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ChatGPT's Impact on Business: 4 Applications for Generative AI

If you’ve checked any social media platforms, forums or publishers recently, you’ve likely seen how the entire media world has been inundated with ChatGPT reviews, explanations and use cases. The generative AI technology from OpenAI is taking the world by storm—and there is no stopping it.

Now, you might ask me, “Gary, AI has been in the news for almost a decade now. How is this time different from any other time we’ve seen a new advancement in this technology glorified?

The reality is this might be the very first time an AI technology of this sophistication has achieved mass adoption on the consumer level, making full strides toward becoming mainstream and fully integrated into the users’ daily lives.

What this means is that if a business isn’t already considering ways to integrate GPT-3 technology into their workflows (in addition to testing new processes out), they are already falling behind. Simply ignoring how generative AI—from ChatGPT to DALL-E—has joined the global discourse is a large miss on any business’s behalf, and if there has ever been a time to truly take AI’s revolutionary capabilities into account, it’s now.

Here is a non-exhaustive list of four ways businesses can expect to use generative AI technology like ChatGPT in the present and near future.

1. Developing More Sophisticated Chatbots For Customer Service

Customer service—especially quality customer service—is where a lot of brands fall short but also have incredible opportunities to thrive. As of right now, the limited capabilities of the available chatbots leave a lot of room for improvement when it comes to making the customer feel truly heard and their needs fully addressed. The automated nature of the chatbots significantly limits the range of responses a bot can provide, oftentimes alienating customers and even losing them as a result.

Here is where ChatGPT comes in. Not only can the technology be trained to be adjusted to the specific needs of a business, but it also provides a human-like experience that can more easily render our current chatbots obsolete in short order.

2. Automating Elements Of The New Business And Sales Cycles

Sales is all about volume and personalization of communication—especially in the initial stages of outreach and connection. For this reason, manual email and written communication development that needs to strike a balance between standardization and personalization eat up the majority of the time sales representatives and experts take to seal the deal.

Where ChatGPT shines is in the automation part of the process, allowing the users to lead email and written communication on a large scale, streamline sales documentation creation and any other collateral that can help sales professionals to focus on the individual needs of the leads rather than the administrative tasks and manual work in between client management.

3. Providing Easier And More Streamlined Translation Services

When it comes to document translation, producing hyper-local marketing copy generation targeted at specific geographic regions or even an obstacle as commonplace as team communication across different HQs, accurate—and, more importantly, native-feeling—translation is oftentimes the roadblock to a more efficient workflow for many businesses. The most likely solutions to this issue today are a) hiring a translation agency, which means an additional third party to manage, or b) hiring an internal translator, which means additional workforce cost and limitations in terms of the languages available.

ChatGPT can easily generate translations that require minimal editing and automatically carry the unique elements of the language the documents and collateral are being translated into. Not only does the technology increase the efficiency of processes, but it can also allow for mitigating additional costs in the long run.

4. Social Media Management, Content Creation And Management

With the saturation of content increasing online by the day, the pressure for brands to break through the clutter and truly stand out amongst the competition is getting more and more cutthroat. Not only is it important to maintain the volume of content across multiple platforms, but also to introduce more variety ranging from short-form and long-form copy to blog posts, visuals and even videos.

Where ChatGPT truly shines is by fueling this push toward high quantity and high quality, both at the same time. With a technology solution more capable of assuming the role of the content creator, the user is given freer reign to design a more powerful multi-channel strategy that truly speaks to the consumer and covers all the formats and content types available at the given moment.

Whether it’s a script for a YouTube video, copy variations for a PPC ad or even a blog post on a trending topic, ChatGPT has strong potential to cover the heavy lifting of creation, leaving the user to clarify the strategic vision and infusing human judgment into the ready-made content.

This list is in no way exhaustive.

This technology is in its early stages as of now, and as the machine learning algorithms learn and get trained for more specific applications, its sophistication will only continue to grow and improve.

Of course, there is a lot of debate about whether generative AI models will eventually replace human work or not. If you’ve observed, all the examples mentioned above exemplify how AI can effectively supplement and improve the work that human professionals do on a regular basis.

The truth is that there will always be the need for the user’s input, review and guidance that AI simply cannot create. While technology is growing and developing rapidly, it will remain a source of support and a powerful tool that both users and companies alike should get comfortable with leveraging on the regular.

Originally published in Forbes


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