Apartment Industry, Sales Teams, Already Using ChatGPT
Chat GPT has burst onto the scene and is being called anything from really cool technology to the greatest invention since fire and the wheel, according to some.
It could ultimately be more greatly leveraged for artificial intelligence-based chat, such as in developing virtual leasing assistant technology.
Apartment operators, for now, are finding its applications are better served to create marketing pitches or email communication to residents or prospects– saving staff members time without compromising effectiveness.
“We’ve been testing ChatGPT over the past few weeks, and we’ve been using its predecessor (GPT-3) for over a year now and it’s a profound tool in terms of its capabilities, Mike Whaling, president and founder, 30 Lines tells GlobeSt.com.
Generative Pre-trained Transformer 3 (GPT-3; stylized GPT·3) is an autoregressive language model that uses deep learning to produce human-like text. Given an initial text as a prompt, it will produce text that continues the prompt.
30 Lines is an apartment industry online content and communications strategy company.
“I love it as a tool to help generate, clarify, and edit ideas,” Whaling said. “One thing to keep in mind is that it doesn’t yet have access to the broader Internet, so there’s no way to directly feed it a link and have it do something with that web page.
“So, it’s not yet at a point where it can be used in real time for things like chatbots.”
Knowing How to Code Not Required
Whaling cited another example for the tool, which is free, downloadable from https://beta.openai.com/ where creating an account lets users try GPT-3, ChatGPT, or Dall-E (the AI image generator). The account can be upgraded to a paid account to enable greater uses.
Other programs and tools that are building their own services on top of OpenAI’s APIs, include:
Whaling said that training is not required to use the tools, but he would highly recommend it.
“Writing a good prompt that gets you the result you want is a skill in itself,” he said. “It can take some trial and error at first to learn what works and what doesn’t, and there are lots of great YouTube tutorials out there sharing tips on how to use these tools. But anyone can log in and start using these tools without knowing how to code.”
A 15-Minute Process, Start to Finish
In another example, 30 Lines took one of its support docs for its software, fed the full content of the article to ChatGPT, and asked it to summarize the article and rewrite it as a friendly email that the company can save as a template for its support team.
“Start to finish, the process took less than 15 minutes to craft a professional email that my team can use over and over again.”
Before ChatGPT, Whaling had used GPT-3 to craft blog and SEO, create email copy, video scripts and advertising headlines.
“We’re also using other AI tools to measure our clients’ content for inclusive language, and we’re using an image recognition tool to look at images and auto-generate alt tags for the client’s website,” he said.
Whaling said these technology innovations are “not a matter of replacing people or reducing headcount. The AI tools give my team superpowers to create faster and test new ideas more easily … but we still need the personal touch and the strategic vision to ensure the content is on point.”
Word(s) of Caution
Whaling said that one thing he has noticed is that “it’s very easy to get content back that is off the mark or just not that useful, which definitely is a concern, as bad actors generate and publish more inaccurate and useless content.
Gary Vaynerchuk, chairman of VaynerX and CEO of VaynerMedia, posted to LinkedIn that he’s been “toying with ChatGPT for the last four days or so, and it’s incredible! As someone relatively new to the sales world, it’s been a huge help in crafting marketing emails, and bringing new ideas to mind.
“So far it seems as though ChatGPT will be a valuable tool for any salesperson enabling them to improve their performance and increase their success.”
He added that as with any AI-based tool, users should be aware of biases.
“The way Chat GTP is trained to be conversational builds trust; however, when an expert asked questions (knowing the answers ahead of time as it’s their domain of expertise), they noticed that ChatGTP gave the wrong answers in a convincing conversational way. It even included known research journals, but the reference doesn’t exist. In the wrong hands, ChatGTP can create serious misinformation.
