Navigating AI: This Week's Business Highlights #18

July 26, 2024

Welcome to this week’s AI Trailblazers Newsletter and thank you for making us your go-to source for the business of AI. While stories on the ROI of AI continue to dominate the news-iverse, new developments keep rolling out with Open AI “Open-ly” declaring war on Google. Let the games begin!

Are you using AI effectively to transform your organization? If you are and would like to share your story, we want to hear from you - email us and remember to follow us on LinkedIn for more updates.

Is Open Source the path forward for LLMs?

Earlier this week, Mark Zuckerberg published a letter expressing his view that open-source large language models (LLMs) are the only path forward. This letter coincided with the release of the next generation of Meta’s Llama models which are more open relative to the OpenAI and Google models. Zuckerberg believes that open-source LLMs, which he describes as allowing anyone to adjust the weights, will drive greater innovation and better serve enterprise, government and developer needs in a more transparent and safe way.

However, Bob Lord, the former Chief Digital Officer at IBM, shared a much more nuanced perspective on what it means to be open source in his interview with Shiv Singh, Co-Founder of AI Trailblazers, at the AI Trailblazers Summit last month. Lord believes that open source is the future for AI but that it also means both open to contributors and open governance. He argues that companies that don't allow for both, at the very least, using the term "open source" too loosely. Watch the video to learn how IBM approached this question.

OpenAI's Bold Move Against Google

Open AI vs. Google: Fight for Search supremacy.

OpenAI has launched SearchGPT, an AI-powered search engine offering real-time, organized summaries with clear attributions. This prototype aims to enhance the search experience and poses a challenge to Google and other AI search engines. Here are the key details from the Verge’s Kylie Robison's report.

  • OpenAI has announced SearchGPT, an AI-powered search engine designed to deliver organized, real-time information from the internet. Unlike traditional search engines, SearchGPT provides summarized findings with attributions and allows users to ask follow-up questions. It includes a "visual answers" feature, although details about this are still limited.

  • SearchGPT is currently a prototype available to 10,000 test users and powered by the GPT-4 model family. OpenAI is collaborating with third-party partners and using direct content feeds to enhance search results. The company aims to integrate SearchGPT's features into ChatGPT eventually.

  • The introduction of SearchGPT poses a potential threat to Google and competitors like Perplexity. Google has been incorporating AI features into its search engine, while Perplexity has faced criticism for its AI summaries feature. OpenAI has emphasized its collaboration with news partners to avoid similar backlash.

  • OpenAI ensures transparent attribution and allows publishers control over their content in SearchGPT. Publishers can manage their appearance in search results and opt out of using their content to train OpenAI's models. Responses in SearchGPT prominently cite and link to sources, helping users connect with publishers directly.

AI Trailblazer Takeaways: Just over 20 years ago the search wars were in full swing with Google eventually winning. It appears that we are on the precipice of the sequel. Anyone remember AltaVista?

AI in Action: Wins in Marketing

AI’s helping hand.

Ad Age highlights how brands effectively utilize AI to enhance their marketing strategies. Featuring success stories from Hot Pockets, Mailchimp, and Infosys, the report showcases diverse AI applications across various sectors. These examples provide concrete insights into how AI can improve internal communications, B2B campaigns, and mass marketing activations.

  • Hot Pockets utilized generative AI to revamp its communication standards book to better target Gen Z consumers. AI-generated imagery was created using specific user profiles and style guidelines, enhancing the 128-page guide. The content included marketing images, summaries of hypothetical customers, and enhanced product media.

  • Mailchimp used AI to address marketers' challenges with personalization in their B2B campaign. AI image generators created visuals depicting a disorganized cluster of "clustomers," representing customers at different purchasing stages. This campaign improved Mailchimp's unaided brand awareness by 42% and positive brand perception by 28%, showcasing the effectiveness of AI in campaign execution.

