According to acfrank of GartnerMKTG, GPT-4 presents a challenge for marketers because it can be tricky to know when to jump in due to its rapid evolution. Read his full conversation on the technology with lauriesullivan of MediaPost here.
Microsoft confirmed that its Bing search engine now runs on GPT-4 after OpenAI launched the latest version on Tuesday.
“The changes are pretty significant for marketing, which is probably more concerned with the ability to alter the ChatGPT personality and style,” said Andrew Frank, vice president- distinguished analyst at Gartner, pointing to the “steerability” feature. “Having a fixed tone and style as opposed to represent a brand in a unique way.”The rapid evolution of the tool can be a challenge, said Frank.
“The next big leap will be organizations developing custom models on top of these tools and integrating them with international systems from personalized chat services, but we’re a little ahead of the market and early adoption,” Frank said. “We’re in the stage of fine-tuning existing models, but not yet the beneficiary of custom models that represent a brand’s personality and brand values.”
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