Despite success stories at Unilever and Kellanova, skepticism about generative AI is mounting across the wider business world. An MIT study published last week, which estimated that 95% of organizations that tried to implement generative AI into their workflows found zero return on their investment, sent AI-related stocks tumbling.
Small businesses, including agencies of every stripe, are most at risk from the negatives of AI adoption, from rogue use of tools (a recent IBM study found only 37% of organizations are tracking employee use of AI) to the consequences for their business models. Clients have always wanted more work for less money; now they expect agencies to deliver on that promise through technology. But when tools like ChatGPT aren’t up to the task, it’s up to overworked agency staff to fill in the gaps.
In this candid conversation, an indie agency exec talks us through the collapse of their agency, which slid into administration in July after its founder and creative figurehead became convinced that generative AI tools would provide a silver bullet solution for existential business threats.
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