{"id":49221,"date":"2023-10-16T06:29:49","date_gmt":"2023-10-16T10:29:49","guid":{"rendered":"https:\/\/www.kaspersky.com\/blog\/?post_type=emagazine&#038;p=49221"},"modified":"2023-10-16T06:29:49","modified_gmt":"2023-10-16T10:29:49","slug":"insight-story-generative-ai","status":"publish","type":"emagazine","link":"https:\/\/www.kaspersky.com\/blog\/secure-futures-magazine\/insight-story-generative-ai\/49221\/","title":{"rendered":"How businesses can use generative AI to empower employees"},"content":{"rendered":"<p>Headlines about the power of generative artificial intelligence (gen AI) are everywhere. But business leaders are asking, is it really that game-changing, or just a fad? And if it is a game-changer, how can you make the most of it?<\/p>\n<p>In the first episode of our second season of Kaspersky\u2019s podcast Insight Story, I speak with experts Shagun Sachdeva (India,) Project Manager for Disruptive Tech at business intelligence service <a href=\"https:\/\/www.globaldata.com\/\" target=\"_blank\" rel=\"noopener nofollow\">GlobalData Plc<\/a> and Karen Quinn (UK,) Senior Director, Brand and Corporate Communications at financial software providers, <a href=\"https:\/\/www.finastra.com\/\" target=\"_blank\" rel=\"noopener nofollow\">Finastra<\/a>.<\/p>\n<p><iframe height=\"300\" width=\"100%\" style=\"border: none;min-width: min(100%, 430px);height:300px\" scrolling=\"no\" src=\"https:\/\/www.podbean.com\/player-v2\/?i=q5xkk-14ca886-pb&amp;from=pb6admin&amp;pbad=0&amp;square=1&amp;share=1&amp;download=1&amp;rtl=0&amp;fonts=Arial&amp;skin=1b1b1b&amp;font-color=auto&amp;logo_link=episode_page&amp;btn-skin=2baf9e&amp;size=300\"><\/iframe><\/p>\n<h2>What is generative AI?<\/h2>\n<p><a href=\"https:\/\/www.techtarget.com\/searchenterpriseai\/definition\/generative-AI\" target=\"_blank\" rel=\"noopener nofollow\">TechTarget defines gen AI<\/a> as any \u201cartificial intelligence technology that can produce various types of content, including text, imagery, audio and <a href=\"https:\/\/towardsdatascience.com\/what-is-synthetic-data-e4820ccebfcf\" target=\"_blank\" rel=\"noopener nofollow\">synthetic data<\/a>.\u201d Some applications rely on <a href=\"https:\/\/www.kaspersky.com\/blog\/secure-futures-magazine\/nlp-language-model-privacy\/41410\/\" target=\"_blank\" rel=\"noopener nofollow\">Natural Language Processing<\/a> so users can ask for outputs using everyday speech.<\/p>\n<p>Well-known examples of gen AI include <a href=\"https:\/\/openai.com\/\" target=\"_blank\" rel=\"noopener nofollow\">OpenAI<\/a>\u2018s chatbot <a href=\"https:\/\/openai.com\/chatgpt\" target=\"_blank\" rel=\"noopener nofollow\">ChatGPT<\/a> and <a href=\"https:\/\/bard.google.com\/\" target=\"_blank\" rel=\"noopener nofollow\">Google Bard<\/a>, but <a href=\"https:\/\/www.synthesia.io\/post\/generative-ai-examples\" target=\"_blank\" rel=\"noopener nofollow\">current and potential business uses are near endless<\/a>.<\/p>\n<div id=\"attachment_49225\" style=\"width: 210px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" aria-describedby=\"caption-attachment-49225\" class=\"wp-image-49225 size-full\" src=\"https:\/\/media.kasperskydaily.com\/wp-content\/uploads\/sites\/92\/2023\/10\/16061652\/Shagun-Sachdeva.jpg\" alt=\"Insight Story: Shagun Sachdeva (India,) Project Manager for Disruptive Tech at business intelligence service GlobalData Plc\" width=\"200\" height=\"200\"><p id=\"caption-attachment-49225\" class=\"wp-caption-text\">Shagun Sachdeva, GlobalData Plc<\/p><\/div>\n<p>Shagun thinks many businesses already understand its importance. \u201cA recent GlobalData Plc survey found <a href=\"https:\/\/www.globaldata.com\/store\/report\/tech-sentiment-polls-quarterly-analysis\/\" target=\"_blank\" rel=\"noopener nofollow\">more than 50 percent of businesses expect gen AI will tangibly disrupt their industry<\/a> in the next five years. 