Did it happen to you that you were talking to someone smarter than you? It is a very particular situation. You feel that that person is illuminating you on issues that you do not know and, at the same time, that you are not seeing things that that person does see. Social patterns that are hidden in plain sight -or at least in your sight-, an insight on an unexpected topic, a new angle. At the same time, it can feel strange to be in dialogue with someone who sees the invisible; a feeling of inferiority about what is being talked about may even appear.
A Foucoltian might say that there is a power relationship at play there, a Hegelian might see a master and slave – where it is not clear whether we are masters or slaves. What I want to show here is not to think of one or the other, but to encourage us to explore in this way the synthesis of Dance between artificial and human intelligence.
Interacting with an artificial intelligence is essentially having a conversation. It is no coincidence that the fashion app is called ChatGPT, that is, talk to GPT. What we see: on the one hand the humans and on the other hand the non-humans and that between the two begins a dance of power. What will remain from this round trip is what helps us not to do our job better but to structure our human experience: we are the conversations we have.
ChatGPT he wants to learn from us but we want to use him, that’s the wrong way to have a conversation. ChartGPT is not going to take away our work, it is going to do it better, but for this we have to think about it as if we had hired someone very senior; think of ChartGPT as a coworker.
If you need to have a new insight about your category, don’t tell him “give me a new insight”. Ask him about the problems of your consumers and try solutions. Ask them to answer as if they were explaining it to your mother or child, detailing the problem or challenge that person is having. Ask him to elaborate on a part of the answer and then to summarize it in one sentence. And when you’re satisfied, let him tell you how Steve Jobs would tell it.
I share an exercise, I asked ChatGPT his thoughts on facial cleansers. And he answered me: “Cleansing your face is the key to unlocking healthy, happy skin – it’s like giving your skin a special treatment that enhances the effectiveness of other skincare products and ensures a flawless canvas, resulting in a routine remarkable and essential to your general well-being.”
This answer, which in principle does not contribute anything new, helps me to think of three ideas: “happy skin”, skin as “an impeccable canvas” and the idea of a “general well-being routine”. But what can I get out of this interaction that will serve my brand?
Some ideas can be:
- Put consumers -and not the category or my brand- at the center of the conversation.
- Seek a general and comprehensive look at consumer problems.
- Learn from solutions you were unaware of.
- Receive a way to structure the message to tell the solution.
- Having a synthesis that brought me closer to a possible response path.
- Finally, getting to know him from a perspective that is not mine (Steve Jobs’) but could have been that of a friend, a mother or a person from generation Z.
Today companies use ChatGPT as a chatbox, to improve your codes, to refine your external communications, to diagram launches, but none of this works if we don’t put our recipient at the center and speak to them in their own voice. The invitation that makes us ChatGPT It is not to understand him, it is to dialogue with him and, based on this dialogue, understand other humans more and better, dialogue better with them, more effectively, more assertively.
I invite you to have a human experience with ChatGPT, a daily talk, about things that happen to us on a day-to-day basis, about things that we don’t know how to solve. And after the first question, like the best journalist, we can ask and cross-examine. Perhaps, in this dance of questions and answers, we will learn something, not from artificial intelligence but from the talk. Because after all, whether people, brands or companies, humanity has always advanced by talking.
Partner and strategy director of Fogdog Argentina.
Source: Ambito
David William is a talented author who has made a name for himself in the world of writing. He is a professional author who writes on a wide range of topics, from general interest to opinion news. David is currently working as a writer at 24 hours worlds where he brings his unique perspective and in-depth research to his articles, making them both informative and engaging.
