The 5 Levels of Generative AI
Recently, OpenAI described generative AI evolving through five levels, each with increasing capabilities and business value. Currently, most applications—like ChatGPT—are at Level 1, focused on conversational AI. At this stage, AI assists with customer interaction and basic task automation, but it is only the beginning. As generative AI progresses to Level 2 and beyond, it will become capable of human-level reasoning, task execution, and eventually, at Level 5, replacing entire organizations by autonomously managing everything from marketing to finance.
The 5 Stages of Generative A.I.
The current value of generative AI, at Level 1, remains somewhat limited in scope. While the potential of LLMs and image generators is immense, most uses today revolve around tasks like rewriting text or generating pretty pictures, which still often carry a noticeable "AI-generated" feel. This is reflected in the pricing, with many models either offering free limited-use plans or charging modest fees, typically around $20 per month. However, the business value of generative AI will increase exponentially as we move to Level 2: human-level problem solving . At this stage, AI will need to be integrated into human workflows and processes, providing real solutions to everyday business challenges rather than being seen as a "nice-to-have" tool. For example, an AI-powered analytics tool—like the one MetaMarketing is developing—would automatically process large volumes of data without requiring specific prompts, identifying key trends and delivering human-level insights and recommendations that directly drive business decisions. (You can join the waiting list to test our beta version today.)
Cooling Period After Initial Hype
As with any transformative technology, generative AI is currently going through a natural “cooling period” after the initial surge of excitement. This mirrors the early days of computers and the internet, when, after the initial enthusiasm, there was a slower period of adoption. The current wave of generative AI has been heavily promoted by technical leaders like Sam Altman, Ilya Sutskever, and Mustafa Suleyman, but has yet to see the same level of promotion from operational and business leaders who can implement it at scale. This gap has led to some skepticism, but history shows that such pauses are often followed by rapid, widespread adoption.
The Skepticism Around Business Value
Some business leaders are skeptical about the actual value that generative AI brings, largely because of a lack of mainstream applications that directly impact day-to-day operations. Thus far, tech giants like Microsoft and Google have focused more on showcasing the technology's potential than on demonstrating specific user-driven use cases that can drive business outcomes. This has left many executives wondering whether the current AI tools are worth the investment. However, this skepticism can be overcome with more user-focused applications that deliver immediate, tangible results in business settings.
Bringing Generative AI to the Mainstream
A major shift is on the horizon. The launch of the iPhone 16, featuring "AppleIntelligence", along with Oprah Winfrey’s special on generative AI (airing on September 12th), is set to introduce AI to a wider, mainstream audience. These events will likely help dispel some of the skepticism by focusing on how generative AI can improve everyday life and business processes. They may help public perception to shift from technical possibilities to practical applications that resonate with business and IT leaders, as well as with everyday users.
Conclusion
The real value of generative AI is in its specific application. Relevant use cases need to be defined. Through its automated data analysis and insights generation technology, MetaMarketing strives to help analysts become 10%-20% more productive — essentially giving workers an extra day each week.
Companies like MetaMarketing are working on AI level 2 and it is only a matter of time before generative AI becomes embedded in most processes in the workplace.
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