You are undoubtedly aware of it. We have written about it ourselves several times already in the past year alone. It’s a looming figure that exists in the background for everyone. In advertising most noticeably and beyond.
AI technology.
More specifically the generative technology in use by many businesses now. Developed on training data taken from across the internet. A centre point of not just culture but massive financial investment.
Advertising and Beyond, Where Do We Stand?
Currently, AI technology is predicted to make its way into every industry. However, the current state of AI tech for the last few years has been a tool of theoretical markets, advertising and coding.
As with other technologies, AI is often presented as a miracle worker. A mythical thing that requires wise guides and a quick wit to exploit. If you can just tame this beast, you’ll have the mound of riches it rests upon.
Only the guides are often businesses offering services and wit is substituted for incredible amounts of capital. Access regulated in large part by how much money you can already wield beforehand.
Which is how it has emerged that four players, by and large, own this market. Amazon, Microsoft, Alphabet and Meta. Who collectively are individually investing billions into these projects.
From Billions to Trillions
With many businesses implementing chat agents into their systems, AI technology producers have seen strong integration since the hype around the technology began. With businesses of every size arranging purchasing deals or multi-year contracts to use the technology.
While a CRM is nothing new (that’s Customer Relationship Management), the current form of CRM has changed in line with this. With new AI integrations managing an ever growing database, offering insight and digesting data faster than a human operator.
Interest in the use of AI has increased across the board. Regardless of whether it is for their client outreach or as an internal CRM tool. Thus far even the current investments find that demand far exceeds capacity. Which has fed into continued investment in the expansion of the technology.
The growing hoard that sits at the feet of this tech rush is set to reach into the trillions in the next few years. With businesses purchasing more processing power, more storage capacity and even power production facilities.
As mentioned not long ago, Google believes it needs it’s own nuclear reactors to support its AI ambitions. And the Alphabet owned company isn’t the only one to look this infrastructure.
A CRM, an Advertising Tool, a Generative AI
Whatever form it comes as the catch all ‘AI’ industry powers on. Ruled in part by those who can afford to foot the enormous bill. As only those with the most tribute to pay will control the power of the waking dragon.
Though cause for concern yet remains, of course.
In spite of the profits produced, the industry still struggles to find a perfect place for AI implementation. Current uses rely on a sense of novelty with the technology. As you have seen already, many existing services have found a way to insert an AI function inside. With the likes of Facebook’s generative caption suggestions or Photoshop’s generative autofill function.
And as investments from businesses and individuals continue to accelerate, the window of return shrinks.
It remains to be seen if this dragon’s hoard will thrust us forward into a new age or if its most adamant adherents will only be burned for having tried.
Concerned About Your Own Business in the Modern Age?
With businesses throwing around billions of pounds of investment, it can be concerning. For the small to medium business, anxiety about how you can cope with this shift is very real. Especially when it comes to handling your advertising.
That’s where we can help. As we have experience across business and technology areas, we can provide expert consultant advice. Get in contact today and let us help you boost your business prospects.
