SMD Students: Lam Yen Nhi, Pham Thi Khanh Linh, Huynh Ngoc Linh, Duong My Hoa, Ha Gia Man
I. What’s ChatGPT? How Does it work?
What’s ChatGPT?
ChatGPT is an artificial intelligence (AI) chatbot developed by OpenAI and released in November 2022. The name “ChatGPT” combines “Chat”: referring to its chatbot functionality, and “GPT”, which stands for generative pre-trained transformer.
A language model that uses advanced artificial intelligence techniques to generate natural language responses to a given prompt or input.
How Does it work?
It has been used across various fields, from natural language processing to customer service to content creation.
The model has been trained using RLHF (Reinforcement Learning from Human Feedback)
A challenging concept because it involves a multiple-model training process and different stages of deployment.
Three core steps:
-
- Pretraining a language model (LM)
-
- Gathering data and training a reward model
- Fine-tuning the LM with reinforcement learning
ChatGPT works by attempting to understand your prompt and then spitting out strings of words that it predicts will best answer your question, based on the data it was trained on.
Contains data sourced from books, web texts, articles, and other pieces of writing on the Internet. Comparison data is collected from two or more model responses, ranked by quality – information is collected from conversations that AI trainers had with the chatbot.
II. ChatGPT in digital marketing
ChatGPT can influence digital marketing in many different ways. For instance, it can generate automated, customized replies to customers’ queries and craft unique content for different marketing campaigns like email marketing or social media.
However, like everything else, certain limitations of ChatGPT should be addressed. As more people interact with this chatbot, we will uncover new issues that require improvement. ChatGPT can be extremely beneficial for digital marketers, especially for staying ahead of the competitors, scaling their operations without overburdening the employees, and managing resources as efficiently as possible.
This is because ChatGPT is the hot new thing, it’s often maxed out, which means you’ll get a clever response to a random prompt (often some type of poem), but you won’t be able to use the service.
And like all bots, it’s important to remember that ChatGPT is not human, and it can’t learn and respond in the exact ways a human can. In this case, that means ChatGPT isn’t always up-to-date on current events and doesn’t always know how to give an appropriate response
Exploring new ideas with ChatGPT
Users can provide a topic and request ChatGPT to write about it from different perspectives or viewpoints. Some ideas may be broad and some may be completely silly. However, you can refine it by providing more specific context in the conversation frame.
III. Solutions and Tips
Solutions
Marketers need to review and validate the content generated by ChatGPT to avoid possible errors and ensure consistency with brand message and image.
Companies must strike a balance between using ChatGPT to enhance customer service and still keeping the human touch.
Businesses must obtain customer consent, have a clear privacy policy, and implement proper security measures to protect user data.
Tips
Role Playing: Describe very clearly the role you want ChatGPT to perform in the statement, or use the simple structure “As a [career/role], you should…”
IV. Conclusion
ChatGPT can have a significant impact on marketing and branding by providing personalized and engaging experiences for customers.
ChatGPT’s capabilities will likely expand, offering even more possibilities for businesses to enhance their marketing and branding efforts.
Moreover, businesses should consider implementing ChatGPT into their marketing and branding strategies.
To conclude, it is important to remember that ChatGPT should not replace human interaction entirely but rather complement it to provide a more comprehensive and effective approach to marketing and branding.
University of Economics Ho Chi Minh City – School of Media Design
