On Rails Through the GenAI Landscape: An Inspiring Contribution at SBB
GenAI in Marketing: A Comprehensive Perspective
The event began with an inspiring presentation from Google representatives. They offered a well-founded introduction to the world of GenAI, highlighting the latest developments and showcasing exciting use cases. Their contribution laid the foundation for a deeper exploration of GenAI’s potential and limitations in modern marketing.
Dr. Ammann followed with his presentation, "On Rails Through the GenAI Landscape: Opportunities and Pitfalls in Marketing," taking the audience on a metaphorical train ride through the world of GenAI. Right at the start, he painted a clear picture of the current landscape: The market for GenAI applications resembles a chaotic train station. From tool inflation to a lack of transparency, there are numerous obstacles, yet also promising approaches.
Dr. Ammann recommended a clear focus on a use-case perspective to implement GenAI successfully. Rather than blindly chasing every new tool, companies should first analyze which applications could offer the greatest added value. This strategic approach helps allocate resources effectively and maximize GenAI’s relevance in practice.
Creative and Practical Examples
To liven up the event, participants were treated to creative and practical examples: talking avatars, a specially created SBB song, and an interactive quiz in the popular "Who Wants to Be a Millionaire" style provided entertaining variety.
Serious topics also found their place, such as the presentation of a current Delphi study on the applications of GenAI in market research. The findings revealed significant potential, especially in qualitative data analysis, sentiment analysis, and as a sparring partner for tasks like questionnaire formulation. At the same time, it became evident that market research experts approach synthetic personas and participants with greater skepticism.
Everyday Tips
Dr. Ammann also shared practical tips for everyday use. For example, he highlighted the use of GenAI’s multimodal capabilities to support creative processes or simplify complex tasks. For prompting, he recommended treating the machine like an assistant, asking: "If this were a human, what feedback or instructions would I give?" This approach fosters clearer and more effective outcomes when working with GenAI.
Pitfalls on the GenAI Journey
Another focus of the presentation was addressing pitfalls in GenAI usage. A striking example was the Coca-Cola commercial “The Holiday Magic is Coming,” released on November 24, 2024.
The ad, built on the iconic Coca-Cola Christmas truck and its decades-long emotional history, was created using generative AI. Despite its impressive technical execution, it raised the question of whether everything technically feasible should automatically be implemented. The numerous negative comments underscored the difficulty of authentically replicating deeply rooted emotional narratives through AI. Such examples highlight the limits of GenAI and the necessity of human fine-tuning and empathy for long-term success.
Switching Tracks: Embedding GenAI
In conclusion, Dr. Ammann emphasized the importance of organizational anchoring for GenAI. Clearly defining the goals of a GenAI initiative is crucial. The focus should not only be on reducing the "cost of thinking" and achieving efficiency gains but also on fostering creativity, personalized communication, and improving customer experience across various touchpoints.
Key Success Factors:
- Open Communication: Employees should be informed about the use of AI tools and involved in their benefits for the company.
- Fostering Company Culture: A culture of collaboration with AI prevents covert usage and enhances positive outcomes.
- Training and Guidelines: Clear AI guidelines, training, and experience-sharing are essential.
- Leadership as Role Models: Leaders should exemplify the use of technology to create an innovative work environment.
- Process-Oriented Approach: Generative AI should be viewed as a continuous process, not just a tool.
Contact Us for Your GenAI Strategy
Clemens Ammann’s expertise demonstrated that GenAI is not just a trend but a strategic competitive advantage when used correctly. If you want to set your organization on the rails of a successful GenAI implementation, we look forward to hearing from you!