30 percent are already using gen AI tools.\u201d<\/p>\n<h2>How are businesses using gen AI?<\/h2>\n<p>\u201cBusiness leaders are having more sophisticated conversations about how gen AI can go from an experiment to giving strong returns on investment,\u201d says Shagun. \u201cWhether it\u2019s chatbots engaging with customers, sharing financial tips and customizing financial plans based on individual spending habits. It\u2019s also generating loan options based on a user\u2019s credit profile.\u201d<\/p>\n<p>Finastra plans to develop gen AI tools for customers in future, but they\u2019ve started in-house with GENAI (X,) a gen AI-based system now rolled out to their 8,000 employees.<\/p>\n<div id=\"attachment_49226\" style=\"width: 210px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" aria-describedby=\"caption-attachment-49226\" class=\"wp-image-49226\" src=\"https:\/\/media.kasperskydaily.com\/wp-content\/uploads\/sites\/92\/2023\/10\/16062246\/KAREN-HEADSHOT-297x300.png\" alt=\"Insight Story: Karen Quinn (UK,) Senior Director, Brand and Corporate Communications at financial software providers, Finastra\" width=\"200\" height=\"202\"><p id=\"caption-attachment-49226\" class=\"wp-caption-text\">Karen Quinn, Finastra<\/p><\/div>\n<blockquote><p>We look at gen AI from a human empowerment angle \u2013 giving people back time. These tools give space to reflect, imagine and create rather than just do, do, do.<\/p>\n<cite><p>Karen Quinn, Senior Director, Brand and Corporate Communications, Finastra<\/p><\/cite><\/blockquote>\n<p>\u201cWe use it for things like understanding and reviewing contracts, predicting behaviors and optimizing workflows,\u201d says Karen.<\/p>\n<p>She believes that although only being used internally so far, their gen AI tools are benefiting customers. \u201cWe can only work with the data we have to make financial decisions. Anything that can generate new scenarios, pull in more data sources or enable <a href=\"https:\/\/en.wikipedia.org\/wiki\/Federated_learning\" target=\"_blank\" rel=\"noopener nofollow\">federated learning<\/a> can only benefit.\u201d<\/p>\n<h2>Is gen AI a threat to jobs?<\/h2>\n<p>Shagun acknowledges employees worry AI might replace them. \u201cSome of that anxiety may be justified \u2013 a <a href=\"https:\/\/edition.cnn.com\/2023\/03\/29\/tech\/chatgpt-ai-automation-jobs-impact-intl-hnk\/index.html\" target=\"_blank\" rel=\"noopener nofollow\">Goldman Sachs report in March 2023 said AI could replace 300 million full-time jobs<\/a>.\u201d But getting to know gen AI better may help overcome that concern. \u201cLean in to the technology. Education and training is key. Start with courses like <a href=\"https:\/\/en.wikipedia.org\/wiki\/Prompt_engineering\" target=\"_blank\" rel=\"noopener nofollow\">prompt engineering<\/a>.\u201d<\/p>\n<p>Karen refers to a quote from <a href=\"https:\/\/www.businessinsider.com\/ai-wont-take-your-job-someone-who-uses-it-might-2023-5?r=US&amp;IR=T\" target=\"_blank\" rel=\"noopener nofollow\">economist and professor Richard Baldwin<\/a>, \u201cAI won\u2019t take your job. It\u2019s somebody using AI that will take your job.\u201d In other words, it\u2019s not the technology itself that\u2019s a threat to jobs but failing to explore it and take full advantage of it.