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When ChatGPT arrived in late 2022, many companies scrambled to understand how this new variation of artificial intelligence could fit into their operations. But for Siddharth Taparia, CMO at Fortune 200 real estate company JLL, the potential was clear from the start.
“I knew gen AI had tremendous potential,” Taparia said during ADWEEK’s Brandweek conference in Phoenix, Ariz.
But as more gen AI tools emerged in the market, Taparia understood there was a hurdle to jump: convincing the 238-year-old company’s skeptical that gen AI was worth the investment.
“This was less of a technological challenge and more of a cultural challenge,” he said.
Scoping the opportunity
Taparia knew the first step was to bring JLL’s 100,000 employees—spread across 80 countries—on board to understand AI’s potential.
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