What are the latest developments in generative AI that marketers should be aware of?
The integration of generative AI into the marketing domain is experiencing a remarkable transformation, marked by innovative applications and continuous technological advancements. This fast-paced evolution brings with it a sense of excitement and, at times, overwhelming complexity. For marketers, it's crucial to stay abreast of these developments, as they have the potential to redefine traditional marketing strategies and create new opportunities for engagement and customer interaction.
OpenAI still leading the pack
OpenAI's ChatGPT continues to lead the generative AI space, despite the emergence of various Large Language Models (LLMs) since its version 3.0 became publicly available in November 2022. While competitors like Google's Bard (renamed Gemini), Anthropic's Claude, and Elon Musk's Grok have introduced their innovations, OpenAI has not remained static. The company has been at the forefront, pushing the limits of ChatGPT’s capabilities. With the introduction of version 4.0, ChatGPT saw significant improvements in text understanding and generation, maintaining its position as a leader in AI technology. Furthermore, the expansion of ChatGPT into multi-modal capabilities, including image generation and speech interaction, underscores OpenAI's commitment to leading the charge in AI development. This continuous innovation ensures that ChatGPT remains an indispensable tool across various applications, setting a benchmark for the capabilities of large language models.
ChatGPT’s appstore moment? Not quite…
The transition of ChatGPT into a platform represents a significant shift, turning it from a singular chat tool into a comprehensive ecosystem that supports an array of plugins and specialised GPTs. This strategic move, likened to the advent of Apple's App Store, has the potential to unlock a myriad of AI-powered applications, enhancing the utility and versatility of ChatGPT. Although this platforming of ChatGPT has led to the creation of several brand-specific plugins aimed at enhancing customer experiences, the current limitation to ChatGPT Plus subscribers poses questions regarding the accessibility and broad appeal of these plugins. The situation prompts brands to weigh the benefits of plugin development against the alternative of integrating ChatGPT's capabilities directly through APIs, offering a seamless way to incorporate AI functionalities into their offerings.
Navigating the uncertainties of Search Generative Experience
Google's Search Generative Experience (SGE) is in a pivotal phase, with its full capabilities and impact yet to be fully realised. The careful development and deployment of SGE reflect a cautious approach to integrating AI into search functionalities, mindful of the challenges related to AI-generated inaccuracies and the potential implications for content publishers. This cautious progress indicates the complex balance between innovation and reliability in AI-enhanced search tools, emphasising the need for marketers to stay informed about these developments. Understanding the nuances of AI integration into search strategies and the potential impact on content creation and publisher relationships will be crucial for marketers aiming to navigate the evolving digital landscape effectively.
Looking ahead: The potential of Sora and beyond
The unveiling of Sora by OpenAI represents an exciting development in the generative AI field, offering the ability to create videos from textual prompts. This capability introduces a new dimension to content creation, providing marketers with innovative tools to craft engaging and dynamic content. Although access to Sora is currently restricted to a select group of researchers and creators, its development and potential applications are keenly observed for both its innovative capabilities and the ethical considerations it raises.
As generative AI technologies continue to permeate the marketing sector, the balance between leveraging these advancements for creative purposes and addressing concerns related to accuracy, user trust, and ethical content usage remains a central theme. The future of marketing is poised for further transformation as generative AI technologies evolve, promising novel engagement strategies while necessitating careful consideration of their limitations and ethical implications.
Kamila Miller ACIM Chartered Marketer
Communications Ambassador CIM Greater London Committee