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be impacted,” says Qvest.US EVP Christophe Ponsart. “Perhaps it comes down to understanding what you’re trying to do with your current process to figure out how you can implement a tool or technology that can enable more efficiency. “Everyone is talking about AI; there’s so much noise out there it becomes hard to understand what’s possible, what’s fiction and still a pipe dream. What approach does one take? Because at the same time – as there’s this huge opportunity – there are shrinking budgets. From a cost and profitability perspective, everyone’s being very mindful and cautious about expenses and where they are spending money.” Ponsart elaborates: “Since it’s moving so quickly, companies don’t want to put money into an approach that would be eclipsed with some new capability coming out from the big tech players. The revenue prospects, marketing and sales efficiency opportunities plus operational efficiency potential are all there. It ultimately comes down to how your organisation focuses on properly adopting AI in a strategic
manner that is both ethically and legally responsible. “It’s interesting because we’re watching technology evolve faster than humans can process,” adds Qvest.US EVP Vanessa Fiola. “That is an exciting but also foreign time for all of us – the speed at which the technology is evolving is mind boggling. Where humans are placed to consume that is at a different pace. “It’s critical for organisations to take that into consideration, and could be part of why the adoption has moved more slowly than one would expect. It’s not a question of is the technology there. “We must take into consideration the chasm between where the technology is at and humans are, being mindful of the way AI is handled. In more tangible terms, that looks like conscious applications, in pieces and letting people drive the creative process with the technology.”
FEAR OF THE UNKNOWN “As soon as you start to introduce different types of more automated capability, the first thing everyone thinks about is ‘am I going to lose my job’?” argues Ponsart. “This becomes a change management process, focusing on identifying the features needed to enable work and productivity. Going on this path, organisations can ensure proper adoption and acceptance of these features. “You could have the best tech but if you don’t bring the user along the journey, then it’s not going to be accepted and immersed into the organisation or process as it should be. This is a great reason any implementation needs to be thought through as thoroughly as possible. “You can look at AI as a tool, similar to other tools that were introduced through the years. It can be an accelerant for creativity and storytelling, enabling you to better communicate the story in a more compelling way.
WE’RE WATCHING TECHNOLOGY EVOLVE FASTER THAN HUMANS CAN PROCESS
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