Some of the world's biggest advertisers, from food giant Nestle to consumer goods multinational Unilever, are experimenting with using generative AI software like ChatGPT and DALL-E to cut costs and increase productivity, executives say.
But many companies remain wary of security and copyright risks as well as the dangers of unintended biases baked into the raw information feeding the software, meaning humans will remain part of the process for the foreseeable future.
Generative artificial intelligence (AI), which can be used to produce content based on past data, has become a buzzword over the past year, capturing the public's imagination and sparking interest across many industries.