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Unveiling The Veiled

Enterprises across various sectors have been forthcoming in sharing their utilisation of generative AI to reap tangible benefits. However, a trend is emerging where such enterprises begin to withhold their most innovative generative AI use cases from public view.

In the realm of retail, numerous instances demonstrate the efficacy of generative AI in yielding measurable advantages. For instance, Carrefour, a multinational retail corporation, utilised generative AI to craft digital avatars and videos swiftly. By employing ChatGPT to write scripts and other generative AI tools to generate a digital persona delivering the script, Carrefour streamlined the video production process, thereby enhancing speed and engagement. Similarly, Under Armour expedited the creation of advertisements by employing AI-generated 3D models of renowned boxer Anthony Joshua, a process in which the celebrity himself had no direct involvement.

Remarkably, some of the most impressive generative AI applications in retail remain undisclosed. An undisclosed clothing company's Chief Commercial Officer leveraged Midjourney to swiftly generate images of new clothing products, a process that previously involved iterative cycles of idea communication and sketch production. Such cases underscore the transformative potential of generative AI within enterprises.

Publicised instances of generative AI implementation in various sectors likely represent only a fraction of its actual applications. As the technology matures and enterprises explore novel ways to leverage it competitively, a paradigm shift is underway. The ultimate victors may not merely be pioneers in innovation but also adept guardians of their proprietary advancements.

In the technology sector, companies exhibit transparency in some generative AI applications while safeguarding others. Planview, an Austin-based software company specialising in project planning and execution, exemplifies this duality. Recognising the linguistic nature of software code, Planview integrates generative AI coding assistants like GitHub Copilot to expedite routine coding tasks. These tools not only enhance productivity but also aid junior developers by suggesting common code patterns, and facilitating skill development.

Planview's experience reflects a significant productivity surge, with innovations extending beyond coding assistance. Secure chat functionalities enable developers to converse freely with AI assistants regarding coding intricacies, enhancing problem-solving efficiency. Furthermore, these tools leverage program insights to automate unit test generation, addressing a perennial challenge in software testing.

Beyond individual cases, the competitive landscape in generative AI innovation within the tech sector is intensifying. Patent data analysis reveals a substantial surge in generative AI patent applications, indicating heightened competition and innovation endeavours among tech firms. While internal communication barriers may hinder the dissemination of specific tools within large enterprises, the broader market acknowledges the transformative potential of generative AI.

However, the most groundbreaking generative AI applications likely remain shrouded in secrecy, as enterprises strive to maintain a competitive edge. While initial enthusiasm led to public boasting of technological achievements, enterprises now recognise the strategic advantage in safeguarding proprietary generative AI applications.

The landscape of generative AI utilisation within enterprises is evolving, with a shift towards secrecy regarding innovative applications. While publicised cases offer glimpses into the transformative potential of generative AI, the true extent of its impact remains veiled, awaiting discovery by those positioned to maintain a competitive advantage.

Adastrum Consulting advises organisations in growth, change and transformation on Executive Search strategy, delivers Interim Management for capability gaps and provides Leadership Assessment and Development services to make the vital difference between People Performance and Business Performance.

We call this integrated talent management.

Talk to us about your growth or transformation goals.

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