The Biggest Disruptor in Communications

By Eric Riz

Generative AI: The what, how and why behind it

Over the past 2 short years, the communications industry has been at the forefront of technological innovation, shaping how we connect, share and understand the world around us. Among the plethora of advancements, Generative Artificial Intelligence (AI) stands out as a groundbreaking disruptor, redefining the boundaries of content creation, customization and interaction.

What Is Generative AI?

Generative AI refers to the segment of artificial intelligence technologies capable of producing new content, ideas or data that were not explicitly programmed into them. Unlike traditional AI systems that analyze and respond to input with pre-defined responses, generative models learn from vast datasets to create output that can mimic human-like creativity. This includes text, images, videos, and even code, offering unparalleled versatility across various domains.

How Does Generative AI Work?

The power of Generative AI lies in its underlying algorithms, primarily driven by machine learning (ML) and deep learning techniques. Two key models in this arena are Generative Adversarial Networks (GANs) and Transformers:

Generative Adversarial Networks (GANs): GANs consist of two parts — a generator that creates content and a discriminator that evaluates its authenticity. Through iterative training, the generator improves its capability to produce increasingly realistic outputs, from photorealistic images to complex patterns.
Transformers: Initially designed to handle natural language processing tasks, transformers have shown remarkable efficiency in understanding context and generating text. This technology powers some of the most advanced language models today, enabling them to produce coherent, contextually relevant written content on a wide array of topics.

Why Is Generative AI a Disruptor in the Communications Industry?

Generative AI's disruptive potential stems from its ability to automate and personalize content at an unprecedented scale. There are several ways it is fundamentally altering how content is created, distributed and personalized. Its impact is profound and multifaceted, affecting everything from content production to customer engagement:

Automates Content Creation — Generative AI can produce a wide variety of content, including text, images, videos and music, significantly faster than traditional methods. This automation reduces the time and resources needed for content production, enabling organizations to generate new content at scale. It can draft articles, create visual content, and even generate realistic simulations, reducing the reliance on human creators for routine or bulk content needs.
Enables Unprecedented Personalization — By analyzing user data and preferences, Generative AI can tailor content in real-time to fit the individual needs and interests of each recipient. This level of personalization was previously difficult or impossible to achieve at scale. It means that every piece of communication, from marketing emails to news articles, can be customized to increase relevance and engagement, thus enhancing the overall user experience.
Fosters Creativity and Innovation — Generative AI doesn't just replicate existing content; it can create something entirely new. This capability opens up new avenues for creativity and innovation in content creation. It can inspire human creators by providing novel ideas, draft versions or even by generating art and music, pushing the boundaries of traditional creative processes.
Enhances Interactivity and Customer Service — AI-driven chatbots and virtual assistants, powered by advanced generative models, can conduct more nuanced and complex interactions with users. These interactions go beyond simple scripted responses, allowing for more human-like conversations that can adapt based on the context of the interaction. This enhancement in interactivity is revolutionizing customer service, making it more efficient and accessible.
Democratizes Content Creation — Generative AI tools lower the barriers to content creation, allowing individuals and smaller organizations to produce high-quality content that could previously only be made by those with significant resources. This democratization means a broader range of voices can be heard, and niche communities can be served with tailored content, enriching the media landscape.

The Future Outlook

As we look to the future, the implications of Generative AI in the communications industry are profound. It promises not only to enhance operational efficiencies but also to foster creativity, making personalized and impactful communication more accessible to all. However, with great power comes great responsibility. Ethical considerations, such as data privacy, content authenticity and the potential for misuse, are paramount.

Generative AI is not just a tool or technology; it's a paradigm shift in how we conceive and execute communication strategies. As we navigate its potential, the focus must remain on leveraging this technology to enhance human connection, ensuring that it serves to enrich our collective experience rather than diminish it.

Generative AI is undeniably the biggest disruptor in the communications industry, transforming how content is created, personalized and consumed. Its evolution will continue to shape the future of communication, promising a landscape that is more inclusive, dynamic and innovative. The journey of Generative AI is just beginning, and its true impact is yet to be fully realized.

An established leader focused on corporate efficiency, strategy and change, Eric Riz founded data analytics firm VERIFIED and Microsoft consulting firm eMark Consulting Ltd. Over a 20-year career in the Microsoft space, Eric has worked extensively in the areas of document and records management, web content management, portals, digital business and process analysis, analytics, metadata, and data management. His outlook on Blockchain, WEB3, governance, and change management is welcomed internationally as a keynote speaker and author, offering thought leadership on data strategies and solutions, and shifting corporate focus to the organization's specific needs.  