How to use ChatGPT and Google’s Bard to build your brand (and what not to do)

Jun 8, 2023
Written by WR Communications


ChatGPT, and similar advanced artificial intelligence (AI) models, such as Bard by Google, can be powerful tools for retail businesses looking to build their brands. While “large language models” and generative AI are still relatively new to the public, leaning on them for factual content can be dangerous. Just ask a New York Lawyer who submitted a brief citing six non-existent judicial decisions produced by ChatGPT.

Here’s how you might use AI and what safeguards you should consider:

Customer Service: Deploy ChatGPT as a part of your customer service to handle common inquiries, guide customers through FAQs, and provide instant responses. This can help improve customer satisfaction and free up human staff to deal with more complex issues.

  • Safeguard: Implement a mechanism for escalation to human operators for situations that the AI cannot handle or if the customer requests it. Additionally, ensure the AI is sufficiently trained and monitored to avoid providing incorrect or inappropriate responses.

Personalized Shopping Experience: Use ChatGPT to provide product recommendations based on customer preferences, answer product-related questions, and guide customers through the buying process.

  • Safeguard: Make sure to respect user privacy and adhere to relevant laws and regulations concerning data protection. Only use data that the customer has willingly given and for the purposes that they’ve approved.

Content Creation: ChatGPT can help generate content for social media posts, email newsletters, product descriptions, or advertising copy. This can be a great way to maintain a consistent brand voice.

  • Safeguard: The content should always be reviewed and approved by a human before posting to ensure it aligns with the brand’s values, message, and legal requirements.

Market Research and Consumer Insights: Analyze customer feedback, reviews, and social media sentiment using ChatGPT to gain insights into consumer behavior and market trends.

  • Safeguard: Be sure to handle any data ethically and responsibly, informing customers about how their data is being used and offering a straightforward way to opt out.

Chatbots: Build branded chatbots to engage with customers on your website or app, providing information, answering queries, or even entertaining them with games and quizzes.

  • Safeguard: Implement systems to detect and prevent misuse of your chatbots. Regularly review conversations for quality assurance and to identify areas of improvement.

As a general rule, when deploying AI like ChatGPT, transparency is key. Make it clear when customers are interacting with an AI and not a human. This helps maintain trust and ensures a positive user experience. Always use AI ethically and responsibly, considering user privacy and data protection and being aware of the potential for bias in AI systems.


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