Throughout a latest lunch dialog, a feminine enterprise founder and buddy turned to me and requested “Lorraine, am I being left behind?”. This sentiment captures how lots of people are feeling about synthetic intelligence proper now.
There’s a number of pleasure, for positive. Synthetic intelligence will assist resolve issues, massive and small, from diagnosing most cancers to combating local weather change, or simply by serving to us be extra productive.
Blended with this pleasure, there’s additionally concern. Concern of not understanding the expertise. Concern of creating a mistake. And, like this entrepreneur, concern of lacking out.
In the event you empathize, you’re not alone. In a latest survey, solely 32% of enterprise leaders stated that their firm has broadly adopted AI. We’re all nonetheless determining the best way to carry the advantages of AI to our groups—and what success even appears like.
If I’ve discovered something in my 20 years at Google and 30 years within the promoting business, it’s that we form expertise by utilizing it. And this course of isn’t linear.
With AI, we’re all nonetheless testing and studying the best way to translate this expertise into worth. So now could be the time when everybody can experiment and begin enjoying round. AI instruments are already out there—and there’s no want for superior coaching or coding data to participate.
However not sufficient of us are doing this proper now.
It begins on the prime. As leaders, we’ve acquired to get hands-on and use AI instruments at work—and in life. We have to mess around with as many alternative use circumstances and options as doable.
AI instruments can now discover that one e-mail from my youngsters’ college with all of the necessary dates, summarize total work e-mail threads, give me suggestions on how our inventive work shall be acquired, or reward me with a genius line of poetry.
We additionally want to provide our groups permission to innovate. Concepts come from all over the place and infrequently from the place you least anticipate it. Encourage your groups—whether or not they’re in operations, advertising, gross sales, or engineering—to strive varied AI instruments.
At Google, we attempt to domesticate a tradition of curiosity, the place folks strive, fail, and take a look at once more—often sharing what works and what doesn’t. Our dogfooding program is a method we encourage everybody to make use of early product options. In a hackathon we just lately hosted, folks pulled groups collectively from throughout the corporate and imagined totally new methods to make use of AI.
There isn’t any unsuitable method to experiment. Figuring out a selected ache level is a method corporations get began—whether or not it’s an e-commerce retailer utilizing generative AI to jot down product descriptions at scale or a graphic design platform that makes video creation quicker with AI.
To assist encourage others, we just lately revealed a listing of how over 100 companies use AI. We additionally simply launched a course to assist everybody from small companies to nonprofits and governments use AI.
Like many people heading to the Cannes Lions, I’ve a selected curiosity in how AI will remodel advertising. There’s a notion amongst some that AI goes to threaten the very nature of creativity. I disagree.
Creatives have lengthy embraced main technological transformations. They use them as alternatives to strive new issues, typically lengthy earlier than others, and, finally, ignite all our imaginations. When creativity and expertise intersect, we will do extraordinary issues.
I’m fortunate sufficient to work alongside a number of the best possible creatives on the planet. Even they may let you know {that a} clean sheet of paper might be terrifying. So put the horror of the primary horrible draft on an AI. Spare your self. Then be good.
AI may also save entrepreneurs numerous hours. At Google, we use AI to generate a number of variations of an advert within the time it could have taken to create only one prior to now. And we use AI to translate advert copy and deploy campaigns throughout 150 international locations.
Like all device, AI has limitations. That’s why people stay important. After we use AI to translate advert copy, an actual particular person opinions each single piece earlier than it goes reside. AI can improve the brilliance and judgment of our groups, not exchange it. It could assist us put out higher work extra rapidly and at scale, however not with out robust human judgment.
So what would I inform my enterprise proprietor buddy right now? That that is simply the beginning line.
The way forward for AI shouldn’t be set. Will probably be formed by our actions right now. It’s on all of us to be curious. This curiosity is what drives superb creativity and makes all of our work nice.
It’s uncommon that we’ve a chance to form the longer term collectively. Immediately is one among these moments.
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