1. How do you see AI impacting your organization?

   Our CEO, Sundar Pichai, reoriented the company around AI six years ago because we see it as the most important way we can deliver on Google’s mission: to organize the world’s information and make it universally accessible and useful. We believe AI is the third big shift. The first shift was the arrival of the internet, the second was the shift to mobile – both created enormous growth and opportunities. And now AI represents a shift with the potential to be every bit as momentous as those first two. We’re excited about what AI will mean for society, for businesses, and for the billions of people who use our products every day.

2. What are some of the biggest opportunities and challenges in AI you foresee?

   Whether it’s helping doctors detect diseases earlier or enabling people to access information in their own language, AI helps people, businesses and communities unlock their potential. And it opens up new opportunities that could significantly improve billions of lives. AI is very good at analyzing and making predictions — it can find patterns and connections in large bodies of information that would be impossible for humans to identify. It does this in the blink of an eye — analyzing the data and producing predictions in real-time. And AI is already part of everyday life and resulting in tangible benefits for people. Things that we now consider routine -- like spell check, mobile check deposit, or Google Search, Translate and Maps -- all are powered by AI. At the same time, and as with any still-emerging technology, AI also poses complexities and risks. That’s why Google believes taking a responsible and deliberate approach to developing and deploying AI is essential. We must consider broader societal impact and work diligently and collaboratively to maximize benefits and minimize risk. AI is too important not to regulate, and too important not to regulate well. This includes building on existing regulations that already apply to AI, and developing new frameworks that aim to mitigate risks while promoting innovation that benefits society.

3. What steps are you taking to educate and train your teams so they can become fluent in engaging with AI?

   It’s an exciting moment in AI development and we want to ensure Google is doing its part. Google has published a set of Responsible AI Principles, which inform the way the company builds products powered by AI. We believe the key to a responsible AI approach is collaboration with others to foster a well-balanced and thoughtful approach. This is why we recently opened access to our generative AI experiment, Bard, so we can learn from users and improve the technology over time. Google is committed to working collaboratively with partners, researchers, governments and communities to realize the potential of AI together.

Jeff Buchan

Head of Global Partnership & Strategic Investments.

Google

1. How do you see AI impacting your organization?

   AI and in specific Generative AI has already started to change the way my team works, and we're just scratching the surface of its potential. We're able to work smarter, not harder, and focus on the things that really matter - like building stronger relationships with our customers, driving innovation, creativity and staying ahead of the competition. AI is giving us the support we need to take our marketing efforts to the next level.
   According to a recent report by Pichbook, the global generative AI market is expected to reach $42.6B this year. It's an exciting time for marketers, and we can't wait to see what the future holds!

2. What are some of the biggest opportunities and challenges in AI you foresee?

   The opportunities that come with Generative AI are vast. In the marketing industry, AI is transforming the way we work, making us more efficient, faster to market, and unleashing our creativity. While some people may be concerned about the future of creativity, I am not one of them. I actually believe that big language models will inspire us to be more creative and more relevant. With AI, we will finally be able to personalize our marketing efforts at scale, tailoring our campaigns to each individual customer. Can you imagine that?
   Optimizing and streamlining our operational tasks is an immediate benefit. By automating routine tasks, such as content replication and translation, we can allocate our resources towards higher value activities. AI is also helping us to quickly gather insights and make data-driven decisions, giving us a competitive edge in the market.
   However, as with any transformation, there are also risks associated with uncontrolled commercialization of AI solutions. Ethics experts, philosophers, and psychologists need to be invited to the table to ensure we have control over what's coming and understand how AI models not only work but also how potentially can impact humanity. We need to be thoughtful.

   In short: Generative AI is empowering marketers to create better, more personalized experiences for our customers and communities, while streamlining our operational tasks and driving efficiency and speed to market. We are excited about the possibilities this presents for our industry and eager to see how we can continue to innovate with the help of AI.

3. What steps are you taking to educate and train your teams so they can become fluent in engaging with AI?

   As a marketing leader, I believe that it's essential for my team to become fluent in engaging with AI. First and foremost, marketers need to embrace the technology and not be afraid of it. This is a truly exciting time for all of us, as we are not only witnessing but also being a part of one of the biggest industry revolutions since the invention of the internet.
   The best way to learn is by doing things: testing and learning, without being afraid of failure. Creating safe space for your team is so much important. There will be many successes and also many failures, and that's okay. It's a normal learning process. progress instaed of perfection.

   Things are changing quickly. Take one week off, and suddenly there is so much to catch up with. Following updates on what tools are becoming available and how they are being used across industries is essential. One person cannot do that on their own. Working together helps us stay ahead of the curve. We use group chats to exchange information across the team in an always-on mode. Additionally, close collaboration with IT brings technology expertise closer to marketers and helps us leverage AI's potential to the fullest.

