There’s been a lot of chatter lately about artificial intelligence (AI). Many think it has the potential to revolutionize entire industries. A lot of this chatter centers on ChatGPT, which stands for Chat Generative Pre-trained Transformer, a language-based chatbot developed by OpenAI that debuted on November 30, 2022. OpenAI launched ChatGPT for free and received over one million signups over its first five days. The easy-to-use and conversational interface took the world by storm. It can help with tasks such as answering simple questions, generating code, writing copy for press releases or social media posts, and crafting creative stories. OpenAI has also introduced notable projects such as DALLE•2, a popular AI art generator, and Whisper, an automatic speech recognition system. OpenAI has since launched ChatGPT-Plus, a paid version with faster responses and more options for $20 monthly.
Should your business take advantage of any of this?
Most likely AI is already helping you with your business daily. For example, your online store could be using a “chatbot” to answer customer questions on your website or social media. If you read SHOT Business online through your smartphone, you most likely used facial recognition software to unlock the phone—which is AI. Finally, a familiar example for us in the outdoor industry is using chatbots and AI in social media to filter posts and comments (and restrict your posts to followers).
Since the launch of AI, several third-party apps have sprouted up that businesses can use to help make tasks easier and faster. Jasper.AI and Grammarly are two I’ve used in the past year. Grammarly is an online grammar editor that will catch everything from using passive voice to spell-check to offering options for split infinitives. It has been beneficial for proofing when writing press releases, articles (such as this one!), and even e-mails if you install its browser extension.
Jasper.AI has helped me by feeding me suggested prompts for writing e-mails, press releases, and social media posts. According to their website, it interfaces, or uses, the most powerful version of ChatGPT (the version for which OpenAI wants to assess an additional charge). You can “chat” with it and ask it to respond in your brand’s voice, which it learns from your website, or by uploading a creative brief. This is where it is most valuable, as it can technically write an entire marketing white paper based on your voice.
I used Jasper.AI when it originally came on the market, but eventually abandoned it because at the time it was not a helpful tool for my needs. With the buzz over ChatGPT, I re-subscribed (at a hefty price of $120 per month so I can have multiple brand voices for it to pick up) and discovered the interface now works more smoothly. However, it needs to gain more knowledge in the conservation world. For example, I needed a start on a marketing plan for a non-profit conservation organization focused on ducks. I asked it to write a vision statement for an upcoming conservation raffle. It gave me: Imagine a world where every individual understands the importance of conservation, respects nature, and actively participates in preserving our planet.
All was good until I read “respects nature, and actively participates in preserving our planet.” In fact, in almost every output it defaulted to “preservation” rather “conservation.” Those deep in the conservation world know there is a vast difference between those words; they are not interchangeable terms.
I also asked ChatGPT to help write a mission statement for this non-profit’s duck hunting membership program. However, it seems the chatbot thought the duck membership program was more about petting ducks than hunting ducks. Here’s what I got: To promote the preservation of waterfowl and their habitats, while also fostering a community of members who are passionate about wildlife conservation and education.
For the vision statement it wrote: The vision for the Duck Membership Program involves creating a future where waterfowl and their habitats are protected and thriving, and where members are actively engaged in conservation efforts and educated about the importance of preserving wildlife.
There’s that “preservation” word again.
But perhaps this is my fault. Like any computer program, ChatGPT and Jasper.AI are only as good as the inputs given to them. Perhaps my inputs are off? Maybe I should have been more explicit about what a “duck membership” is?
Let’s move into the world of firearms. I asked ChatGPT to write a pitch to a gun magazine about a new handgun designed specifically for women. I received:
In a monumental stride towards inclusivity and innovation, [Company X] unveils its latest creation, the [Product X] designed specifically for women. As the firearms industry embraces diversity, the firearm stands tall as a symbol of empowerment, blending refined aesthetics with cutting-edge functionality. Join us as we delve into the exquisite craftsmanship and exceptional features that make the [Product X] the embodiment of strength and sophistication.
I also asked Jasper.AI the same thing, and here is its opener:
Today, we’re thrilled to announce a groundbreaking addition to our portfolio–the new [Product X], a firearm specifically designed for women.
[Product X] is not just a new product line, but a complete program that empowers women to take their personal protection into their own hands... This line has been crafted with the needs of women in mind, combining elegance with high performance.
Jasper’s more powerful ChatGPT version gives more detail for the pitch to the editor. But both AI versions did deliver good information.
Here’s the kicker on all this; your colleagues are already using some version of AI. That’s no doubt because ChatGPT is free. And though you can see above how the “paid” vs. “free” versions have differences, a good writer can take the “free” version and spice it up with their deeper knowledge of the product.
There are, however, those in our industry who remain skeptical of the benefits of ChatGPT. At a recent outdoor writer conference, I heard of writers using ChatGPT to write reviews of products. When the subject came up, the editors in attendance expressed concern regarding originality and copyright issues.
I’ve used Jasper.AI to help rewrite a boring lede on a press release or spice up a social media post. If it can help us communicate better, is that wrong? Should the person reading the gear review know it was written (mostly) by ChatGPT? Again, as we’ve seen above, this tool is only as good as its inputs. Even customer service-focused chatbots online are becoming better at their role.
What about security and safety? Businesses and individuals must prioritize safeguarding their data and intellectual property. In the default version of ChatGPT, data is used to train the language model, which may raise security concerns. Jasper.AI has recognized this and offers an AI Policy (jasper.ai/ai-policy-template) for businesses to use.
We’ve only scratched the surface talking about AI-powered tools. Take a hard look at what AI tools your website might be using. Do you have an AI policy for your employees on how much they should (or shouldn’t) use ChatGPT? Like most tools, ChatGPT and others like it can be used for great good, but such programs can also wreak havoc when used improperly.
Where AI might be of real service is helping younger staffers craft more intelligible press releases and other internal and external communications. Many new hires who grew up with texting have no idea how to compose a “professional” memo, meaning one that does not use emojis or acronyms that are indecipherable to older colleagues. I’ve heard more than one editor complain that some press releases are unusable because of poor punctuation and non-standard usage (such as all caps and three exclamation points at the end of every sentence).
We are just entering the AI age, and for many it’s uncharted territory. But it’s here to stay. As a retailer or manufacturer, you should look closely at how best to use this new tool to your advantage.