Mar 7, 2023 - Business

A look at one Colorado company in the AI arms race

Illustration of a robot arm holding a bag of money.

Illustration: Aïda Amer/Axios

Generative AI companies are the hot commodity right now, with venture capitalists pouring millions into the space, Axios Pro Rata author Dan Primack reports.

Why it matters: Generative artificial intelligence could become as foundational to life and work as today's cloud storage and mobile devices.

Zoom in: Denver-based Quantive is a key player in the field. The company — founded in 2015 as Gtmhub and rebranded in 2022 — helps other businesses hone their strategies and uses generative AI to provide feedback and customer service, Denver Business Journal reports.

  • Its platform is operational in 75 countries and used by top brands such as Adobe, the Washington Post, Experian, Red Hat and John Deere.
  • "It is poised to transform nearly every industry and the workplace as a whole," Seth Elliott, Quantive's chief operating officer, says.

Yes, but: "It's important to note that our generative AI capabilities are set to boost business success by augmenting human intelligence — not replacing it," Elliott adds.

Our thought bubble: Axios is conducting our own internal experiments with AI to better understand the technology and how it can be applied to what we do.

  • We know that AI comes with many ethical and legal considerations, but we're testing the potential to work more efficiently and understand how it may reshape our industry.
  • None of our stories is currently written using AI, per Axios' guiding manifesto.
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