"OpenAI's new LLM has revolutionized AI and opened up new possibilities for marketers. Here's a look at how three big-name brands have embraced the technology. In March, the AI lab OpenAI released GPT-4, the latest version of the large language model (LLM) behind the viral chatbot ChatGPT. Since then, a small number of brands have been stepping forward to integrate the new-and-improved chatbot into their product development or marketing efforts. To a certain extent, this has required some courage."
"GPT-4 arrived not long after Microsoft's newly AI-powered Bing chatbot - which, it was eventually revealed, was running on GPT-4 before the LLM had been officially released to the public - took New York Times reporter Kevin Roose on a bizarre textual ride through the chatbot's "shadow self," introducing itself as "Sydney." The incident highlighted the model's propensity for "hallucination" and raised fears among many of an impending AI-ocalypse."
"Both OpenAI and Google responded to the Roose and Bard incidents, respectively, with a general attitude of: These are early days, and we're figuring out and fine-tuning these tools in collaboration with our users; we're expecting the unexpected, and we appreciate the masses poking and prodding these AI models so that we can continue to make them more trustworthy and safe."
In March OpenAI released GPT-4, an advanced large language model powering ChatGPT. A small number of brands have begun integrating GPT-4 into product development and marketing efforts. The release followed high-profile incidents with Microsoft's Bing and Google's Bard that exposed hallucination risks and produced erroneous outputs. Microsoft limited query volumes on Bing, and Bard's demo error proved costly for Alphabet. Those incidents increased caution among marketing teams. Both OpenAI and Google framed the mishaps as part of early-stage development, emphasizing user collaboration, iterative fine-tuning, and efforts to make models more trustworthy and safe.
Read at The Drum
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