The current wave of generative AI uses cases has created intense interest and also fueled plenty of thoughts around what will happen next.

One emerging theme is that generative AI will lead toward fine-tuning and custom tailoring of models. In recent weeks, Google Cloud has introduced a Sec-PaLM generative AI model for security, and a neural network Med-PaLM model for medical applications.

“It may be that we’re headed towards a world where it is not one large model, but those specific vertical focused models,” said Asheesh Sharma (pictured, left), delivery lead for Google Cloud and analytics and AI at Persistent Systems Ltd. “There is a Sec-PaLM2. There is a Med-PaLM2. That gives us an indication that we are heading in a direction where those specialized models will help us in solving specific use cases.”

Sharma spoke with theCUBE industry analysts John Furrier and Lisa Martin at the Google Cloud Next event, during an exclusive broadcast on theCUBE, SiliconANGLE Media’s livestreaming studio. He was joined by Dmitriy Khots (right), vice president of strategic analytic insight at Notified, a Digital Media Innovations LLC company, and they discussed how Persistent Systems and Notified are collaborating on advanced AI solutions. (* Disclosure below.)

Moving to next level

One of the specific use cases where generative AI is making inroads can be found in the field of public and investor relations. Notified helps businesses share and amplify stories to customers, investors, employees, and the media, and it leverages AI to do it, according to Khots.

“We’ve been using AI, before AI was cool, to discover new journalists, discover new outlets, discover influencers to enhance our media contact database and enhance our offering for PR professionals,” Khots said. “With generative AI, this has taken us to the next level. We’re going to be doing a lot more to help the PR professionals with managing the content, analyzing the content, predicting the likelihood of success.”

Notified works with Persistent Systems to help navigate the evolving technologies it believes will provide an edge in a highly competitive field.

“Persistent’s partnership with Google and expertise in this space are exceptionally helpful, a lot of the stuff is new,” Khots said. “We’re in a game right now where it’s a race, especially in the PR and IR space. It’s an interesting industry because it hasn’t been disrupted for a while; it’s been pretty stable. We’re doing a disruption.”

Persistent Systems has pursued a number of initiatives itself in the generative AI arena, including deployment of new applications for sports training.

“With generative AI, the floodgates are actually open,” Sharma said. “Some of the primary use cases are coming to the fore. All of a sudden our chatbots are very intelligent now.”

Google Cloud’s recent announcements around its Vertex AI constellation of cloud services for building machine learning models and customizing generative AI have been particularly notable, according to Sharma.

“Vertex AI’s integration with Google Cloud, helping them with debugging, looking at the error logs, and automating some of the actions whether they can fix things on the fly, that’s amazing,” Sharma said. “That is where [there is] a real value of automation and perhaps means that will free up people to do more cool stuff.”

Here’s the complete video interview, part of SiliconANGLE’s and theCUBE’s coverage of the Google Cloud Next event:

(* Disclosure: Persistent Systems Ltd. sponsored this segment of theCUBE. Neither Persistent Systems nor other sponsors have editorial control over content on theCUBE or SiliconANGLE.)

Photo: SiliconANGLE