EY-Adobe Alliance:  How can GenAI revolutionize customer experience and data regulation?

GenAI adoption is fraught with issues

As GenAI moves from content creation to customer-facing capabilities, organizations across the maturity spectrum will need to address critical issues that have cropped up since GenAI tools began to transform business as we know it.

Poor data readiness

GenAI tools are only as good as the data you feed into them. A lack of data governance will lead to inaccuracies, bias, and other undesired results. If they haven’t already done so, organizations need to formalize policies and procedures that ensure good data resilience.

Lack of AI talent

Acquiring or building data science expertise is expensive, and conditions on the ground and in the trenches continue to evolve daily. Working with the CIO to create a data-driven culture can help marketers move faster, better, and more efficiently as markets continue to evolve and move at the speed of business.

Setting expectations

Organizations are already dealing with the inevitable pushback from employees, customers, and other stakeholders who have concerns about GenAI. People are worried about their jobs, their experiences, and how things have always been done.

In a world of rising misinformation, deepfakes and malicious hackers, people are worried about the unintended consequences of AI – particularly that this is all happening too quickly.

Legal concerns

With limited regulations on the books, content creators are rightfully worried about copyright infringement and other legal issues associated with GenAI. Can they be sued for using someone else’s work? Is their intellectual property protected? How will customers identify fraud and knockoffs?

Ensure authenticity and trust

Like any customer-facing technology, trust will be critical for integrating GenAI solutions across business functions. Organizations must use safeguards built into AI platforms that automatically check authenticity and permissions. For example, Adobe’s Content Authority initiative allows content creators to add digital provenance to their assets that provide a digital trail of where it was created, by whom, and whether other entities have permission to use it to train GenAI models. It’s also a good idea to keep a human in the loop to identify inaccuracies, bias, and other undesired results that may get past artificial intelligence.

Identify and mitigate risk

Knowing what developers can and cannot use to train GenAI models can be confusing and put organizations at great risk of being in non-compliance with copyright and other regulations. Adobe Sensei helps identify content and data inside the organization as well as third-party sources to better train algorithms in a safe, secure and compliant way. Creating relevant content quickly, personalizing experiences at scale and delivering a positive sales experience are important—but not if these activities put the organization at risk.

Technology and business alignment

CMOs will be on the frontlines of GenAI adoption. However, without the right strategy, the promise of AI may not be realized right away—if ever. EY teams understand its customers’ business and industry, brings together a broad ecosystem, and can seamlessly connect AI capabilities to help drive AI-enabled business transformations. Working together, EY teams and Adobe connect into a diverse ecosystem, helping ensure we can offer broad AI insights and solutions. This includes educating users and stakeholders about acceptable use policies that dictate exactly how GenAI can be used in the organization. This also includes integration leading practices, such as whether third-party GenAI tools can be accessed through a SaaS platform, APIs or built directly into a tech stack.

EY teams have a history of helping its clients work through complex issues and develop smart GenAI strategies that align with organization’s stated strategy. The EY-Adobe Alliance works with customers to prioritize use cases, integrate GenAI in existing processes, and reduce potential risk.

Only an organization with the breadth of professional and services of EY can help customers develop this transformative technology across the entire organization. For more information, visit the EY-Adobe Alliance page.

EY and Adobe

Together, Adobe and EY support business transformation by helping organizations orchestrate powerful experiences that inform and delight. We help clients develop a human-centric, digital-first business strategy with powerful operational and technology road maps. This starts with data. EY and Adobe democratize how organizations approach customer experience through simplified and streamlined data architectures. This helps clients harness the power of their customer data and insights to transform the customer experience, expand the digital marketplace, and unlock the value of marketing investment.

For more information, contact Scott Wellwood, EY Americas Adobe Alliance Go-to-Market Leader

Summary

From improving customer experience to responding to customer data regulation, GenAI is becoming a massive business transformation tool for forward-thinking organizations.