How AI Use Evolved at Companies in 3 Diverse Sectors

The agency

Using AI to fuel “ethical intelligence” was at the heart of Reynolds’ AI journey. She noticed early on, “We were using these words over and over that I felt were harmful to communities. How do we look at AI in a more ethical way? How do I build an ethical intelligence platform to combat artificial intelligence?”

To that end, Skai Blue Media began experimenting with AI tools in 2016, seeking to avoid the mistakes Reynolds saw in the way others used the technology. She noted, “Sometimes when you take the nuance out of the nuance work, that’s where you make the big mistakes,” with one of those mistakes being a press release that was clearly generated by AI.

The current state of AI

Kantor said that as recently as one year ago, companies’ stances on AI were being formed by the chief technology officer and the legal department, but that task is now moving into the chief marketing officer suite.

She noted that some brands are still hesitant to take the plunge, but if trained properly on the company’s tone, visual guidelines, voice, and what the brand stands for, the technology can be impactful.

“You see brands taking hard stances like, ‘We are about human creativity. We are not going to use AI. We are going to champion creative people to do this work,’” she added. “I don’t think any creative person is at risk of losing their job, because I think AI does not have taste.”

“This is a relationship,” Advincula said. “If you’re afraid of it right now, spend the time to get to know it, learn about it, and then there’s going to be give and take with it. I don’t see AI as the end. The outcome is what you do with the results, or what you get from it. And the outcome is yours.”

And Reynolds concluded, “AI is more of a copilot, it’s a partner, it’s an amplifier. This is your friend.”