If there’s one tech trend dominating the conversation in 2023, it’s generative AI. Look no further than your LinkedIn feed; He’s probably inundated with the latest tips on how to use generative AI to “work smarter, not harder” or “10x your impact with three simple tips!”. It was thanks to the recent launch of ChatGPT that we opened the floodgates. As many have pointed out, the user-friendly interface and quick responses are reminiscent of Arthur C. Clarke’s quote: “Any sufficiently advanced technology is indistinguishable from magic.”

As I sat down to write this article, I decided to open ChatGPT and submit a command prompt – just to see what would come back. “Write a 750-word article about how AI is becoming the ‘digital gateway’ for brands,” I wrote, “and make it look like a quick corporate article. ”

At first glance, the result was quite impressive. If I had decided to submit the article written by ChatGPT, no one would have guessed that a computer program would spit it out in 15 seconds. (Fortunately, some very smart people are already developing technology to tell AI-written parts from human parts; GPTZero is a prime example.) sustained analytics for cost reduction. He also encountered the usual challenges: confidentiality, security and offshoring of jobs.

I could have just cut and pasted the content. Aside from ethical and journalistic standards (and these are very big anecdotes), why not? Why shouldn’t I rely on this magical technology to get the desired result? Here’s the problem: while ChatGPT did a good job of laying out the basic structure of a thought-provoking article, it lacked creativity, unique perspective, and insight. That said, the things that make writing and communicating really feel were missing. human. There wasn’t a spark of life in this article for you, the reader, to look beyond the first paragraph. This is definitely not the result I was looking for.

Generative AI should be used for better business results

Of course, my experience here was just an experiment. Still, there are a few considerations I needed to think about, especially as we enter a world that will see a dazzling array of AI-powered interactions. (Even before ChatGPT, Gartner predicted in mid-2022 that by 2027, chatbots would become the primary customer service channel for a quarter of businesses.) First, authors don’t disappear overnight. But in general, consumers are looking for experiences from companies that treat them the same People, even if they use AI to do so. And companies will want to turn these human experiences into experiences. better business results.

As the person who invented web chat for brands in the 90s, I spent a lot of time talking to brands about how they could achieve better business results. To be honest, getting them to understand and learn about AI was a hurdle. The launch and enthusiasm for ChatGPT makes this part of my job easier. Now is the time to change the conversation: if you’re excited about generative AI, do you know how and why you can use it to legitimately drive better business results?

For example, if a customer comes to your digital front door and asks one of the following questions, the AI ​​you use to manage that front door should respond in a mutually beneficial way:

I am someone who buys presents at the last minute. What can you recommend?

I am the traveler whose baggage you lost. how do you bring it back to me

I am a caregiver helping a loved one with health issues. When can I redeem this prescription?

You can’t just answer these questions with “the right words” pulled from the public internet (like ChatGPT does). Instead, you should think deeply about whether your AI-powered experiments are set up to deliver results:

• Does AI only write speeches that sound good? Not good enough. He must also be able to unearth commercial information that influences your strategy.
• Is it trained using commonly available information? If so, you’re simply giving your customers the same experience as any other business. Instead, you need to ensure that your unique business needs and interests are reflected in the dataset your AI uses to drive the conversation.
• Do you have staff in the loop to ensure your experiments are both accurate and optimized? (OpenAI outsourced this to Kenya for $2 an hour, as reported by a TIME survey that raised some concerns).
• Does AI produce unbiased answers? Biases can be dangerous for your customers and deadly for your brand. Consider how you can start working within ethical frameworks such as those developed by organizations like EqualAI.

With every technological advance, wild promises are thrown from every corner that obscure the real work that needs to be done. Today’s “AI influencers” are no different, and it’s time to take a step back and take stock of how business leaders can break through their hype and deliver real results. . That being said, there is another lesson from my failed article writing project that makes me excited for the future: Every experiment we try brings us one step closer to those top results.

Source: www.fastcompany.com