The majority of people online have most likely interacted with ChatGPT in some way or another. It can be used to summarize a document, design a campaign, or even plan a vacation away from technology.
The sheer multitude of capabilities are astonishing, and even the instances of gibberish that occur offer a light source of amusement. Yet, the real-world practical applications of the technology are still emerging with some unknowns.
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In this podcast, Life Science Marketing Radio discussed how you can use an internal vertical GPT to serve your customers.
Ian Birkby, CEO of AZoNetwork, was on hand to discuss Azthena, the internal vertical GPT the company created as an AI assistant to deploy across their platform and websites to help users find more relevant news and product information. AZoNetwork is a global marketing science company and is described by Chat GPT as follows:
“The AZoNetwork is a company that specializes in digital marketing and content solutions within the science, healthcare, and technology sectors. They provide a range of services aimed at connecting scientific, medical, and technology communities globally. These services include content creation, marketing strategies, and communication solutions designed to disseminate knowledge and promote products through various online platforms. AZoNetwork operates several websites that publish articles, news, and resources relevant to professionals in these fields, helping them to stay informed about the latest developments and technologies.”
As a global media and marketing company, AZoNetwork has scores of content—over a million assets—by Ian’s estimate. The sheer abundance of this content allowed Azthena’s developers to train the GPT to answer users’ queries.
The value and merit of this type of GPT is that the training data has been reviewed and screened by humans over several years before publication. The same cannot be said for the general information you might find on the internet, much of which ends up in the answers to general ChatGPT queries, and this unvetted data can even trigger hallucinations in artificial intelligence.
As Birkby explains, “General LLMs, if I’m going to exaggerate, are a mile wide and a few inches deep. We’re trying to be, you know, maybe 12 inches wide, but three foot deep…”
It took approximately nine months to build and program Azthena, including the development of a structure encompassing all of AZoNetwork’s content to train the platform. The diligence and care invested in Azthena’s creation is evident in the quality of its output, enhancing the customer experience by providing precise answers to queries along with relevant references.
As revealed in the video, Birkby discussed the practical implications of this GPT for companies, buyers, and human creativity more broadly.
External GPTs are often trained on a broad collection of data, which can lead to homogenization and the flattening of certain areas or fields of research. Building your own specialized GPT can be a viable solution to mitigate this and offer a source of unique and valuable information.
While things will change in terms of customers and buyers, once people adapt to the new approach, they will come to expect certain answers and recommendations. This should help with the key steps regarding what to look out for or where the focus should be when making the way to a decision regarding a particular purchase. No more endless clicking through links, hoping that the best solution just suddenly appears.
Yet, in response to this change, big companies and media outlets are increasingly blocking easy access to their information by inserting paywalls and other restrictions. This means that models built on search might also need to adapt. This raises the question: will we have to start paying for information that has been freely accessible for the better part of three decades?
Another thing that often crops up in discussions regarding AI & GPTs is the future of human creativity.
Birkby offered some insightful thoughts on this, too, “…emotional intelligence… that’s definitely an area where, you know, the human has still got a role I think, in that, very pure form of creativity… seeing what nobody else has seen before and thinking something different. You know that I still think there’s mileage in, in humans having a role to play there. However, there’s probably 80 percent of the drudgery-related tasks that we all face that are going to end up sitting on the desk of AI,” he explained.
However, for those routine tasks, the efficiency will be too attractive to refuse. The next question is determining where to draw the line between what is considered a routine task and what is not. Watch the full interview for more insights and learn how vertical GPTs can help shape the future of science.
Listen to the Podcast Here
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