How are we using Generative AI?

How are we using Generative AI?

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Leveraging Generative AI: Key Insights from Ipsos on Brand Innovation and Scalability

In an era where technology intertwines seamlessly with human ingenuity, Ipsos, a global leader in market research, unveils crucial findings on how generative AI can boost brand scalability and innovation. Detailed in their recent report “Gen AI: From Wow to How,” and discussed in an engaging webinar with experts from Adobe, Estée Lauder, and New York University, these insights underscore the transformative impact of generative AI in the business world.

How are we using Generative AI Identified by Ipsos

According to Ipsos, generative AI can be pivotal for brands in three significant ways:

  1. Enhancing Creativity: Generative AI’s ability to quickly generate a multitude of ideas makes it a powerful tool for accelerating product development. Ipsos’ findings indicate that 25% of generative AI users utilize these tools for brainstorming, showcasing its potential to streamline the creative process.
  2. Streamlining Data Processing: Another critical application of generative AI is in the management and summarization of large data sets. Ipsos reports that about 23% of AI users apply these tools to summarize complex topics, and 22% to organize data, highlighting its capacity to simplify information management tasks.
  3. Supporting Human Expertise: The report further emphasizes the essential role of human insight alongside AI capabilities. This integration ensures that strategic decision-making and in-depth analysis are guided by human experience, even as AI handles more routine data processing and idea generation tasks.

Continuous Advancement and Learning

The “Insights to Activate” series by Ipsos remains a vital resource for understanding emerging trends across various domains, including political, environmental, social, and governance (ESG) issues. Each issue not only delves into the technical aspects of new tools like AI but also reinforces the indispensable role of human judgment in effectively utilizing such technologies.

Ipsos continues to equip businesses with the knowledge to navigate complex markets, advising on the integration of cutting-edge technology with the irreplaceable element of human creativity to stay ahead in the digital transformation era. The full report here

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