The next phase of AI: a big opportunity for brands

First things first, the keynote from Sam Altman, CEO of OpenAI, at the company’s recent announcement event was a case study in how to deliver a keynote. Go watch it and then come back.

Back to the news itself… there was a lot of it…

• Increased inputs

• Lower costs

• Inputs from audio, images, documents, and other data sources

• GPT store (like the Apple app store)

• Assistant API integrating agent-like experiences onto any platform

But what was most interesting for marketers? The future of personalisation at scale. To quote, Bloomberg (paywall), “OpenAI is now letting users build custom versions of ChatGPT to accomplish specific personal and professional tasks as the artificial intelligence startup works to beat back competition in an increasingly crowded market.”

For most people, ChatGPT so far has been helpful in summarise the information already available online (until recently, information before 2022). This change means ChatGPT has the potential to summarise information that isn’t available online.

How? Well, if ChatGPT versions can be created for every brand ambassador, they can share personalised insider tips on everything from exercise to beauty to entrepreneurship that might not currently be available on the public web. The opportunities are endless…