"AI does not replace people, it replaces tasks"
Elit Ben Basat Nuriel, Head of Cloud Marketing at Google, said at Google and Calcalist’s Startup Week that "people who are skilled in using AI tools are the ones who will replace those who don't use them."
"The use of AI does not eliminate roles, but makes us more productive. Therefore, people who are skilled in using these tools are the ones who will replace those who do not use them," said Elit Ben Basat Nuriel, Head of Cloud Marketing at Google Israel, in a conversation with Hagai Gilboa from Calcalist as part of Google and Calcalist’s Startup Week. According to her, "AI does not replace people, it replaces tasks."
AI carries many dangers, including misuse and fake news that can cause enormous damage to an organization. How do you recommend organizations use this tool?
"Before an organization buys the technology and adopts the trend, it first needs to understand its strategy. What exactly do we want to achieve with AI? Will it help us become more productive? Will it improve customer service? Will it assist in developing a new product? Once we understand the intended use, we need to evaluate whether our AI strategy aligns with the overall organizational strategy.
"The next step is to develop an ethical compass. We need to ensure that AI is used transparently and safely. We must make sure there is no fake news, no disinformation, and no malicious use of AI. Any such misuse can harm the company, damage its reputation, erode customer trust, and ultimately weaken its financial position."
We are seeing a shift from the world of AI to agents. Give us a glimpse into how agents are already being used today.
"AI agents are an advanced version of chatbots. This is software that can make decisions, analyze data, and offer services independently. For example, in the world of e-commerce, you can manage optimal customer interactions using voice, video, or text to provide service and answers while dramatically shortening processes.
"Best Buy, one of our clients, does this exceptionally well. Imagine you see a cool clip on YouTube showing someone wearing a plaid shirt you like. If an AI agent is embedded in e-commerce, you could upload the clip and say you want that shirt. In real time, the system can tell you what is currently in the database, how much it costs, and how long it will take to arrive at your home.
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"Another type of agent that I really like is the creative agent. This helps people like me, the marketing professionals, and others, become much better and more efficient. It is like having a constant brainstorming partner. You can achieve breakthroughs and innovate more effectively and quickly. It helps you create assets in an optimal and timely way, tailored precisely to the messages you want to deliver to your customers."
