyd, a Microsoft executive who leads its AI platform. ”That’s changed the conversation in a lot of people’s minds where they really get it on a deeper level. My kids use it and my parents use it.” “It helps create mock ups that then are going to be turned by a human into something that is more concrete,” she said.

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