Some wisdom lasts far beyond its time. A quote from The Hitchhiker’s Guide to the Galaxy by Douglas Adams (first published back in 1979) can apply to many situations, including the adoption of (and reluctance towards) generative AI in the communications industry today. Here’s the quote:
“It is said that despite its many glaring (and occasionally fatal) inaccuracies, the Hitchhiker's Guide to the Galaxy itself has outsold the Encyclopaedia Galactica because it is slightly cheaper and because it has the words 'DON'T PANIC' in large, friendly letters on the cover”
Douglas Adams, Author, The Hitchhiker’s Guide to the Galaxy, 1979
As the critical link in the chain between consumers and data/services, communication service providers (CSPs) are facing two conflicting truths on the road to generative AI. On one hand, AI is creating exciting opportunities to transform business models, reduce operational costs, develop competitive advantages and improve profitability. On the other hand, these opportunities are offset by concerns with the brand risk of inaccurate output, data privacy and the long-term costs of managing and maintaining customised models.
That said, it almost always all comes back to data; and when compared to other industries, CSPs have one of the highest volumes of it.
Coming round to the idea that the underlying data architectures that got us to where we are today are not going to be enough to get us where we’re going in the next 12 months can be a process. And the first step? Reassuring leaders that while the challenges of utilising generative AI may seem as daunting as the opportunities are enticing, they need not panic.
We repeat: DO NOT PANIC.
In this article, we’ll take a closer look at the various opportunities and challenges generative AI presents through the lens of CSPs’ critical priorities and goals. We’ll see how with the right alliances and advanced technology like Salesforce Data Cloud, industry leaders can harness their data and build the confidence to navigate the shifting landscape of generative AI.
Managing and making most of the data they have is now a priority for CSPs… data is at the heart of everything we do and companies can't truly take advantage of the AI wave without having a solid data strategy at the core of it.
Kishore Sannidhanam, Salesforce Vice President of Industry Advisors for Communications and Media