Beyond Chat GPT, the future of GenAI in business

MWC Stage A Hall 6 Tuesday 4.15pm - 5:00pm

Elena Gil

Managing Director AI & Big Data Business Unit,

Telefonica Tech

Question:

What's your outlook for GenAI in the business space?

Answer:

If 2023 was the year when GenAI went mainstream and became a consumer reality, 2024 will be the year when AI will take a big step forward in the business context. There is no doubt more companies will adopt AI as a key part of their digital transformation.   

Question:

How can companies actually generate value from GenAI applications?

Answer:

Companies are already implementing GenAI applications and impacting productivity, for instance, to support interactions with customers, generate creative content for marketing and sales or draft computer code. However, beyond the hype and the headlines about GenAI lies a fundamental truth: proven value is yet to come as any new technology only has value when it can be integrated seamlessly across the processes of the companies, with expanded augmentation of human performance and productivity benefits.

Question:

What are the main challenges?

Answer:

As happens with any new technology, GenAI adoption by businesses comes with some challenges and risks that companies need to address. These include ethical concerns, deep fakes, bias, intellectual property issues, cybersecurity risks and environmental impact. Companies need to ensure they deploy AI ethically and responsibly. 

Question:

Beside using AI tools to make your internal processes more efficient, how is Telefonica applying AI for enterprise customers?

Answer:

Telefonica, a data-intensive company, has been applying AI technologies (so-called traditional AI) for years to make our internal processes more efficient, engage with our customers and transform our networks and operations. Telefonica Tech integrates new-generation digital technologies, including AI, to make businesses more efficient, sustainable and resilient.

Question:

How are you combining GenAI with other digital capabilities to develop new use cases for B2B clients?

Answer:

We put the most advanced technologies in cyber security, cloud, IoT, big data, AI and blockchain at the service of companies, organisations and public entities. We combine our internal capabilities with the best partners to enhance and strengthen our ecosystem. With GenAI we can automate repetitive tasks to improve productivity, optimise processes and improve decision making.