<\/p>\n<p>She advises looking at the benefits of gen AI broadly. \u201cThis is not an efficiency play. People will become more productive, but hopefully that means work is more rewarding.\u201d<\/p>\n<h2>Getting gen AI right<\/h2>\n<p>While generative AI offers much possibility, it also raises concerns around ethics, bias and data privacy. It is largely unregulated today and developing AI models can be resource-intensive.<\/p>\n<p>Karen highlights Finastra\u2019s caution. \u201cWe rigorously tested the products, then launched a full-scale training program and disabled other tools. They\u2019re still going through testing, like panels to try and break them and make sure no sensitive data gets shared with the wrong audiences.\u201d<\/p>\n<p>She continues, \u201cIn brand and communications, there are copyright issues. If you\u2019re using text-to-image prompts, where is it drawing data from? We need to be very careful.\u201d<\/p>\n<p><a href=\"https:\/\/btlj.org\/wp-content\/uploads\/2023\/02\/0003-36-4Quang.pdf\" target=\"_blank\" rel=\"noopener nofollow\">Materials used to train AI are often copyrighted<\/a>, and whether people or businesses can <a href=\"https:\/\/www.google.com\/url?q=https:\/\/www.euronews.com\/next\/2023\/07\/10\/copyright-challenges-in-the-age-of-ai-who-owns-ai-generated-content&amp;sa=D&amp;source=docs&amp;ust=1696545412699518&amp;usg=AOvVaw11pz1ZMB0ZiM9Z8JgROIFc\" target=\"_blank\" rel=\"noopener nofollow\">copyright outputs of gen AI is subject to legal challenges<\/a> in many countries, with some courts \u2013 including in <a href=\"https:\/\/www.theguardian.com\/commentisfree\/2023\/aug\/26\/ai-generated-art-copyright-law-recent-entrance-paradise-creativity-machine\" target=\"_blank\" rel=\"noopener nofollow\">the US<\/a> and <a href=\"https:\/\/www.lexology.com\/library\/detail.aspx?g=2db39a66-7cdf-4286-bcf2-c1898c619950\" target=\"_blank\" rel=\"noopener nofollow\">Italy<\/a> \u2013 ruling no, at least in the case of visual arts.<\/p>\n<h2>Balancing gen AI optimism with realism<\/h2>\n<p>Shagun feels misinformation is the biggest business risk from gen AI. \u201cIt can fabricate \u2018facts\u2019 \u2013 what <a href=\"https:\/\/fortune.com\/2023\/04\/17\/google-ceo-sundar-pichai-artificial-intelligence-bard-hallucinations-unsolved\/\" target=\"_blank\" rel=\"noopener nofollow\">Google researchers call <\/a><a href=\"https:\/\/fortune.com\/2023\/04\/17\/google-ceo-sundar-pichai-artificial-intelligence-bard-hallucinations-unsolved\/\" target=\"_blank\" rel=\"noopener nofollow\"><em>hallucinations<\/em><\/a><a href=\"https:\/\/fortune.com\/2023\/04\/17\/google-ceo-sundar-pichai-artificial-intelligence-bard-hallucinations-unsolved\/\" target=\"_blank\" rel=\"noopener nofollow\">.<\/a>\u201d<\/p>\n<p>She also recommends businesses pay attention to copyright. \u201cDisputes have arisen between artists and AI companies over the value of human creativity.\u201d<\/p>\n<p>Data privacy and security also rate highly for Shagun. \u201cLarge language models are trained on vast swathes of internet data. There\u2019s no data protection embedded in these systems by design or default. Training data can fail to include women, older people or marginalized groups \u2013 that\u2019s an ethical challenge.\u201d<\/p>\n<h2>Security and generative AI<\/h2>\n<p>Amin Hasbini is Kaspersky\u2019s Head of Research Center for its Global Research and Analysis Team (GReAT,) Middle East, Turkey and Africa. He says many employees are already using freely available AI tools, potentially without their employers knowing. \u201cIn a 2023 Kaspersky study, we found <a href=\"https:\/\/www.theguardian.com\/technology\/2023\/aug\/29\/experts-give-career-advice-ai-world-artificial-intelligence-work\" target=\"_blank\" rel=\"noopener nofollow\">57 percent of workers are using generative AI to save time<\/a>. This raises many security questions. What kind of data are they putting into it? Is it intellectual property, code or documents to summarize? That\u2019s a major concern.