How to choose the right tool to fully leverage the promise of Generative AI

Vejay Lalla, Kostas Hatalis and Brennan Woodruff

Examines the practical and legal considerations brands and agencies should consider before selecting, and working with, Generative AI tools.

Generative artificial intelligence – commonly known as Gen AI – is having its moment in every conversation in business these days. No field has perhaps been as impacted as marketing, as the stochastic nature of the technology – which means that using the same prompt may result in a variety of different outputs – helps push the limits of our own imaginations at a speed not previously possible.

For every brand or agency that has attempted to adopt AI, there are many more examples of failure to launch. Despite its potential, moving forward with AI requires a lot of thoughtfulness....

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