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Artificial Intelligence introducing... Chat GPT-4

Artificial Intelligence (AI) is a rapidly evolving tool – a large language model (LLM) – that is revolutionising how we create content and work.

In this new series of articles, we’re going to give you a brief overview of different AI tools available, trialling them as we write.

The AI tool, more than any other in recent months that’s caused a stir, is Chat GPT-4, so let’s find out whether the hype is justified.

What is Chat GPT-4?

On the Open AI website, it says that Chat GPT-4 “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”. In plain English this means that Chat GPT-4 is a tool that helps businesses and users create written content faster than ever before.

How does it work?

Using Chat GPT-4 is very straightforward. Search for Chat GPT-4 and click on Open AI. Once logged in start a new chat and type in a prompt. The trick with this tool is to write prompts that give it clear enough instructions and specific details to create the draft you can work with.

For example, when writing this article, I used specific prompts to help create the bullet pointed list of pros and cons in the next section. Clear and specific prompts or questions are helpful, but beware asking questions with answers after September 2021, when I prompted Chat GPT-4 with the question, what is Chat GPT-4, its answer was: “…my knowledge cutoff in September 2021, there is no specific information available about ChatGPT-4. My training is based on GPT-3.5, and I am not aware of any updates or advancements beyond that version”. Well, that’s that then.

Open AI have developed a series of Chat GPT’s version 4 is the latest iteration. The latest version is multimodal (uses both images and text) and generates responses to questions or prompts in the style of a conversation.

Is Chat GPT-4 reliable?

Reliability is a constant source of contention with AI tools, especially LLM’s and Chat GPT-4 is no exception. Hallucinations (false information) are an issue, however, knowing this is all the defence you’ll need. No AI tool is infallible, just like humans. So, we fact check, we make an assumption that we still be involved in the creation process. AI isn’t a tool to help the lazy, it’s a tool to help us achieve more, using our diligence and conscientiousness like we do now.

Personally, I’m excited that Chat GPT-4 and other LLMs are getting smarter and therefore more useful all the time. In the past month that I’ve been using Chat GPT-4 regularly I have used it increasingly to help create first drafts of copy, which I’ve then used varying amounts of or changed the concept completely. But, in having a first draft to work from has proven to be a very efficient tool to get started writing content. The nature of large language models (LLM) is that they keep learning new answers.

When can businesses benefit from adopting AI tools like Chat GPT-4:

Chat GPT-4 helps to enhance efficiency by being a constantly available tool that can generate responses to prompts, almost instantly. As a writer or communications professional using Chat GPT-4 to create first drafts, answer queries and suggest content structures and information can help efficiency. This can help to free up valuable time for professionals to focus on other activities, or in a time-pressured environment deliver results quicker.

Who can use Chat GPT-4?

Short answer: Everyone.

As a writer and communications professional, I find that Chat GPT-4 is great for creating first drafts. For anyone looking to write copy Chat GPT-4 is an easy system to use that keeps ‘chats’ so you can have multiple ‘chats’ that can be returned to at any time.

Pros of Chat GPT-4:

· Improved operational efficiency and reduced workload for human agents.

· Enhanced customer satisfaction through personalized, timely responses.

· Scalability to handle increasing volumes of customer inquiries.

· 24/7 availability for uninterrupted customer support.

· Valuable data insights to inform business strategies and decision-making.

Cons of Chat GPT-4:

· Hallucinations are a consistent point of concern and awareness – the potential for misunderstandings or generating responses lacking context.

· Initial training and fine-tuning may require expertise and effort.

· Ethical considerations to ensure responsible and unbiased usage.

· Continuous monitoring and quality assurance needed to address limitations.

· Integration challenges with existing systems or platforms.

· Don’t forget that Chat GPT-4 was last updated in September 2021, so it doesn’t have more recent information in it.

So, let’s have Chat GPt-4 wrap up…

Artificial intelligence tools like Chat GPT-4 offer businesses significant advantages in terms of efficiency, customer experience, scalability, and data-driven insights. By adopting AI tools like Chat GPT-4 and integrating them into their communications teams, businesses can optimize their operations and deliver exceptional customer service. However, it is important to carefully consider the pros and cons, address challenges, and ensure responsible usage to fully harness the potential of AI. Embrace the power of Chat GPT-4 and unlock new possibilities for your business communication strategies in today's ever-evolving digital landscape.

Final thoughts… I have adopted Chat GPT-4 and it’s one of the AI tools I use most frequently to give an initial draft for content I’m writing. I watch out for hallucinations, and I assume that facts will be incorrect or at least not 100% reliable. But, for creating a first draft that I can work with, change, cut and edit and rewrite Chat GPT-4 is hugely helpful. On a look and feel note, I like that the chats I’ve created remain in the system and accessible as it means I can move on to another piece of work knowing that I can pick up where I left off when I want to. Overall linking with ChatGPT-4 is a very positive new experience.

To try Chat GPT-4 yourself head to

Keep an eye out for new blogs, courses and a brand new podcast from Alcea all designed to help you get up to speed with the developments in AI for you and your business.

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