ChatGPT and other generative artificial intelligence interfaces have captivated the collective imagination in the last few months, generating equal parts excitement and existential terror.

Just by typing in a few simple prompts, users can create fantastical images or whip up detailed B2B blog posts, all within a matter of seconds, rather than the hours or days it might have previously taken. ChatGPT (which was released by Open AI late last year) is certainly the most well-known version, but tech giants are quickly following suit, as Microsoft integrated ChatGPT into its Bing search engine and Google developed an AI solution called Bard. Image-generating AI has also proliferated, with apps like Dall-E 2, Midjourney and Stable Diffusion. Stock image site Shutterstock has also rolled out AI, and Adobe has unveiled Firefly, its own version of the technology.

  But is generative AI really the game-changing, job-stealing tech that pundits make it out to be? Or is it more of a parlor trick – a flashy fad that’s more sizzle than steak?

  The truth is somewhere in between. Generative AI can help with productivity – particularly when it comes to taking over repetitive, data-driven tasks – but it’s not likely to replace human workers anytime soon. And these deep learning tools aren’t really creating anything new or responding to user prompts with true intelligence or real sentience. Large language models like ChatGPT are powered by vast amounts of data and computing, which make predictions to string words together in a meaningful way. Think of it like autocorrect on steroids.

“The responses you get from these tools feel so natural because they are,” says Adam Smartschan, chief strategy officer and SEO/AI lead at Altitude Marketing, a B2B agency based in Pennsylvania. “They’re kind of like an average of the internet. It’s vanilla ice cream. It’s like a nice, warm cup of coffee that’s not too hot or too cold. When you get below the covers and look more closely at it, it’s just vanilla, it’s just blah, and that’s OK. I think that’s actually a huge plus for sales, marketing and promotional products.”

  Generative AI tools “aren’t yet anywhere near what your brain can do,” Smartschan adds, but they can help you use your brain more efficiently and give you the breathing room to focus your time on higher-level tasks. Consider a recent randomized, controlled trial conducted by doctoral students at MIT: The school gave marketing execs and other experienced professionals tasks that typically take around half an hour – such as writing news releases and brief reports. Participants who used ChatGPT were able to complete the assignments 37% faster on average than those who didn't.

Title: Is Promo Ready for the AI Revolution?

Author: Theresa Hegel 

Source: asicentral.com

Link to Original Article:https://www.asicentral.com/news/newsletters/promogram/may-2023/is-promo-ready-for-chatgpt-the-ai-revolution?id=ec76f5c2-4c8e-4d06-9b39-991577680b8c

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