2024生成式AI高管指南

The

executive’s

guideto

generativeAI.

Googlecloud

Tableofcontents

Introduction

Aboutthisguide......................................................................................................................................................04

Chapter1

AquickprimerongenerativeAI........................................................................................................................05

Corecapabilitiesandapplications.......................................................................................................................09

Chapter2

Thestep-by-stepguidetogettingstartedwithgenerativeAI...............................................................10

Howtolaunchyourfirstusecasein30days.....................................................................................................12

KPIstomeasuretheimpactofgenerativeAI.....................................................................................................26

Chapter3

ThevalueofgenerativeAIineveryindustry.................................................................................................28

Seewhatyourpeersaredoing..............................................................................................................................31

RetailandCPG...........................................................................................................................................................32

Financialservices......................................................................................................................................................35

Healthcareandlifesciences...................................................................................................................................39

Mediaandentertainment.......................................................................................................................................42

Manufacturing...........................................................................................................................................................46

Telecommunicationsserviceproviders...............................................................................................................51

Conclusion

InnovatefasterwithgenerativeAIforbusiness..........................................................................................54

Introduction——-—

GenerativeAImarksoneofthemostsignificanttechnologicalshiftsinhistory.

Itsimpactonindividualandbusinessproductivitycanbesignificant,withthepotentialtorivaltheadvent

oftheinternetorthemobiledevice.Indeed,among

organizationsconsideringorusingAI,82%believeitwilleithersignificantlychangeortransformtheirindustry.1

WhatmakesgenerativeAIdifferentfromotherformsofAIthathavecomebeforeisitseaseofusein

helpingsolveeverydayproblemsinpeople’spersonalorprofessionallives.Anyonewhoknowshowto

askaquestionofasearchenginecanuseeveryday

languagetointeractwithagenerativeAIchatbotorvirtualagent—gettingittoanswerquestions,createcontent,produceimages,summarizedocuments,andmuchmore.

1.GoogleCloudGenAIBenchmarkingStudy,July2023

2.McKinsey&Company,Theeconomicpotentialofgenera‑tiveAI,2023

Evenbetter,asinglegenerativeAIplatformcandeliversolutionsformultipleusecases,creatinganetwork

effect.Asthenumberofusersandapplications

increases,themodelisexposedtomoredataand

becomesincreasinglyaccurateanduseful—whichinturnencouragesmoreusers.

OrganizationsthatusegenerativeAItospeedup,

automate,scale,andimprovebusinessprocessesstandtoreapbigbenefits.AccordingtoMcKinsey&Company,generativeAI’simpactonproductivitycouldadd

between$2.6trillionand$4.4trillionUSDannuallytotheglobaleconomy.2

Notechnologyevertakesawaythefundamentalsofyourvaluepropositionandthecorevaluechainin

yourindustry.Attheendofthedayinhealthcare,forexample,you’restilltryingtoimprovepatientcare.

Whatcanchange,though,ishowyouusethis

technologytoenableyourteamstoimprovecoreofferings,andhowyousolvefundamentalproblems

Googlecloud3

thatgetinthewayofdeliveringthem.Indeed,with

therighttools,youcouldevenidentifyanddelivernewpointsofdifference.

thisguide

Thisguideisforbusinessleaderswhowantto

About

kickstarttheirorganization’s

generativeAIjourney.

Inthefirstchapter,you’lllearnwhatgenerativeAIis,whatitis

capableof,andtheimpactyoucanexpectwhenapplyingitinabusinesscontext.Thesecondchapterprovidesastep-by-stepguideforgettingstartedwithgenerativeAI,withrecommendedbestpracticesfromGoogleCloud’sAIexperts.Next,wedive

intoreal-worldexamplesofpioneersacrossindustrieswhohaveadoptedgenerativeAItoworksmarter,delivervaluetocustomersfaster,andunlocknewrevenuechannels.

WithgenerativeAItechnologymovingsofast,itcanbe

overwhelming.We’reheretohelpyoucharttherightpath.

4

Chapter01

Aquick

primeron

generativeAI

5

Chapter01

AquickprimerongenerativeAI

Thisgenerationoftechnologyisthemostapproachableandflexibletechnologythatcomputersciencehaseverbuilt.Itcan

solveproblemsthatthealgorithmwasn’tpurpose-builtfor.And,anybusinessusercanquicklyexperimentandgetfeedback

toshapeitsusefortheirparticularbusinessproblem.”

