Artificial intelligence promises to revolutionize commerce, but how fast will it happen and what does that mean for small business owners? To answer these questions, The Small Business Show will join host Jim Fitzpatrick with CEO and Chief Creative Officer of BrandBoss Headquarters, Bill Harper.
Harper first pointed out that while AI is certainly good, its practical use cases are still not fully understood. So the impact of this technology is huge, but we don’t yet know what it will be like. “What’s interesting is how excited people are about it and how quickly they’re adopting it, and how unproven this tool is,” he explains. The limitations of AI tools are already becoming apparent. For example, content written by text he generators such as ChatGPT is often full of facts and grammatical errors, making such platforms less useful in situations where clarity and veracity are required. . A developer can try to reduce the number of mistakes his AI makes, but it will take time to be able to guarantee 100% accuracy.
Attempting to deploy AI without understanding its limitations can lead to unpredictable results. One such result is oversaturation of computer-generated media. Many companies are now using these tools to significantly increase the number of articles they produce, flooding the market with inaccurate and poorly written information. This reduces the general value of content and emphasizes the need for businesses to use this technology carefully and judiciously. “It’s an expedite tool to get things done more efficiently and quickly, but it also requires management and guidance,” he said.
To get the most out of AI tools, business owners must recognize the inherent limitations within the technology and develop ways to overcome these obstacles. “I think the real first strategy is to go back to the basics of a brand that ultimately works for any business,” says Harper. “The more emphasis you put on these basics, the faster this tool will get you into production, but without the thinking and strategy behind it associated with building a brand or business.”