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The rise of AI copilots: How LLMs turn data into actions, advance the business intelligence industry and make data accessible company-wide

Author

Listed:
  • Coyle, Jeff

    (Co-founder and Chief Strategy Officer, MarketMuse, USA)

  • Jeske, Stephen

    (Senior Content Strategist, MarketMuse, USA)

Abstract

AI-powered collaboration is quickly advancing due to a convergence of technologies like large language models and language model programming. These developments have spawned the rise of AI (artificial intelligence) copilots, which are changing the way marketing analysts make decisions and boost productivity. This paper explores the capabilities of AI copilots and delves into the challenges, ethical considerations and data privacy issues that come with their adoption. It discusses real-world applications and future trends in the AI copilot landscape. The paper also emphasises the importance of data integration and personalisation in marketing strategies and offers insights into training and skill development for effective collaboration with AI copilots. This comprehensive analysis aims to equip marketing analytics professionals for the future of AI-powered collaboration.

Suggested Citation

  • Coyle, Jeff & Jeske, Stephen, 2023. "The rise of AI copilots: How LLMs turn data into actions, advance the business intelligence industry and make data accessible company-wide," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 9(3), pages 207-214, December.
    • Handle: RePEc:aza:ama000:y:2023:v:9:i:3:p:207-214
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    More about this item

    Keywords

    artificial intelligence copilot; AI-powered collaborator; large language model; knowledge graph; language model query language;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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