Googlecioud6

PhilipMoyer

GlobalVP,AI&BusinessSolutions,GoogleCloud

Chapter01

AquickprimerongenerativeAI

Everyday,peopleinyour

businessspendtimeand

energydiggingforinformationtomakedecisions,serve

customers,andmoveyour

businessforward.Informed

decisionsrequireinformation,andcollectingtherightinputscantaketime.

Supposeyouneedtoknowhowadspendimpacts

customerperceptions.Oryouwanttoseethetrendsinacompetitor’spatentfilings,R&Dinvestments,

andtechnologyacquisitions.Informationlikethis

existssomewhereinyourorganization,oftenacrossabunchofplaces.Youneedittodecidethenextstep—and,toobtainit,expertsneedtobeconvened,

researchcompleted,andtheinformationcompiled

andsynthesized.Ifyouhaveafollow-upquestion,thewholeprocessmighthavetostartagain.

Fromexecutivesdiggingintostrategictrendsto

salespeoplecreatingproductdemosornewemployeeswithbenefitsquestions—everyoneinyourorganizationcanrelatetothisfrustration.Butthat’schanging.

Imaginegivingeachpersoninyourcompanynotonlyapersonalassistant,butanexpertineverypieceof

datarelevanttotheirjoband,indeed,potentiallyeverypieceofdataacrossyourwholeorganization.Withanassistantlikethat,impatientmomentsofindecision

woulddwindle.Everyonewouldbeempoweredtospendlesstimewaitingandmoretimedoing.

WithgenerativeAI,thisisachievable.Andit’sjust

oneexampleofthemanydisruptionsthistechnologyhasunlocked.Always-oncodingcollaborators.

Brainstormingassistantstodraftanditeratecontent.Personalizedself-educationonanysubject.Human-likeinteractionswithcustomerswherevertheyneedyou,forwhateverreason.GenerativeAIisallthesethingsandmore.Intime,itwillaffectalmosteveryaspectofeverybusiness.

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Foundationmodelsarethe

enginepoweringgenerativeAI.

GenerativeAIapplicationsarepoweredbyfoundationmodels,whicharetrainedonvastamountsofcontent.Forexample,LargeLanguageModels(LLMs)are

onetypeoffoundationmodel,trainedontextor

language.Othermulti-modaltypescanbetrainedonimages/photos,video,music,softwarecode,medicalinformation,orcybersecuritydata.Butaccessto

modelsalonewon’tpositionyourbusinessforsuccess.

Foundationmodelsarebestthoughtofasprobabilityenginesthatcanbenudgedandshapedbyhuman

input.Becausetheyareprobabilistic,theyare

fundamentallydifferentfromtraditionalsoftware

paradigms.Whentoday’sappsneedtolookupproductpricesorvalidatecustomerinformation,theyuse

deterministicfunctionsthatcalladatabase.Incontrast,foundationmodelsusethepatternstheylearnduringtrainingandtuningtocalculatethemostprobable

output,suchasthemostlikelyanswertoaquestionoranaccuratecaptionforanimage.

Sincethey’renotconfinedbyrowsandcolumnsina

database,foundationmodelsareextremelypowerful.They’reoftencapableofperformingmanydownstreamtasks—suchasQ&A,summarization,oropen-ended

contentgeneration—withlittleornoadditionaldataortuning.Yettheycanalsobeexpensivetotrainandrun,pronetoinaccurateoutputs,anddifficulttoworkwith.

Forthesereasons,generativeapplicationsaren’treducibletogenerativemodels.Yourintelligentapplicationswillneedtomixprobabilistic

foundationmodelswithtraditional,deterministic(inotherwords,constrained)programming.

Deterministicmodelsareconstrainedtowhatcanflowoutofthem,andarelimitedbyendlessoptionsthathavetobepre-established.

TraditionalAIispurpose-builtforthetaskathand.Itis

allaboutoptimizingandtweakingexistingprocesses

suchasforecastingspecificpatternsthathavebeen

pre-determinedbyhumans.It’swhytraditionalAIcanbeusedtoautomatediscrete,standardizedprocessesin

specificareasofthebusiness,suchascustomerservice.

