Ethics, morality, work, creativity, productivity, data, prediction were our keywords on Friday, May 24, 2024, here at Signature*. This meeting allowed a curious and enthusiastic audience to delve into the captivating world of generative AI, with valuable insights from Yvan Cognasse, Senior Director at Oracle.

During workshops, both novice and experienced professionals shared their ‘AI pertise’. Ghassen launched the meeting by arousing the curiosity of the participants and reminding them of the crucial importance of innovation and curiosity in an ever-changing world. The morning continued with practical case studies in communications and an interactive QA session.

Here is a creation made by AI, with SORA from OpenAI, based on Paul Trillo’s prompt projecting TEDx in 2064: ENJOY!

Why Invite Yvan Cognasse?

His presentation demystified generative AI by illustrating its concrete applications and future implications for various sectors. With exemplary pedagogy, he made complex concepts accessible, enabling everyone to grasp the stakes and opportunities of AI. Notably, Yvan’s eloquent introduction referenced the jam study made by Sheena Iyengar and Mark Lepper in 2000, which observed that while more consumers stopped at a display with 24 jams, they were ten times less likely to purchase some than those presented with only 6 jams. Humans are strong, quick, and efficient with few choices. When information accumulates, it becomes complex or even impossible to process. AI becomes a valuable ally to arbitrate, act, and advance in a situation with more settings.

IA for a reason !

Good or bad technology?

Opinions differ, and perspectives are many. The global AI market, estimated at several hundred billion dollars by 2030, highlights its strategic importance. However, AI also poses challenges: algorithms can reinforce existing biases or make unfair automated decisions. Remember, AI is a predictive model, not “intelligent” in its proper definition. This technological revolution also raises ethical concerns, particularly regarding data protection, security, impact on employment, and inclusion.

Ghassen highlights Heetch’s illuminating campaign on the biassed representation of French society using a tool like Midjourney.

When two identical prompts are submitted to the tool with the word “banlieue” added, the results are striking!

Yet, AI usage is vast: from personalised medicine to autonomous vehicles, human resource management, and predictive market analysis, many uses prove valuable. A study from the University of Hong Kong reveals that AI development could democratise MRI machines, still rare in some parts of the world.

Significant Opportunities with AI ✨

With AI, companies can better understand their audience by using advanced data analytics to refine advertising strategies and personalise customer experience, increasing satisfaction and loyalty.

AI’s analytical capabilities provide accurate real-time data, to help make more informed decisions in finance, inventory management, and market strategies. Automating repetitive tasks with AI reduces labour costs and improves efficiency, with uses such as image analysis, sentiment detection, and code generation, reducing manual labour. By offering faster and more efficient experiences, AI also enhances brand image by improving processes like recruitment, digital assistance, purchase recommendations, and customer support.
Yvan Cognasse mentioned preparing for candidate recruitment in a foreign country. Knowing the salary levels, environment, and concerns of the interlocutor are challenges he solved by simulating an interview with AI. One of the predicted scenarios proved close to reality, allowing optimal preparation for the exchange.

Preparing for AI Integration

To prepare for AI usage, each company must assess the AI tools best suited to its specific needs, whether creating customised virtual assistants or using pre-trained models for particular tasks.
It’s crucial to understand and manage potential biases in AI systems, to ensure transparency in AI decisions, and to protect privacy by securing personal data. AI usage also requires technical expertise that many companies still need to acquire, making investment in both employee training and skill development essential.

Practical AI implementations, such as automating complex routines, solving mathematical problems, and simplifying complex concepts, demonstrate how AI can optimise each step of a business process. However, caution is necessary to avoid overuse and measure the ecological cost of this tool, which still remains challenging to quantify.
In summary, AI offers vast and varied opportunities, from improving operational efficiency to enriching customer experience. However, its implementation must be carefully planned, considering ethical and technical challenges and each company’s priorities. Aim for better, not more.

Our Commitment ️

For these reasons, we’ve decided to launch a debate, and begin our journey of understanding and research by involving our CSR steering committee with these efforts. We want to explore this technology, analyse both its risks and opportunities, ultimately forming our own informed opinion. Our goal is to demystify AI, listen to its associated fears, inspire new dreams and ideals, understand its mechanisms and limits whilst considering how it can be used responsibly and advantageously for all.

Ultimately, AI should be seen as a powerful tool that, when combined with human ingenuity, can transform businesses sustainably and ethically. But whilst AI offers advanced analytical capabilities and efficient automation, it is human intuition, creativity, and ethics that guide the responsible use of these technologies.

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