Watch ChatGPT write a children's story in real time.
(Open AI)
The phrase "artificial intelligence" has been circulating in the marketing industry for almost a decade, but until today, most professionals, not least the average person, did not really know how to answer the question of what it actually is.
This is because until today, artificial intelligence technologies were mainly used for research and development that happened behind the scenes and were only available to those who had enough data and enough money to invest in deciphering it.
At the same time, the phenomenon where every entrepreneur who wanted to sound innovative brandished this pair of words as a synonym for automation created a historical distortion that only added to the confusion.
And if that's not enough, underneath it all lies the mystery inherent in technology itself, and its direct push into the unimaginable.
The most advanced NLP programs operate at a level that even the engineers who build them do not fully understand.
All this gave AI a mysterious, almost amorphous image, which ignited quite a few speculative theories on the spectrum between utopia and the end of humanity, regarding its ability to disrupt the industry and the world we live in.
The early adopters among us have gotten used to thinking about Consumer AI in terms of health monitoring wearables, voice assistants and smart home products.
But in the last few weeks an interesting thing happened.
One by one, artificial intelligence tools appeared in our lives that address the consumer directly even without special equipment and offer him an innovative experience of experimenting with technology that he was not familiar with before.
I am of course talking about the text to image generators and the language processing models that have been flooding the web lately.
Show me one person who has not yet come across MyHeritage's digital photos, which exploded on the networks the last month, and who here has not yet tried Stable diffusion or GPT-3.5, the technologies that shorten creative processes and optimize your work habits?
But the most impressive of them all as of today is ChatGPT, which was launched less than a week ago and has already surpassed the million user mark.
This is an AI-based dialog chatbot that is able to understand and respond to messages in natural language according to the instructions given to it.
In the screenshot above, I asked the bot to write a children's story and received an original, if not brilliant, piece of literature in 25 seconds.
If so far this model has been used mainly for entertainment purposes, today there are those who see ChatGPT as a replacement for Google, as it is able to provide solutions to complex problems immediately.
Open.ai announced that it opened the bot only for evaluation and beta testing purposes, hinting that the real breakthrough of this technology will be when it launches an API access to the system so that developers can implement ChatGPT in their software and websites.
It is expected to fundamentally change the entire field of customer service.
API access is expected to arrive next year.
Want to try the beta version now while it's available.
So what's special about ChatGPT?
Conversational marketing is a method attributed to working directly with customers in one-on-one interactions.
When it comes to AI, we actually combine the customer's need to feel that someone listens to him and understands him, and the service provider's need to reduce the number of calls to the hotline and optimize the work of the representatives.
ChatGPT provides a middle point that should answer the frustration that users feel when the bot suddenly goes into a loop and there is no one to help on the other end, or when the business owner loses control of the bot and loses customers respectively.
If ChatGPT is truly what it's said to be, it means that we will soon be able to significantly improve the customer experience through real-time, personalized customer interaction.
Instead of pre-creating answers to possible questions that we expect to be asked, and then letting the chatbot choose one of them generically based on keywords, as we have done until now, ChatGPT comes with an independent judgment and it does not need us to write the script for it.
"The dialog format allows ChatGPT to answer follow-up questions, admit its mistakes, challenge false assumptions, and reject inappropriate requests," OpenAI wrote in announcing the new technology, noting that ChatGPT is a sister model to InstructGPT, which is trained to follow the prompt and provide Detailed answer.
The last detail suggests to us that ChatGPT is only the first model from a series that we will probably hear about later.
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Breaking the boundaries of research
Experienced marketers know that brilliant advertising campaigns are never based on gut feelings.
However, traditional marketing research methods come with many challenges.
In rapidly changing environments, data can be irrelevant or biased.
Sometimes consumers don't feel comfortable revealing the whole truth and nothing but it.
These are all conventional research barriers, but now, some believe that real-time interactions and other forms of AI can break through them.
Meanwhile, marketers still extract data from different platforms and use technologies like heat maps to build marketing strategies that focus all efforts on a defined, specific and well-characterized target audience, as written in the books.
This is where AI enters the picture and overtakes us all, because the same campaign that we built for the specific audience that we characterized so carefully can now be duplicated and customized for ten other audiences within minutes, including texts, images, and possibly also videos and websites in the future.
In the background, as real-time data becomes more accessible and accurate, external indicators such as third-party marketing studies and usage history become less and less relevant since as marketers we always want to stay at the forefront of what is happening.
"An encounter with the superhuman is upon us," claims Canadian writer and cultural commentator Steven Marchi in an article in the Atlantic titled "On Gods and Machines."
According to him, GPT-3's 175 billion parameters give it interpretive power "far beyond human understanding."
And what about privacy?
In an attempt to regulate the use of artificial intelligence, the European Union proposed a set of transparency requirements for all machine learning algorithms.
Eric Schmidt, the former CEO of Google, pointed out that such requirements would effectively end the development of the technology. The EU plan "requires that the system can explain itself.
But machine learning systems cannot fully explain how they make their decisions," he said at the 2021 summit. "You use this technology to think what you can't, that's the whole point.
Ambiguity is an industrial byproduct of the process."
In other words, we don't know how to uncover what we don't know we'll discover, and if we also harness the power of quantum computing into the equation, then the next step will be adding superhuman abilities to the artificial intelligence, which is constantly getting better and better. exponential.
This may be why artificial intelligence experts and even the people who build it describe this technology as an existential threat.
Stephen Hawking once said that "the development of full artificial intelligence could herald the end of the human race", adding that "without learning how to prepare and prevent potential risks, AI could be the worst event in the history of human civilization, which could completely disrupt our economy".
If that's the case, then we have much more serious things to worry about than privacy.
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