Let’s call time on the ChatGPT hype cycle
Public Address CEO and CommTech expert Shane Allison argues that OpenAi’s ChatGPT is just another tool in the communicator’s arsenal, not the revolution many promise it to be.
It might be too early to call it, but I hope that after 41 days of public release, we’ve reached peak hype-cycle on ChatGPT with Ryan Reynold’s Mint Mobile ad.
The only element of the Australian hype-cycle left is for a creative PR agency (I’m looking at you Thinkerbell) to use it in a domestic campaign.
Since ChatGPT was opened to a public beta, there’s been no shortage of breathless commentary about the ascendency of Ai and how we’re all out of a job – especially those employed in white-collar jobs – like PR professionals – who turn out a variety of copy for a living.
In fact, I was chatting with a friend over the summer break who believes that ChatGPT is going to cut swathes through the ranks of customer service agents, knock off a few communicators, and polish off a few associated fields on the way through.
You should ask ChatGPT to write a response article to this
Write a response to Mumbrella’s recent article ‘Let’s call time on the ChatGPT hype cycle’
‘I am an AI trained by OpenAI, I don’t have access to the recent news and articles but I can tell you that GPT-3 is a state-of-the-art language generation model that has been trained on a massive dataset and can generate human-like text. However, like any technology, it has its limitations and may not be suitable for every use case. Additionally, it is important to remember that GPT-3 is simply a tool and its effectiveness ultimately depends on how it is used and integrated into a given application. It’s important to set realistic expectations and evaluate whether GPT-3 is the best solution for a particular problem before deciding to use it’.
Sorry, too busy playing Pokémon go to read this article.
Appears the technology is useless then!
I understand that the recent hype around GPT-3 and other language models has led to some skepticism about their capabilities and potential applications, but I believe that these models are still in their infancy and have the potential to revolutionize the way we work and interact with technology. As with any new technology, it is important to understand the limitations and use cases that are best suited for these models, but we should not write off their potential just yet. As the technology improves and we continue to explore new ways to utilize it, I believe we will see even more amazing advancements in the field of natural language processing.
Oh, and this comment was written by ChatGPT 😉
Was this article was written by ChatGPT?
The Thinkerbell material is always original!
The blacksmith thought that cars were just hype also. Unfortunately your job is cooked mate.
Interesting comments and, to some extent, I agree with you.
The key is that the current crop of natural language AI engines are pretty much representative of the early stages of the tech.
And they’re just going to get better.
At a recent Greylock seminar*, Sam Altman, the founder & CEO of OpenAI, opined that the “marginal costs of intelligence and energy will decline close to zero over the next decade”. If he is correct, and there is a lot of data that suggests he might be, it will have enormous impacts on business and society both.
So yes, at the moment, ChatGPT probably isn’t going to radically alter professionals’ work/life structures much.
But in five years?
Imagine seeing the first version of Facebook and saying it would have little impact on Marketing and Comms?
Anyway, prep now to take advantage of AI as it’s not gonna go away ?
*https://greylock.com/greymatter/sam-altman-ai-for-the-next-era/
You appear to be besotted by the tech capabilities. You may need to understand the way it is wielded by financial bean counters. I’ve gone through this experience before in my industry: all the pro-tech people talked up the capability of one software I was proficient in. They never saw the job cuts that followed. Nor the fact that tech is in a constant state of evolution.
As communicators, developments in artificial intelligence/machine learning will increasingly be at the cutting edge of our discipline.
I believe we have much to learn from marketers, as their ways of working have over the past two decades been transformed into being much more technologically-driven. (Some very innovative work is being done on this in the U.K., for instance – it’s worth keeping an eye on people like Stephen Waddington. He also has some useful additional insights on the AI/ChatGPT discussion in a recent blog.) Books like Predictive Marketing: Easy Ways Every Marketer Can Use Customer Analytics and Big Data are a great introduction to communicators of this way of thinking and operating.
Communicators will need to continue to identify and implement ways to demonstrate ongoing commercial value. Large organisations and agencies in particular are likely to increasingly want to reduce costs by integrating technology into workflows and automating lower value activities.
The advent of a new generation of AI-assisted tools and capabilities may also enable us to work more effectively towards development of a sound, widely accepted framework for measuring/validating the role played by earned media coverage in assessment of an audience/customer journey and their perspectives/opinions about an organisation or issue. This “fractional” measurement would attribute appropriate value to the multiple touchpoints in this process (which may include, but is not usually limited to, media coverage achieved either by an agency, or in-house (or both), rather than potentially misleading “last touch” attribution.
This would strengthen the ability of organisations to more effectively assign value/contribution to communications/PR/media relations alongside advertising, customer acquisition/retention/re-activation marketing, community outreach, and other related activities – essentially, to ‘unbundle’ and assign value to multiple components of perception/reputation.
Developments in AI/machine learning could potentially be a catalyst for enabling communicators to conclusively demonstrate our commercial value.