Artificial intelligence (AI) is drastically changing the way we do business, and businesses are pushed to rapidly embrace these solutions. So how do you know when and how to deploy AI solutions?
In a publication in the Journal of the Academy of Marketing Science (A*, FY50), Cinthia Satornino, associate professor of marketing, and her co-authors published the latest in a series of articles exploring the use of artificial intelligence and business and marketing. This time, the team explores the factors that organizations must consider as they contemplate deploying generative AI solutions.
In the article, they discussed the evolution of artificial intelligence, the difference between analytical AI and generative AI, and share insights from prior research and gleaned from interviews with executives to develop a framework to guide firms when deploying generative AI solutions. They highlight the importance of strategically selecting inputs and managing, outputs, customization and human augmentation. To learn more, you can find the full article here.
