From summarising articles and product reviews to managing complex supply chains, generative AI is rapidly becoming a transformative tool for businesses.
This technology, which can generate coherent and contextually relevant text based on input data, is being adopted by tech giants and multinational corporations alike.
Here’s how Google, Amazon, and several global companies are leveraging generative AI to enhance user experience and streamline operations.
Google’s Summarisation Superpower
Google is pushing the boundaries of its AI capabilities with the Search Generative Experience (SGE).
According to a blog post by The Verge, SGE is going to introduce a feature that summarises entire articles for users. This feature, dubbed “SGE while browsing,” is an extension of SGE’s ability to summarise search results. Initially available on the Google app for Android and iOS, it is part of an early experiment in Google’s opt-in Search Labs program.
Google’s CEO, Sundar Pichai, expressed satisfaction with SGE’s progress in a recent earnings call. He notes that user feedback “has been very positive so far” and predicting that “over time this will just be how Search works.”
Amazon’s Review Revolution
As reported by EuroNews, Amazon is employing generative AI to distil the essence of product reviews for its customers.
The feature aims to summarise the vast array of reviews that a product might have into a concise paragraph, highlighting common themes.
Amazon’s initiative will help shoppers quickly gauge the general consensus of other customers.
The company stated in a blog post that this feature is made possible by recent advancements in generative AI. Which they believe can address a long-standing customer need.
Amazon CEO Andy Jassy has emphasised that generative AI will be a “big deal” for the company. He reveals that every Amazon business unit is currently exploring generative AI initiatives.
Navigating Global Supply Chains with AI
As detailed in the Financial Times, geopolitical tensions and new regulations are driving multinational companies towards AI to manage their supply chains.
Companies like Unilever, Siemens, and Maersk are using AI to:
- Negotiate contracts,
- Identify new suppliers
- Monitor for environmental and human rights abuses within their supply networks.
Generative AI is playing a significant role in this shift. For example, Maersk invested in Pactum, a San Francisco startup whose ChatGPT-like bot has been negotiating contracts with suppliers for Maersk and other major companies.
Pactum’s co-founder, Kaspar Korjus, noted that in times of crisis, such as wars or pandemics, “it takes humans too much time” to reach out to numerous suppliers, a task that can be automated with AI.
Siemens, meanwhile, has partnered with Berlin startup Scoutbee, to launch a chatbot that can locate alternative suppliers. Or vulnerabilities in a user’s supply chain. Unilever, another Scoutbee customer, used this technology to identify new suppliers when China went into lockdown during the pandemic.
A survey by logistics group Freightos revealed that up to 96% of supply chain professionals are planning to use AI technology. Only 14% are currently doing so. This underscores the growing recognition of AI’s potential, but also raises concerns about its impact on job security. Nearly a third of respondents believed that AI adoption could lead to significant job cuts.
The Takeaway
Generative AI is no longer just a fascinating concept. It is a practical tool that is reshaping how businesses operate and engage with their customers.
As these initiatives illustrate, generative AI can significantly enhance user experience by summarising vast amounts of information into digestible formats. And with the increasing adoption of this technology, it’s also becoming a critical asset for navigating the complexities of global supply chains. Especially in an increasingly turbulent world.
In a landscape where data is abundant but time is scarce, generative AI is emerging as a powerful ally for businesses striving to stay ahead.
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