“As AI adoption continues to grow, companies in the region should be careful not to overestimate its capabilities” – Prezent’s Antoine Valentone

By April 18, 2024

AI has arrived in Argentina, even though many still haven’t realize it yet.

In the final weeks of campaigning, Argentina’s President Javier Milei published a fabricated image depicting his rival as a communist in military garb.

The AI-generated image drew some 3 million views when Milei posted it on a social media account, highlighting how the rival campaign teams used AI technology to catch voters’ attention. To this day, many in the country have not realized AI was used.

This isn’t just in elections. In fact, a survey by HubSpot in 2021 revealed that 63% of respondents were unaware that they themselves were using AI technologies.

More and more companies in Argentina, in additional to political figures, are beginning to use artificial intelligence. Experts have warned that companies not are not adopting this technology within the next few years will lose fall behind.

For advice for how SMEs can adopt AI, El Tiempo recently interviewed Antoine Valentone, VP Success at Prezent. The interview is reprinted below with permission.

El Tiempo: Can AI improve our skills, both in communication and in other areas?

Antoine: Yes, I think AI can play a very important role in improving our business communication skills and helping us be more productive. For example, AI will help automate repetitive tasks such as composing emails, scheduling meetings, and summarizing conversations. This automation will free up employee time to do more strategic work that requires a human touch.

Additionally, artificial intelligence can help generate clear, concise, and grammatically correct content, saving time and effort that would have otherwise been wasted.

El Tiempo: What advice do you give to leaders to take advantage of AI in their communication strategies?

Antoine: First of all, my advice is to start with achievable goals. Don’t try to check your entire communication system at once. Identify specific areas where AI can provide the most significant benefit, such as automating email responses or personalizing marketing campaigns. Then, regularly track the impact of your AI-powered communication efforts.

Analyze metrics such as customer satisfaction, engagement, and conversion rates to determine if your chosen methods are yielding positive results. Finally, as AI technology continues to evolve, stay informed on the latest advancements and adapt your communication strategies accordingly.

El Tiempo: What is your main recommendation for SMEs when adopting AI?

Antoine: As AI adoption continues to grow, SMEs must be careful not to overestimate AI’s capabilities. While AI can be powerful, it is not perfect. SMEs need to understand that AI models can be biased, make errors, and lack the nuanced understanding that humans possess.

As a result, SMEs need to analyze and validate data. Don’t blindly accept AI results. SMEs must understand the reasoning behind the results and be able to explain them to others, especially if the results appear questionable.

El Tiempo: What motivated the creation of a product to improve communication with AI?

Antoine: Prezent was born from a simple belief: “Everyone deserves a fair chance to realize their ideas.” The fact is that many people have difficulty with business communication. One may have difficulty empathizing with their audience, structuring their thoughts, or may stumble because they do not speak their primary language.

As a result, their ideas are not accepted, decision-making slows down, and companies lose competitive advantage.

El Tiempo: What is the main problem you are solving?

Antoine: Our mission is to build an intelligent and successful communication platform that democratizes great business communication. Prezent is a platform that understands the multidisciplinary nature of business communication and that boosts communication effectiveness, reduces presentation time and transforms the way companies make decisions.

El Tiempo: What is your short-term vision for the adoption of the platform in Latin America?

Antoine: While the platform is currently available worldwide through our cloud system, we currently only support English and Japanese languages. We are in the process of adding the Spanish language to increase adoption in Latin America.