How to make the most of AI in industry: insights from Giorgio Crippa at Xylexpo
A new frontier, a new way to approach work, production, and industry. Artificial intelligence (AI) has become a part of our daily lives, evolving from a “mysterious object” imagined in 1980s fantasy films into a valuable—almost indispensable—companion. But how can companies fully exploit its potential? What developments and advantages could entrepreneurs gain from it?
These questions were explored during the latest edition of Xylexpo Digital, the online platform for the Italian trade fair dedicated to woodworking. We had the opportunity to discuss this with Giorgio Crippa, the owner of Milan-based SDM, an agency specializing in new technologies, communication, and projects since 1997.
“What we are witnessing and experiencing – explains Giorgio Crippa – is a digital revolution providing us with new and sensational tools. At SDM, we’ve been consistently studying and using tools that push the limits of work efficiency for about two years”.
How do people react to artificial intelligence?
“When it comes to AI, people usually fall into three categories,” says Crippa. “The skeptics: These individuals tend to underestimate what they see. For example, they are the same people who, during the early days of platforms like YouTube, believed it wouldn’t work, dismissed Google as unhelpful, or thought social networks were just entertainment for teenagers. Similarly, they try AI but don’t use it effectively. The catastrophists: These people not only fail to see AI’s potential but actively fear it, viewing it as an adversary that, in the not-so-distant future, will replace us, take over, and eliminate jobs. The curious: According to Crippa, this group has the right approach to new technologies. They observe AI, study it, test it, and recognize its practical applications, especially in boosting a company’s productivity.
This is the correct approach – Crippa adds – because it’s clear these tools can genuinely improve a company’s efficiency. They enhance preparation, service output, and product quality, creating a competitive advantage. Ignoring AI means missing opportunities and, consequently, surrendering significant market shares to others”.
ChatGPT: a noteworthy example of AI in action
One of the most well-known (and widely discussed) AI tools is ChatGPT, a chatbot powered by artificial intelligence and machine learning developed by OpenAI, designed to converse with human users.
“ChatGPT has countless functions, useful in both daily life and industry. For instance, during a recent trip to Budapest, I uploaded a photo of a sign into ChatGPT, and the system explained its significance and history. This wasn’t a simple Google search. ChatGPT acts as an aggregator —it combines reviews, opinions, and references, turning them into clear, synthesized content. This is helpful when searching for a venue, but it becomes crucial when making purchase decisions. It reads user reviews, processes them, and provides a sentiment analysis summary.
On a corporate level, ChatGPT is invaluable for presentations, copywriting, workflow organization, and client interactions during meetings. Need a personalized presentation to approach a client? I explain to ChatGPT who we are, our goals, values, and strengths, as well as the specifics of the potential client. The system then creates a presentation highlighting commonalities, key points to emphasize, and everything I need.
Earlier, I mentioned the competitive advantage of AI platforms. This advantage extends to sales as well: in a highly competitive sector, I can ask for suggestions on how to stand out or be more appealing. ChatGPT can even simulate ‘tough’ questions, objections, or challenges from potential clients, allowing us to prepare and always have a ready response. In short, it’s like a colleague helping you prepare for a meeting”.
Social media
“AI platforms, like ChatGPT, also enable content creation for websites and social media. Starting from a few scattered notes, they can generate a polished post or copy with a tone of voice tailored to your needs. Of course, humans are not obsolete—it’s still necessary to review the generated content before publishing to ensure it aligns with your goals. However, it provides a high-quality draft that often only requires minor adjustments”.
Can AI Be Used for Practical Needs, Like Choosing a Supplier?
“In theory, yes, but the platform excels in processing precise, ‘scientific’ data. As we mentioned earlier, it’s a great aggregator, but for tasks like finding suppliers, Google is still more effective. ChatGPT can offer suggestions, but for now, it stops there.
Does it still have limitations? Absolutely. It’s a tool in evolution, but the results it already delivers are exceptional on average. It’s developing at a breakneck pace, and its outputs will continue to improve exponentially”.
Familiarizing Businesses with AI
“The time is now. While these tools will evolve, a basic understanding is essential to grasp their functionality. Some companies, even in the woodworking sector, are already using them. That’s why I encourage businesses to experiment and imagine how AI can be applied to their operations. Even at a basic level, these tools can improve work efficiency, speed, and starting points. Humans remain a crucial value-added component, but enhancing the foundation is always beneficial”
Are There More Industry-Specific Solutions?
“Certainly. ChatGPT is a generalist tool, but there are hundreds of specialized applications for video, audio, data analysis, and more. However, I believe it’s important to first gain foundational knowledge with a generalist tool before moving on to more specific solutions tailored to individual needs.”
The “Big Brother Syndrome”: A Legitimate Fear or Just Scaremongering?
“AI has undoubtedly raised new and different concerns, particularly in areas like privacy and content authenticity, especially regarding images. Recently, the European Union passed an AI Act to regulate and address critical issues like privacy, image analysis, and predictive analytics, which could pose challenges to our lives. Ethical problems need to be understood and resolved, and they are on the table now”.
Are You Optimistic That These Issues Will Be Managed Smoothly?
“Absolutely. At this stage, AI platforms are allies. For example, Microsoft calls its version ‘Copilot’ to convey the idea that these tools assist and accompany you but don’t lead. At least not yet. In a few years, when they are far more advanced, we’ll see.
More broadly, AI is expected to achieve an intelligence level exceeding 95% of humans. In any profession, there might be five people working while the other 95 find alternative roles.
Clearly, this is a world moving at a speed we couldn’t have imagined just a few years ago. And, as I mentioned, now is the time to embrace these tools to avoid being left behind in the coming years”.
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