Implementing Gen AI:

Use cases & challenges

 Implementing GenAI: Uses cases & challenges

In this e-guide
In this e-guide:
How generative AI is put to work
in business applications
From chatbots to help citizens identify career opportunities to analysing
customer sentiment and cyber threats, the use cases of generative AI are
Generative AI use cases for
DevOps and IT wide-ranging and have the potential to impact nearly all areas in business
and IT.
How generative AI and cloud
complement each other According to research by TechTarget’s Enterprise Strategy Group, the
top areas where generative AI is applied by APAC organisations include
AI challenges that businesses research, followed by marketing, IT operations, software development,
should consider
and customer service.

How to manage generative AI In the future, marketing, customer service, and software development
security risks in the enterprise
are expected to emerge as the top use cases, driven by the desire to
reduce manual work for customer service teams, and expedite coding
Inside Zoom’s generative AI
strategy and code quality improvement.

In this e-guide on generative AI, learn how to put the technology to work
in business applications, DevOps and IT, as well as manage
implementation challenges and risks.

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 Implementing GenAI: Uses cases & challenges

In this e-guide How generative AI is put to work in business

applications
How generative AI is put to work
in business applications Peter Allison, Journalist

Generative AI came to the fore in 2023 and much has been learned about how
Generative AI use cases for
effective it can be in the enterprise - so, what are the challenges facing its
DevOps and IT
deployment?

How generative AI and cloud Generative AI, otherwise known as genAI, is a digital tool that can be trained to
complement each other produce text, imagery, audio or synthetic data from a series of prompts. The recent
interest around generative AI tools has been driven by their ease of use for creating
AI challenges that businesses high-quality content in a matter of seconds.
should consider
Much of this has been related to the release of ChatGPT by OpenAI in November 2022.
How to manage generative AI Many were surprised with the generative AI’s ability to create different types of text
security risks in the enterprise based on a series of text commands from a user.

The UK government recognised the importance of AI in its spring statement for 2023.
Inside Zoom’s generative AI
Jeremy Hunt, the chancellor of the exchequer, unveiled a £500m AI investment fund to
strategy
boost the UK’s artificial intelligence and quantum computing capabilities. Microsoft
also announced it would be investing £2.5bn in the UK’s AI infrastructure and skills
over the next three years.

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 Implementing GenAI: Uses cases & challenges

“In the fullness of time, generative AI will affect pretty much every enterprise that we
In this e-guide can think of, and ones we have not yet thought of,” says Michael Fertik, founder and
managing director of venture capital firm Heroic Ventures.
How generative AI is put to work
in business applications “Right now, the primary functions of generative AI, that we can see on the immediate
horizon, have to do with software development and anything to do with understanding
Generative AI use cases for numbers or digesting large amounts of textual data and producing output from that
DevOps and IT understanding – what I would call continuous audit.”

How generative AI and cloud

complement each other The uses of generative AI
The potential applications for generative AI are incredibly varied. The current focus
AI challenges that businesses
seems to be on automating customer support, whereby an appropriately trained
should consider
generative AI can swiftly identify and resolve customer queries. However, as the
Chatbot Summit in London recently demonstrated, potential applications also include
How to manage generative AI
healthcare guidance and automated negotiation tactics.
security risks in the enterprise
BT is developing a generative AI customer-facing digital assistant, known as Aimee, as
Inside Zoom’s generative AI the initial point of contact for customer support. The current iteration of Aimee is
strategy intended to assess customer queries and identify the most appropriate support staff to
assist them. This should improve the efficiency of support staff, while reducing the
time customers spend waiting for their problem to be resolved.

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 Implementing GenAI: Uses cases & challenges

Merecedes-Benz is combining its MBUX voice assistant with the large language model
In this e-guide of ChatGPT. This has resulted in a voice assistant that accepts more natural voice
commands and can conduct entire conversations and contribute ideas.
How generative AI is put to work
in business applications “By integrating ChatGPT, Mercedes-Benz can further improve its established MBUX
voice assistant and to continuously expand it,” says Alexander Schmitt, head of speech
Generative AI use cases for technology at Mercedes.
DevOps and IT
Fertik posits that the entertainment industry could be an ideal platform for generative
AI. The UK video game industry is worth over £7bn and already uses content
How generative AI and cloud
complement each other
generation algorithms in some of its video games, such as procedural generation to
ensure each level of a game is unique.

AI challenges that businesses “I am calling it game generation,” says Fertik. “I believe that everyone will be able to
should consider
create gaming environments and characters in real time using text visualisation bases,
with some kind of cognitive stable diffusion.”
How to manage generative AI
security risks in the enterprise Content creation, such as scripts, is likely to be massively impacted by generative AI.
We already use generative AI to a lesser extent, such as the auto-complete functions in
Inside Zoom’s generative AI some email platforms, which suggest the completion of sentences. In a similar vein,
strategy coding could, at least partially, be automated through generative code writing.

Page 4 of 41
 Implementing GenAI: Uses cases & challenges

In this e-guide
Jailbreaking and the challenges of generative AI
How generative AI is put to work One concern surrounding generative AI is the potential for jailbreaking. This happens
in business applications when the behaviour of an AI is subverted for malicious purposes, such as by creating
prompts to violate the content guidelines of the AI model and misuse it. A notable
Generative AI use cases for example occurred in 2016, when Microsoft’s AI chatbot Tay on Twitter posted
DevOps and IT offensive tweets and was shutdown 16 hours after its launch. According to Microsoft,
this was caused by certain users who subverted the service as the bot made replies
How generative AI and cloud based on its interactions with people on the platform.
complement each other
The risk posed by jailbreaking means that generative AI needs to be carefully trained
AI challenges that businesses
with the appropriate guardrails. Clearly defined boundaries during the training of a
should consider generative AI will ensure that it does not deviate from established parameters. Utilising
a closed sandbox environment to train a generative AI mitigates the risk of unintended
consequences, compared to training an AI over the open internet. However, there also
How to manage generative AI
security risks in the enterprise needs to be diversity within the training data to avoid being locked into a single
cultural mindset.
Inside Zoom’s generative AI
“It's important that any vendors we work with - and a lot of them already have these
strategy
protocols in place - make sure they are constantly prompting and testing the model,”
says Kenneth Deeley, senior engineering manager for conversational AI at BT. “In our
case, the model is hosted on our own private cloud and will be purely set to what our
data is. We've only trained it on a roaming URL.”

