Rubberplants | Digital Agency
ChatGPT, to do or not to do?
You’ve probably heard of it before: ChatGPT. In recent months, there has been increasing commotion about this new term in the digital marketing world. You have supporters & sceptics. And people who don’t think much of it. But as a marketing agency ourselves, what do we think of this Artificial Intelligence development?
First of all: What is ChatGPT?
ChatGPT is a prototype chatbot that aims to have human conversations with the person behind the screen. The abbreviation ChatGPT stands for “Chat Generative Pre-trained Transformer”. For now, using ChatGPT is free when you sign up with an account. In all likelihood, ChatGPT will become a paid service in the future.
ChatGPT is trained on vast amounts of human language data. It uses this data to generate, through human input (text input), output that best matches the context of the conversation. ChatGPT is a form of Artificial Intelligence.
Artificial Intelligence (AI) literally means ‘artificial intelligence’. It is about creating computer programmes and machines that can perform tasks that normally require human intelligence, such as understanding natural language, making decisions and learning from experiences.
Artificial Intelligence in your daily life
Actually, Artificial Intelligence is nothing new. You probably already deal with it yourself on a daily basis.
Just think of the customer support service of companies like T-Mobile and PostNL, for example. Before you get face-to-face contact with an employee, a robot is deployed that, by asking questions, already filters certain information so that you, the customer, get to the right employee faster. This helps you as a customer to be served quickly and well which can increase customer satisfaction. As a company, it saves time and money because, in principle, fewer employees need to be employed. And when personal contact is needed, the right people are quickly deployed.
Or think of movie recommendations in Netflix, for example. Based on your viewing habits, Netflix can predict which film you are likely to enjoy watching.
But Siri, the virtual assistant on your phone, is another example of an intelligent computer system. Here, control is possible with your voice. In ChatGPT, control is possible by entering typed questions, or so-called prompts.
Know what you want, find what you seek
A prompt is a command or instruction that you input to the model through language. You can use this prompt to request the chatbot to perform specific tasks or generate text in a particular style, tone or context you want.
Some examples of prompts might include:
“Write a funny text about…”
“Summarise the following text as best you can.”
“What is the top five attractions at the Efteling?”
ChatGPT uses this instruction or prompt as a starting point to generate output that best matches your query. So the prompt is the input you give to ChatGPT. So it is very important to word the prompt carefully to optimise the quality of the generated text. The more specific your input, the better the output.
Applications of ChatGPT in different sectors:
Because ChatGPT can be time-saving and financially attractive, the model is being used in various sectors. Here are some examples:
- Copywriting: Content creators use ChatGPT to increase their productivity and generate content such as articles, blog posts and even website texts faster and more efficiently.
- Translation: ChatGPT is also used for translation, where it is able to translate text from one language to another and help users understand information in different languages.
- Customer Service: ChatGPT can be used to support and improve customer service. ChatGPT’s speed and efficiency can increase both customer satisfaction and customer loyalty.
- Personal assistant: ChatGPT is used as a PA to perform tasks such as scheduling appointments, setting reminders and managing various calendars.
What are the benefits of ChatGPT?
To form an opinion on ChatGPT, it is important to know both the pros and cons of the model. But what are the benefits of ChatGPT? We asked the ChatGPT bot itself and this was the literal answer:
As an AI-driven chatbot, ChatGPT has a number of advantages:
- Speed: ChatGPT can respond immediately to user input and processes huge amounts of informa
- Scalability: ChatGPT can communicate with thousands of users simultaneously without slowing down or becoming overloaded.
- Accuracy: As a result of its advanced machine learning algorithms, ChatGPT is able to understand complex questions and provide accurate answers.
- Availability: ChatGPT is available 24/7 to help users no matter where they are or what time it is.
- Personalisation: ChatGPT can adapt to individual users’ preferences and needs by learning from their previous interactions.
- Security: ChatGPT adheres to strict security protocols and uses encryption to ensure the confidentiality and integrity of user data.
- Cost savings: By deploying ChatGPT, companies can save costs by reducing the use of human customer service staff and working more efficiently.
- Improved customer satisfaction: ChatGPT can respond quickly and accurately to user queries, which can lead to higher customer satisfaction and loyalty.
In short, according to ChatGPT itself, the model can help improve human-computer communication, work quickly and effectively, and can be valuable for many applications, including customer service, education, language translation and more.
Are there any downsides to using ChatGPT?
While ChatGPT may have advantages, there are also some major drawbacks to consider when using it. More and more negative noises are coming from the AI world. Recently, AI pioneer Geoffrey Hinton resigned from Google and expressed concerns about the speed of developments. He fears that competition among tech companies is driving the development of AI systems so much that it is simply moving too fast. The internet may become overrun with computer-generated bullshit, is one of his immediate fears: generated texts, images and videos that are indistinguishable from the real thing to the average user. (Source: NOS news article, ‘Godfather van kunstmatige intelligentie’ leaves Google and warns against AI, 2-5-2023)
Using ChatGPT is possible, but caution is advised. Partly because the following disadvantages also play a major role:
- A chatbot has limited contextual knowledge: ChatGPT can sometimes fail to fully understand the context of a question or request, which can make answers less accurate or irrelevant. The chatbot does not have information about other parties’ opinions and interests, making the answer sometimes not useful in the context of the question.
- The chatbot does not experience human empathy: While ChatGPT is able to understand human language, it has no human empathy and does not experience emotions. As a result, ChatGPT may struggle to understand what a user really means and not feel how the person feels.
- Biases: Because ChatGPT is trained on data input by humans, this may bias the model. Therefore, it may reflect certain prejudices or stereotypes in its responses and reactions.
- Limited capacity for creativity: ChatGPT is still a computer programme and has a limited capacity for creativity. It cannot generate new ideas or come up with concepts beyond the limits of its training data.
- Privacy: ChatGPT may have access to users’ personal data and information, raising potential privacy issues. Especially in the case of business information, entering information into the model can be sensitive. If you enter a sensitive document or a private conversation , that information is part of the ChatGPT database from then on.
- Fake information: ChatGPT, when you request information, sometimes completes output that the robot ‘thinks’ is in line with the requested information. This information is then wrongly assumed to be true.
As a marketing agency, what do we think of ChatGPT?
ChatGPT is an interesting development that we are following closely, however, we are sceptical. The drawbacks of ChatGPT can have a major impact on business operations, especially in the context of privacy. ChatGPT can support the work of a content creator but, in our opinion, never replace it. Especially also because a human writes authentic content, experiences emotions and can make connections that a computer cannot. We see ChatGPT as a tool that we can use for inspiration in generating great content ideas, but not about the content. When a chatbot starts ‘inventing’ information that can be wrongly taken as truth, we as a marketing agency cannot vouch for the quality of our work delivered.
The future of ChatGPT for SEO and content creation
Our prediction is that Google will eventually recognise Artificial Intelligence-generated data and not reward it in the SERP (search engine results page). In the context of SEO, we expect that content generated by chatbots will eventually be seen as ‘spammy content’ and it will always be important to provide unique, authentic content (EEAT content) to create that comes from personal hands. Especially when more and more texts will be generated by robots.
Given the developments and increasingly strong calls for specific AI legislation from scientists to the European Commission, we expect that in time the use of AI tools for creating information will be curtailed.
We continue to believe in the value of humans as creators of content and customer service, specifically through the empathy and human emotion that makes this contact and creation so special!