What does GPT mean for digital marketing?

Last week our marketing intern Thomas Duquesnois attended a webinar on the much-discussed topic of AI, namely GPT and what it means for Digital Marketing organised by the Digital Marketing Institute (DMI). Here's what he had to say:??

The topic looked very interesting because it was not only about ChatGPT which we have been hearing about for weeks but about the entire language used for this application. This, therefore, opened the door to many possibilities that could be interesting. The speakers, Danny Richman and Clark Boyd were very clear and allowed me to understand exactly what they were saying. As a Marketing intern, I need to keep up with the latest trends to improve the quality of my knowledge and my work constantly.?

Here are some of the key points discussed during the webinar that I found interesting and that I hope you will as well:??

First, let's start with some definitions of the terms and buzzwords surrounding this whole technology.?

- Generative AI is a generic term used to describe any type of artificial intelligence (AI) that creates new text, images, video, sound, code or synthetic data. Generative AI algorithms and models are trained on extremely large data sets. Once trained, they can generate new data that is similar - but not identical - to the data on which they were trained.?

- API (Application Programming Interface) is a set of protocols and tools that allow software systems to communicate with each other and access data or functionality.?

- GPT-3 (Generative Pretrained Transformer 3) is a powerful language model developed by OpenAI that can generate human-like text, perform tasks such as translation and summarisation, and much more.?

- Don't worry, AI won't take over your job. However, you may need to broaden your skills in this area, as people who know how to use and get the most out of AI and AI-related jobs will become increasingly important in the coming years. You should not see AI as a competitor, but as a future tool to optimise your work. ?

In my case, not having finished my studies, I may look into courses addressing AI because it can be an asset to specialize in now before it is too late.?

- AI will be the next information tool. You may have read about it in the news, but Microsoft is about to launch a version of its Bing search engine using the artificial intelligence behind ChatGPT (a beta is already being tested). Google is also reportedly working on an AI implementation of its search engine to compete with Microsoft. ?

Why build AI into search engines? To get faster and more accurate answers by answering the question directly, rather than just providing a bunch of links that may not help the user.?

- With the OpenAI API and ChatGPT, it is now possible to build your own applications and integrate them into your workflow. Don't know how to code? ChatGPT does. Don't know how to start building your first mini-app? OpenAi will guide you and suggest many examples.?

In a few hours or even minutes, you can start discovering these tools and try to create automation tools for your business.?

And what does all this cost? It is free. OpenAI offers a free trial with credits worth $18. This value is more than enough to learn how to use the API and create your first tools. However, if you want to use the credits, you can subscribe to one of the different subscription options, ranging from $0.0004 to $0.0200 for 1000 tokens, which is about 750 words.?

This was demonstrated by Danny Richman, who showed some automation tools created using ChatGPT and OpenAI. Chat GPT allowed him to generate Appscript code used for Google Sheets and the Open AI API allowed him to generate prompts to be integrated into the script to use GPT-3, the language model behind ChatGPT.?

The examples shown are diverse: keyword classifier, content theme generator, keyword conversion potential, email automation, etc. ?

The tools presented are mainly related to SEO, but various tools can be created according to the needs of your business.??

AI is the future, but we need to understand how to use it in the present. Don't miss out on this revolution, I’m starting now!?