In the world of technology and digital innovation, generative artificial intelligence (AI) – that is AI that uses algorithms to create new text, images, videos, audio, or code – is at the center of attention for developers and businesses aiming to make this technology increasingly precise and accessible. Among the most well-known services that allow interaction with generative AI for various tasks is ChatGPT (Generative Pretrained Transformer), developed by the American company OpenAI. Released in November 2022, it quickly gained massive popularity, and over the past 2 years it has continuously improved in terms of usability and efficiency.

At the same time, ChatGPT has sparked numerous controversies and debates. Some see it as a dream come true, while others view it as a nightmare, warning of serious risks. Let’s try to clarify things.

What is ChatGPT and How Does It Work?

ChatGPT is an AI-powered chatbot capable of responding to user inputs (i.e. queries). Interaction occurs via text-based prompts, but in its more recent versions, users can also attach image, text, or data files, and even engage in voice conversations (similar to a virtual assistant).

The core of ChatGPT’s functionality lies in a sophisticated machine learning model, combined with deep learning, which utilizes multiple layers of neural networks to process and improve responses. Thanks to these networks, ChatGPT can learn autonomously from experience (i.e., from the inputs it receives) and generate coherent, context-aware responses. Furthermore, the more information and data it receives, the better its responses become, as the model continuously learns and adapts to different interaction styles, providing increasingly personalized answers.

What Can It Do?

Scrolling through the list of tasks ChatGPT can perform is astonishing: it can answer questions, write various types of texts (dialogues, social media posts, emails, recipes, essays, poems, etc.), translate and summarize content, solve mathematical operations, create or analyze images, generate code, and much more.

However, to ensure the best performance, it is essential to provide highly specific and detailed prompts within a clear context (avoiding ambiguous or generic requests). Refining the result further with follow-up questions also helps enhance the accuracy of responses.

ChatGPT in Business

In the corporate environment, ChatGPT has numerous potential applications. Its ability to generate content using natural language makes it useful for automating and accelerating certain marketing processes. For instance, it can assist in creating advertising campaigns, social media content, and writing (or translating) website articles, newsletters, and routine emails.

The chatbot can also be used for customer support, answering frequently asked questions, providing technical support for minor issues, managing bookings and appointments, and more, without the need for additional staff training or hiring. Moreover, by analyzing past customer interactions, ChatGPT can help create personalized experiences for each client.

A piece of advice: if a company decides to use ChatGPT, it’s best to avoid a sporadic or unstructured approach. Instead, it’s important to clearly define the areas where it will be useful, who will use it, and for what tasks. Integrating ChatGPT with existing software and ensuring human supervision of its outputs is also highly recommended.

Limitations

While ChatGPT offers many advantages, it also has limitations. One of the most significant is the accuracy of its information, as it does not have access to content created after a certain date (which varies depending on OpenAI’s updates) unless an advanced model is used, typically available through a paid subscription.

Additionally, although constantly improving, ChatGPT is currently more effective at providing fact-based responses than handling open-ended questions or abstract concepts. This can limit its usefulness in tasks requiring highly creative writing.

Another issue is misinformation. Since ChatGPT is trained on content mostly from the Internet, it can sometimes be influenced by fake news, potentially becoming a tool for spreading disinformation.

Risks

An honest analysis of using ChatGPT in business must also consider the potential risks. The most critical concern is security. ChatGPT processes a vast amount of company data (sometimes including sensitive financial information), increasing risks related to data protection. There are also heightened privacy risks for employees and users. 

For this reason, businesses should approach ChatGPT with caution, carefully considering these aspects before implementation.e interested in the topic. However, do not overdo this, as it can be considered annoying by some users. 

 

Oscar Giacomin  / General Manager, Facto Edizioni

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