As the world of marketing-related generative AI tools begins to look as complex as the ad tech Lumascape, rapid advancements are making it harder for some marketers to sift through the noise when vetting potential AI vendors — a growing headache compounded by unresolved issues like copyright and data privacy concerns.
The ubiquity of generative AI makes it even more critical for marketers to understand the versatility and portability of various large language models (LLMs), according to marketing experts that are building, buying or researching the emerging tech. Meanwhile, massive competition also is creating new challenges for companies that want to stand out.
Fast-tracking the hype cycle
The emergent nature of generative AI has caught many off guard by skipping the usual hype cycle of emerging tech — and all the novelties and unimpressive uses that often come with it. According to Vincent Yates, chief data officer of Credera, companies have mostly been reallocating money for generative AI projects rather than increasing budgets. And although a majority of clients are still asking about how to use generative AI and what it means for their jobs, he said sophisticated clients are asking the right technical questions about cloud-provided AI models and the benefits of open-source LLMs.
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