An AI-led future may be upon us sooner than we think.
Generative AI is now both ubiquitous and easily accessible, and, according to TechCrunch, over 92 percent of Fortune 500 companies are already using Gen AI. Businesses aiming to stay on the cutting edge of technology are already experimenting with the ways AI can support their work safely and reliably.
Take Centerfield, a tech organization that’s already begun using Gen AI to better support the daily needs of its employees. The team at Centerfield values the human element in all the work AI can accomplish, and they’ve taken an enthusiastic approach to finding a place for Gen AI in the workplace.
“In the evolving tech landscape, those actively exploring and adapting gain a competitive advantage,” said Aniketh Parmar, executive vice president of technology. “Proactively experimenting with AI positions your company to lead in the industry, fostering long-term success.”
Built In LA had the chance to catch up with Parmar to discuss the impact of Gen AI at Centerfield, what concerns leaders about the use of AI and where Gen AI is heading.
Centerfield delivers outcome-based digital marketing solutions and personalized omni-channel experiences for the world’s leading brands.
How are you implementing generative AI at your company? What made you decide to invest in this technology?
Centerfield embraces innovation through generative AI, integrating it across digital assets, including content and images, and critical components like interactive voice response systems and our agent platform. Despite governance and security challenges, we believe these issues will be resolved promptly. We’re committed to staying at the forefront, and we invest in AI to optimize operations, streamline processes and empower teams. This aligns with our mission to upgrade technological infrastructure continuously.
It's time to actively engage in testing and creating proof of concept for seamless integration, measuring overall efficiency.
Are there any concerns you have about generative AI? If so, what are they, and how are you safeguarding your business against them?
Yes, there are legitimate concerns surrounding the use of generative AI, particularly in the areas of authenticity, security and ownership, especially when things do not unfold as expected, particularly regarding content and image guidelines. Until generative AI evolves with more sophisticated tools to effectively manage these concerns, we have devised a strategic approach to safeguard our business.
We’re committed to staying at the forefront, and we invest in AI to optimize operations and empower teams. ”
Instead of opting for a full-blown automated system, we intend to incorporate a governance layer into our AI utilization. We believe that maintaining a human element in the process is crucial during this initial phase. By having a human governance process in place, we can actively oversee and manage potential issues related to authenticity, security breaches, and accountability.
This approach not only allows us to maintain a higher level of control and oversight but also helps us proactively address and mitigate any challenges that may arise. As the field of generative AI advances, we remain adaptable and ready to embrace more automated solutions when they can effectively address these concerns while upholding the integrity of our operations.
How do you think generative AI will shape your industry?
In the short to near term, I believe that Gen AI will serve as a valuable assistant, augmenting our teams across various facets of our business. Tasks that once required days to complete can now be accomplished in a matter of hours or minutes. This represents a substantial benefit for our business and a transformative shift in how our team members engage in their day-to-day activities.
Looking ahead to the long term, as we continue to establish trust through robust governance and witness the evolution of security and privacy protocols, we envision the automation of a multitude of tasks. This transition will empower our current team members to redirect their focus toward more thoughtful and meaningful tasks that contribute significantly to our business.
I foresee a future where content generation becomes quicker, personalization is tailored precisely to consumer needs and we enter a new era of Business Intelligence, or BI, tools. This next generation of BI tools will enable companies to share and interact with data in unprecedented ways, unlocking insights that were previously hidden. On a personal note, I am genuinely thrilled to be a part of this transformative era.