\u201d<\/p>\n<p>Cybercriminals are also using generative AI to help them fool people with more realistic fake websites. In 2022, Kaspersky\u2019s anti-<a href=\"https:\/\/www.kaspersky.com\/blog\/secure-futures-magazine\/heathrow-airport-cybersecurity-education\/44618\/\" target=\"_blank\" rel=\"noopener nofollow\">phishing<\/a> system blocked more than <a href=\"https:\/\/www.kaspersky.com\/about\/press-releases\/2023_the-number-of-phishing-attacks-doubled-to-reach-over-500-million-in-2022\" target=\"_blank\" rel=\"noopener nofollow\">500 million attempts to access fraudulent websites<\/a> \u2013 a doubling of attempts in the previous year.<\/p>\n<p>It\u2019s <a href=\"https:\/\/www.kaspersky.com\/blog\/chatgpt-cybersecurity\/46959\/\" target=\"_blank\" rel=\"noopener nofollow\">likely cybercriminals are already using generative AI chatbot ChatGPT\u2019s ability to produce convincing texts<\/a> to create automated <a href=\"https:\/\/www.kaspersky.com\/blog\/secure-futures-magazine\/chatgpt-cybersecurity-regulation\/48939\/\" target=\"_blank\" rel=\"noopener nofollow\">spearphishing<\/a> attacks \u2013 phishing targeted at specific people.<\/p>\n<p>To protect against generative AI-based threats, Amin advises, \u201cIt starts with awareness. Employees need to know their organization\u2019s boundaries around putting data into AI websites. Businesses need enterprise cybersecurity solutions that allow monitoring and control of devices, systems and data used within the organization.\u201d<\/p>\n<p>Leading employee cybersecurity awareness approaches include implementing a <a href=\"https:\/\/www.kaspersky.com\/blog\/secure-futures-magazine\/cybersecurity-champions\/35645\/\" target=\"_blank\" rel=\"noopener nofollow\">cyber champions program<\/a> or <a href=\"https:\/\/www.kaspersky.com\/blog\/secure-futures-magazine\/heathrow-airport-cybersecurity-education\/44618\/\" target=\"_blank\" rel=\"noopener nofollow\">targeted education as used by Heathrow Airport<\/a>.<\/p>\n<h2>Gen AI\u2019s future potential<\/h2>\n<p>What kinds of applications for gen AI will we see businesses pursuing in the near future?<\/p>\n<p>Shagun believes what businesses do today will decide the future of gen AI. \u201cThe world will look completely different by 2030. <a href=\"https:\/\/www.globaldata.com\/media\/thematic-research\/generative-ai-disrupting-every-sector-sports-industry-will-wait-says-globaldata\/\" target=\"_blank\" rel=\"noopener nofollow\">Global Data Plc estimates the AI market will be worth around 900 billion by 2030<\/a>.<\/p>\n<blockquote><p>Gen AI will transform all aspects of our lives. This is a make-or-break time for industry leaders.<\/p>\n<cite><p>Shagun Sachdeva, Project Manager for Disruptive Tech, GlobalData Plc<\/p><\/cite><\/blockquote>\n<p>But that doesn\u2019t mean carelessly diving in. \u201cGen AI is no magic bullet. While the enthusiasm around it is justified, prudence is imperative. We need responsible innovation,\u201d says Shagun.<\/p>\n<p>Karen imagines gen AI helping to make markets fairer. \u201cGen AI has incredible potential to overcome inefficiencies, like small-to-medium business (SMB) access to trade finance. Gen AI might be able to generate or automate some of the processes for onboarding smaller companies into global trade, opening them up to a wider audience.