Quietly but surely, ChatGPT is evolving into an indispensable platform. This transformation is orchestrated through a series of improvements to the underlying language model and the introduction of additional features like plugins. Its future evolution remains uncertain, but some foresee a revamped "App Store." Regardless, its growing influence on traditional usage is undeniable. ChatGPT is encroaching on the territory of search engines, eroding the prominence of Google Search, a major player in the development of the underlying GPT technology!
This situation will have a notable impact on brand communication. We will likely witness a gradual shift from traditional web communication to innovative interaction modes driven by these new usages. How exactly? That remains to be invented, although plugins, offered by OpenAI, appear as a first relevant solution. Prepare yourself for storytelling through dialogue, rather than through articles, images, or videos!
Future conversational approaches will raise new issues, including that of search engine optimization (SEO). How, in this continuous stream of automated dialogues, can one ensure the visibility of one's content? How to offer relevant and targeted content? How to consider paid content promotion in a language model primarily based on the probability of the next word's occurrence? All these questions call for innovation to ultimately enable better dissemination of brand messages.
Advances in generative AI also pave the way for unprecedented possibilities in content generation. They not only allow for the rapid and efficient creation of content but also enable its automatic and large-scale personalization. This is likely one of the keys to effective communication through chatbots in the future, and the practical applications are evident today on traditional channels. One more reason for brands to take an interest and invest now!
The rise of ChatGPT will open a new era of digital communication. This technological innovation will bring about radical change and shape a new paradigm in how brands will interact with their consumers. The transition from content-based communication to conversational interaction, understanding the stakes of "SEO" in the specific context of chatbots, and exploring the possibilities offered by large-scale personalization through artificial intelligence, are undoubtedly three major challenges that brands must focus on.
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