In recent months, AI has overwhelmed the internet due to the important launches that have taken place around it. Thousands of AI novelties appear everywhere in very diverse areas (marketing, science, security, etc.), opening the doors to an uncertain future in which many of us feel a little uncomfortable with so many tools that come to replace human activities.
And speaking more specifically about tools related to the areas of communication and marketing, in the list of the best,
there are many newbies such as:
“Magic Avatar” by Lensa (release Canada Email List 12 Million Contact Leads date: November 2022) – an AI-generated digital self-portrait that has been trending on social media in recent days, with over a million users sharing different versions of their avatars.
Lex by Every (release date: October 2022) – an AI writing assistant that can develop huge content thanks to its advanced skills through artificial intelligence. About this, I wrote an article about AI writing assistants last month .
Alongside Lex, Canva last week launched an open beta version of Canva Docs with an AI-powered writing feature called “Magic Write” that promises to “generate full articles, blog posts, and essays, plus brainstorm lists, outlines, and topics.”
And on that note, another new feature launched a few days ago has people divided on the limits (or lack thereof) of artificial intelligence. It’s ChatGPT from Open AI . Let’s find out more about it!
What is ChatGPT and why is everyone talking about it?
ChatGPT is a new chatbot launched a week ago by OpenAI, an AI research and development company co-founded by Elon Musk.
This is an evolution of OpenAI’s other existing technologies. The company calls its Generative Pre-Trained Transformer technology GPT, meaning the technology was trained using Reinforcement Learning from Human Feedback (RLHF).
In this training, humans provided conversations participating on both sides (user and AI assistant) and their range and feedback were collected to improve the responses. Now OpenAI is confident that ChatGPT can evolve further with user feedback.
But what do the experts think about all this?
Benj Edwards, tech journalist (The Atlantic, PCWorld, Macworld, PCMag, How-To Geek, and FastCompany) and AI and machine learning reporter for Ars Technica, says on Twitter “For now, OpenAI may have invented history’s most convincing, skilled, and dangerous liar: a fictional superhuman machine that could be used to influence the masses or alter history,” but agrees that OpenAI has done a good, careful job of releasing the tool.
The Guardian believes that this intelligence could lead to unemployment within a few years. Especially for professionals such as teachers, programmers and journalists, ChatGPT amazed specialists with its writing ability and its dexterity in complex tasks.
The Guardian even mentions
in this article , an experience they had with an earlier GPT from the same OpenAI family. On that occasion, they were surprised by an opinion piece written for them. Not to mention that ChatGPT is even smarter.
What are the opportunities and alerts to be aware of in ChatGPT?
In the first few days of its launch, ChatGPT surpassed one million users. But, when we think about Marketing, for example, although we already see the power of the tool to provide strong brainstorming ideas for any type of content, it is still far from perfect.
Like all other AI technologies, this solution is being highlighted for the good opportunities it creates, but it is also being criticized for the potential misinformation and errors it can generate.
Time’s cover writer Billy Perrigo “interviewed” the ChatGPT bot and the tool “answers” some questions that reinforce its limitations and how people might adapt to this technology, being aware of how they will use it. ChatGPT also admits some of the risks involved and gives some advice to users.
he answers a question about concerns related to the unemployment trend.
“Develop new skills and competencies. As AI technology continues to advance, many jobs and industries are likely to be impacted. To remain competitive and relevant in the job market, it’s important to develop new skills and competencies that are in demand in the AI-driven economy. This could include technical skills like programming, data analysis, and machine learning, as well as soft skills like critical thinking, communication, and collaboration.” (Time)
On the other hand, just like other writing support tools already mentioned, ChatGPT can be very useful for Marketing, especially when it comes to producing content. And just like other similar tools, in my opinion, it should be used as a facilitator and not as a producer.
It is no news that Google has been working for years to learn how to detect content developed exclusively by AI and is increasingly more efficient at “cracking” even those that have advanced detection blocking programs.
And I honestly find it hard to believe that
experienced professionals would be willing to leave everything to AI, at the risk of being penalized by Google, don’t you think?
And, in the case of ChatGPT, if that were the intention, it would be very easy to make them give up because the tool has some very clear limitations, such as:
The tool requires 100% detailed input, with clarity on the question being presented.
The information base of its algorithm is not updated in real time. This means that any answer it gives you will be based on intentional biases “imputed” in its intelligence,
the last input having been produced in 2021
In addition to knowing how to “block” illicit content, OpenAI developed an encrypted watermark capable of helping detect content generated by OpenAI technology, and this includes ChatGPT. If you haven’t updated yet, the new version should probably come with this functionality.
So, the point is to explore the advantages of making your routine more productive with that “little help” that every content producer needs, especially on days of creative block (who has never faced it?). A good way to use it as a good ally is to set up questions and use the answers as inspiration.
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