Still far from the revolution predicted by some, artificial intelligence and conversational agents are nevertheless already having a concrete impact on our daily lives, and therefore on certain well-established sectors. Far from the alarmist scenarios predicting the disappearance of half of all jobs (already disproved by MIT researchers), we are beginning to identify the uses that are being directly disrupted by the emergence of AI.

Search engines

In recent weeks, several strong signals have emerged. OpenAI has integrated a direct search function into ChatGPT, while Apple is exploring the addition of an AI layer to its Safari browser. The immediate result: Alphabet's share price fell 6%. Google's parent company, stung by this blow, quickly unveiled a Gemini-powered version, already available to US users. The rules of the game are changing fast, and the web giants can no longer afford to drag their feet.

Education

Along similar lines, chatbots are establishing themselves as learning tools, particularly for languages. You can now ask ChatGPT to hold a conversation in English or Spanish, adapting to your level, and even translate and respond on your behalf. These uses call into question the value of certain subscriptions, such as Duolingo. Despite solid stockmarket performance since January (+60%), the platform is suffering from high volatility. And recent statements by its CEO, suggesting that the majority of employees will be replaced by AI, have sparked an outcry amongst users.

Visual creation

Illustrators, voice actors, musicians, authors: everyone is wondering about their future in the face of the rise of generative AI. On the market side, it is the visual sector that is bearing the brunt of this wave. Dall-E, MidJourney and others are setting a frenetic pace. Adobe, in an effort to keep up, has launched Firefly, its in-house response. But despite a promising launch, users seem unconvinced. The tool has not found its audience and is struggling to gain traction.

Advertising

On Monday, June 2, the Wall Street Journal revealed that Meta is now targeting the advertising sector. The goal is to entrust the entire process to its own AI by the end of 2025. Upon the announcement, Publicis and WPP shares fell 4% and 3% respectively. As my colleague Thomas Barnet explained: "Meta intends to become a one-stop shop where any company, large or small, simply formulates its objectives and the AI takes care of the rest. A dream for SMEs, a headache for traditional agencies."

Customer relations

Conversational agents, both written and voice-based, are profoundly changing the face of customer service. The company Teleperformance is paying the price: its stock market value has stagnated at 2016 levels because it failed to negotiate the technological shift. Conversely, Klarna went all in by taking its AI support to the extreme. The result: a failure and a step backwards for the Swedish fintech company, which is now forced to rethink its strategy.