Talk at Shift Conference
In The Pocket's flagship conference bringing 300 attendees together to explore digital trends, with AI dominating the agenda. The event explored critical questions about AI quality, design, and brand strategy in an AI-driven future. I presented on quality considerations in GenAI applications and co-presented on brand presence strategies with Peter Vermaercke and Sebastiaan Van den Branden.
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The conference focused on practical challenges of implementing AI in digital products, particularly the tension between flexibility and reliability in GenAI applications. My presentation explored how to balance personalization and adaptability against robustness and accuracy, emphasizing the critical role of strong design and user experience in mitigating AI limitations. The collaborative session with Peter Vermaercke and Sebastiaan Van den Branden addressed a strategic question many brands face: how to maintain relevance and presence in a world increasingly dominated by AI copilots and assistants. We discussed three main approaches: building proprietary AI assistants, integrating as plugins into existing AI platforms, or contributing datasets to enhance existing LLMs with brand-specific knowledge. The discussion highlighted the trade-offs between control, reach, and development investment, providing frameworks for brands to make informed decisions about their AI strategy.
Year
2024