Alexandre Gefen, research director at CNRS: "ChatGPT & others produce conventional products"
Posted: Wed Dec 18, 2024 8:41 am
Emarketing.fr: In just a few months, ChatGPT has become part of our daily lives. For marketing professionals, does this tool represent a revolution?
Alexandre Gefen: No. What large language models and generative artificial intelligences, in particular ChatGPT, can do are very idiomatic things, very expected and which correspond to the adaptation of responses to relatively simple contexts.
ChatGPT can thus allow you to gain enormously in productivity in customer contact : from a few elements that the model can learn from the interaction you have with a customer, it is capable of special database generating responses that will save you time. Apart from extremely basic marketing advice, we cannot ask them, at this stage, to invent a complete marketing plan. It is not tomorrow that they are going to replace a thought of the product and its clientele with a multidisciplinary marketing team.
Does this mean that for marketing use, ChatGPT and others quickly reach their limits?
AG: ChatGPT is even more limited for marketing use because it does not have access to the latest trends and data. ChatGPT is trained on corpora that date from 2021! So if you ask it for data on the smartphone in 2023-2024, it will not be able to answer you.
Similarly, you can inject into Dall-E or Midjourney - the two flagship tools for generating images by artificial intelligence - a certain number of data and graphs that you have on the state of a market, they will be able to analyze them, but the result will be quite limited.
Alexandre Gefen: No. What large language models and generative artificial intelligences, in particular ChatGPT, can do are very idiomatic things, very expected and which correspond to the adaptation of responses to relatively simple contexts.
ChatGPT can thus allow you to gain enormously in productivity in customer contact : from a few elements that the model can learn from the interaction you have with a customer, it is capable of special database generating responses that will save you time. Apart from extremely basic marketing advice, we cannot ask them, at this stage, to invent a complete marketing plan. It is not tomorrow that they are going to replace a thought of the product and its clientele with a multidisciplinary marketing team.
Does this mean that for marketing use, ChatGPT and others quickly reach their limits?
AG: ChatGPT is even more limited for marketing use because it does not have access to the latest trends and data. ChatGPT is trained on corpora that date from 2021! So if you ask it for data on the smartphone in 2023-2024, it will not be able to answer you.
Similarly, you can inject into Dall-E or Midjourney - the two flagship tools for generating images by artificial intelligence - a certain number of data and graphs that you have on the state of a market, they will be able to analyze them, but the result will be quite limited.