Incomparison,generativeAImodelshaveemergent

capabilitieswheretheycanperformmultipletasks,

eveniftheywerenotexplicitlytrainedforthemduringtheinstructiontuningphase.Itisthisabilitytomultitask,plusthefreedomaffordedbythepromptinginterface,thatenablesthesemodelstoperforminawidevarietyofusecases.

AquickprimerongenerativeAI

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Chapter01

Chapter01

AquickprimerongenerativeAI

Corecapabilitiesandapplications

Atthecore,generativeAIhasfourcapabilities:

Andittendstoexcelinfourapplications:

ChatGeneratecontent

Creation

自SummarizationQDiscovery

Automation

It’snocoincidencethatgenerativeAIhasgainedrapidpopularityandadoptionthroughsimplechatinterfaces.Chatisanaturalwaytointeractwith

powerfulgenerativeAImodels.Youcanuseittoimprovecustomerinteractions,enhanceproductcapabilities,trainemployees,andmore.

Search

BycombininggenerativeAIcapabilitieswith

search,youcananchoronaknowledgebase—

eitherinternalorexternal—formoretailored

andtargetedinteractions.UsinggenerativeAIfor

searchcanhelpeliminatehallucinationsbysourcinginformationfromafactualknowledgebase.

ReadourglossaryongenerativeAItermsandconcepts.

Theabilitytogeneratehigh-qualitytext,images,speech,andcodehasenormouspotential.

Whetherit’sspeedingupprocessesorhelpingemployeesturnideasintooutputfaster,

generativecapabilitiescanbedeployedintoproducts,tools,andworkflows.

Associativereasoning

Thisistheabilitytosuggestassociationsin

informationbasedoncontext,frequency,or

proximity.Forexample,generativeAIcouldidentifythethreemostcommonreasonsthatacallcenterinteractionendsnegativelybyparsingthelarge

amountsoftranscribedconversations.

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9

Chapter02

Thestep-by-step

guidetogetting

10

started

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Chapter02|Thestep-by-stepguidetogettingstartedwithgenerativeAI

Toenableyourfoundationmodelstogetverysmart,veryfast,pickonefunctionaldomaininyourbusinessandexperimentinthatarea.

Byclusteringusecasesintoadomain,youcanstartwithone,andthenwhenthat’sworking,youcannaturally

expandtoyoursecond,third,andfourthusecasewithinthesamedomain.Themoreyouthrowatamodel,thesmarteritgets.

Takecustomerservice,forexample.First,let’ssay

yougiveyourcallcenteragentsagenerativeAItool

withaconversationalinterfacetousewhentaking

phonecalls.Customersmightcallinandsay,“My

creditcardnolongerworks.”Or“Ilostmypasscode.”Or“WhenIgotraveling,howdoImakemycellphone

workinternationally?”Youragentscananswerthese

questionsnaturally,queryingthegenerativeAIinterfacetoprovideananswerusingsimilarwordingtohowthecustomeraskedthequestion.

Then,youcanlookattheaggregateofthosequeries

andaskgenerativeAI,“Whatquestionsarebeingasked

mostfrequently?What’sourresponsetime?What

responsesdoweprovide?”Now,you’removingfromjustansweringcustomers’questionstosummarizingtheirdata.

Third,usingthissummarization,youcanprompt

generativeAItotakethemostfrequentlyasked

questionsandcomparethemtotheFAQsonyour

website.Youcanthenaskittogenerateanswerstoanyquestionsnotansweredonyourwebsite,soyoucan

publishthem.

Inthisexample,generativeAIsolvesthreeusecasesthatenhancethecustomerservicedomain—answerthe

question,summarizewhat’sbeingasked,andproduceanswerstothesequestions.Witheachusecase,themodelgetssmarter.

Chapter02|Thestep-by-stepguidetogettingstartedwithgenerativeAI

10stepstolaunchyourfirstusecasein30days

Step2

Step3

Step4

Step1

Followthesestepsforafast,easy,andlow-riskapproachtostartingyour

organization’sgenerativeAIjourney.

We’veincludedKPIstohelpyoudemonstrateimpacttoyourleaders,foundationalprocessestoscale

Createa

tigerteam

Selectapersona

Determine

datasources

Identifyaspecificdomain

acrossdomains,andrecommendationstoallowyourteamstoexperimentinasafe,internalsettingso

theycangainexperiencewiththenewtechnology.

