Why and how to integrate AI into your business strategy? Learn how the advancement of generative AI is expanding the possibilities of what developers and our work at the agency is doing.

Since the advent of Chat-GPT, we cannot ignore the actions of generative AI. For years now, technology has surrounded us and given rise to debates. Can we trust artificial intelligence? What about generative AI?

If I talk to you about artificial intelligence, you think of… MidJourney, ChatGPT, Bard, DALL-E-3, etc. Here you have the most well-known and, at the same time, the most used AIs. But where these technological advances flourish, they have sometimes been mishandled. There are two camps: those who don’t want to hear about generative AI, and those who are fond of new trends (like me!)

This is the moment when I break the silence. I’m sorry, but unfortunately, for those against AI, you’ll have to adapt, because it surrounds you and even without knowing it, you’re already using it! Most people will automatically think of ChatGPT and a few others of Bard. Indeed, these two AIs are the behemoths of the market, and the fact that they are supported and developed by the two heavyweights of the IT sector, Google and Microsoft, is quite an advantage in terms of notoriety.

Find here the major trends in generative AI, their rapid development over the years, and especially how to use these tools well.

What are the possibilities of generative AI? Explore its capabilities, potential, and different areas of activity

Generative AI continues to be talked about. It has become a central theme in the news, but also in scientific journals. It is experiencing exceptional growth. It is undergoing many upheavals and has developed with the help of major players, including the creation of ChatGPT by OpenAI, which has established itself as a reference in AI. Better still, its development is such that at all levels, it becomes a building block of new software and applications. But first, let’s understand how it’s broken down and what its complexities are.

Even though its progress in recent years has been incredible, artificial intelligence is far from autonomous and has not yet surpassed human beings.

Today, three artificial intelligence concepts are available on the market:

• Artificial Narrow Intelligence (ANI): The simplest and most common in your daily life, designed to solve specific and limited tasks. We can think, for example, of machine translation or even voice recognition with our friend Siri.
• Artificial General Intelligence (AGI): This tool is capable of performing, among other things, any intellectual task that a human being could accomplish. We can think of autonomous driving (the computer), facial recognition, etc.
• Artificial superintelligence (AI): Hypothetically, it is capable of surpassing human intelligence in all areas, including creativity, empathy, and self-awareness. It is this intelligence that resonates in our various favorite subjects, because it is an increasingly exploited field. In other words, driving a car without human intervention or using ChatGPT is one of them! It represents a long-term goal for AI researchers.

The benefits of using AI in your daily actions?

The use of artificial intelligence can offer you many advantages in your field of activity, and of course, more so in the digital field in general. This intelligence is a gateway to the automation of complex, even boring and time-consuming tasks. Developed with machine learning, AI takes a radically different approach: the machine learns on its own by ingesting huge amounts of data.

• Automating repetitive and large tasks: Using artificial intelligence can allow you to perform standardized operations quickly and “error-free.” For example, you can perform complex calculations in seconds with an AI, whereas this action would take you a good several hours on your own.
• Personalization of the user experience: In the telecommunications fields, for example, AI can be used to personalize the chatbot of the website. In July 2023, Orange launched its chatbot “Orange Bot”, an artificial intelligence that assists you at Orange.
• Reduced human error: And yes, AI is after all code, a technology. Unlike humans, and therefore us, it has no need to sleep and does not encounter any particular problems. Its use is beneficial to avoid human errors, often caused by fatigue, distraction or monotonous repetition of tasks…

Why should you integrate generative AI tools into your business strategy?

ChatGPT can generate text, translate languages, write different types of creative content, and answer your questions in an informative way.

The software allows certain tasks to be carried out quickly and almost instantaneously. For example, he answers many requests: give information on SEO to set up on his site, make a synthesis, or even write on baccalaureate subjects! This artificial intelligence thus makes it possible to gain in speed and efficiency. It is also a tool that is profitable for the company. Using it allows you to gain in productivity and performance, thanks to its speed, thus making your company more competitive.