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 Implementing GenAI: Uses cases & challenges

Another concern surrounding generative AI is that it will automate tasks and replace
In this e-guide humans. It cannot be denied that generative AI will have a significant impact upon how
we approach work. However, given the limitations of the technology, generative AI will
How generative AI is put to work most likely augment human roles, rather than becoming a replacement for people. By
in business applications
automating the repetitive and mundane aspects of a role, it will allow people to focus
their time on more complex issues.
Generative AI use cases for
DevOps and IT
Hallucinating answers
How generative AI and cloud
complement each other Generative AI can be something of a black box, as we do not always fully understand
how it arrives at the answers it provides. Training an AI in how it learns and the
AI challenges that businesses
flexibility it has in generating answers is highly dependent upon the task it is intended
should consider for. In legal and technical roles, it will need to have a strict adherence to what it has
already learned, while less constrained roles – such as within design – could allow for
more flexible approaches.
How to manage generative AI
security risks in the enterprise
“We do not understand the feed-forward mechanism. No one actually knows the
moment in which the neural network begins to understand something,” says Fertik.
Inside Zoom’s generative AI
“Nobody knows why, and that’s marvellous. That means, at least in some sense and
strategy
some level of abstraction, we’re looking at a living thing.”

An issue that has arisen through generative AI is its habit of "hallucinating" answers if it
does not know the definite answer to a problem. “If generative AI doesn’t know the
answer, it tries to work out what the answer could be,” explains Deeley. “We have a

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 Implementing GenAI: Uses cases & challenges

responsibility to make sure the information that we’re giving out is accurate. We can’t
In this e-guide have best guess answers, we need to make sure that the answers are accurate.”

How generative AI is put to work Generative AI is being trialled within the legal profession as a possible tool to assist in
in business applications writing legal documents. In one instance, a fee earner, such as a solicitor or paralegal,
used generative AI to help write a report for a team of solicitors. However, when the
Generative AI use cases for report was reviewed by the solicitors, they could not find a particular piece of case law
DevOps and IT that had been referenced. When they looked into this further, they realised the
generative AI had taken two separate pieces of case law and had created its own.
How generative AI and cloud
complement each other
Engineering bias
AI challenges that businesses
Another issue that needs to be addressed is controlling bias within the datasets, which
should consider
are used by developers to train generative AI. Clean data, as in that which is free from
bias, gives accurate results. However, ensuring data is an accurate and true
How to manage generative AI
representation of information can be challenging. This can be especially true if there is
security risks in the enterprise
a reliance on historical data, which may be influenced by the cultural perceptions at
the time it was recorded.
Inside Zoom’s generative AI
strategy However, not all organisations want unbiased data sets. Retailers and vendors will
naturally prefer generative AI to recommend their own products, rather than that of
their competitors. From an unbiased perspective, a competitor’s product may well be
better value.

Page 7 of 41
 Implementing GenAI: Uses cases & challenges

In this e-guide
The future of AI
How generative AI is put to work The black box nature of generative AI means there always will be a need for human
in business applications oversight, rather than blind acceptance of whatever the generative AI comes up with.
Generative AI can produce answers to questions and prompts with incredible rapidity,
Generative AI use cases for but they may not always be accurate or appropriate.
DevOps and IT
Despite the concerns regarding jailbreaking and hallucination, generative AI will impact
How generative AI and cloud
all business roles by automating mundane and repetitive tasks. However, an over-
complement each other reliance on generative AI could lead to costly mistakes.

Likewise, not everyone will be comfortable using generative AI. In particular, some
AI challenges that businesses
elderly or neurodivergent customers may struggle to use or respond to AI assistants. It
should consider
is therefore essential that customer support staff remain available.

How to manage generative AI The key to a successful deployment of this technology will be to augment existing roles
security risks in the enterprise using digital tools, rather than replacing them entirely with generative AI. “AI is going
become part of the landscape, like gravity or oxygen,” concludes Fertik. “It’s going to
Inside Zoom’s generative AI be part of every company.”
strategy
Next Article

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 Implementing GenAI: Uses cases & challenges

In this e-guide Generative AI use cases for DevOps and IT

Stephen Bigelow, Senior Technology Editor
How generative AI is put to work
in business applications The field of AI has recently exploded as maturing algorithms and technologies take
advantage of vast computing power and endless oceans of raw data. Perhaps the most
Generative AI use cases for interesting development has been the emergence of generative AI models, which
DevOps and IT synthesise data to produce new content in unprecedented ways.

How generative AI and cloud

Although generative AI has drawn attention from writers and artists, it also has exciting
complement each other applications in IT and DevOps workflows. But despite generative AI's potential uses in
software development and IT operations, there are drawbacks to consider for
organisations looking to adopt generative AI.
AI challenges that businesses
should consider

What is generative AI and how does it work?

How to manage generative AI
security risks in the enterprise Prior to the rise of generative AI, many AI systems were intended for data analytics and
data-driven decision-making, such as predictive analysis and business forecasting.
Inside Zoom’s generative AI Generative AI models go a step further, producing new content such as text, videos,
strategy code and images based on their training data in response to user queries.

Generative AI uses complex machine learning constructs known as neural networks to

identify patterns and structures in the training data, then applies that learning to

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 Implementing GenAI: Uses cases & challenges

create its output. For example, a generative AI system trained on images of every
In this e-guide known Picasso painting could produce a new picture in the style of Picasso.

