If you’ve not tried any generative AI tools yet or have been unaware of the growing trend that’s now taking the Social Media space by storm, then you’ve been missing out on quite a few things. It’s probably time that you start looking into them, because they’re about to become a much bigger element in how we connect across a range of other evolving elements.

AI Evolving

OpenAI just released GPT-4, which is the next iteration of the AI model that ChatGPT was built upon. OpenAI says that GPT-4 can achieve ‘human level performance’ on a range of tasks.

“For example, it passes a simulated bar exam with a score around the top 10% of test takers; in contrast, GPT-3.5’s score was around the bottom 10%. We’ve spent 6 months iteratively aligning GPT-4 using lessons from our adversarial testing program as well as ChatGPT, resulting in our best-ever results (though far from perfect) on factuality, steerability, and refusing to go outside of guardrails.”

Those guardrails are important because while ChatGPT has thus far performed amazingly well, it has also often steered users in the wrong direction by providing fictitious or biased information. One recent example of its most glaring flaws showed up in Snapchat, via its new ‘My AI’ system, which is built on the same back-end code as ChatGPT.

Some users have found that the system can provide inappropriate information for young users, including advice on alcohol and drug consumption and how to hide such information from, say, your parents. Improved guardrails will safeguard younger users from such risks, though there are still inherent risks in using AI systems that generate responses based on such a broad range of inputs and ‘learn’ from those responses. Over time, nobody knows for sure what that will mean for system development, while others, like Google, have warned against the wide-scale rollouts of generative AI tools, at least until the full implications are understood.

The funny thing is that even Google is now pushing ahead. Under pressure from Microsoft, which is looking to integrate ChatGPT into all of its applications, Google has also announced that it’ll be adding generative AI to Gmail, Docs, and more. At the same time, Microsoft also gave one of its teams the boot – the AI ethics team, which doesn’t have the best of timing given the rapid expansion of such tools.

That may be a sign of the times in that the adoption pace, from a business standpoint, is starting to outweigh the concerns around regulation and responsible usage of the tech. We’ve already experienced and learned lessons about such things before – just take a look at Meta’s history. It seems those lessons have fallen by the wayside, with immediate value once again taking priority. As more tools come to the market, more integrations of AI APIs become commonplace in apps, one way or another. You’re likely to be interacting with some of these tools soon.

How will AI impact your job or what you do? Right now, no one can say for certain, but as AI models evolve, it’s worth testing them out where possible to get an idea of how they at least work in different contexts and what they can do for your workflow.

The Wrap

You can check out how ChatGPT can be used by Social Media marketers to succeed here. This improved version is set to take things a step further. GPT-4 can also work with visual inputs, which adds another consideration to your process. As always, you must exercise caution when trying out new technology. AI tools are supplementary, and while their outputs are improving fast, you need to ensure that you understand the full context of what they’re producing, especially as it relates to professional applications.