{"id":3000075510,"date":"2024-07-10T13:23:04","date_gmt":"2024-07-10T17:23:04","guid":{"rendered":"https:\/\/www.wework.com\/ideas\/?p=3000075510"},"modified":"2024-07-10T13:30:10","modified_gmt":"2024-07-10T17:30:10","slug":"how-ai-can-help-you-get-ahead-in-business","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/research-insights\/expert-insights\/how-ai-can-help-you-get-ahead-in-business","title":{"rendered":"How AI can help you get ahead in business"},"content":{"rendered":"\n<p>Artificial intelligence is giving small business owners an edge.<\/p>\n\n\n\n<p>\u201cIn the past, all the power was with the big organizations who had a highly skilled and specialized workforce; now AI is leveling the playing field,\u201d said Tom Hewitson, chief AI officer at <a href=\"https:\/\/www.generalpurpose.com\/about\">General Purpose<\/a>, the UK\u2019s leading professional training center for AI, during WeWork\u2019s webinar <em>&#8220;<\/em><a href=\"https:\/\/mediaspace.wework.com\/media\/Small+Business+in+the+Age+of+AIA+Threat+or+Opportunity\/1_40r10avi\"><em>Small Business in the Age of AI<\/em><\/a><em>\u201d <\/em>where small business owners delved into how artificial intelligence gives them a competitive advantage.<\/p>\n\n\n\n<p>And if those advantages aren\u2019t noticeable yet, they will be soon.&nbsp;<\/p>\n\n\n\n<p>Hewitson pointed to how startups are flourishing due to AI, with the UK government estimating that 50% more companies will be founded over the next 20 years. At the same time, more than two-thirds of small business owners (<a href=\"https:\/\/aboutus.godaddy.net\/newsroom\/news-releases\/press-release-details\/2024\/Small-Businesses-Adopting-AI-Expect-to-Thrive-Against-Competitors\/default.aspx\">68%<\/a>) anticipate GenAI will allow them to better compete with larger businesses.<\/p>\n\n\n\n<p>Why AI? According to Hewitson, AI saves small business owners time and money while adding value to their organizations. 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       <script id=\"nf-tmpl-cell\" type=\"text\/template\">\r\n            <nf-fields><\/nf-fields>\r\n        <\/script>\r\n\r\n        <script id=\"nf-tmpl-row\" type=\"text\/template\">\r\n            <nf-cells><\/nf-cells>\r\n        <\/script>\r\n\r\n        \n\n\n<p><strong>How to use AI to gain an edge as a small business owner<\/strong><\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Streamline your research<\/strong><\/li>\n<\/ol>\n\n\n\n<p>To have a successful business, you have to understand your market. And AI can simplify that process.&nbsp;<\/p>\n\n\n\n<p>As the founder of the Meta-specialist company <a href=\"https:\/\/www.metaphoric.co\">Metaphoric<\/a>, Lucia Banjo helps businesses grow revenue through Facebook and Instagram ads and uses AI to extract customer motivations and challenges to produce better content. To do it, Banjo exports customer reviews, uploads them to <a href=\"https:\/\/openai.com\/chatgpt\/\">ChatGPT<\/a>, and then asks it to pull out top buying motivations, pain points, and other themes. &#8220;I use that information to create content that speaks to the pain points people care about, rather than the pain points my client told me, saving me loads of time on the ads,\u201d explains Banjo.&nbsp;<\/p>\n\n\n\n<p>Hewitson also points to <a href=\"https:\/\/www.perplexity.ai\">Perplexity<\/a>, an AI search engine. \u201cIt\u2019s amazing for researching new problem areas, hypotheses, or markets you might want to go into \u2014 and much faster than you could previously,\u201d Hewitson says.<\/p>\n\n\n\n<ol class=\"wp-block-list\" start=\"2\">\n<li><strong>Expand your creativity<\/strong><\/li>\n<\/ol>\n\n\n\n<p>There\u2019s chatter about AI hindering creativity, but AI could boost your creativity (if you know how to use it).