Mattel has put the AI image generator DALL-E to work by having it come up with ideas for new Hot Wheels toy cars. Used vehicle seller CarMax is summarizing thousands of customer reviews with the same “generative” AI technology that powers the popular chatbot ChatGPT.
Coca-Cola plans to use generative AI to help create new marketing content. And while the company hasn’t detailed exactly how it plans to deploy the technology, the move reflects the growing pressure on businesses to harness tools that many of their employees and consumers are already trying on their own.
“We must embrace the risks,” said Coca-Cola CEO James Quincey in a recent video announcing a partnership with startup OpenAI — maker of both DALL-E and ChatGPT — through an alliance led by the consulting firm Bain. “We need to embrace those risks intelligently, experiment, build on those experiments, drive scale, but not taking those risks is a hopeless point of view to start from.”
Indeed, some AI experts warn that businesses should carefully consider potential harms to customers, society and their own reputations before rushing to embrace ChatGPT and similar products in the workplace.
“I want people to think deeply before deploying this technology,” said Claire Leibowicz of The Partnership on AI, a nonprofit group founded and sponsored by the major tech providers that recently released a set of recommendations for companies producing AI-generated synthetic imagery, audio and other media. “They should play around and tinker, but we should also think, what purpose are these tools serving in the first place?”
I’ve never seen such wholesale quick adoption. Two of the lesser know writing tools I use have already implemented AI in some form.
Too fast too soon?
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