Wayfair, an online retailer of furniture and home decor, is exploring the potential of generative AI technology. The company’s CTO, Fiona Tan, recognizes its transformative power but also emphasizes the need to remain focused on the company’s core objectives.

Tan recently gave an interview where she discussed the major technological trends of the year, specifically providing guidance for executives who are struggling with integrating generative AI into their strategies. This interview was in anticipation of VB Transform, which is an annual networking event focused on AI and data for enterprise tech decision-makers.

Wayfair has a deliberate and strategic method when it comes to generative AI. They created a diverse council of experts, including engineers, data scientists, legal specialists, and marketers to analyze the potential uses of the technology and consider potential privacy concerns. The council sorted generative AI into three main categories: long-term transformative potential, short-term opportunities, and day-to-day operational efficiency.

Wayfair’s forward-thinking team, Wayfair Next, focuses on the big, future potential impacts of the emerging technology. They have developed proof-of-concept projects in areas such as text and imagery generation. The council also explored how generative AI could enhance customer service, with an emphasis on maintaining a human touch. Wayfair ensures that agents have the final say in crafting responses to customers, even while incorporating AI-generated suggestions. The company also aims to use the technology to optimize marketing copy and supplier content.

Addressing licensing concerns, Tan acknowledges the need to strike a balance between utilizing APIs from closed large language models provided by partners like OpenAI and using open-source models trained on proprietary data. While the former offer a quicker route to market, the latter require a greater investment but can deliver a competitive edge through differentiation.

Wayfair’s pragmatic approach to generative AI offers a thoughtful blueprint for businesses navigating the uncharted waters of this groundbreaking technology, striking a balance between embracing innovation and preserving core values. As the company embarks on its generative AI journey, it serves as a beacon for other enterprises looking to harness the power of this revolutionary technology.