Artificial Intelligence (AI) on the rise with ChatGPT
The globally headline-making Californian startup OpenAI has released the GPT-4 system. OpenAI has become known for its ChatGPT chatbot and Microsoft’s billion-dollar investment in the technology. According to the OpenAI website, “GPT-4 is OpenAI’s most advanced system, producing safer and more useful responses. … GPT-4 can solve difficult problems with greater accuracy, thanks to its broader general knowledge and problem-solving abilities. … GPT-4 is more creative and collaborative than ever before. It can generate, edit, and iterate with users on creative and technical writing tasks, such as composing songs, writing screenplays, or learning a user’s writing style.“
GPT-4 replaces the predecessor GPT-3.5. Users are already familiar with this, as it is the model behind the chat interface of ChatGPT. The industry service heise online writes in a first reaction to the release that the model understands longer context and images. However, it can apparently only reply in text form and not in images. Furthermore, heise online states that the new system can process and generate texts with a length of up to 25,000 characters. However, the industry service points out that the model still tends to confabulate (present invented experiences as self-experienced) and is not always factually accurate.
ChatGPT and the consequences for the PR industry
Initial experiences in the PR industry show that the ChatGPT chatbot offers advantages when it comes to creating press releases, social media posts and other forms of content more quickly. It also makes it easier to research content or identify potential media contacts. However, the system in its current form cannot replace human creativity and strategic thinking of PR professionals. It is these professionals who develop a campaign, define the messages and ensure successful dissemination.
Who is most threatened by ChatGPT?
Search engines like Google will have a hard time in the future. Many younger internet users already migrate to social media for their searches, and the latest version of the chatbot is another player that attacks Google in its very own competence: It can answer more complex questions, evaluate the quality of the answers, and even provide tips for further research.
It is therefore not surprising that with the announcement of GPT-4, Microsoft announced practically at the same time that their search engine Bing will use GPT-4. Does the Bing search engine dare to become the new Google thanks to AI? There will be a reason that Microsoft made a multi-billion investment in OpenAI in early 2023.
Most likely to be threatened by ChatGPT are certain job descriptions whose task has been to develop texts that are relatively easy to create. For example, if you give the chatbot enough information about a new product, it can become a largely usable product description. A press release can also be created in this way to a certain extent. However, this does not eliminate the danger of confabulation. With some revision, a trained person can check and correct texts that have been pre-produced by the AI. This at least speeds up the text creation process.
The opportunities presented by the new AI application are enormous. They will lead to changes in many job descriptions. Some will probably fall victim to it. How do we manage to be among the winners and not the losers of this development? That is the big question.
Is AI the 5th Industrial Revolution?
The chatbot is currently perhaps the most spectacular project on the AI application market. The number of AI tools that are constantly being developed and brought to market shows that AI is an enormously disruptive technology. It will change a great many things.
Does this make it the 5th industrial revolution? The previous four were:
- 1.0: Machines, increased productivity
- 2.0: Assembly line work and electricity
- 3.0: Use of computers
- 4.0: Digitization and the Internet
It remains exciting.