Turbo-Charged: What ChatGPT-4 Turbo Means for Marketers
Turbo-Charged: What ChatGPT-4 Turbo Means for Marketers
Danny Shepherd, Co-CEO • Intero Digital • November 9, 2023
It’s safe to say that ChatGPT has captured the public’s attention. OpenAI’s generative AI tool eclipsed 100 million users within only two months, making it the fastest-growing consumer app in history. With that number now at 180 million, ChatGPT is charging toward its next scaling plateau.
This week, OpenAI hosted DevDay to update industry experts and provide a peek into what’s on the horizon. One development sure to make headlines is the rollout of GPT-4 Turbo, a charged-up next step for the company and its signature product.
Intero Digital had the opportunity to attend the presentation, led by OpenAI CEO Sam Altman and Microsoft CEO Satya Nadella. Aside from the marvelous advances and features this new iteration will afford users, I was also fascinated by the potential value this could provide marketers and their never-ending quest to improve results and the client experience.
Let’s dive into four ChatGPT developments that our team is most excited about:
1. Agents will enter the chat.
Users are used to communicating with an “agent” when using a bot. In that situation, it’s an automated assistant that’s there to carry out conversations and help users get to a solution more quickly. In what, to me, is Turbo’s most significant upgrade, ChatGPT can now integrate an agent into the experience.
What will that look like in practice? There’s no concrete description, but one hypothetical I’ve considered is that users could delegate tasks to it. For instance, if your team has compiled a large portion of data that it needs to leverage in multiple ways, that information could be put into Turbo with specific instructions from the user on how the information needs to be applied.
At the agency level, this can amount to marketers automating multiple day-to-day tasks and outsourcing them to the OpenAI solution. Take client outreach, for example. You could create an agent within Turbo specifically designed to email clients. You could provide information on who you’re talking to, detail the contents of the email, and even provide access to your account so it can send the message for you.
What’s more, coupling this new agent-like behavior with API access to apps will create new automation opportunities that you could tailor to your team’s specific needs.
Full-service or niche marketing agencies pride themselves on being extensions of their clients’ in-house teams. Turbo will empower marketers to use GPT to be hyper-efficient with their execution to better serve clients.
2. Conversations will have more staying power.
Another notable upgrade is a significant uptick in available tokens. The new version will sport 128,000 tokens — a whopping 100,000 more than the previous iteration — and the price per 1,000 tokens is down from 3 cents to 1 cent.
What do these numbers mean for marketers and their client experience-building efforts? Progress — namely for the agencies that use large language model (LLM) solutions like ChatGPT to create dialogues. Tokens are the building blocks of those conversations; the more of them a piece of technology features, the more advanced chats become.
Marketers using Turbo now have the memory bandwidth to have more in-depth chats and retain information from those talks to build more personalized outreach efforts.
3. ChatGPT will bring updated real-world knowledge to the table.
The appeal of LLMs is their intuitiveness. However, services like Browse With Bing, which tap into search engines instead of LLMs, were equipped to bring more current real-world knowledge to their conversations. That is something that the OpenAI solution was unable to do — until now.
Turbo is now equipped to bring knowledge from up to April 2023 into a conversation and use that to better serve users, and that information cutoff will continue to improve as time goes on. At the agency level, this presents a unique opportunity to take data and feed it into the model to create ideal buyer personas.
For example, if data highlights that a segment of clients thrived for certain documented reasons, marketers can now incorporate those findings into Turbo to contextualize the client work. That information can then be used to better inform relationships and work with other clients. Being able to apply client insights to an LLM can be a best-of-all-worlds situation and better educate Turbo so it can broaden the level of knowledge it brings to each conversation.
4. Pictures will be worth 1,000 words.
It’s an old adage that points to the power of an image. But with the new Turbo upgrade, the saying now takes on new meaning and provides new power to fuel the user experience.
The first generation of ChatGPT didn’t have visibility into the foundational API. With Turbo, that capability is now available, allowing the technology to actually see and analyze an image, which it couldn’t do before. This kind of functionality gives marketers another information source to better serve clients and analyze the landscape.
Turbo can be assigned to peruse a website, assess images, and bring that information back to you in an instant to give your agency an edge. Imagine the competitive research you could do on other agencies — or even on your clients’ competitors.
ChatGPT has emerged recently as a tool that can help people with some of the heavier lifting that knowledge work involves. With Turbo, it’s become a more efficient and consultative ally — and it can empower marketers to provide more dynamic and comprehensive strategies that propel clients toward their goals.