The Hot Topics: "GPT-4" and "ChatGPT". What Future Landscape Will AI Create for Marketing? (Part 2)

• The Hot Topics: "GPT-4" and "ChatGPT". What Future Landscape Will AI Create for Marketing? (Part 1)

Currently, the AI "GPT-4" and "ChatGPT" are generating significant buzz. These services generate various texts based on instructions or images provided by humans. How will this technology, capable of producing output with precision and quality that defies belief as computer-generated speech, transform our lives and society?

In the second part of our interview with Satoru Yamamoto of Dentsu Digital Inc. and Amarsanaa Agchybayar, we focused on the changes AI like "GPT-4" and "ChatGPT" will bring to the world of marketing.

AI can spark new ideas

Q.In the first part of our interview, you mentioned the potential for media where a personal avatar character, using ChatGPT, answers questions on behalf of the individual. Beyond that, in what other scenarios do you see this AI technology being utilized?

Yamamoto: We've already reached the point where AI can act as a facilitator in human conversations. It's common for a facilitator's words to invigorate an interviewee's conversation. Considering this, an AI that holds data on an interviewee's past experiences and thoughts—even those the person themselves may have forgotten—could potentially offer far better prompts than a human facilitator.

In fact, some social media platforms already have features predicting engagement levels for specific posts. Similarly, I believe it's possible to predict how many more back-and-forth exchanges will occur after asking a particular question during an interview. If this becomes commonplace, we might see scenarios where placing an AI unit in meetings expected to lack momentum becomes standard practice.This is because questions posed by AI can spark lively conversation and increase the likelihood of eliciting good ideas.

Amaru: We're entering an era where the meaning of machine learning is completely different from what we've known before. Previously, we wouldn't ask or consult our own AI models about anything, but now we routinely ask AI all sorts of things.

Yamamoto: As data volumes increase, it's not just that the accuracy of the information it provides improves. The fact that AI can "actually think things through" based on data is a major characteristic and benefit it possesses.

AI becoming a companion-like presence for people

Q. How do you predict AI like "GPT-4" and "ChatGPT" will impact the world of marketing going forward?

Yamamoto: You know how celebrities promote products by saying, "My skin got clear after using this"? In the near future, we'll likely see something similar in the metaverse: created characters naturally recommending products through conversation. Technologically, this is already possible. The focus now is on improving generative aspects like making avatar movements more natural.

Corporate digital advertising and owned media will also undergo clear changes in the near future. Instead of ads delivering messages to consumers, we'll likely see styles where consumers "converse" with ads, leading them to purchase products. It's a world where only the information a person needs is extracted, and optimized content is instantly presented. The image is one where consumers themselves increase their chances of getting what they want through conversations with AI.

Amar: I believe data will connect within more meaningful contexts. I'm from Mongolia, and acquaintances sometimes ask me, "I'm going to Mongolia—what cold-weather gear should I bring?" I usually just say, "It's cold," but the cold there is different in quality from what you experience in Japan—both the temperature and humidity are low.

So, it's hard for me to give the best answer that includes explaining the "difference in coldness." I think services where AI can make that judgment for you will become commonplace soon. For example, when searching for cold-weather gear on an e-commerce site, it might suggest, "This is good if you're going to Mongolia," or "This probably won't work for Norway because the snow quality is different." It would understand your needs and usage situation and make recommendations accordingly.

Q. It seems the day when we use AI like a capable concierge might not be too far off. If that happens, manufacturers might not get AI recommendations unless they create products that address specific, deep needs.

Yamamoto: While the product itself matters, how it's communicated also makes a difference. Utilizing AI for messaging is certainly possible. For instance, with GPT-4, you could predict effectiveness and refine ad copy or articles to increase views or improve engagement. It's entirely feasible for GPT-4 to determine which message is better and release it to the public.

Furthermore, while GPT-4 is fundamentally language-focused AI technology, research into generating article layouts is advancing. Soon, AI will likely be able to create clear, easy-to-understand layouts. Since we can have GPT-4 write articles while adding HTML tags, a world where it constructs layouts optimized for web page effectiveness and then writes the text to fit that layout is just around the corner.Going forward, it will likely become commonplace for AI to handle not just article writing, but the entire layout process.

Furthermore, if media platforms enabling individuals to have their own avatar characters using ChatGPT materialize in the near future, branding and character development will likely become critical priorities. This could be an area where the Dentsu Group excels.When AI becomes easily accessible to everyone, we'll see a flood of output of varying quality. That's precisely why creativity—thinking about what we can create in an era where AI is commonplace—will become incredibly important. In that sense, we've consistently engaged with creativity within that era and communication environment, and I believe we can play various roles in the coming age as well.

We too aim to leverage AI technology not only to address marketing challenges but also to steer the broader societal landscape—beyond corporate concerns—toward a better future. Reflecting on society's direction inherently means supporting the transformation of each individual's lifestyle and solving their personal challenges.

The rapid advancement of AI continues to astonish the world with new technologies emerging one after another. While its impact on daily life is undeniable, businesses that swiftly adopt and effectively utilize AI can glimpse the next stage. It goes without saying that AI is a field brimming with potential.