Step8

Step7

Step9

Step5

Step10

Step6

Defineyourgoals

Design

promptswithtigerteam

BuildUXandUI

Expandto

moreusers

BuildanLM

operationsplan

Expandto

moreusecases

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Step1of10

Identify

aspecific

domain

Chooseadomaininyour

companythatcouldbenefitfromgenerativeAI,suchascustomerservice,patientintake,corporateactions,ormarketingcontent.

Keyquestions:

Inwhichareasofthebusinessdoemployeesspendsignificanttime

onrepetitivetasks?

Isthereaprocessorpartofarolethatis,ineffect,already

standardized(e.g.,havingtodo

aparticularsteporanswera

questioneverytime)?

Wheredoemployeesgetstuckin

thecreativeprocess(e.g.,writer’s

blockorcreativeblock)?

Wouldanincorrectresponseorhallucinationcauseharm?

Chapter02|Thestep-by-stepguidetogettingstartedwithgenerativeAI

Whichareasofthebusinessofferthelowest-riskenvironmentfor

initialusecases?

Doyouhavealargecorpusofdata

thatyouwanttoactivate,ormake

moreuseful?

Isthereanareaofthebusiness

whereemployeesconsistentlyhave

tosearchforexistinginformation

usinginternalknowledgebasesand/

orexternalsearchengines?

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Step2of10

Selecta

persona

Determinewhichjob

categoryorfunction

withinthechosendomainyouwanttomakemoreproductive.

Chapter02|Thestep-by-stepguidetogettingstartedwithgenerativeAI

Considerthesethreefactors:

Lookatjobrolesthatarehardtoretainandhardtohire.

Suchrolesareoftenrepetitiveandofferlittlecareeradvancement.Automatingthesetaskscanfreeupemployeestofocusonmorestrategicwork.

Findopportunitiesto

automaterepetitive,tedioustasksthatarenecessarytogeneraterevenue.

Forexample,themulti-trilliondollarpre-authorizationindustryinhealthcareisincrediblyfrustratingfor

patients.Itcantakehoursorevendaystoget

authorizationforasimpleMRIorspecialistvisit,

andtheprocessisoftenpaper-based.Investmentmemorandumsareanotherexampleinwhichthesameinformationmustbegatheredoverandoveragain.GenerativeAIcanhelpautomatethesetaskssoemployeescanfocusonmorestrategicwork.

Makesafetyand

complianceambient.

Manyindustriesmustmeetstrictrequirementstobecompliant.Inlifesciences,forexample,everyclaim

abouttheefficacyofamedicinemustbereviewedbyanattorneytoensurethelanguageiscompliant.An

attorneymustthenreviewtheclaimtoensurecertainclausesareincludedineveryinstanceofthefineprint.Thiscanbetimeconsumingandrepetitive,butisan

essentialpartoftheprocessformakingmedicine

publiclyavailable.GenerativeAIcanhelpautomate

criticaltasksthathelporganizationsimproveaccuracyandreducerisk.

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Step3of10

Determinethedata

sourcesthe

persona

needstobe

productive

Chapter02|Thestep-by-stepguidetogettingstartedwithgenerativeAI

YourgenerativeAImodelwillbetrainedonthedatayougather.Thisdatashouldbehonedforthespecificbusinessordomain-levelproblemitistryingtosolve,andaccessiblethrough

enterprisedatasources.

Forexample,ifyouselectamarketingmanagerasyourfirstpersona,it’simportanttounderstandthespecificsoftheirjobrole.Saytheyareresponsibleforcreatingdigitalcampaigncontentlikeebooks

andreports.Theseassetsarepromotedandusedtocaptureleadsviaonlineforms.Iftheindividualfillsouttheformandoptsintoreceiveoutreachaboutrelatedtopics,theleadisenteredintoamarketingautomationprogramandscoredbasedonpre-

determinedcriteriasetbymarketingandsales

operationsteams.Iftheleadmeetsthecriteriaforqualifiedsalesopportunities,itmayalsobehandedofftothesalesteam.

