How to Evaluate GenAI Tools: Considerations for Marketers

Posted on by Chief Marketer Staff

Though GenAI tools are a tempting purchase for marketers seeking to ramp up efficiency or boost creativity, they won’t help (and could even hurt) your organization, unless you ask the right questions. An article in CM sister pub AdExchanger looks at considerations for marketers—regarding data, copyright, cost and use cases—when evaluating new GenAI tools.

“While many marketers are working with ChatGPT, which debuted in November 2022, or its competitors, generative AI-focused startups are also building custom products designed for marketers to solve more nuanced or marketing-focused use cases,” writes AdExchanger‘s Hana Yoo. “But with so many new entrants popping up in generative AI, the increasingly jampacked generative AI startup landscape can make it difficult for marketers to distinguish the fakers from the movers and shakers.”

The key is to ask fundamental questions when evaluating generative AI companies, including what model(s) the startup’s AI model is built on top of, what data the model is trained on and if rights have been secured, cost, copyright considerations, and more. Read more in PRNEWS.



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