Innovating With AI: How Businesses Are Reshaping Their Future in 2024

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Explore AI's impact on businesses, revealing how companies like Spotify, Instagram and are already testing the waters.

Every business leader is on a unique artificial intelligence journey, striving to understand where they fit in this rapidly changing narrative and the rise of multimodal AI models.

But looking beyond the hype and predictions for 2024, it presents the same challenges as other pivotal technological shifts over the past 15 years.

The iPhone moment and the later mobile app stores led to organizations’ widespread belief that a smartphone app was essential for staying relevant.

A few years later, we entered an era of digital disruption, spearheaded by the likes of Netflix, Airbnb, and Uber, and the revolution in music and communication brought about by MP3s and WhatsApp. Such innovations redefined entire industries and consumer behaviours.

The FOMO Effect: How AI is Shaping Business Strategies Today

Now, AI stands as the next frontier. Just as leaders once rushed to embrace smartphone apps and digital models, many are now eager to integrate AI into their operations, often with a sense of urgency fueled by the fear of missing out (FOMO).

This urgency is understandable, given AI’s potential to redefine business operations, customer interactions, and competitive landscapes.


However, this rapid embrace of AI comes with its challenges. The journey shouldn’t be just about adopting new technology. Leaders should begin by understanding the impact of AI operationally and financially while ensuring that it aligns with the company’s values, purpose, and vision.

2024 should be the moment leaders think more significant than managing the narrative around AI and focus on creating value with AI and embedding it into the fabric of their organizations.

As businesses shift their focus toward revenue generation, there’s a noticeable decline in creativity and innovation. The market is becoming saturated with “look what we are doing” applications, overshadowing the fewer “something valuable” solutions.

Let’s put the tech aside and ask ourselves, what problems are we solving here or arguably creating instead?

Spotify’s AI Playlists: A New Era of Music Discovery and Personalization

Currently in testing, Spotify’s “AI Playlists” feature significantly deviates from traditional playlist curation, offering a more interactive and personalized approach. Users can engage directly with Spotify’s Spotify AI, creating playlists tailored to specific situations, moods, or activities using natural language prompts.

Unlike the previous reliance on machine learning and editorial curation, “AI Playlists” allows for dynamic interaction, enabling users to request and receive playlists that align with their stated needs and unique musical tastes.

This innovation represents a shift towards deeper personalization and enhanced user engagement, promising a more intuitive connection between songs, artists, and listeners and potentially transforming the music discovery process.

The development and testing of “AI Playlists” underscore Spotify’s commitment to AI-driven innovation in music streaming. Initially discovered by accident in a TikTok video, the feature enables users to generate playlists using AI prompts.


Since when did they have this update on spotify. Now they got chatGPT making our playlists… also wtf is Which House Exploration😭😭 #spotify #update #ai

♬ Heavy Metal Lover overlapped – jinxknsaudios

While still cautious and exploratory, this development builds on Spotify’s earlier AI initiatives, like the AI DJ. It opens up new possibilities in podcast summarization and music creation.

The implications of this feature for the music industry are significant, raising questions about its impact on artists, record labels, and audience engagement. As Spotify continues exploring AI’s potential in music, we must also remember that these advancements come a few weeks after laying off 17% of its staff.

Will AI Transform Project Management?

In project management, AI integration has become a pivotal focus for companies looking to enhance their platforms in 2024. Innovative tools incorporating AI are setting a new standard for efficiency and effectiveness in managing projects. For instance, integrating AI in project management tools is not just about automation; it’s about intelligently understanding project dynamics and offering predictive insights.

Trello has incorporated AI through its Butler feature, which promises to simplify project management tasks by enabling automation, scheduling reminders, and refining workflows.

Another big name in this space is Asana, which has also rolled out Asana Intelligence, an AI feature designed to enhance workflow efficiency and deliver vital insights for foreseeing project challenges and planning future strategies, presenting a holistic approach to team management.

Elsewhere, is also leveraging AI to provide customized workflows and predictive analytics. Finally,  ClickUp introduced an AI tool to automate routine tasks and enhance productivity.

These new features demonstrate how AI can be a strategic project management partner, providing automation, insights, and foresight. This approach transforms project management from a task-oriented process to a more strategic, outcome-focused practice.

By leveraging AI, these tools promise to enable project managers to anticipate challenges, optimize resource allocation, and make more informed decisions, ultimately leading to more successful project outcomes.

However, it’s too early to determine whether the integration of AI in project management tools signifies a substantial transformation in the perception and usage of these platforms or if it merely presents as a superficial, albeit attractive, distraction.

Instagram’s Generative AI Tool for Personalized Backgrounds

Social media platforms like Instagram increasingly integrate AI tools that promise to enhance user experience and foster creative expression. Instagram’s latest introduction, a generative AI-powered background editing tool available to U.S. users, exemplifies this trend.

Developed under the guidance of Meta’s generative AI lead, Ahmad Al-Dahle, this innovative tool allows users to alter the backgrounds of their images in Instagram Stories through various prompts.

Users can select from ready-made prompts like “On a red carpet” or “Being chased by dinosaurs” or craft their own for a more personalized experience. The interactive nature of this feature is further highlighted by the “Try it” sticker on Stories with AI-generated backgrounds, encouraging others to engage with the tool.

For many users, this move will mirror similar advancements by competitors like Snapchat, which recently released AI-generated imaging tools for its paying users.

Furthermore, Meta has broadened its AI integration across its suite of apps, including WhatsApp and Messenger, by introducing AI-powered characters and a standalone AI-image generator named Imagine with Meta. These developments reflect a broader shift in social media, where AI tools are becoming pivotal in redefining content creation and user interaction.

Balancing Business Value with Social Responsibility

For businesses trying to determine their next move, this phase in the AI journey is about asking critical questions: What are we doing with AI? Where are we headed? What are our competitors doing?

Boards and leaders need reassurance that their AI investments are sufficient and timely. The key is to adopt AI to stay current and leverage it as a transformative tool that brings real business value and innovation.

If businesses make the short-sighted decision of transparently slashing staff so they can hop on the AI gravy train before it’s too late, do they risk it backfiring on them in 2024?

The rise of socially conscious consumers turning their back on the subscription economy to make mindful purchase decisions could be challenging to organizations desperately trying to showcase their “look what we are doing” AI applications.

The Bottom Line

The challenge for business leaders in 2024 is balancing embracing AI for operational efficiency and aligning it with ethical considerations and social responsibility.

The real test for businesses will be how they adapt AI to enhance user experiences and solve real-world problems without compromising their workforce or principles.

AI’s success in business will ultimately depend on its ability to deliver sustainable, ethical, and meaningful advancements, shaping a future where technology and humanity coexist harmoniously.


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Neil C. Hughes
Senior Technology Writer
Neil C. Hughes
Senior Technology Writer

Neil is a freelance tech journalist with 20 years of experience in IT. He’s the host of the popular Tech Talks Daily Podcast, picking up a LinkedIn Top Voice for his influential insights in tech. Apart from Techopedia, his work can be found on INC, TNW, TechHQ, and Cybernews. Neil's favorite things in life range from wandering the tech conference show floors from Arizona to Armenia to enjoying a 5-day digital detox at Glastonbury Festival and supporting Derby County.  He believes technology works best when it brings people together.