Companies of all sizes are intrigued by the benefits that artificial intelligence (AI) offers. Many are already using AI and predictive analytics to make better decisions and improve their operations. Generative AI is an emerging subset of AI that gives additional value. It can quickly create audio, text, and video content—even write code. Businesses are beginning to use this technology to create more personal experiences, enhance data sets, and solve data-quality problems.
Generative AI has uses in the supply chain that could be of interest to GS1 US members. It could improve resilience by simulating disruptions to help plan for risks. It could automate content and logistics through generation of product data. It could help the customer experience by giving personalized product recommendations. Or it could be used to improve sustainability by optimizing travel routes and recommending methods to reduce environmental impact.
However, these models can “hallucinate.” Their output is not always based on fact. And due to the nature of training data, there are questions about privacy, plagiarism, and ownership. Still, the generative AI hype cycle continues, and adoption is increasing. Alongside our members, GS1 US will continue to investigate this space by piloting new use cases and work to discover the future potential of this technology.