How generative AI is put to work An AI model is the actual algorithm that processes and analyzes the ingested data.
in business applications Software applications can then use the AI model to produce output in response to user
requests. For example, OpenAI's ChatGPT chatbot relies on a model known as GPT.
Generative AI use cases for
DevOps and IT Generative adversarial networks vs. transformers
How generative AI and cloud
Generative adversarial networks (GANs) are the most common neural network
complement each other
framework used in generative AI. GANs have two component models: a generator and
a discriminator.
AI challenges that businesses
should consider The generator creates new data based on the traits, patterns and structures of the
training data, which the discriminator then evaluates. This process can be either
How to manage generative AI automatic, using a reward system that automatically reinforces the generator's
security risks in the enterprise behavior when its output is good enough to pass for the real thing, or manual, using
feedback or ratings from human users to tell the AI whether its output was appropriate
Inside Zoom’s generative AI and correct.
strategy
In effect, the discriminator provides feedback to the generator that helps the
generator create better output in the future -- a process known as tuning. It's this
contention or adversarial behavior that gives generative AI the apparent ability to
"learn" over time.

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 Implementing GenAI: Uses cases & challenges

In addition to GANs, generative AI can also use transformers: programs or algorithms

In this e-guide that process data sequences instead of individual data points. Because transformers
can effectively translate natural language requests from users into actionable
How generative AI is put to work computer-based commands, they are often used to work with text.
in business applications

Generative AI use cases for

DevOps and IT

How generative AI and cloud

complement each other

AI challenges that businesses

should consider

How to manage generative AI

security risks in the enterprise

Inside Zoom’s generative AI

strategy

Page 11 of 41
 Implementing GenAI: Uses cases & challenges

In this e-guide
Generative AI use cases in IT operations
How generative AI is put to work Although applications such as ChatGPT and Dall-E have received attention in fields such
in business applications as entertainment, finance, healthcare and manufacturing, generative AI is also making
headway in IT operations.
Generative AI use cases for
DevOps and IT Process automation. Generative AI can learn what a typical process or workflow
entails and automate many repetitive business tasks, such as compliance assurance
How generative AI and cloud
and data integrity. In some cases, generative AI might even be able to remediate such
complement each other issues with minimal human intervention.

Risk assessment and management. Like other types of AI, generative AI can analyze
AI challenges that businesses
and find patterns in enormous volumes of data gathered from across the IT
should consider
infrastructure, then use that data to identify risks such as security vulnerabilities and
impending system failures. Whereas predictive AI focuses on reporting, generative AI
How to manage generative AI
systems can suggest and even implement fixes for such issues.
security risks in the enterprise
Infrastructure optimisation. Generative AI can be taught to observe an infrastructure
Inside Zoom’s generative AI running properly and identify potential improvements to system and network
strategy configurations, such as finding a bottleneck due to long system latencies. The AI
system can troubleshoot the issue, offer suggestions for remediation and implement
changes automatically.

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 Implementing GenAI: Uses cases & challenges

Reporting and interfacing. Generative AI can synthesise text and formulate

In this e-guide descriptions based on data, making it a natural addition to IT reporting platforms.
Using text or voice prompts, IT administrators can make pointed natural language
How generative AI is put to work queries to a generative AI system. For example, instead of manually locating and
in business applications
changing a system configuration setting, an admin could ask the AI tool to perform the
task as well as make the required updates in the organisation's change management
Generative AI use cases for system.
DevOps and IT

How generative AI and cloud Generative AI use cases in DevOps

complement each other
Generative AI platforms such as ChatGPT are already known for their ability to produce
AI challenges that businesses
text, including software code. Consequently, generative AI is expected to play a
should consider growing role in various stages of the DevOps lifecycle.

Code generation. Generative AI trained on examples of code can learn an enormous

How to manage generative AI
amount of programming techniques to help teams develop software. AI-assisted
security risks in the enterprise
software development can include tasks ranging from simple code completion, such as
suggesting how to finish a line or block of code, to creating entire routines or programs
Inside Zoom’s generative AI
based on a user's detailed requests.
strategy
Test generation. Generative AI is adept at synthesising data and producing text, so it's
a natural choice for creating data and test cases as part of software testing. In addition,
AI systems can execute those tests and report on the test results. A generative AI tool

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 Implementing GenAI: Uses cases & challenges

could even identify defects and offer suggestions to correct and optimise code based
In this e-guide on test outcomes.

How generative AI is put to work Bug remediation. Generative AI models can analyze human- and AI-created code for
in business applications bugs and propose fixes. This can boost software quality by reducing errors and
ensuring adherence to the organisation's coding standards.
Generative AI use cases for
DevOps and IT
Automated deployment. If code passes testing, DevOps teams can automatically
deploy it using generative AI as part of workflow or process automations. Generative AI
tools can also optimise workload placement and connect instrumentation for workload
How generative AI and cloud
complement each other
monitoring and KPI data gathering.

AI challenges that businesses

Drawbacks of generative AI in DevOps and IT
should consider

Despite its potential and promise, generative AI currently has notable limitations for IT
How to manage generative AI and DevOps that could present obstacles to adoption for many organisations.
security risks in the enterprise

Significant time and financial investments

Inside Zoom’s generative AI
strategy
Generative AI models require enormous amounts of training data. For enterprise
adoption of generative AI, this could demand a major investment in data at both the
initial model training stage and in ongoing -- often supervised -- retraining and
refinement.

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 Implementing GenAI: Uses cases & challenges

For example, an AI system intended to help run an IT infrastructure needs a thorough

In this e-guide knowledge of the infrastructure and its configuration. This includes how systems look
when running properly as well as a complete understanding of potential issues and
How generative AI is put to work what to do about them. Similarly, an AI system intended to help create code in an
in business applications
enterprise requires a comprehensive knowledge of code that the organisation has
written and validated for similar purposes.
Generative AI use cases for
DevOps and IT
Limited knowledge of AI systems
How generative AI and cloud
complement each other No matter how much input an AI receives during training, the system ultimately only
knows what it's been taught. Models take time to assimilate changes, and a dynamic IT
environment might move too quickly for the AI to respond in time to configuration
AI challenges that businesses
should consider changes or unexpected situations.