Magdalena Pawelec

Global Integrated Marketing Director

3M

1. How do you see AI impacting your organization?

   AI has already had a transformative impact on government and its service delivery, as evidenced by the increase in AI use-cases within in the Estonia’s government from 4 in 2018 to more than 120 in 2023. With the development of Estonia's national AI strategy, the government has actively embraced AI technology to improve the efficiency of its services and decision-making processes. AI has the potential to further enhance the quality and accessibility of government services, allowing to build the foundation for next generation government.

2. What are some of the biggest opportunities and challenges in AI you foresee?

   Some of the biggest opportunities in AI for Estonia's government include improving the accuracy and speed of decision-making, reducing costs and bureaucracy, and enhancing the quality and accessibility of government services. However, AI also presents challenges, including ethical considerations, data privacy, and the potential for biases in AI algorithms. Therefore, we find it priority to ensure that AI development and deployment are ethical, transparent, and inclusive. Furthermore, we need to invest in Estonian language technologies to ensure we are not left behind in the global arms race.

3. What steps are you taking to educate and train your teams so they can become fluent in engaging with AI?

   We have already taken significant steps to educate and train government in AI. For instance, we have led the creation of the first data science master's degree program in Estonia and supported the creation of a public-sector competence center for data governance and data science. Moreover, the government has developed common standards and frameworks, data quality management, established data governance principles and structure, supported the creation of data stewardship, evaluated the data governance and analytics state of affairs and maturity in the public sector agencies, and promoted expertise, skills, and data literacy. These efforts demonstrate Estonia's commitment to ensuring its well-equipped to engage with AI technology and utilise it to maximum extent.

Ott Velseberg

Government Chief Data Officer of Estonia.

1. How do you see AI impacting your organization?

   AI has already impacted my team in really positive ways. We are actively using AI for video transcription, editing, music creation and image generation, and to assist with copyrighting ideation. It’s allowed my team to get certain projects across the finish line more quickly, and without some of the painpoints we had before.

2. What are some of the biggest opportunities and challenges in AI you foresee?

   The opportunities are vast. Productivity and creativity will increase as routine tasks get automated, and expenses will go down. We are now looking into investing more time and energy on creating high quality raw data and content so that it can be repurposed and augmented as content using AI. Challenges include making sure our data is well sourced and accurate, particularly as we are a medtech company and so our science and data is constantly being updated. Data privacy and security guard rails with AI are also very important to us.

3. What steps are you taking to educate and train your teams so they can become fluent in engaging with AI?

   Encouraging my team to experiment and play with certain software is critical. We leave time in meetings for team members to share what they have learned or created with different softwares. We often give each other tutorials if there’s something we don’t know.

Taryn Southern

Chief Storytelling Officer.

Blackrock Neurotech

1. How do you see AI impacting your organization?

   AI already impacts the communications industry broadly. It’s opening up a completely new perspective on idea generation and interaction with people.

2. What are some of the biggest opportunities and challenges in AI you foresee?

   As I look at AI today I primarily see it as a very powerful tool to generate optional solutions. If we use it in the right way I can be a very helpful shortcut to possible solutions and save us a lot of time and effort. Future will proof how far that can go and what tasks can be accomplished by more and more sophisticated AIs…my personal feeling is that human creativity will still be able to deliver a different quality of ideas creative solutions for the near future…but I’m curious to see how fast things will develop.

3. What steps are you taking to educate and train your teams so they can become fluent in engaging with AI?

   I am convinced that it’s a must for all of us to understand what AI can deliver and how it can be used as a tool. We need to expect a two-fold outcome from my perspective: we will have more time to invest into the quality of our original human ideas, work and solutions, as AIs will do a lot of the basic work. On the other hand, it will also raise expectations of the quality of human work, as standard work will most probably come from machines at a much lower price.

Sebastian Bayer

CEO.

Scholz & Friends Wien

Artificial intelligence as we know it will RE-CODE the future of everything. AI as a disruptive technology, will transform life, almost all facets of business, communications, manufacturing, health care, education and the global economy. Its inevitable. The question is: are we ready?

AI should improve productivity & efficiency for competitiveness and moving away dependency from just manpower. Structured upskilling & re-skilling are challenges in this fast moving disruption. There is no easily accessible structured curriculum for knowledge and learning about AI. Are students and in-career professionals being rapidly thrown into the AI space to learn as they go?. Is there an ethical charter in this race for technological supremacy?

The biggest challenge and opportunity is getting ourselves ready and learning how to truly focus AI towards creating a Better World, Better Life.

John D Chacko

Chairman, IAA 45th World Congress, Penang, Malaysia.

IAA Global