How to use AI and improve work efficiency? Study tells you

More than a year after launch, ChatGPT shows no signs of falling out of favor anytime soon. On the contrary, developers are increasingly researching and advancing AI, while other companies are investing to support these innovations in their own favor.

With the boom, generative AI has inevitably also been incorporated into academic and work environments, with the promise of streamlining tasks and giving human employees more time to focus on creative and strategic activities.

A study decided to put it to the test and carried out an experiment with real employees to understand in which sector of work AI can be most useful and really help with efficiency.

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The experiment was carried out by François Candelon, managing director and senior partner at the consulting firm Boston Consulting Group. The intention was to understand the best adoption of AI to make it truly useful (after all, it is not enough to have the technology, it is important to know how to apply it).

To do this, he joined academics from famous universities around the world, such as Harvard and MIT, to design a situation to be applied with real BCG employees. He told the results to the Executive Insights podcast, from Wall Street Journal.

See some information about the study:

  • 750 BCG employees participated in the AI ​​tests. Candelon highlights how the experiment was large-scale and realistic, as the proposed situation resembles a real task carried out by workers;
  • The task was related to creative product innovation, in which employees had to come up with 10 ideas for a new footwear concept for undervalued segments;
  • Then, they would have to present this idea to their superiors;
  • Lastly, they should create focus group questions (a qualitative research technique) and present the campaign on social media.
artificial intelligence
(Image: jittawit21/Shutterstock)

AI has its strengths (and weaknesses)

In terms of creative innovation and idea development, the first stage of the experiment, François Candelon revealed that employees using AI are better than without it.

However, when it needs to solve problems, technology doesn't come close to humans. According to him, AI persuaded employees and confused their critical thinking, making work difficult.

Study participants who were below average in terms of performance benefited, increasing their efficiency. The director also highlights that analytical AI is different from generative AI. While the first is extremely logical, the second has its strengths in innovation and when it comes to coming up with new ideas.

New artificial intelligence system can crack passwords using key noise
(Image: Undrey/Shutterstock)

The director who conducted the research recalled that humans will not be replaced by AI, but by other humans using AI. He concluded by giving an important tip: instead of using AI to do a job and then improving it with the help of humans, it pays more to do the work and ask technology to improve it.

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