For IT ops workflows, this means AI systems need access to accurate historical and
How to manage generative AI
current data on the organisation's IT environment. Similarly, on the software
security risks in the enterprise
development and deployment side, a useful AI model requires data on up-to-date,
well-tested coding processes and workflows.
Inside Zoom’s generative AI
strategy

Page 15 of 41
 Implementing GenAI: Uses cases & challenges

In this e-guide Uncertainty around accuracy of AI output

How generative AI is put to work A generative AI system can't evaluate the quality of its training data or the correctness
in business applications of its responses based on context. This can raise issues related to performance,
security and ethics that require human intervention.
Generative AI use cases for
DevOps and IT For example, an AI tool responding to a problem in an organisation's IT infrastructure
might determine its response is correct if the problem disappears -- but the system's
How generative AI and cloud
response, while functional, might not be compliant with regulatory requirements.
complement each other Likewise, AI-produced code isn't always efficient, interoperable or even functional for
its intended purpose.
AI challenges that businesses
should consider Potential for copyright infringement

How to manage generative AI Especially for generative AI models trained on massive data sets, it can be difficult or
security risks in the enterprise impossible to tell to what extent model output is based on copyrighted or otherwise
protected intellectual property. Consequently, organisations considering adopting
Inside Zoom’s generative AI generative AI risk running into legal issues and associated costs.
strategy
If a user asks an AI image generator such as Midjourney or Stable Diffusion to produce
a mountain scene, some amount of the output might be based on copyrighted images
used to train the AI. Even if this is deemed acceptable for internal or proof-of-concept
use, selling the AI-generated image commercially could pose licensing problems.

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 Implementing GenAI: Uses cases & challenges

It's a similar problem for code creation. If an AI code generator was trained on vast
In this e-guide amounts of open source and commercial code, using its output could impose licensing
constraints and other legal issues -- a problem that companies are only now starting to
How generative AI is put to work reckon with. It remains unclear what kind of licensing is required to use code to train
in business applications
an AI model, knowing that code could later inform model output.

Generative AI use cases for

Next Article
DevOps and IT

How generative AI and cloud

complement each other

AI challenges that businesses

should consider

How to manage generative AI

security risks in the enterprise

Inside Zoom’s generative AI

strategy

Page 17 of 41
 Implementing GenAI: Uses cases & challenges

In this e-guide How generative AI and cloud complement each

other
How generative AI is put to work
in business applications Aaron Tan, Executive Editor, APAC

Generative AI (GenAI) and cloud computing are complementary capabilities that can be
Generative AI use cases for
leveraged together to drive adoption of both technologies, according to McKinsey.
DevOps and IT

Speaking at Cloud Expo Asia in Singapore this week, Bhargs Srivathsan, a McKinsey
How generative AI and cloud partner and co-lead of the management consultancy’s cloud operations and
complement each other optimisation work, said “cloud is needed to bring generative AI to life,” and GenAI can,
in turn, simplify the migration to public cloud.
AI challenges that businesses
should consider For instance, she noted that GenAI capabilities will not only help enterprises decipher
and translate legacy code – such as those written in Cobol – into cloud-native
How to manage generative AI languages, but also assist in modernising legacy databases in their cloud migration
security risks in the enterprise efforts.

“You could potentially extract the database schema or upload the DDL [data definition
Inside Zoom’s generative AI
language] instructions to a large language model [LLM], which can then synthesise and
strategy
understand the relationship between tables and suggest what a potential data schema
could look like,” said Srivathsan.

She added that GenAI tools could reduce cloud migration time by about 30-40%. “As
LLMs mature and more use cases and ready-made tools emerge, the time to migrate

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 Implementing GenAI: Uses cases & challenges

workloads to the public cloud will continue to decrease, and hopefully, the migration
In this e-guide process will become more efficient,” she said.

How generative AI is put to work In addition to cloud migration, GenAI could also help address skills shortages. For
in business applications instance, using Amazon Kendra, organisations can synthesise their documents to help
employees with older technical skills learn new technology concepts using prompts.
Generative AI use cases for Other common GenAI use cases include coding, content creation and customer
DevOps and IT engagement.

Hyperscalers like Amazon Web Services (AWS) and Google Cloud already offer model
How generative AI and cloud
complement each other
gardens and various AI platforms for organisations to build, train and run their own
models, making it easier for organisations to tap the benefits of GenAI.

AI challenges that businesses Srivathsan said the cloud remains the ideal way to start with GenAI. Attempting to do it
should consider
in-house due to proprietary datasets and concerns about security, data privacy and
intellectual property infringement may limit scalability and flexibility. The industry-
How to manage generative AI wide shortage of graphics processors could also pose challenges.
security risks in the enterprise
She also provided insights into how organisations are deploying GenAI models. They
often begin with off-the-shelf models for one or two use cases to prove a business case
Inside Zoom’s generative AI before scaling up across the organisation. They are also fine-tuning models with
strategy proprietary data and performing inferencing in hyperscale environments to achieve
scale and flexibility.

Over time, she expects organisations to host some models closer to their premises,
potentially training them as inferencing occurs. However, she doesn’t think much

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inferencing will occur at the edge, except for mission-critical applications that demand
In this e-guide ultra-low latency, such as autonomous driving and real-time decision-making on
manufacturing floors.
How generative AI is put to work
in business applications Srivathsan stressed that organisations that implement cloud correctly by establishing
the right security controls, data schemas and architecture decisions will be able to
Generative AI use cases for adopt GenAI more rapidly, creating a significant competitive advantage.
DevOps and IT
Selecting the right model will also be crucial to avoid excessive costs resulting from
GenAI efforts. She advised organisations to identify the appropriate model for their
How generative AI and cloud
complement each other
specific needs to be cost-effective and efficient.