&nbsp;<\/p>\n\n\n\n<p>Magnus uses AI tools <a href=\"https:\/\/www.midjourney.com\/home\">Midjourney<\/a> and <a href=\"https:\/\/openai.com\/index\/dall-e-3\/\">DALL\u00b7E<\/a> for image generation. Before AI, Magnus would spend hours looking for a specific image to communicate an idea, trawling and trawling <a href=\"https:\/\/www.pinterest.com\">Pinterest<\/a> and <a href=\"https:\/\/www.google.com\">Google<\/a>. Before she knew it, she&#8217;d wasted hours and still found nothing. Now, Magnus saves time (and has some fun!) by using AI to create images that convey her big ideas.<\/p>\n\n\n\n<p>\u201cIf you need to get an idea across quickly, AI will get you there, even if you feel you\u2019re not creative,\u201d adds Magnus.&nbsp;<\/p>\n\n\n\n<p>Craig Jenkins, the European director of Australian bridal shop <a href=\"https:\/\/www.madewithlovebridal.com\">Made with Love Bridal<\/a>, uses AI to unlock creative blocks, playing with <a href=\"https:\/\/www.midjourney.com\/home\">Midjourney<\/a> to create new and interesting concepts if they have a design block on a wedding dress.<\/p>\n\n\n\n<p><strong>A note on AI\u2019s creative limitations: <\/strong>Use AI for starting blocks, <em>not<\/em> finished products. Magnus uses branding (which is all about differentiation and distinction) as an example. \u201cYou cannot use AI to create a differentiated brand, <em>but you can<\/em> use it to get you started,\u201d Magnus explains.<\/p>\n\n\n\n<p>Hewitson agrees, noting that AI cannot replace writing, either. \u201cIf you just use <a href=\"https:\/\/openai.com\/chatgpt\/\">ChatGPT<\/a> to write something and hit publish, that\u2019s not a good way to build a brand or SEO&#8230;You must do some work yourself.\u201d<\/p>\n\n\n\n<ol class=\"wp-block-list\" start=\"3\">\n<li><strong>Enhance your customer service<\/strong><\/li>\n<\/ol>\n\n\n\n<p>Customer service is challenging for every industry. Customer service is <em>especially<\/em> challenging in Jenkins\u2019s industry when most brides are experiencing high emotions, making how you respond crucial. Jenkins uses <a href=\"https:\/\/openai.com\/chatgpt\/\">ChatGPT<\/a> to help get emails right when crafting thoughtful responses to brides.<\/p>\n\n\n\n<p>\u201cIt\u2019s just the first draft, but [<a href=\"https:\/\/openai.com\/chatgpt\/\">ChatGPT<\/a>] gets us 60% of the way there,\u201d says Jenkins. Plus, having this starting point avoids people procrastinating, speeding up response times.&nbsp;<\/p>\n\n\n\n<p>Jenkins similarly utilizes <a href=\"https:\/\/openai.com\/chatgpt\/\">ChatGPT<\/a> to respond to customers\u2019 Google Reviews. \u201cWe&#8217;re so happy to get these, but when you get a lot, and you&#8217;re busy, it gets overwhelming,\u201d notes Jenkins, who uses <a href=\"https:\/\/openai.com\/chatgpt\/\">ChatGPT<\/a> to give every reviewer a nice, detailed, and distinct answer, speeding up the task.&nbsp;<\/p>\n\n\n\n<p><em>Psst\u2026Another tool for your customer service arsenal, suggested by Hewitson, is <\/em><a href=\"https:\/\/www.intercom.com\/ai-chatbot\"><em>Intercom<\/em><\/a><em>, an AI chatbot.<\/em><\/p>\n\n\n\n<ol class=\"wp-block-list\" start=\"4\">\n<li><strong>Optimize your meetings<\/strong><\/li>\n<\/ol>\n\n\n\n<p>You know how people say,<em> \u201cThat meeting could\u2019ve been an email?\u201d<\/em> Well, that could change once AI joins meetings.&nbsp;<\/p>\n\n\n\n<p>Banjo streamlines all her meetings with <a href=\"https:\/\/fireflies.ai\">Fireflies AI<\/a>, a software that automates meeting notes. It transcribes all her calls, summarizes the next steps for her and her client(s), and makes it easier for her to reference past discussions without requiring lengthy email exchanges.