Generative AI is revolutionizing the digital landscape, offering businesses unprecedented opportunities for innovation and transformation. Today, we’re sharing a moment of reflection with Orianne Trouillet, Managing Director and Head of Design at ekino, and Laurent Chastrusse, Lead Service Designer at ekino. Together, they reveal how this technology can be integrated effectively and responsibly into businesses, maximizing benefits while minimizing challenges. Let’s dive into the world of generative AI and discover its impacts on innovation and digital transformation.

To start, if you had to define generative AI, how would you define it?

Orianne: Generative AI is an artificial intelligence capable of quickly reading, clustering, and synthesizing information, then generating new, unique content from existing data. It carries the promise of creation that other AIs don’t necessarily have.

Laurent: It allows for the production of unique content and new ideas based on existing data, which opens up many possibilities in terms of creativity and innovation.

You mentioned three main areas impacted by generative AI: operational efficiency, content creation, and customer relations. Can you elaborate?

Laurent: Absolutely. Regarding operational efficiency, generative AI can reduce production, iteration, and creativity times, especially in the mood board phase and the exploration of creative avenues. It will also transform users’ mindsets and thus their relationship with the brand. For example, a generative personal assistant could instantly inform users about the impact of a new law on their relationship with a brand.

It’s important to lay out business processes and internal services to identify where generative AI can provide the most value.

Orianne, what about how generative AI can improve companies’ operational efficiency?

Orianne: Generative AI allows tasks to be completed faster and often with better quality. It acts as a personal assistant, augmenting our work capabilities. This affects all professions: designers, consultants, developers… Optimizing this can improve productivity and project delivery speed, thus offering a competitive advantage. It’s crucial to identify value areas where AI can have a significant impact.

What are the challenges associated with adopting generative AI in businesses?

Laurent: The rapid evolution of AI technologies is a major challenge. Companies must adapt quickly to avoid being left behind. It’s crucial to constantly test, iterate, and adjust to get the most out of these technologies. There’s also change management and supporting teams to integrate these new solutions effectively.

How do you identify a company’s specific needs regarding generative AI?

Orianne: It’s important to lay out business processes and internal services to identify where generative AI can provide the most value. Then, you need to define KPIs to measure the potential impact, whether it’s productivity gains, cost reduction, or improved customer satisfaction. Prototyping and test-and-learn are essential for validating priority use cases.

Design brings an understanding of uses and iterative and collaborative methods, while data provides insights and predictive models.

Can you talk about the importance of collective intelligence in this process?

Orianne: Collective intelligence is at the heart of our approach at ekino. By combining expertise in design, data, and business, we can develop more robust solutions tailored to users’ real needs. Design brings an understanding of uses and iterative and collaborative methods, while data provides insights and predictive models.

Laurent: Yes, the synergy between design and data is crucial. It allows for a better understanding of user expectations and adapting solutions accordingly. This helps us anticipate future needs and remain agile in a constantly evolving technological environment.

To summarize, is it essential for companies to take an interest in generative AI now, to demystify and test the technologies, to involve teams from the start, to identify specific needs, and to adopt a collaborative and iterative approach?

Orianne and Laurent: Yes, exactly.

One last word to conclude?

Orianne: As designers and consultants, we have a duty to help our clients think about the services of tomorrow knowingly, with integrated ethical reflection.

Laurent: Understanding and supporting the adoption of generative AI is essential to make the most of it responsibly.