For organisations that deploy and fine-tune their own models, they should consider the
AI challenges that businesses data pipelines needed for launch and the datasets they plan to use.
should consider
“There is a lot of work that happens on the data side, and when it comes to MLOps
How to manage generative AI [machine learning operations], you’d also want to start thinking about alerting the
security risks in the enterprise operations team if developers are touching the data or doing something funky with the
models that they shouldn’t be doing,” said Srivathsan.
Inside Zoom’s generative AI
Next Article
strategy

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 Implementing GenAI: Uses cases & challenges

In this e-guide AI challenges that businesses should consider

John Moore, Industry Editor
How generative AI is put to work
in business applications The mainstreaming of generative AI offers here-and-now-capabilities, the promise of
future advances -- and more than a few pitfalls.
Generative AI use cases for
DevOps and IT This form of artificial intelligence technology hit its stride in 2022 with the release of
OpenAI's ChatGPT and Dall-E 2. Those tools, and successors such as Google's Bard,
How generative AI and cloud
make high-quality, AI-generated content an everyday reality. Each of those products is
complement each other built on a language model, a type of machine learning model honed on massive
amounts of training data.
AI challenges that businesses
Users can now tap AI models for a range of content creation chores: Text, image,
should consider
video, audio and synthetic data are all in the mix. But the potential benefits of the
technology come at some cost. Here are seven generative AI challenges business
How to manage generative AI
leaders should take into account.
security risks in the enterprise

Inside Zoom’s generative AI 1. Handling technical complexity

strategy
Generative AI models may contain billions or even trillions of parameters, making them
a complex undertaking for the typical business.

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 Implementing GenAI: Uses cases & challenges

"These models are impractically large to train for most organisations," said Arun
In this e-guide Chandrasekaran, vice president, analyst, tech innovation, at Gartner. The necessary
compute resources can make this technology expensive and ecologically unfriendly, he
How generative AI is put to work said, so most near-term adoption will likely see businesses consuming generative AI
in business applications
through cloud APIs with limited tuning.

Generative AI use cases for The difficulty in creating models leads to another issue: the concentration of power in
DevOps and IT a few, deep-pocketed entities, Chandrasekaran added.

How generative AI and cloud

complement each other 2. Tackling legacy systems
Incorporating generative AI into older technology environments could raise additional
AI challenges that businesses
issues for enterprises. IT leaders will face decisions on whether to integrate or replace
should consider
older systems.

How to manage generative AI For example, financial institutions considering how a language model could be used to
security risks in the enterprise determine fraud will probably find the emerging technology at odds with how its
current systems handle that task, said Pablo Alejo, partner at consultancy West
Inside Zoom’s generative AI Monroe.
strategy
Legacy systems "have a very specific way of doing that, and now you've got generative
AI that's leveraging way different types of thinking," Alejo explained. "Organisations
have to find new ways to either create integrations or adopt new capabilities, with new

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 Implementing GenAI: Uses cases & challenges

technologies, that enable them to reach the same outputs, or outcomes, faster and
In this e-guide more effectively."

How generative AI is put to work

in business applications

Generative AI use cases for

DevOps and IT

How generative AI and cloud

complement each other

AI challenges that businesses

should consider

How to manage generative AI

security risks in the enterprise 3. Avoiding technical debt
Generative AI could end up joining legacy systems as technical debt if businesses fail to
Inside Zoom’s generative AI
achieve significant change through its adoption.
strategy

An enterprise deploying AI models for customer support might declare an optimisation

victory on the grounds that human agents will handle fewer cases. But workload
reduction isn't going far enough, according to Bill Bragg, CIO at enterprise AI SaaS

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provider SymphonyAI. A business would need to significantly reduce the number of

In this e-guide agents in front-line support roles to justify the investment in AI, he noted.

How generative AI is put to work "If you don't take something away, how have you optimised?" Bragg said. "All you've
in business applications done is add more debt to your processes."

Generative AI use cases for

DevOps and IT 4. Reshaping some of the workforce
Generative AI will likely restructure how work gets done in many fields, a prospect that
How generative AI and cloud
raises job-loss concerns. An article on the Chinese video game industry states job
complement each other
opportunities for artists are vanishing as companies employ AI-based image
generators.
AI challenges that businesses
should consider But some executives suggest
it's not all doom and gloom. AI
How to manage generative AI might reduce the number of If you don't have a team working on how to
security risks in the enterprise agents in the customer support understand [generative AI's] capability and
example, but the technology take advantage of it, you are risking
Inside Zoom’s generative AI would also create other roles, obsolescence.
strategy Bragg said. A business would
Partner at West Monroe
need staff to oversee and Pablo Alejo
improve the AI-assisted
customer experience, he
reasoned. Employees who once fielded customer questions on slow laptops would

Page 24 of 41
 Implementing GenAI: Uses cases & challenges

instead drive the next data and technical improvements. Bragg referred to this
In this e-guide transition as "going from the doer to the trainer."

How generative AI is put to work Similarly, Alejo said generative AI will remove some types of jobs but also "open up
in business applications brand new types of jobs that those same people can take advantage of."

Generative AI use cases for

DevOps and IT 5. Monitoring for potential misuse and AI hallucinations
AI models lower the cost of content creation. That helps businesses but also helps
How generative AI and cloud
threat actors who can more easily modify existing content to create deep fakes.
complement each other
Digitally altered media can closely mimic the original and be hyperpersonalised. "This
includes everything from voice and video impersonation to fake art, as well as targeted
AI challenges that businesses
attacks," Chandrasekaran said.
should consider

While threat actors are able to misuse generative AI systems, the models themselves
How to manage generative AI can lead users astray: AI hallucinations provide misinformation and make up "facts."
security risks in the enterprise Hallucination rates, depending on the domain, could be 10% to 20% of the AI tools'
responses, Chandrasekaran added.
Inside Zoom’s generative AI
strategy
6. Keeping tabs on legal concerns and algorithmic bias
The emerging technology can also bump into intellectual property issues, exposing
businesses to legal action. "Generative AI models have the added risk of seeking

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 Implementing GenAI: Uses cases & challenges

training data at massive scale, without considering the creator's approval, which could
In this e-guide lead to copyright issues," Chandrasekaran said.

