Generative AI currently sits at, or very near, its peak of overhype and inflated expectations. Other forms of artificial intelligence, such as responsible AI, artificial general intelligence, composite AI and AI TRiSM, aren’t very far behind. That’s in no way meant to disparage the excitement around AI technologies or downplay the potential and importance of artificial intelligence to true digital transformations. It just happens to be where we are on the generative AI roadmap right now, and according to Gartner’s historied Hype Cycle, that also happens to put generative AI cruising headlong toward some level of market disillusionment. In turn, as things move down that slope, much of the marketing and messaging currently being used to sell AI increasingly will become little more than white noise, and trying to sell AI for AI’s sake increasingly will become a mistake. There’s certainly more time for first movers and innovators to stake a claim and profit on the hype around generative AI, but as with most, if not all, new and emerging technologies, success eventually comes down to connecting AI-enabled solutions to specific customer problems and outcomes. Sure, AI’s computational power can turn what was once impossible or impractical into the relatively simple and instantaneous. Its greatest value could be its ability to provide entirely new, different and more efficient ways of doing things. But it’s not always easy for buyers to envision “new” and “different” ways of operating, and change can be intimidating. Without specific problems or outcomes, most technologies ultimately are regulated to “replacement technologies,” which mostly are purchased only when current investments expire, something breaks or a change can save a company lots of money. Limiting AI-enabled solutions and technologies to those scenarios would be seriously undervaluing its transformative capabilities. After all, if data is the new gold, what to do with all that gold is the next $1 billion dollar question. And often, AI is the answer. That is why our cover story this month (page 14) provides an example of an AI-enabled solution that solves a problem shared by the vast majority of contact center operators surveyed. In this case, AI’s power allows call center managers to make evaluations that they know will impact key operational and business decisions but were unable to execute with their existing solutions. In this case, the story involves the measurement of soft skills, adding a bit of buzziness, since soft skills currently are a high priority among those responsible for hiring and managing workforces and customer experience. It’s also a clear example of how AI can be used to turn company data into business value. The many forms of AI appear set to bring about unprecedented advancements and innovation, at uncommon speed, across all types of industries and areas of operations. All the while, business leaders are actively searching for how and where they can best take advantage of its immense potential, and they need help finding their way through this next proverbial “Wild Wild West.” Once the early rush of adopters subsides, it will take something more than having “AI” in ads and product descriptions to create the confidence that a trusted advisor can help customers navigate the way. AI Problems & Outcomes LETTER Martin Vilaboy Editor-in-Chief martin@bekabusinessmedia.com Brady Hicks Contributing Editor brady@bekabusinessmedia.com Gerald Baldino Contributing Editor gerald@bekabusinessmedia.com Percy Zamora Art Director percy@bekabusinessmedia.com Rob Schubel Digital Manager rob@bekabusinessmedia.com Jen Vilaboy Ad Production Director jen@bekabusinessmedia.com Berge Kaprelian Group Publisher berge@bekabusinessmedia.com (480) 503-0770 Anthony Graffeo Publisher anthony@bekabusinessmedia.com (203) 304-8547 Michael Burns National Account Executive michael@bekabusinessmedia.com (262) 993-9116 Beka Business Media Berge Kaprelian President and CEO Corporate Headquarters 10115 E Bell Road, Suite 107 - #517 Scottsdale, Arizona 85260 Voice: 480.503.0770 Email: berge@bekabusinessmedia.com © 2024 Beka Business Media, All rights reserved. Reproduction in whole or in any form or medium without express written permission of Beka Business Media is prohibited. ChannelVision and the ChannelVision logo are trademarks of Beka Business Media 6 CHANNELVISION | JANUARY - FEBRUARY 2024
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