Thisindividualjobrolerequiresseveraldatasources,including:

•AwordprocessingtoollikeGoogleDocstowrite,edit,andcollaborativelyreviewthecopy

•Adesigntooltolayoutandformatthefinalcopy

•Awebplatformtopublishthecontentonline

•Amarketingautomationtooltotrackandmeasuremarketingengagement,tasks,andworkflows

•ACRMlikeSalesforcetoensuresales,support,andmarketingarecoordinatedacrossallusertouchpointsandcustomerinteractions

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Chapter02|Thestep-by-stepguidetogettingstartedwithgenerativeAI

Bystartingoffwiththerightdatatofeedintoandfine-tunemodels,yourorganizationwillbeableto:

Mitigatehallucinations

AImodelsaretrainedtogiveuserswhattheywant,whichmeansthey

occasionallyspitoutmade-upanswersthatsoundconvincingandcanbehardtospot.Toavoidthisproblem,youcangroundresponsesinspecificdataratherthanrelyingontheLLMalone.

EnhancetheexplainabilityofAI

GenerativeAImodelscanbecomplex,andthe‘thinking’thatanalgorithmusestoproduceanoutputisn’talwaysclear.ExplainableAIislikeaslidingscale—

therearedegreestowhichyoucanexplainorreliablysteeranLLM’sbehavior.

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Step4of10

Createathree-

person

tigerteam

Chapter02|Thestep-by-stepguidetogettingstartedwithgenerativeAI

Includepeoplefrombothbusinessandtechnology:

Individualfromthebusiness

Responsiblefordetailingthejobrequirements,

workflows,challenges,andneedsoftheday-to-daytasksexecutedbythechosenpersona.

Promptengineer

Responsiblefortranslatingthebusinesspersona’sneeds,actions,andoutputintopromptsforthe

generativeAImodel(s).

MLoperationslead

Responsibleforbuildingandoperatingtheapplicationinproduction.

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Step5of10

Defineyourintentions,

objectives,andthe

outputyouaretryingtoachieve

Chapter02|Thestep-by-stepguidetogettingstartedwithgenerativeAI

Outcomesorganizationsreport

afteradoptingAI

Ensureyouhavea

Increasedoperationalefficiency

66%

humaninthelooptooverseethefirstuse

Improvedcustomerexperience

Acceleratedinnovation

57%49%

casesandprovideoversight.

Keepinmind,thevalueofa

generativeAIprojectcancome

Improvedemployeeproductivity

48%39%

Developednew

productsorservices

Increasedcompetitiveness/marketshare

35%

fromanumberofsources.There’sdirectbusinessvalue,incrementalvalueofgenerativeAIoverlegacysystemsortraditionalAI/ML,andtheforecastedvalueofcapabilitiesoncescaledtootherusecases.

Improvedstrategicdecisionmaking

35%

Considerthefollowingoutcomes,whichotherorganizationshave

12%

Increasedshareholder/investordemand

experiencedafteradoptingAI:3

3.GoogleCloudGenAIBenchmarkingStudy,July2023Googleccloud

18

Step6of10

Design

promptstogetherwiththetigerteam

WorkcollaborativelywiththetigerteamtodesignpromptsthatwillguidethegenerativeAImodel’sresponses.

Yourthree-persontigerteamhasexpertisein

thebusinessneed,theAImodel(s),tuning,and

applicationintegration.Usetheirskillsandrefertopromptsamplestomovequicklyinthisstep.

Chapter02|Thestep-by-stepguidetogettingstartedwithgenerativeAI

Googlecloud19

Step7of10

Buildauser

experience(UX)anduserinterface(UI)

Createauser-friendlyexperienceandinterfacethatwillrunthe

generativeAImodelinproductionforthechosenpersona’susecase.

Chapter02|Thestep-by-stepguidetogettingstartedwithgenerativeAI

Herearesometipstokeepinmind:

Keeptheinterfaceanddesignsimple.

Beginwithaselectionscreenwhichallowsuserstochoosethepersonality

toapplytothegeneratedtext,images,oroutput.Forexample,options

couldinclude‘formal’,‘casual’,‘technical’,or‘creative’.

CreatealogicalandintuitiveuserflowthatguidesusersthroughtheAImodel’sfunctionality.Ensurethattheinterfacedesignalignswiththe

expecteduserjourney.

