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Marketers and technologists say ChatGPT’s rapid rise in popularity could mark the beginning of a new wave of using AI to generate text-based content.
Enthusiasm around AI is growing in light of reports that Microsoft may invest up to $10 billion in OpenAI, the artificial intelligence startup behind ChatGPT and DALL-E. A Microsoft spokesperson told Digiday that the company does not comment on “speculation.”
How much appetite there is for generative AI in marketing is up to the questioner, but agencies say many clients are interested in experimenting. Others see little interest. (Earlier this week, Mint Mobile released a new ad starring Ryan Reynolds made using ChatGPT.)
Among the agency execs bullish on ChatGPT is Mark Himmelsbach, founding partner of creative agency Episode Four. Despite current restrictions, he believes his ChatGPT helps foster diverse thinking, adding that agencies are already using the platform to write client briefs and strategy work. rice field.
“The amount of lateral thinking that ChatGPT can provide is a great starting point for creativity,” said Hinmelsbach. “It still requires a human touch. Ideas can come from anywhere but need to be honed by a few people.”
Even before Microsoft’s potential investment was reported, OpenAI was seen as a potential threat to Google’s longtime dominance in search. Just last week, the companies were reportedly planning to integrate his ChatGPT into Bing’s search engine. And in October, Microsoft himself announced plans to integrate his DALL-E 2 into various consumer apps and services, including Bing’s Image Creator. Meanwhile, her Neeva, an ad-free search startup, has also unveiled her own AI capabilities that don’t use ChatGPT.
Whether this startup can help Microsoft gain more market share remains a big question. OpenAI’s ability to bring new relevance to Bing will be an unexpected turnaround, said Erik Hamilton, his vice president of social and search at independent media agency Good Apple. But it’s usually startups, not giants, that confuse other giants, he said. I think it’s an amazing reversal of how the internet has worked. ”
ChatGPT’s application of paid advertising is still all hypothetical, but some see the possibilities even further. For example, if ChatGPT created a way to display images and text about a product based on what a user enquired, marketers would likely pay a “very high” price, Hamilton said. Even before OpenAI is integrated into search, it could be used to help marketers create blog posts based on high-demand keywords.
“Google has every right to sway a bit,” Hamilton said. “But if they lose market share, it won’t last long.”
Fergal Reid, director of machine learning at Intercom, said ChatGPT could also help customer service operations. For example, it may help customer service agencies to better answer your questions. not only answer them in a more creative way. The company has developed its own bot technology that does not use ChatGPT. But Reid says the biggest challenge in developing his own bot is what he describes as “hallucinations.” This is when the AI doesn’t have an answer to something and instead tries to come up with something plausible that may not be correct.
“The real magic happens when you look at this and really reevaluate what features are new,” he said. “But then we get used to this as a building block…we learn what it’s really good at, what its strengths are.”
According to Oliver Dore, a partner at design firm Work & Co, integrating with OpenAI could bring new benefits to Microsoft across a range of platforms, including Bing and various Office 365 products. Especially as it evolves and expands.
However, there are still significant limitations, Dore added. For example, datasets are generalized and therefore not optimized for specific contexts, which can be a brand safety issue in some cases. .
The acceleration of content creation has also created new concerns related to the spread of misinformation. Justin Davis, co-founder and CEO of Spectrum Labs, which uses AI to detect and mitigate harmful content, said the big problem with open-source platforms like OpenAI is the question of who has access to the tools and who uses them. It says it will decide how it can be used.
“It’s a dual-purpose technology,” says Davis. “If you don’t watch [and] Control — having proper governance, policies, or compliance — is where it really starts to get tricky in how to give access to these tools to everyone and everyone on the internet. ”
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