ChatGPT Hallucinates - 5 steps to protect your brand
Jean Foster
Global CMO Helping Executives Grow Revenue and Navigate Digital Disruption. Fractional CMO. Independent Board Member. Formerly SVP Marketing and Communications @CES / @Consumer Technology Association
Last week I had the pleasure of hearing the wonderful and highly entertaining vint cerf address the importance of #generativeai at Northern Virginia Technology Council (NVTC) ’s #ImpactAI conference. He reminded us that it has been 50 years since he and Bob Khan began working on the internet. Vint provided a great generative AI primer, talked about its potential, and educated us on how the tech can “hallucinate”.
There is no denying this is the next great invention.?ChatGPT and other generative AI tools have captured our imagination in a very short time. ChatGPT gained 100 million users in just two months, the fastest growing user base on any technology in history, according to Fortune. Remember, most of us had not heard of ChatGPT just 6 months ago and now we are using it in our personal and business life.
The main phrase of the day on stage was “the toothpaste is out of the tube”. There is no stopping or going back. No time for procrastination. Business leaders must quickly understand this technology and the potential, and risks, it presents to their organizations and brands.
Companies should have a ChatGPT plan.
Here are 5 steps leaders should take:
1.?????Decide how generative AI can be used
Determine where and how ChatGPT and other generative AI tools can be used in your organization. This should be by department and use case. Identify which uses are allowed and which are definitely out of bounds.?
2.?????Educate your team
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Many leaders I have talked to recently are focused on an extensive education program for their teams to explain the pros and cons of using ChatGPT. In many cases they are in catch up mode as enterprising staff jumped on the technology to create marketing content, press releases or presentations. Fact checking and data privacy must be top of mind. Don’t use ChatGPT to draft your next big press announcement unless you want the news out there before you are ready!
3.?????Develop a public position
Your stakeholders, including clients and the media, will want to know how your company is using generative AI. Develop an external facing statement you can share with key stakeholders.
4.?????Create a process for continual review
The abilities of generative AI, and our ability to use it, are evolving quickly. It is important to continually review and adapt your policies. The best people to determine how generative AI can be incorporated into their daily tasks are your team members. Be open to ideas and have a plan for continual review.
5.?????Monitor your brand?
Brands must continually monitor the media and social media to understand what is being said about them. The big downside to generative AI tech is the ability to generate incorrect info and very realistic fake images. Now more than ever, brands must be vigilant. While Prada probably saw a bump with the “Pope in a Prada puffa” pics, false images and erroneous content can very quickly damage a brand.
And what is a generative AI hallucination? The best definition I have seen is from Bernard Marr ?“Hallucination in AI refers to the generation of outputs that may sound plausible but are either factually incorrect or unrelated to the given context.” This is the case for education and fact checking.