Interview with Terry Hornsby, Group Digital and Innovation Director at Reach plc & Executive Vice President at Mantis

Tell us a bit about your journey with Generative AI thus far?

"As early adopters of Generative AI and machine learning, we have already tested and implemented AI solutions within our business. We’ve witnessed first hand the power of these tools in revolutionising traditional processes and workflows".

Given your talk will be focusing on Generative AI increasing efficiency and effectiveness, tell me about how internal opinion towards GenAI has evolved over the past year?

"There has certainly been a perception shift over the last year within both Mantis and the wider industry. The fear that Gen AI would entirely replace human functions and operate autonomously was, in some ways, understandable. But after some time with these tools, it's clear that the true strength of Gen AI lies in its ability to augment human capabilities, serving as a powerful assistant rather than a replacement. There’s still some way to go in making Gen AI a natural part of most people’s everyday workflow, but this internal perspective shift has enabled us to increase efficiency and effectiveness across a wide range of processes".

How can businesses effectively measure both tangible and intangible factors to justify and enhance the return on investment (ROI) for their Generative AI projects?

"I think it’s important to define clear success outcomes within each project – for example increased content production or enhanced team output – to quantify the impact of Generative AI in real-time. Seemingly intangible benefits like improved creativity or customer engagement must also be constantly evaluated in order that ROI for Generative AI projects can be more precisely justified and enhanced".

In the context of Generative AI initiatives, what strategies can businesses employ to align AI goals with overarching business objectives and market demands?

"Aligning AI goals with overarching business objectives and market demands requires a strategic approach. Businesses should identify the specific challenges and hurdles they're facing, then determine how Generative AI can address them. By focusing on their own unique needs rather than trying to replicate what others are doing, businesses ensure that their AI goals are directly aligned with their core business objectives and market demands".

How can businesses establish effective practices, future-proof their Generative AI investments and ensure ongoing success in this evolving landscape?

"Develop a long-term plan for implementing Gen AI which includes objectives for the short, medium, and long term. Set aside both time and resources for staying ahead of the latest technological advancements, and most importantly, ensure all implementation is tied directly to business goals".

What are you looking forward to at the upcoming Generative AI Summit?

"I’m always looking to expand my knowledge on Generative AI, and the Summit is the perfect place to pick the brains of leaders in the sector and gain cutting-edge insights. In particular, I’m looking forward to learning about the diverse challenges businesses are facing and exploring how solutions like Mantis can be tailored to address these challenges effectively. Ultimately, it's an exciting opportunity to collaborate, innovate, and help shape the future of Gen AI together".

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