<\/p>\n\n\n\n<p>Beyond transcribing meetings, small business owners can also use AI to schedule and move meetings. For instance, Hewitson mentions <a href=\"https:\/\/www.motion.ai\">Motion AI<\/a>, a tool that reviews your calendar, identifies which meetings can be rescheduled to free up time, and schedules tasks based on estimated durations to allow for focused work.<\/p>\n\n\n\n<ol class=\"wp-block-list\" start=\"5\">\n<li><strong>Improve your ideas and your decisions<\/strong><\/li>\n<\/ol>\n\n\n\n<p>AI can be a sounding board to help you ideate and make sounder decisions. AI can even do it in a way that makes the unrealistic <em>realistic<\/em>, like simulating a conversation between, say, Stephen Bartlett and Elon Musk about your business and then making conclusions based on that.<\/p>\n\n\n\n<p>It seems outlandish, but it\u2019s a strategy Banjo uses to help aid decision-making. \u201cI\u2019ll ask <a href=\"https:\/\/openai.com\/chatgpt\/\">ChatGPT<\/a> to act like Steven Bartlett or Alex Hormozi for a particular business perspective\u2026it\u2019s like having a board of directors.\u201d<\/p>\n\n\n\n<p>Banjo also uses <a href=\"https:\/\/pi.ai\/onboarding\">Pi AI<\/a> to organize upcoming decisions. \u201cI&#8217;ll do a brain download of my 10,000 thoughts, and [<a href=\"https:\/\/pi.ai\/onboarding\">Pi<\/a>] will organize my thoughts for me, such as my top actions for tomorrow,\u201d explains Banjo. \u201cIt helps take what can be quite messy in my head and organize it.\u201d<\/p>\n\n\n\n<p><strong>Why <\/strong><strong><em>Everyone<\/em><\/strong><strong> Can Learn To Use AI<\/strong><\/p>\n\n\n\n<p>\u201cEveryone can be an AI expert, and everyone has a right to have an opinion on how AI should be used,\u201d says Hewitson.<\/p>\n\n\n\n<p>While that may be easier said than done, Hewitson is a living example. Although Hewitson is the chief AI officer at <a href=\"https:\/\/www.generalpurpose.com\/about\">General Purpose<\/a> today, his background is in the arts, and his career began as a journalist. His journey shows that anyone curious and determined, regardless of background, can learn and apply AI.<\/p>\n\n\n\n<p>Or ask Jenkins, who sent his team of non-tech people to a <a href=\"https:\/\/www.generalpurpose.com\/about\">General Purpose<\/a> course; by the next day, they were all using AI.<\/p>\n\n\n\n<p>Should you get overwhelmed by the options, take Banjo\u2019s advice: rather than trying to keep up with all of the updates and tools, focus on what you do in your day now and how you can use AI to be 5% better today or 10% better tomorrow.<\/p>\n\n\n\n<p><strong>Apply AI at WeWork<\/strong><\/p>\n\n\n\n<p>Between special offers for people in AI startups or AI workdays happening worldwide, <a href=\"https:\/\/www.wework.com\/info\/the-future-of-ai-is-happening-here\">the future of AI is happening right now at WeWork<\/a>.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Artificial intelligence is giving small business owners an edge.<\/p>\n","protected":false},"author":2267,"featured_media":3000075511,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"template-single-default.blade.php","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43906,43901],"tags":[43899,39221,39218],"class_list":["post-3000075510","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-expert-insights","category-research-insights","tag-tech","tag-entrepreneurs","tag-small-businesses"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.4 (Yoast SEO v25.3.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How AI can help you get ahead in business<\/title>\n<meta name=\"description\" content=\"Artificial intelligence is giving small business owners an edge.\u201c In the past, all the power was with the big organizations who had a highly skilled and specialized workforce; 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