How Brands are Using Generative AI Right Now

The Futureproof Project: Generative AI
Monday, July 24, 2023

How brands are using Generative AI right now: A conversation with former SNIPES CDO, Jenna Posner about how her e-commerce team is using GenAII to accelerate their work.

Artificial Intelligence (AI) has transformed various industries and revolutionized the way businesses operate. It has the potential to unlock new opportunities, enhance decision-making, and drive efficiency. As AI continues to advance, it is crucial for businesses to embrace this technology now and plan for how AI will transform their business in the future.

Our latest Futureproof Project event on How Brands are Using Generative AI Right Now featured a new member of The Futureproof Project, Jenna Posner, the former Chief Digital Officer at SNIPES, one of the hottest brands in the sneaker and streetwear industry.

Portrait of Jenna Posner, former CDO of SNIPES

We explored how you can activate AI in your business today and strategically plan for its integration in the future.

Understanding the Benefits of AI

Before diving into AI implementation, it is essential to understand the benefits it can bring to your business. AI can automate repetitive tasks, improve accuracy, enable data-driven decision-making, and enhance customer experiences. It has the potential to streamline operations, increase productivity, and reduce costs. By leveraging AI, businesses can gain a competitive edge and stay ahead in today's fast-paced digital landscape.

Identifying AI Opportunities in Your Business

The next step is to identify areas in your business where AI can make a significant impact. Start by assessing processes that are time-consuming, error-prone, or require substantial human intervention. For instance, customer support, data analysis, inventory management, and predictive maintenance are just a few areas where AI can be effectively utilized. Conduct a thorough evaluation of your business operations to pinpoint potential AI use cases.

Building the Right AI Infrastructure

One of the biggest pitfalls in most AI implementations is a lack of structure to ensure that data can be utilized effectively. Establishing a robust data strategy, ensuring data quality and accessibility, and implementing the necessary computational resources is crucial for training and optimizing AI models. Additionally, investing in scalable computing power and cloud services can provide the flexibility needed to handle AI workloads effectively.

Starting Small: Pilot Projects and Proof of Concepts

Embarking on large-scale AI initiatives can be overwhelming. Instead, start small by launching pilot projects and proof of concepts (POCs). This approach allows you to validate the feasibility and potential benefits of AI in a controlled environment. Select a specific use case that aligns with your business goals, allocate dedicated resources, and closely monitor the results. Pilot projects provide valuable insights and help build confidence in AI adoption.

Leveraging AI-Driven Tools and Solutions

AI is not limited to large enterprises with substantial resources. Several AI-driven tools and solutions are available that cater to businesses of all sizes. These tools, ranging from chatbots and virtual assistants to machine learning platforms, can be integrated into existing systems, enabling quick AI activation. By leveraging these solutions, businesses can benefit from AI capabilities without significant upfront investment or complex implementation processes.

Planning for Your AI Future

While activating AI in your business today is essential, it is equally vital to plan for the future. AI is an ever-evolving field, and staying ahead requires foresight and adaptability. Keep yourself updated with the latest advancements and trends in AI. Stay connected with industry experts, attend conferences and webinars, and participate in AI-focused communities. By staying informed, you can proactively identify future AI applications and strategize their integration into your business.

Addressing Ethical and Privacy Considerations

As AI becomes more prevalent, addressing ethical and privacy considerations becomes crucial. Businesses must ensure transparency, fairness, and accountability in their AI systems. Develop ethical guidelines for AI usage, particularly when dealing with sensitive data or automated decision-making. Strive for explainability and fairness in AI algorithms to avoid biases and unintended consequences. By adopting responsible AI practices, businesses can build trust with customers and stakeholders.

Activating AI in your business now and planning for your AI future can be a game-changer. It empowers your organization to harness the power of AI to drive growth and you won't be left behind.

About the author
Brian Hovis

Brian leads performance marketing at Traction including all things media and measurement. He has been a senior executive at Nordstrom, Citi, Experian, Intuit and Sony.

Recent articles
Apple Vision
Monday, June 5, 2023The Augmented World is Coming

Last week, we took a trip to Silicon Valley for the Augmented World Expo.

The Futureproof Project: Generative AI
Thursday, May 18, 2023The Creative Potential of AI

Generative AI is generating a lot of headlines these days. And for good reason.

The Futureproof Project: Blockchain
Wednesday, April 26, 2023Blockchain: Trust in the Future

A few weeks ago, we gathered a group of CMO’s together for dinner and drinks at the Capital Grille in Manhattan, for the 3rd in a series of web 3 sessions called #thefutureproofproject.

Traction is a new breed of marketing agency and consultancy—a marketing accelerator for brands and their in-house teams.

© 2000 – 2024


5214F Diamond Hts Blvd #1052 San Francisco, CA 94131 415.962.5800

New business



Privacy Policy