\u201d<\/p>\n<p>She also thinks gen AI could help solve some of the problems it\u2019s been known to introduce. \u201cIt can help identify bias through <a href=\"https:\/\/www.kaspersky.com\/blog\/secure-futures-magazine\/human-ai-teams\/42948\/\" target=\"_blank\" rel=\"noopener nofollow\">explainability<\/a> and ensure we close <a href=\"https:\/\/www.kaspersky.com\/blog\/secure-futures-magazine\/unconscious-bias-reducing-impact\/36944\/\" target=\"_blank\" rel=\"noopener nofollow\">feedback loops that cause biases<\/a>. It could also look at efficiencies in supply chains, contracts and communications and marketing. It can take out some of the drudgery and enrich the processes.\u201d<\/p>\n<p>\u201cWe\u2019re on the cusp of understanding what gen AI can do,\u201d Karen says. \u201cWho knows what the future brings? This could be game-changing in ways we can\u2019t even imagine.\u201d<\/p>\n<p>Like Karen and Shagun, as a creative marketer, I\u2019m drawn between <em>mostly <\/em>optimism and a <em>little <\/em>fear about what gen AI will bring. <a href=\"https:\/\/medium.com\/@susioneill\/ask-not-what-generative-ai-will-do-for-you-but-what-together-we-can-do-for-the-freedom-of-ai-7a5ea1a1df3e\" target=\"_blank\" rel=\"noopener nofollow\">As I wrote following a gen AI talk for marketers<\/a> where I heard about Karen\u2019s exceptional AI program at Finastra, I\u2019m optimistic we can do it right.<\/p>\n<p>Having the training, technologies and policies to bring the whole organization on the journey, we can use this tech to free us by shifting mundane tasks down to these <em>somewhat<\/em> smart bots. But in that shift, we may narrow opportunities \u2013 particularly for talent entering our industries \u2013 to refine their craft and learn the difference between average and distinctive output. Refined talent that generative AI lacks. For now, anyway.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Many businesses know generative AI will tangibly disrupt their industry, and some are already using it to make work more rewarding for employees.<\/p>\n","protected":false},"author":2521,"featured_media":49223,"template":"","coauthors":[3452],"class_list":{"0":"post-49221","1":"emagazine","2":"type-emagazine","3":"status-publish","4":"has-post-thumbnail","6":"emagazine-category-artificial-intelligence","7":"emagazine-category-data-and-privacy","8":"emagazine-category-digital-transformation","9":"emagazine-tag-audio","10":"emagazine-tag-insight-story","11":"emagazine-tag-podcast"},"hreflang":[{"hreflang":"x-default","url":"https:\/\/www.kaspersky.com\/blog\/secure-futures-magazine\/insight-story-generative-ai\/49221\/"},{"hreflang":"en-us","url":"https:\/\/usa.kaspersky.com\/blog\/secure-futures-magazine\/insight-story-generative-ai\/29051\/"}],"acf":[],"_links":{"self":[{"href":"https:\/\/www.kaspersky.com\/blog\/wp-json\/wp\/v2\/emagazine\/49221","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.kaspersky.com\/blog\/wp-json\/wp\/v2\/emagazine"}],"about":[{"href":"https:\/\/www.kaspersky.com\/blog\/wp-json\/wp\/v2\/types\/emagazine"}],"author":[{"embeddable":true,"href":"https:\/\/www.kaspersky.com\/blog\/wp-json\/wp\/v2\/users\/2521"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.kaspersky.com\/blog\/wp-json\/wp\/v2\/media\/49223"}],"wp:attachment":[{"href":"https:\/\/www.kaspersky.com\/blog\/wp-json\/wp\/v2\/media?parent=49221"}],"wp:term":[{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.kaspersky.com\/blog\/wp-json\/wp\/v2\/coauthors?post=49221"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}