In Forrester’s 40 years, we’ve rarely recommended that clients move immediately to build a new technology.
Here’s my simple definition: Generative AI enables human beings to converse in their own language with big piles of data and to create new content from that data.
Generative AI will replace much of the web. Instead of going to Bank of America’s website and searching for balances, credit card transactions, or mortgage payments due, you’ll go to your bank’s big fat prompt box and start conversing. Behind that prompt will be your bank’s “content” — a continually updated generative large language model that will answer your questions and dynamically build graphics and charts to help you understand what your money has been up to.
Generative AI will end the maddening game of searching through the web for pages that may or may not give us answers. We’ll get answers faster while bypassing Google and Bing. What will become of the ad word model? A new advertising paradigm will undoubtedly emerge — woven into the AI conversation.Will customers trust generative AI? Not if it’s generating what Forrester calls “coherent nonsense.
And that will happen as employees are relieved of doing repetitive work , freeing them up to devote higher-quality time to their customers. I’m going to coin a new term here: “Human AI,” which combines the quality and speed of digital with just the right sprinkling of human connection and intimacy.The time is now. Companies and leadership teams can’t wait. The opportunity is too important, and the learning curves are too steep to ignore — get on them immediately.
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