How generative AI is put to work Algorithmic bias is another source of legal risk. Generative AI models, when trained on
in business applications faulty, incomplete or unrepresentative data, will produce results that are systemically
prejudiced. Unchecked, AI bias spreads through the systems and influences decision-
Generative AI use cases for makers relying on the results, potentially leading to discrimination.
DevOps and IT
Flawed AI models "can propagate downstream bias in the data sets, and the
homogenisation of such models can lead to a single point of failure," Chandrasekaran
How generative AI and cloud
complement each other
said.

AI challenges that businesses

7. Providing coordination and oversight
should consider

Newer technologies often compel organisations to launch centers of excellence (CoE)

How to manage generative AI to focus on effective adoption and rollout. Such centers could play an important role in
security risks in the enterprise generative AI.

Inside Zoom’s generative AI "If you don't have a team working on how to understand this capability and take
strategy advantage of it, you are risking obsolescence," Alejo warned. "Centers of excellence
should be existing across every industry, across every organisation."

Such a specialised group can also craft policies for governing the acceptable use of
generative AI. "The CoE," Alejo advised, "should lead policy design and decisions for

Page 26 of 41
 Implementing GenAI: Uses cases & challenges

how different individuals across an organisation can use it." The center, he added,
In this e-guide should enlist the review and input of key stakeholders, including legal, IT, risk and,
potentially, other departments such as marketing, HR and R&D.
How generative AI is put to work
in business applications Next Article

Generative AI use cases for

DevOps and IT

How generative AI and cloud

complement each other

AI challenges that businesses

should consider

How to manage generative AI

security risks in the enterprise

Inside Zoom’s generative AI

strategy

Page 27 of 41
 Implementing GenAI: Uses cases & challenges

In this e-guide How to manage generative AI security risks in the

enterprise
How generative AI is put to work
in business applications Nihad Hassan, Author and Cybersecurity Consultant

The rapid adoption of generative AI models after the launch of ChatGPT promises to
Generative AI use cases for
radically change how enterprises do business and interact with customers and
DevOps and IT
suppliers.

How generative AI and cloud Generative AI can support a wide range of business needs, such as writing marketing
complement each other content, improving customer service, generating source code for software applications
and producing business reporting. The numerous benefits of generative AI tools --
AI challenges that businesses especially reduced costs and enhanced work speed and quality -- have encouraged
should consider enterprises and individuals alike to test such tools' capabilities in their work.

How to manage generative AI However, as with any emerging technology, rapid implementation could be risky,
security risks in the enterprise opening the door to threat actors to exploit organisations' vulnerabilities. In today's
complex IT threat landscape, using generative AI tools without careful consideration
Inside Zoom’s generative AI
could result in catastrophic consequences for enterprises.
strategy

Page 28 of 41
 Implementing GenAI: Uses cases & challenges

In this e-guide
Security risks associated with using generative AI in
enterprise environments
How generative AI is put to work
in business applications Understanding the potential risks of using generative AI in an enterprise context is
crucial to benefiting from this technology while maintaining regulatory compliance and
Generative AI use cases for avoiding security breaches. Keep the following risks in mind when planning a
DevOps and IT generative AI deployment.

How generative AI and cloud 1. Employees exposing sensitive work information

complement each other

In enterprise environments, users should be cautious about any piece of data they
AI challenges that businesses
should consider
share with others -- including ChatGPT and other AI-powered chatbots.

A noticeable recent incident is the data leakage caused by Samsung employees who
How to manage generative AI shared sensitive data with ChatGPT. Engineers at Samsung uploaded confidential
security risks in the enterprise
source code to the ChatGPT model, in addition to using the service to create meeting
notes and summarise business reports containing sensitive work-related information.
Inside Zoom’s generative AI
strategy The Samsung case is just one highly publicised example of leaking sensitive information
to AI-powered chatbots. Many other companies and employees using generative AI
tools could make similar mistakes by revealing sensitive work information, such as
internal code, copyrighted materials, trade secrets, personally identifiable information
(PII) and confidential business information.

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 Implementing GenAI: Uses cases & challenges

OpenAI's standard policy for ChatGPT is to keep users' records for 30 days to monitor
In this e-guide for possible abuse, even if a user chooses to turn off chat history. For companies that
integrate ChatGPT into their business processes, this means employees' ChatGPT
How generative AI is put to work accounts might contain sensitive information. Thus, a threat actor who successfully
in business applications
compromises employees' ChatGPT accounts could potentially access any sensitive data
included in those users' queries and the AI's responses.
Generative AI use cases for
DevOps and IT
2. Security vulnerabilities in AI tools
How generative AI and cloud
complement each other Like any other software, generative AI tools themselves can contain vulnerabilities that
expose companies to cyberthreats.
AI challenges that businesses
In March, for example, OpenAI took ChatGPT offline to fix a bug in the chatbot's open
should consider
source library that had enabled some users to see chat titles from another active user's
chat history. It was also possible to see the first message of a newly created
How to manage generative AI
conversation in someone else's chat history if both users were active around the same
security risks in the enterprise
time.

Inside Zoom’s generative AI In addition, the same bug revealed the payment-related information of 1.2% of
strategy ChatGPT Plus subscribers who were active during a specific time period, including the
customers' first and last name, email address, and last four credit card number digits.
In another recent incident, the cyberintelligence firm Group-IB found more than
100,000 compromised ChatGPT accounts advertised for sale on dark net marketplaces.

