State of the State: Generative AI – the Third Installment

June 05, 2023

Collective Measures
Generative AI has dominated the marketing landscape - and continued to evolve at a rapid pace. How can marketers keep up? Here is a snapshot of everything marketers need to know of generative AI as of June 5th, 2023.

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State of the State: Generative AI – the Third Installment

Generative AI remains one of the hottest topics right now, and not just within marketing circles; it’s dominating legislative, scientific, and cultural discussions at large. But this space is also in a state of constant evolution, which means that keeping up with all its twists and turns is no small task.

This inspired our generative AI POV series, where each month, we will distill the state of the state, outlining critical trends, advancements, conversation topics, and related marketing takeaways. This installment unpacks:

  1. New technologies: the arms race continues
  2. Integrations into everyday life
  3. Reservations about generative AI

Here’s what we know as of June 5, 2023.

New technologies: the arms race continues

Since the last iteration of our generative AI POV, the race to engineer new technologies has only become more competitive. And now, tech giants are redirecting resources to build even more innovative and useful generative AI tools.

Here’s a quick snapshot of the ever-evolving landscape (including a helpful repository of all the AI tech currently available):

Key takeaway:

All in on AI. Tech companies are going all in on developing AI tools, features, and integrations. We expect the rate of advancement and development of new AI tools to continue at a blistering pace, which will necessitate that business leaders prepare to test and utilize generative AI.

Integrations into everyday life

Last month, we pointed out that generative AI was already becoming an expected feature for many tech giants and software providers. What remained unclear was precisely how these features would be brought to life. Since then, a clearer picture has developed — generative AI will soon be integrated into devices and software to help users navigate their digital lives.

Leading the way, both Microsoft and Google are working to integrate generative AI tools into their respective suites of programs and apps. Microsoft 365 Copilot will soon be integrated into its Office products, while Google is working to introduce Duet AI into its own productivity apps.

Consumer-friendly integrations powered by generative AI, such as Bing Chat plugins within popular online services like Instacart, OpenTable, Kayak, Redfin, and Zillow, illustrate how generative AI will be used to assist consumers across the internet.

Key takeaway:

Partners across the web. With names like “Copilot,” “Duet,” and “Sidekick,” it’s clear that generative AI is being positioned as the future of digital assistants. AI integrations will be created to help users navigate the internet with greater efficiency, as exemplified by the partnership between Bing and Instacart, which will allow users to build a dinner menu, turn it into a shopping list, and order the items for delivery. Expect more integrations across popular apps and websites and consider how generative AI could support consumers as they engage with your brand.

Reservations about generative AI

When we try to imagine the dangers of AI, most of us picture unstoppable intelligent machines bent on the destruction of humanity, à la the Terminator and Matrix franchises. While the large language models powering generative AI chatbots are far from the malicious programs of science fiction, there are still major concerns.

A primary concern is that generative AI could be used to create and disseminate disinformation at a scale never seen before. This led to the founding of organizations like the Coalition for Content Provenance and Authenticity (C2PA), which works to set technical standards for authenticating AI-generated work.

Questions about AI are also being asked in Washington. Recently, the CEOs of Google, Microsoft, and OpenAI were invited to the White House to discuss the risks of generative AI and possible safeguards. As companies race to create bigger and better AI systems, we anticipate that greater governmental oversight will follow.

Beyond broader societal concerns, many business leaders are apprehensive about the privacy and security of data provided to generative AI tools in text prompts. The list of companies banning employee-use of generative AI tools continues to grow.

Key takeaway:

Addressing challenges before they become problems. While technology companies work to create and release generative AI tools at breakneck speed, industry leaders and experts warn of the threats of AI-produced work. From disinformation to intellectual property concerns, AI providers are being asked to develop and implement safeguards to help mitigate risk and verify the authenticity of content.


It’s worth noting that as we continue to learn more about this space, Collective Measures is developing policies and procedures to ensure we are able to leverage the benefits of AI while protecting client confidentiality.

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