BODW 2024 Exclusive: Dr Fan Ling on how AI can revolutionise business growth

Dr Fan Ling explores how the combination of content and AI can fuel business growth, sharing insights on its impact while highlighting some examples of best practices that showcase AI's potential

As founder & CEO of Tezign.com and Director over at Tongji University Design AI Lab, Dr Fan Ling is no stranger to the success stories of businesses utilising artificial intelligence to their advantage. A design technology scholar, Dr. Fan holds a doctoral degree from Harvard University and a master’s degree from Princeton University, and has even served as an assistant professor at both the University of California, Berkeley and the China Central Academy of Fine Arts.

His kickstarting firm, Tezign.com, is dedicated to building next-generation digital infrastructure for creative resources. Under his leadership, Tezign.com has partnered with over 200 leading enterprises and 50,000 creators globally.

At BODW 2024, Dr Fan Ling gave a keynote on design intelligence in tech ecosystems and how to navigate the intersection of AI, creativity and business innovation. Here is an exclusive short interview with the Tezign.com founder:

What's something the business of design world can takeaway from your keynote?

Gain a deep understanding of why and how “Content + AI” can drive growth in the business field. With the content ecosystem and environment faced by brands evolving, why should brands focus on content and AI, and how can it become a vital tool for business? [My] speech shared business practices in “Content + AI”, why and how content + AI [could] drive growth. This provokes further reflection on the development of Content + AI in the business context.

Moving forward, how can these ideas be practically achieved?

To effectively leverage “Content+AI” for business growth, enterprises should focus on building a “content + AI” infrastructure, establishing an efficient system for content creation, management, distribution and analysis to ensure the smooth operation of the content system.

They must commit to patiently accumulating data and enhancing their understanding of it. This is vital, as the quality of input data fundamentally influences the efficacy of AI applications, echoing the adage, “garbage in, garbage out.” Amidst the rapid evolution of new technologies, companies should not neglect the significance of continuous data and process accumulation, since these elements form the cornerstone of sustaining long-term competitive advantages.

The effectiveness of content is highly dependent on the context in which it is applied. When selecting between large or small models, organizations need to clearly define their objectives and the specific scenarios they are addressing, thus enabling them to handle business challenges more effectively.

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