文 | Tiana
In the early morning of May 14, OpenAI released a new generation of flagship generative model GPT-4o and a desktop version of the AI chatbot ChatGPT at the first "Spring New Product Launch Conference".
According to OpenAI's official website, the "o" in GPT-4o stands for Omni, which means "omnipotent". GPT-4o's text, inference, and encoding capabilities reach the level of GPT-4 Turbo, which is twice as fast as GPT-4 Turbo, a large AI model of the previous generation, but only half the cost of GPT-4 Turbo, and the video and audio functions have been improved.
Sam Altman said in a blog, "Our mission is to make the world's best AI services available to people all over the world without advertising and other burdens, and then provide other value to those who are willing to pay, so that OpenAI can continue to provide such services for free to users around the world as a company." ”
Mira Murati, CTO of OpenAI, also said during the live demo: "What's special about GPT-4o is that it brings GPT-4-level intelligence to everyone, including our free users.
The release of GPT-4o is not only a king bomb for the technology circle, marketers also have three things to look forward to about GPT-4o:
When the AI perceives emotions,
Consumers have the customer service that knows you best
In the live broadcast, the two cases shown can make us feel more intuitively GPT-4o's ability to perceive emotions.
In the first case, Mark Chen, an engineer at OpenAI, said: "This is my first live broadcast event, and I was a little nervous." ChatGPT sensed that it was panting too quickly and said, "Why don't you take a deep breath." ”
In the second demo, ChatGPT tells a story in different emotional styles, including dramatic tones, bot tones, and even singing.
The purpose of most enterprises to use AI is to save human efficiency, so that AI can replace or assist people to work as much as possible, and we have no doubt about the efficiency of AI, but the part of AI simulating human behavior has been criticized, too stereotyped, and no emotion. But the release of GPT-4o has opened our eyes to new possibilities for AI marketing.
Expand the imagination, the current AI customer service, may reply more politely, what you want need you to say completely, and even split the keywords to TA, but in the near future, only need to ask natural questions, such as what to eat today, AI customer service can judge your needs today through your tone and expression, so as to recommend more suitable products, and the percentage provides emotional value, and now how important emotional value is to the marketing industry will not be repeated.
dialogue marketing,
or will replace search marketing
It is not only the transaction, decision-making, and search links that are subverted, but also can be reconstructed.
In the live broadcast of the new product launch, there is a picture like this: when you ask ChatGPT to help you solve the problem and teach the steps to solve the problem, GPT-4o answers the questions fluently, and you can interrupt him at any time to ask the puzzle, instead of waiting for the TA to finish the long list before asking the next question.
Elav Horwitz, Executive Vice President, Global Head of Application Innovation, McCann Worldgroup, commented: "This is the end of prompting and the beginning of a dialogue with AI models. ”
With the rapid development of AI, the proportion of conversational marketing has gradually increased, and compared with traditional search marketing, conversational marketing is more personalized and has a better grasp of the situation.
The advent of GPT-4o solves the problem of "emulation", more like a human and responds faster, even faster than a human responds. When talking to GPT-4o, you will find that it is very natural and smooth, almost no different from people.
What's even more amazing is that after this upgrade, the large model can receive any combination of text, audio, and image as input, and generate any combination of text, audio, and image output in real time.
"We know these models are getting more and more complex, but we want the interactive experience to be more natural and simpler, so that you don't have to focus on the user interface at all, but only on working with GPT," says Muri Murati. ”
As a result, the human-computer interaction experience has been greatly upgraded, and it is difficult for conversational marketing not to take it a step further.
Free + desktop APP,
AI enters the marketing workflow
The third point worth noting is the introduction that the model is free for all users to use, as well as the desktop version of ChatGPT released by openAI. What do these two mean?
It means that TA will become a regular tool for users, anytime, anywhere, unknowingly, and make AI a part of your work.
For marketers, the latest version of ChatGPT can seamlessly integrate AI into creative processes, such as brainstorming and generating ad copy, which greatly improves human efficiency and gives creatives enough inspiration support.
In addition, GPT-4o's processing capabilities in different languages are also very strong, which can achieve seamless cross-language operation, and the interaction between English and Spanish at the press conference is quite smooth, and the delay in the middle is even lower than that of professional simultaneous interpretation, which is also very helpful for brand overseas marketing.