Updated: Aug 25
For brands looking to take customer interactions to the next level, we're in a new era in conversational AI. If you've ever been on the receiving end of a wrong reply or misinterpreted AI command, you'll know it can make you question the validity of everything the bot has to say. ChatGPT is looking to bridge the gap between AI and direct customer engagement with its new plug-in architecture.
How do brand plug-ins work?
Companies like Instacart, Kayak, and Klarna are already using ChatGPT’s plug-ins to seamlessly integrate their platforms with users.
With the Kayak plug-in enabled, a potential customer headed on a trip can ask ChatGPT open-ended questions like, "How much would it cost to travel to Bali in September?" and the system will relay Kayak's data.
Or if a person is tasked with preparing a celebratory meal for their partner, they can ask ChatGPT, "What's the best meal to cook for my wife's birthday?" and receive recipe ideas with an ingredient list to turn into an Instacart order.
In addition to driving more revenue for brands, plug-ins solve one of the most significant issues of AI-powered platforms: accuracy. With full knowledge of a brand's data in tow, ChatGPT will be able to effortlessly answer any question a potential customer may have.
How should brands prepare?
For starters, brainstorm ways to integrate your brand's digital experience with ChatGPT's plugin architecture. How can you provide personalized, contextual journeys for your customers within a conversational framework? Another way of thinking about it might be: what information do I wish I could more easily convey on my website without needing to rebuild or redesign my site? What would make the digital experience more user-friendly and dynamic? Next, examine how the early adopters are leveraging AI. Take note of the nuances that make their integrations successful and start mapping out ways to optimize your customers' experiences with your own plugin. But look before you leap. The first-to-market plugins are revealing issues with UI/UX on apps and websites. If you are pushing buyers to make a purchase - á la Instacart - ChatGPT can't process the purchase, it will redirect back to the brand's e-commerce platform.
Lastly, there are security concerns. With plugins, ChatGPT can now interact with live websites, PDFs, and real-time information which has opened a whole new world of possibility and risk. Security researchers are warning ChatGPT users of "prompt injections," which essentially means that third parties can "hack" the AI responses by adding commands to content that would change the information the user receives without his knowledge.
Is all of this terrifying, or terrifyingly exciting? It's surely a bit of both. Staying close to this topic is critical for understanding and preparing for the next chapter of how consumers will behave and businesses will operate.
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