Page 30 of 41
 Implementing GenAI: Uses cases & challenges

In this e-guide 3. Data poisoning and theft

How generative AI is put to work Generative AI tools must be fed with massive amounts of data to work properly. This
in business applications training data comes from various sources, many of which are publicly available on the
internet -- and, in some cases, could include an enterprise's previous interactions with
Generative AI use cases for clients.
DevOps and IT
In a data poisoning attack, threat actors could manipulate the pre-training phase of the
How generative AI and cloud
AI model's development. By injecting malicious information into the training data set,
complement each other adversaries could influence the model's prediction behavior down the line, leading to
false or otherwise harmful responses.
AI challenges that businesses
Another data-related risk involves threat actors stealing the data set used to train a
should consider
generative AI model. Without sufficient encryption and controls around data access,
any sensitive information contained in a model's training data could become visible to
How to manage generative AI
attackers who obtain the data set.
security risks in the enterprise

4. Breaching compliance obligations

Inside Zoom’s generative AI
strategy
When using AI-powered chatbots in enterprise environments, IT leaders should
evaluate the following risks related to violating relevant regulations:

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 Implementing GenAI: Uses cases & challenges

• Incorrect responses. AI-powered tools sometimes give false or superficial

In this e-guide answers. Exposing customers to misleading information could give rise to legal
liability in addition to negatively affecting the enterprise's reputation.
• Data leakage. Employees could share sensitive work information, including
How generative AI is put to work
customers' PII or protected health information (PHI), during conversations with
in business applications
an AI chatbot. This, in turn, could violate regulatory standards such as GDPR,
PCI DSS and HIPAA, risking fines and legal action.
Generative AI use cases for • Bias. AI models' responses sometimes demonstrate bias on the basis of race,
DevOps and IT gender or other protected characteristics, which could violate anti-
discrimination laws.
• Breaching intellectual property and copyright laws. AI-powered tools are
How generative AI and cloud
trained on massive amounts of data and are typically unable to accurately
complement each other
provide specific sources for their responses. Some of that training data might
include copyrighted materials, such as books, magazines and academic journals.
AI challenges that businesses Using AI output based on copyrighted works without citation could subject
should consider enterprises to legal fines.
• Laws concerning chatbot use. Many enterprises have begun integrating
ChatGPT and other generative AI tools into their applications, with some using
How to manage generative AI
AI-powered chatbots to answer their customers' inquiries immediately. But
security risks in the enterprise
doing so without informing customers in advance risks penalties under statutes
such as California's bot disclosure law.
Inside Zoom’s generative AI • Data privacy. Some enterprises might want to develop their own generative AI
strategy models, a process likely to involve collecting large amounts of training data. If
threat actors successfully breach enterprise IT infrastructure and gain
unauthorised access to training data, the resulting exposure of sensitive
information contained in compromised data sets could violate data privacy
laws.

Page 32 of 41
 Implementing GenAI: Uses cases & challenges

In this e-guide
Best practices for security when using generative AI
tools in the enterprise
How generative AI is put to work
in business applications To address the numerous security risks associated with generative AI, enterprises
should keep the following strategies in mind when implementing generative AI tools.
Generative AI use cases for
DevOps and IT 1. Classify, anonymise and encrypt data before
How generative AI and cloud
building or integrating generative AI
complement each other
Enterprises should classify their data before feeding it to chatbots or using it to train
AI challenges that businesses generative AI models. Determine which data is acceptable for those use cases, and do
should consider not share any other information with AI systems.

Likewise, anonymise sensitive data in training data sets to avoid revealing sensitive
How to manage generative AI
security risks in the enterprise information. Encrypt data sets for AI models and all connections to them, and protect
the organisation's most sensitive data with robust security policies and controls.
Inside Zoom’s generative AI
strategy

Page 33 of 41
 Implementing GenAI: Uses cases & challenges

In this e-guide 2. Train employees on generative AI security risks

and create internal usage policies
How generative AI is put to work
in business applications
Employee training is the most critical protective measure to mitigate the risk of
generative AI-related cyber attacks. To implement generative AI responsibly,
Generative AI use cases for
organisations must educate employees about the risks associated with using this
DevOps and IT
technology.

How generative AI and cloud Organisations can set guidelines for generative AI use at work by developing a security
complement each other and acceptable use policy. Although specifics will vary from organisation to
organisation, a general best practice is to require human oversight. Don't automatically
AI challenges that businesses trust content generated by AI; humans should review and edit everything AI tools
should consider create.

How to manage generative AI AI use and security policies should also specifically mention what data can be included
security risks in the enterprise in queries to chatbots and what is not permitted. For example, developers should
never feed intellectual property, copyrighted materials, PII or PHI into AI tools.
Inside Zoom’s generative AI
strategy 3. Vet generative AI tools for security

Conduct security audits and regular penetration testing exercises against generative AI
tools to identify security vulnerabilities before deploying them into production.

Page 34 of 41
 Implementing GenAI: Uses cases & challenges

Security teams can also train AI tools to recognise and withstand attack attempts by
In this e-guide feeding them with examples of cyber attacks. This reduces the likelihood that a hacker
will successfully exploit the organisation's AI systems.
How generative AI is put to work
in business applications
4. Govern employees' access to sensitive work
Generative AI use cases for
data
DevOps and IT

Apply the principle of least privilege within enterprise environments, enabling only
How generative AI and cloud authorised personnel to access AI training data sets and the underlying IT
complement each other infrastructure.

AI challenges that businesses Using an identity and access management tool can help centralise and control
should consider employees' access credentials and rights. Likewise, implementing multifactor
authentication can help safeguard AI systems and data access.
How to manage generative AI
security risks in the enterprise 5. Ensure underlying networks and infrastructure
are secure
Inside Zoom’s generative AI
strategy
Deploy AI systems on a dedicated network segment. Using a separate network
segment with restricted access to host AI tools enhances both security and availability.

