How does Sugi help companies make the switch to generative and responsible AI?

• The importance of knowledge mapping
  

Our customers' problem remains the same, even with the advent of AI: lack of time. That's why the first step we propose is essential: mapping and organizing our customers' knowledge. It's not enough to plug a generative AI like ChatGPT into randomly selected documents. This could lead to imprecise or even erroneous results. Before you can take full advantage of an AI's capabilities, you need to master the input data. We take care of this organization, without the customer having to intervene, because he's already too busy with his obligations.

Once this tidying-up process is complete, we set up our tool, Scope, a generative AI chatbot specifically designed to interrogate marketing studies. But tools alone are not enough. We firmly believe that they must be designed to integrate seamlessly into users' daily lives, while also having a social and ethical impact.

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• Helping research managers make the transition
  

A question that often arises is: are research managers, who are often focused on carrying out the research itself, really prepared to make full use of the knowledge they accumulate? In our view, it's not up to them to adapt to new technologies, but for the technologies to become part of their daily routine. This requires tools that are easy to use, and that support them as they develop their skills, while respecting their professional practices. Sugi has also launched a consortium to ensure that our solutions are perfectly adapted to the business and integrated in a responsible way.

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• Open source and new practices

In this technological revolution, the use of open source is becoming increasingly important. Contrary to popular belief, using existing knowledge does not prevent the creation of new studies. On the contrary, better mastery of existing knowledge enhances the quality of future research. In the academic world, this approach is commonplace: understanding the state of the art before formulating new hypotheses. Today, thanks to technologies such as AI, this methodology is within the reach of companies.

• Research institutes: from suppliers to partners

Research institutes and agencies, too, need to transform to keep pace with this change. They have the opportunity to become not just suppliers, but strategic partners for their customers. This requires the adoption of new reflexes and a gradual transformation of their practices. Initiatives such as the Esomar 20 questions or the DESI (Data Ethic & sustainable Insights) measurement are ways of ensuring this transition.
At Sugi, we believe that deploying AI tools is not enough. It's essential to support companies in adopting new practices, while promoting ethical, respectful and human-centered solutions. Beyond technology, it's this approach that will enable a successful transition to a digitalized and responsible future.

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Link: www.label-desi.com

Link Esomar 20 questions: https://esomar.org/20-questions-to-help-buyers-of-ai-based-services