  • Infosys leveraged AI for a mass marketing activation during the 2024 Australian Open. After Rafael Nadal's injury, Infosys used AI to generate custom images of Nadal for fans to share on social media. The #RafaForever campaign produced 18,000 unique images and garnered over 100 million impressions, demonstrating AI's potential for rapid content creation.

  • The ANA CMO Council report highlights these AI success stories to provide concrete examples for marketers. The report, featuring brands like Hot Pockets, Mailchimp, and Infosys, showcases diverse AI applications across different sectors. These examples illustrate how AI can effectively enhance internal guidelines, B2B campaigns, and mass consumer activations.

AI Trailblazer Takeaways: Anyone in marketing will tell you that AI has been incorporated into marketing for a long time now, but recent advances in Gen AI are still being introduced. These examples demonstrate the power of the technology to not only aid with internal processes but empower customers as well. And this is just the beginning…

AI-Generated Gaming Cosmetics: Game On?

Tech making tech to sell to humans.

IGN reports that in late 2023, Activision sold an AI-generated cosmetic for Call of Duty: Modern Warfare 3, sparking controversy over AI's role in the video game industry. This event highlighted tensions regarding job impacts and content quality. As companies like Microsoft and Sony push for AI integration, debates over its ethical implications and effectiveness continue to grow. This summary explores the key points of this controversy and industry reactions.

  • Activision sold an AI-generated cosmetic for Call of Duty: Modern Warfare 3 in late 2023, without disclosing the AI usage. The Yokai’s Wrath bundle, released in December 2023, was sold for 1,500 COD Points, approximately valued at $15. Wired did not specify which part of the bundle was AI-generated.

  • After the sale of the AI-generated cosmetic, Microsoft cut 1,900 staff from its gaming business, including many 2D artists at Activision. Remaining artists were forced to use AI to aid in their work and had to undergo AI training. This move sparked concerns about job replacement by AI within the company.

  • Generative AI has faced criticism for ethical issues and its struggle to produce enjoyable content. Keywords Studios' experiment with an entirely AI-created game failed, highlighting AI's limitations in replacing human talent. Video game industry leaders like Microsoft and Sony are pushing AI integration, emphasizing its importance for younger generations seeking personalized experiences.

  • EA's CEO Andrew Wilson stated that AI advancements would significantly impact game development processes. He mentioned that AI has made development more efficient, such as reducing stadium creation time from six months to six weeks. Meanwhile, industry professionals like The Witcher voice actor Doug Cockle have expressed caution and concern over the growing presence of AI in the industry.

AI Trailblazer Takeaways: The impact of gen AI is starting to be felt across many industries, especially in gaming. But while the speed and efficiency of AI may not be matched by a human, the creativity and emotion are definitely human traits that cannot be matched by a program. Agree or disagree?

What is AI Trailblazers?

AI Trailblazers is a vibrant platform dedicated to uniting corporate marketers, technologists, entrepreneurs, and venture capitalists at the forefront of artificial intelligence (AI). We want to thank everyone who joined us for the incredibly successful AI Trailblazers Summer Summit on June 6th in New York. We’ve compiled a short video to give you a glimpse into the day for those that couldn’t join us. See you at our next forum.

The AI Trailblazers platform is designed to fuel growth, innovation, and career development among its members, who all want to be at the forefront of incorporating artificial intelligence into their businesses and their lives for strategic advantage. More information here.

Partner with AI Trailblazers

Our community of business leaders is growing fast and we are planning more forums. To discuss partnership opportunities that connect our partners with AI decision makers including at our summits and this newsletter, email us.

Quote of the Week

Currently, giants like Google, Microsoft (with Bing and AI initiatives), and emerging competitors like OpenAI with SearchGPT are all vying for dominance. Success will likely hinge on who can best integrate AI, provide the most relevant search results, and effectively meet user needs.

- ChatGPT response when asked “who will win the next war on internet search?”