A study by the Boston Consulting Group highlights an interesting paradox in the use of generative AI (e.g., ChatGPT). 

The study revealed that when participants used generative AI for creative idea generation, 90% of them improved their performance with the help of GPT-4. BUT at the same time, it was also found that when participants used GPT-4 to solve complex business-related problems, their performance was 23% worse than the control group that did not use ChatGPT-4. 

One of the challenges (and at the same time advantages) of ChatGPT is its ability to argue with its response. It is therefore extremely important to critically analyze the response and focus on relating it to the context (which ChatGPT is likely unaware of). 

Moreover, it should be noted that positive experiences with one type of AI-supported task solution cannot automatically be transferred to other types of tasks. Generative AI is good at many things, but not everything. 

For me, this is one of the most interesting studies I have seen in a while on generative AI because it clearly demonstrates the need for companies and organizations to adopt a strategic approach to the implementation of generative AI. A well-informed strategy that ensures the focus is on processes with the greatest potential for quality and efficiency improvement through AI support. 

It is crucial to ensure that the technology is used for the right tasks and used wisely. 

Therefore, our strategic framework for AI implementation in communication and marketing includes a detailed mapping and scoring of processes based on at least three parameters: potential, effort, and risk. This way, we can make informed decisions on where AI support should be prioritized. 

Finally, the study also emphasizes the importance of continuously experimenting with generative AI because the pace of development in the field is enormous, and what AI struggles with today may become a champion tomorrow… so the challenge is to constantly stay updated on the flow of AI tools and developments. 😅 

Read the study here: https://www.bcg.com/publications/2023/how-people-create-and-destroy-value-with-gen-ai