AI has turned a two-month task into hours, says JLL CMO Siddharth Taparia

Below is a transcript of the video.

Siddharth Taparia: When it comes to marketing, I think one of the things that is on the cutting edge for everyone is artificial intelligence.

Siddharth Taparia, I am the Global Chief Marketing Officer for JLL, which is a Fortune 200 commercial real estate company. Our mission is to shape the future of real estate for a better world. And this is our belief that through real estate we can truly build a better world for the planet, better for future generations.

So our AI journey really started when GPT Chat was launched, I think it was November 2022. So we started talking and experimenting and playing with all the different tools that were becoming available in the market. And then in August 2023, so within 10 months, we launched the JLL GPT, which was the first large tongue model on the market, built specifically for commercial real estate.

And once that was available, our teams could just use whatever information they wanted to enter in a very safe and secure way because the information we knew would never leave the four walls of the organization. There was no risk we were taking on anyone’s behalf. And that’s really turbocharged the way we use artificial intelligence now. And so, we now have over 400 people in marketing who call themselves AI innovators, who are champions who have raised their hand and are really committed to using AI tools every day. We use over half a dozen tools to do our daily work from an AI perspective. And the ultimate goal for us is to do things faster, but also to make them much more efficient for our business.

Two weeks ago we were trying to partner with another company. In the past, what would have happened is we would have called our legal team, someone would have written the first draft, people would have reviewed it sometimes for days, sometimes for weeks, and then we would have finalized it. and signed it. The entire process from start to finish would have taken between four and six weeks. This time I used our in-house large language model called JLL GPT and was able to generate the initial draft of that MOU in minutes. And once I had that, I refined it myself, it took me an hour, I sent it to our legal team. It probably took them 30 minutes to mark it up and I sent it to our partner that I was working with. The entire process, so far has taken us less than five hours, whereas in the past it would have taken us anywhere from a month to two months to complete such a process.

There are so many examples of this, but also the opportunity to create opportunities to talk to your customers. Initial chat. And that’s something we’re experimenting with on our site. In the past, that would have been something that was run by a human being, and we had limitations on how many hours we could do that. Now we have AI doing some of the initial conversations, of course, training how we would do that, and that allows us to create opportunities to be more available to our customers instead of being available eight hours a day, we could be available 24 hours. hours a day.