Nicholas Brackney, Dell: How we leverage a four-pillar AI strategy

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Dell is deeply embedded in the AI landscape, leveraging a comprehensive four-pillar strategy to integrate the technology across its products and services.

Nicholas Brackney, Senior Consultant in Product Marketing at Dell, discussed the company’s AI initiatives ahead of AI & Big Data Expo North America.

Dell’s AI strategy is structured around four core principles: AI-In, AI-On, AI-For, and AI-With:

  1. “Embedding AI capabilities in our offerings and services drives speed, intelligence, and automation,” Brackney explained. This ensures that AI is a fundamental component of Dell’s offerings.
  1. The company also enables customers to run powerful AI workloads on its comprehensive portfolio of solutions, from desktops to data centres, across clouds, and at the edge.
  1. AI innovation and tooling are applied for Dell’s business to enhance operations and share best practices with customers.
  1. Finally, Dell collaborates with strategic partners within an open AI ecosystem to simplify and enhance the AI experience.

Dell is well-positioned to help customers navigate AI workloads, emphasising choice and adaptability through the various evolutions of emerging technology. Brackney highlighted Dell’s commitment to serving customers from the early stages of AI adoption to achieving AI at scale.

“We’ve always believed in providing choice and have been doing it through the various evolutions of emerging technology, including AI, and understanding the challenges that come with them,” explained Brackney. “We fully leverage our unique operating model to serve customers in the early innings of AI to a future of AI at scale.”

Looking to the future, Dell is particularly excited about the potential of AI PCs.

“We know organisations and their knowledge workers are excited about AI, and they want to fit it into all their workflows,” Brackney said. Dell is focused on integrating AI into software and ensuring it runs efficiently on the right systems, enhancing end-to-end customer journeys in AI.

Ethical concerns in AI deployment are also a priority for Dell. Addressing issues such as deepfakes, transparency, and bias, Brackney emphasised the importance of a shared, secure, and sustainable approach to AI development.

“We believe in a shared, secure, and sustainable approach. By getting the foundations right at their core, we can eliminate some of the greatest risks associated with AI and work to ensure it acts as a force for good,” explains Brackney.

User data privacy in AI-driven products is another critical focus area. Brackney outlined Dell’s strategy of integrating AI with existing security investments without introducing new risks. Dell offers a suite of secure products, comprehensive data protection, advanced cybersecurity features, and global support services to safeguard user data.

On the topic of job displacement due to AI, Brackney underscored that Dell views AI as augmenting human potential rather than replacing it.

“The roles may change but the human element will always be key,” Brackney stated. “At Dell, we encourage our team members to understand, explore, and, where appropriate, use tools based on AI to learn, evolve, and enhance the overall work experience.”

Looking ahead, Brackney envisions a transformative role for AI within Dell and the tech industry. “We see customers in every industry wanting to become leaders in AI because it is critical to their organisation’s innovation, growth, and productivity,” he noted.

Dell aims to support this evolution by providing the necessary architectures, frameworks, and services to assist its customers on this transformative journey.

Dell is a key sponsor of this year’s AI & Big Data Expo. Check out Dell’s keynote presentation From Data Novice to Data Champion – Cultivating Data Literacy Across the Organization and swing by Dell’s booth at stand #66 to hear about AI from the company’s experts.

The comprehensive event is co-located with other leading events including Intelligent Automation Conference, BlockX, Digital Transformation Week, and Cyber Security & Cloud Expo. Explore other upcoming enterprise technology events and webinars powered by TechForge here.

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