Page 35 of 41
 Implementing GenAI: Uses cases & challenges

For organisations hosting AI tools in the cloud, select a reputable cloud provider that
In this e-guide implements strict security controls and has valid compliance certifications. Ensure all
connections to and from cloud infrastructure are encrypted.
How generative AI is put to work
in business applications
6. Keep an eye on compliance requirements,
Generative AI use cases for
including regularly auditing vendors
DevOps and IT

Compliance regulations are constantly evolving, and with the uptick in enterprise AI
How generative AI and cloud adoption, organisations will likely see more compliance requirements related to
complement each other generative AI technology.

AI challenges that businesses Enterprises should closely monitor compliance regulations affecting their industry for
should consider any changes related to the use of AI systems. As part of this process, when using AI
tools from a third-party vendor, regularly review the vendor's security controls and
How to manage generative AI vulnerability assessments. This helps ensure any security weaknesses in the vendor's
security risks in the enterprise systems do not traverse into the enterprise's IT environment.

Next article
Inside Zoom’s generative AI
strategy

Page 36 of 41
 Implementing GenAI: Uses cases & challenges

In this e-guide Inside Zoom’s generative AI strategy

Aaron Tan, Executive Editor, APAC
How generative AI is put to work
in business applications Zoom has been baking artificial intelligence (AI) into its products for some time now,
enabling remote employees to see their co-workers up-close in hybrid meetings and
Generative AI use cases for delivering conversation insights to sales teams, among other capabilities.
DevOps and IT
In September 2023, the company took those capabilities to the next level with AI
How generative AI and cloud
Companion, a generative AI (GenAI)-powered assistant that was designed to increase
complement each other productivity, facilitate seamless collaboration and derive deeper insights for employees
across the Zoom platform.
AI challenges that businesses
Besides providing workers with summaries of meetings they have missed and advising
should consider
meeting participants on speaking skills, AI Companion can also help them gather
materials from different sources ahead of a meeting. The tool is now being used by
How to manage generative AI
over 200,000 accounts, with some four million summaries created so far.
security risks in the enterprise
Underpinning AI Companion is Zoom’s federated approach towards GenAI, according
Inside Zoom’s generative AI to its chief product officer, Smita Hashim. “What that means is that we’re not just
strategy strapping one model – we work dynamically across multiple models to create results
for the user,” she told Computer Weekly on a recent visit to Singapore.

Page 37 of 41
 Implementing GenAI: Uses cases & challenges

“We have partnerships with OpenAI, Anthropic and Meta, but we also have our own
In this e-guide model, and we will allow customers to bring their own models should they desire to do
so.”
How generative AI is put to work
in business applications Hashim said this approach is more cost-effective as not every task requires the use of
massive, large language models (LLMs). Huang Xuedong, Zoom’s chief technology
Generative AI use cases for officer, said in a recent blog post that Zoom will first employ a lower-cost LLM most
DevOps and IT suitable for the task on hand.

“Our Z-Scorer then evaluates the initial task completion quality, and if needed, we use
How generative AI and cloud
complement each other
a more advanced LLM to augment the task completion based on what was achieved
from the initial LLM, similar to the way that a cohesive team working together is able
to create a higher-quality product more efficiently than any one individual,” he said.
AI challenges that businesses
should consider
Hashim said a federated approach and the use of smaller models can deliver results
with lower latency while enabling Zoom to provide AI Companion at no extra cost to
How to manage generative AI customers with existing licences at a time when organisations are concerned about the
security risks in the enterprise
cost of GenAI deployments.
On how Zoom is managing the costs of delivering GenAI capabilities to customers, she
Inside Zoom’s generative AI said the company’s technical innovation has given it a good margin for its products.
strategy “There is a cost to us, but we can do it in a pretty cost-effective way,” she said.

Addressing concerns about data privacy and security, Hashim assured users that Zoom
does not use their data to train models and has published a whitepaper outlining the

Page 38 of 41
 Implementing GenAI: Uses cases & challenges

architecture, data storage details, retention periods and usage specifics. The company
In this e-guide also provides a zero data retention option upon request.

How generative AI is put to work

in business applications Flexible architecture
Generative AI use cases for Hashim said the flexibility of Zoom’s architecture could open opportunities for
DevOps and IT customers to run Zoom’s AI capabilities on-premise like they now can with some Zoom
services through the Zoom Node platform that extends Zoom cloud functionality to
How generative AI and cloud
customer datacentres.
complement each other
“We are not running AI on [Zoom Node] right now, but we offer it for our Phone and
Team Chat products,” she added. “The control plane is still running on Zoom, but these
AI challenges that businesses
are possibilities as we move forward to address the needs of customers.”
should consider

While Zoom has a foundation in conversational intelligence, Hashim did not rule out
How to manage generative AI the potential use of domain-specific models for industries such as healthcare, where
security risks in the enterprise customers may have connected the Zoom platform to other applications and data
sources via application programming interfaces.
Inside Zoom’s generative AI
strategy “In terms of domain-specific models, we’re having some of those discussions with
multiple providers, and we are very willing for customers to bring their own models,”
she said. “Some of that becomes easier because we have a federated approach which
lets you plug in multiple models.”

Page 39 of 41
 Implementing GenAI: Uses cases & challenges

Ricky Kapur, Zoom’s head of Asia-Pacific, said AI Companion has opened doors to
In this e-guide customers in the region who are concerned about the cost of GenAI capabilities and
want an alternative platform to ensure business continuity.
How generative AI is put to work
in business applications “I believe – and I’ve seen in a few cases – that it has accelerated the process of them
bringing in Zoom as an alternative platform to the incumbent,” he said. “AI Companion
Generative AI use cases for provides additional value, and we see it bringing us additional revenue.”
DevOps and IT
Next Article

How generative AI and cloud

complement each other

AI challenges that businesses

should consider

How to manage generative AI

security risks in the enterprise

Inside Zoom’s generative AI

strategy

Page 40 of 41
 Implementing GenAI: Uses cases & challenges

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Page 41 of 41