Considerhowthenewinterfacefitswithinthelargerecosystemofexistingapps,likeemailandchat,thatmighthavetheirownbuilt-in

generativeAIcapabilities.

EnsuretheUI/UXisresponsiveandaccessibleacrossdifferentdevicesand

screensizes,includingmobilephones,tablets,anddesktops.

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Step8of10

Expand

usagetoadditionalindividuals

Onceyouaregettingacceptableresultsfromtuning,invitetwoorthreeotherindividualswithinthechosenpersonatostartusing

themodel.

Continuetesting,measuring,andtuningwiththisgroupuntilyouaregettingconsistent,

qualityoutputs,thenexpandusagetofiveto10morepeoplewithinthechosenpersonaandcontinuefine-tuningtheprocess.

Witheachnewindividual,makesureyou

understandthedifferentwayseachuser

interactswiththegenerativeAImodel.To

doso,conductuserinterviews,surveys,

orworkshopstogatherinsightsintouser

preferences,painpoints,anddesired

functionalitiesfortheAImodel’sinteraction.

Chapter02|Thestep-by-stepguidetogettingstartedwithgenerativeAI

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Step9of10

Builda

Language

Model(LM)operationsplan

DevelopaplanforproductionizingandmonitoringtheAImodel’s

outputtoensureitfunctionseffectivelyandsafely.

Chapter02|Thestep-by-stepguidetogettingstartedwithgenerativeAI

Keyquestionstoaskyourmanagementteam:

CanwequicklyevaluateandexperimentwithgenerativeAI?

Dowehavecostcontrolsduringevaluationandexperimentation?

Howarewemeasuringimpact?Dowehavetargetedgoalsandfrequent

checkpointstoensureprogress?

Dowehaveamechanismforcontinuousimprovement?Areweableto

assess,evaluate,andre-engagetogodeeperwithinexistingusecasesor

expandtomoreusecases?

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Chapter02|Thestep-by-stepguidetogettingstartedwithgenerativeAI

AnLMoperationsplanshouldinclude,butisnotlimitedto:

Infrastructuresetup

Deploymentandmonitoring

Outputandquality

Regularauditsandevaluation

Preparethenecessaryinfrastructurefor

Deploythemodelinacontrolled

DevelopasystemtocapturetheAI

forexpansion

modeldeployment,includingscalable

computeresourcesandstorage.Setupaversioncontrolsystemtomanagemodelversionseffectively.

environment,suchasastaging

environment,tomonitoritsbehavior

beforegoinglive.Implementmonitoringtoolstotrackmodelperformance,

safety,andresourceutilizationduring

model’soutputandevaluateitsquality,

soyoucanmeasuretheeffectivenessoftheAI-generatedresponses.Jumptothenextsectionforalistofrecommended

KPIsthatcanbeusedtomeasure

Establisharegularevaluationcadence

toassessthequalityoftheAI-generatedoutputandaplanforfurtherexpansiontootherareaswithinthesamedomain.

production.

generativeAIusecases.

ContinuousperformanceSecurityandcomplianceHuman-in-the-loopoversightIncidentresponse

improvementandmodelupdatesEnsuretheentiresystemissecure,Setupahuman-in-the-loopprocessandremediation

Performance—whichisdefinedwithappropriateaccesscontrolsandtoreviewandmoderategeneratedDevelopanincidentresponseplanto

byqualityandlatency—requiresencryptionmechanismstoprotectcontent,especiallyinsensitiveorhigh-handlepotentialsafetybreachesor

updatestothemodeltoincorporatesensitivedata.Complywithrelevantriskapplications.Developafeedbackissuespromptlyandeffectively.

thelatestresearchadvancementsandregulationsandresponsibleAIguidelines.looptocontinuallyimprovethemodel’s

improvements.ConductA/Btestingtosafetyandeffectivenessbasedon

evaluatetheimpactofmodelupdatesonhumanmoderation.

safetyandeffectiveness.

Step10of10

Expandusageto

additional

usecases

withinthe

samedomain

Inthebeginningofthischapter,weexplainedhowanorganizationcouldstartwithonegenerativeAIusecaseandnaturallyexpandintothreeusecasesthatallenhancethecustomerservicedomain:

first,ithelpedcustomerserviceagentsanswerthequestion;second,itsummarizedthefrequ