PromZ Vak 3 · 2024

By Marjolein Straatman

AI in the workplace? Here's what you can do with it

Artificial intelligence has been a hot topic for some time now. Some people are already experimenting freely with tools like ChatGPT. However, this doesn't necessarily mean that the full range of options is being utilized in the business world.

"We already encounter AI in various aspects of daily life, such as in voice assistants like Siri, smart thermostats, and navigation systems. These are just a few examples that ChatGPT, another AI-based application, can readily provide. The famous tool understands and generates text, making it useful for drafting emails and other documents, creating summaries, and performing text analysis.

At the very least, it's a handy assistant. But is the Dutch business sector reaping the full benefits of this artificial tool? Not quite, according to marketing consultant Hisham Shila from Proloris, who also conducts AI workshops. He explains: “Recently, I wanted to get a group of young professionals to work with AI. The task was to use ChatGPT to help the company progress. They struggled. So far, the tool is primarily used for personal purposes— to consult, make difficult tasks easier, and work faster. That’s useful because no one can extract the core from a complex legal document as well as ChatGPT. But the tool is capable of much more and is still rarely used on an organizational scale.”

Digging Deeper

And that’s a shame, because if we are to believe the marketing consultant, everyone could benefit from proper use. AI can advance and support an organization, whether it's setting up a new department or improving customer service. According to Shila, proper application leads to greater efficiency and better results: “AI is incredibly useful when dealing with staff shortages and excessive workloads. With ChatGPT, you can not only draft emails but also create return labels, sift through policy documents, scan resumes, and even create a content calendar. The tool is also useful for translation work because it not only translates but also considers the context. The chatbot understands, interprets, and learns on its own. And unlike people, AI never has an off day.”

Recognizing Patterns

Another interesting feature the chatbot offers is pattern recognition, for example, in customer behavior and orders. “Take 100 customers and input data into ChatGPT about what they’ve purchased from you—say, the first five