How to AI
Three approaches on deploying generative AI for brands and corporations
by REI INAMOTO
12 faces. 11 are by AI, one is real. Which one? | Source: Imagenavi & Jimmy Fermin
History rhymes
This isn’t a trick question: 11 out of 12 in the image above are generated by AI. Which one is the real person?
I posed this quiz as an icebreaker for an executive meeting at a major, international brand. The CEO of this company had asked me to give a talk to their 20+ top executives about where AI is today and where it could go.
No one got it right.
After the talk at this Fortune 500 company, one executive commented, showing skepticism toward what AI could do for the company, its employees, and its business.
“Are we so busy that we need to rely on AI?”
Oh boy. My icebreaker didn’t land, did it? I was startled by this comment a little. That quickly subsided.
I’ve seen this script. History doesn’t necessarily repeat itself but it rhymes.
Twenty-odd years ago when I started my career in digital design, corporate executives, particularly in marketing, had similar skeptical stances towards digital. Even in the mid to late 2000s when there was a growing and healthy-size audience online, some marketers were still dismissive.
I was a “digital” creative director back then at a creative agency. Anyone above 40 in the industry would remember that our “digital stuff” used to be given a graveyard shift in a presentation deck. In one client meeting with a CMO, after the “traditional work” was presented over 45 minutes, it was the turn of the digital team.
“OK, digital. Cheap and quick stuff,” said the CMO chuckling.
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