AI
Everybody wants to say ‘we’re running generative AI’
THE LAUNCH of the generative AI tool ChatGPT 3.5 in late 2022 sparked a level of excitement that shows little sign of diminishing. Deloitte director and digital and
analytics consultant Ellena Ronca- Thompson expressed surprise at the reaction, noting: “It’s a pre-existing technology and several other technology advancements did not have this kind of reaction.” But she said: “I’m delighted people are starting to think about what this means. AI is applying advanced techniques to data, and with generative AI you’re applying those advanced techniques but creating an output – text, video, images.” Deloitte partnered with a tech
vendor to create its own large language model (LLM) and Ronca- Thompson said: “It’s on my desktop every day. I get it to draft some emails, summarise documents, and generate templates and PowerPoint slides.” However, her job is advising clients
on the technology. She said: “A lot of conversations with senior leadership teams nine months ago were, ‘What is Gen AI?’ Now the work is a lot more around executing and running proofs of concept [POCs] in a sample area or as a sample use case. There are a lot of learnings for organisations in terms of data quality and readiness in terms of people capabilities. There are also costs. “Everybody wants to say, ‘We’re
running a Gen AI POC’. I take it back to the corporate priorities and business problems they’re trying to solve, then look at Gen AI as a tool to accelerate solving that problem rather than come at it from a ‘Let’s figure out how to use this’ standpoint.” She explained: “A lot of the use cases
in consumer product sectors are around rethinking marketing. Businesses are trying to build one-to-one relationships with consumers, so how can they create hyper-personalised marketing? Can they slash the marketing budget? If they’re working with third-party agencies on
Be advised to start small with an internal use and clarity about the problem you’re trying to solve
FIGURE 38: USE OF GEN AI* AT WORK Daily use
Weekly use
Monthly use
11% 42% 4% 10%
Never used
Rarely used
33% *Generative AI tools such as ChatGPT Source: GBTA, October 2023 Base: 865 GBTA members
creative content, they can go through the initial cycles generating ideas and shortlisting these much quicker. “I see people more broadly using
AI in the supply chain to understand the movement of goods. That spans consumer products, retail, wholesale. Industries are trying to map out supply chains end to end to understand their scope one, two and three emissions, and to see how products move from raw materials to generation and distribution, working with partners to simulate business decisions and optimise systems. “Should something go wrong, say
a delivery truck has a flat tyre, can you reroute trucks to pick up the goods? The technology is powerful for those sorts of scenarios. “A use case I heard about in aviation
A MINORITY of corporate travellers appear to be making use of generative AI at work (Figure 38)
made use of simulation technology to optimise airport operations. So, when you touchdown and the pilot says, ‘Our gate is not ready’, airport operations can look at whether to open a different gate and the ripple effect that has. We see airlines looking to optimise how they offload passengers and goods, how they organise cleaning. The technology allows you to think differently about the
Travel Weekly Insight Report 2024 29
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