For example, Laughlin said, a critical error early in the design process can impact costs once it reaches the construction stage, and ultimately the guest experience at Disney.
He said AI’s ability to process scenarios and spot potential mistakes early in the process is “a huge unlock in terms of the billions of dollars invested in these experiences.”
AI can also help brands improve experiences and reach new audiences. Previously, the only way to access DICK’s expertise, such as finding the best running shoes for a marathon, was to talk to an employee in-store. Now, the company is launching a digital coaching agency powered by agent AI called Coach by DICK’s. Fedishen added that the brand partnered with Adobe’s Brand Concierge to offer this new experience through the app.
AI blind spots
Panelists agreed that A clear challenge that brands face with AI is the risk of false brand perception.
“The big problem today is the fact that LLMs perceive brands differently than humans,” Pretorius said. He explained that while human brand perception is based on personal experiences that cannot be written down, LLMs obtain data from sources such as Reddit reviews and social media.
So if a consumer were to ask about the best burgers, traditional brands like McDonald’s and Wendy’s might not rank as favorably because they’re not necessarily what’s trending online.
The panelists concluded by acknowledging that brands are slowly getting over the fear factor of AI. “I think we are entering a new creative renaissance,” Elsakr added.
