The dangers of ChatGPT for your business

News /

April 2023

The use of Artificial Intelligence (AI) in our everyday life is on the rise. Students have embraced it, taking advantage of it to complete schoolwork. Now is the time in business to consider using AI. How are we currently working, what products and services are we offering, and how can AI like ChatGPT enhance our workflow, efficiencies, and customer experiences? Even more importantly we need to consider the issues with using it and how it is putting us or our customers at risk.

 

So what exactly is ChatGPT?

ChatGPT has been making headlines since its release in November 2022 and gained 1 million users within a week.

Rather than type out my own explanation, I thought, let’s just ask ChatGPT in its own words what it is.

ChatGPT is an artificial intelligence language model that uses deep learning algorithms to generate human-like responses to text-based inputs. It is a product of OpenAI, one of the world’s leading AI research institutes, and is considered one of the most advanced language models currently available.

Basically, you can type any question you want into ChatGPT and it will generate a human-like answer so it feels like you are actually speaking with a person rather than a computer. As of now, it is a free and easily accessible bot that has the potential to transform how we will do business in the future.

 

Utilising ChatGPT in business

 At this time, the main benefit of using AI in business is the ability to automate repetitive tasks while still providing engaging and useful interactions with customers. Think of tasks such as the Live Chat on your website. Prior to having AI that could understand natural language and generate responses that are almost indistinguishable from a human’s, you could get useless answers from Chatbot AI.

So, in the past, it’s been necessary to allocate resources, an actual human, to answer relatively simple enquiries so your customers are getting their needs met and providing a high-quality service. With the introduction of ChatGPT, it’s possible to provide useful, personalised and timely responses to common queries and quality customer service. By providing easily understandable and organised content, it’s more likely to be shared and linked to which can improve your website’s visibility in search results and drive more traffic to your website. So not only are you freeing up your employees to focus on more complex tasks that AI cannot perform.

It’s important to note ChatCPT may be useful the accuracy of the content it writes is of concern, it’s platform warns: “… The system may occasionally generate incorrect or misleading information and produce offensive or biased content. It is not intended to give advice. May occasionally generate incorrect information.”

 

What types of things can you use ChatGPT for?

All of this AI talk sounds very exciting and fun but how can we actually use it in our businesses that is actually useful?

AI can support automating processes, gaining insight through data analysis, and engaging with customers and employees. To name a few ideas of what you can use ChatGPT for in your business:

  • Customer support in answering questions from customers like live chat
  • Composing emails
  • Analysing large amounts of data, webpages or content and summarizing the research for you
  • Content creation like creative writing for blogs
  • Drafting marketing content like social media posts
  • Translating languages which is valuable for businesses working across borders with multiple languages
  • Writing computer code, looking up syntax and parameters and providing solutions to common coding issues or errors
  • Writing out instructions
  • Brainstorming ideas and getting personalised recommendations
  • Analysing large amounts of data and generating reports
  • Being a virtual assistant to schedule appointments, set reminders, and help plan your travel like finding information for flights, accommodation, and restaurant recommendations

 

Using AI to assist in the customer experience

 You can use AI to better personalise your customer experience to create a more tailored and relevant experience for each customer. By using AI algorithms to track a user’s search history you can better understand their interests and preferences. You can then use the AI to analyse user data and behaviour to gain insights into their interests, preferences, and behaviour patterns such as which pages they visit or how long they spend on each page. Using this information, you can then build SEO strategies to create content that is more tailored and relevant experience for each individual or recommend products they might like. This can include creating personalised calls-to-action to increase engagement and conversions. Think of sending an email to highlight the benefits of the product or service they recently bought, to remind your customer what’s left in their basket or other items they might like considering what they recently bought or pages they spent a lot of time on. Using the data collected by AI and having the AI analyse this information, you can embrace the use of AI personalisation to create a more engaging and relevant experience for your customers which can increase customer satisfaction and your sales.

 

Potential security and privacy dangers of using AI

At this time, we don’t fully understand the capabilities of AI. Take Google’s AI for example, their tech exec James Manyika said that they have recently discovered that their AI can now translate all of the Bengali language with very few requests to learn Bengali. So, this raises the question of what are the dangers and risks of using AI when we don’t fully understand its capability.

If AI has the capacity to learn a language it’s never been asked to learn, what’s to stop it from breaching the privacy and security of your company’s intellectual property?

Have you considered that while it might be easy to have an AI complete tasks for you, write a blog, reply to your emails, and complete basic tasks. If you allow it access to your databases to streamline or analyse systems and workflow, it now has access to all your data and this information is available on the AI. Unless you ‘own’ that AI, you’re essentially providing your company secrets, intellectual property, and sensitive information to a free resource that is accessible to anyone and everyone in the entire world. Chat GPT, can and will potentially regurgitate everything you’ve shared for others to use, upon command! So what systems are in place to prevent misuse of the information? All of your conversations can be reviewed by humans to examine and improve the AI model. So, who can access the data and how is it stored, processed, and protected?

There is also the possibility of malware being created, generating phishing emails in any language you want, or your computer and email systems being hacked and data breaches The AI has the ability to generate code and to have programs written to detect sensitive user data. So, this raises the question, when answering client enquiries, how much personal identifying information is shared and stored by the AI?

 

Where to from here?

It’s so important in this fast-paced and competitive environment to stay ahead of your competitors. AI can be leveraged to improve rankings, drive more traffic to your website and create personalised experiences for your customers. Yet, the question is at what expense are we staying ahead of the curve if AI has access to all our intellectual property and knowledge and is ChatGPT’s own self-admission that the content it generates can be incorrect or misleading a concern for you?

 

If you really want to market your business without compromising your business’s wealth of knowledge or customer’s privacy, give us a call to talk about evolving your business on 03 5222 3328 or send us an email at hello@evolutiondesign.com.au to organise a meeting to discuss your next move. 

Inspired by: forbes.com  /

If you want to receive monthly emails from the Evolution team with our latest blog post, hot off the press, please sign up here.