DALL-E 3, the powerful drawing AI available in ChatGPT in direct competition with Midjourney

Long story short, DALL-E 3 and MidJourney are two image generators that use artificial intelligence. These are two outstanding tools that allow you to create an image from a simple text prompt. It is a form of AI that is very popular with the general public but also with professionals, such as graphic designers, for example.

In fact, a little new in September 2023, DALL-E 3 is now available in ChatGPT. To use it, you will need to be subscribed to the paid ChatGPT 4 offers to generate images directly within the interface. In this way, you just need to create a prompt (a detailed paragraph about what you want it to do for you) and the tool will generate an image for you. In this regard, it is important to know that the images are so realistic that they are confused with photos generated by humans.

Google Bard can generate text, translate languages, write different types of creative content, and answer your questions in an informative way.

It can be used to help you create content. By the way, on this subject, I had the opportunity to offer you an article that covered the differences between Bard & ChatGPT. In a marketing context, he provides valuable help in writing. Indeed, if you make a request to Google Bard, it will take into account all the current resources on Google and offer them to you by condensing them.

For the writing of your blog posts, marketing emails, landing pages, it comes to provide you with additional help support. But be careful, make sure that your information is correct, don’t forget that it takes into account the information contained on the whole of Google, hence the vigilance to be had on the data retrieved.

What are the limits of generative AI. Why is it important to realize that AI cannot replace us in agencies!

The lack of understanding and transparency: robots do not yet have full recognition of reliable internet sources

Using AI tools to help you in your areas of work is a really good idea. And in fact, at the agency, we are the first to use them. However, there is a certain limit. Indeed, it is a tool that is constantly evolving. Let’s not forget that ChatGPT has only been available for a year, and as far as Bard is concerned, it has only been available since July in France.

These are therefore very recent technologies, which must be taken into consideration. Moreover, it should be noted that very often the information given is not always accurate, or even very vague. The answers are also sometimes general and imprecise. Even worse, the tool can generate erroneous, incorrect, or even outdated answers. So, I give you the advice to always check your sources!

Copying and pasting artificial intelligence models is visible and quickly noticed by the professionals who work in your field

If you produce quality content that is relevant to your audience, they find it interesting and want to know more about you. And this creates a ripple effect to attract more audience to your brand. However, on the other hand, you have to apply yourself. This is where the limit with the tools is felt. I strongly advise you to use a specific prompt.

What is a prompt? It is an English term that refers to a sentence or a short paragraph that serves as a written command for an artificial intelligence in charge of generating content.

This is where you will have to apply yourself in the way you write your query so that it is readable, clear, and brought in such a way that the AI tool used clearly understands what you are asking of it. By the way, copying and pasting won’t help you; It will be important to then take the information recovered and reformulate it in your own way. It is also the originality of your writing, or rather your writing, that will make the difference. It’s you, the human, vs the robot!

Evolution of technology: AI is not always up to date with current events

The last thing to take into consideration in your use, and especially in the creation of content, is to set the context of your research. Indeed, AI is a tool, it is not a person like you who gives you the right and true indications. As I said before, ChatGPT 3-5, for example, is not up to date; These latest data are from January 2022. As for Bard, it is part of the information given on the web, which can sometimes be contradictory from one site to another.

In conclusion, the use of generative AI is only progressing. Image or content generating tools are the most popular, but let’s not forget the applications that tend to develop their own AI tool. We can think of Canva, which highlights the use of AI to help its users in the simplified creation of writing and image modification content. There is also Capcut, a video editing software, which highlights AI for the customization of video templates.

At the agency, we are fond of this type of tool, but we also remain cautious about its 100% use. In order to better support you in your projects, we still keep our intellectual resources to ourselves. This is also why going through the agency is beneficial on several levels: the production of tailor-made sites, fully personalized qualified content are our great services that make the difference!