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Mar 8, 2023 14 min read

Five examples of consumer brand adoption of ChatGPT to drive customer engagement

Five examples of consumer brand adoption of ChatGPT to drive customer engagement

🔐 Premium: Nobody expected this to happen, especially not OpenAI. But since the release of the hastily cobbled together chatbot user interface that sits on top of the AI Large Language Model called GPT3, ChatGPT has unleashed a rush of use cases.

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“We are excited to unleash the next generation of creativity offered by this rapidly emerging technology,” said James Quincey, chairman and chief executive of The Coca-Cola Company, in a statement.

The AI genie is out of the bottle

In November 2022, OpenAI launched ChatGPT, making the world of artificial intelligence as easy as having a conversation with your mate, mentor or mum. That’s because ChatGPT has moved the boundaries of conversational AI, allowing consumers to engage with brands in a more conversational manner. The technology has The technology has received extensive media coverage and investors are raising more questions about how much of a game-changer the category could be.

Consumer brands have begun to recognise the potential of conversational AI to enhance customer engagement and offer new services. Microsoft have extended it’s relationship with OpenAI by taking a 49% stake in the business with a $10 billion investment in the startup. Since then, the tech giant has implemented OpenAI’s language-learning solutions into Bing and its Edge browser amid a freshly mounted search war with Google.

But this is not just the realm of tech firms. With the release of the OpenAI API integration, allowing firms to literally plug into the AI chatbot, consumer brands are finding new and innovative ways of bring generative AI to marketing, branding and consumer engagement. This move by OpenAI has been accelerated with the news that they cut the price point for API access by 10x in early March!

Using ChatGPT:

  • Shopify has integrated an online shopping assistant that allows customers to have a conversation with the platform.
  • Instacart has implemented an AI chatbot feature called “Ask Instacart”.
  • The Coca-Cola Company has signed a deal with OpenAI and Bain Consulting to implement ChatGPT and DALL-E into its marketing and global operations.
  • Snapple, the Dr Pepper iced tea brand, is engaging with their customers by giving them access to ChatGPT to create their own interesting facts.
  • Quizlet, the online learning platform, has integrated ChatGPT to ast as an online tutor.

As the use of ChatGPT in consumer brands continues to grow, it is becoming evident that conversational AI is transforming the way brands engage with their customers. By offering a more conversational experience, brands can increase customer satisfaction and engagement, and offer new services that were not possible before.

Let’s take a closer look at what these consumer brands are doing…

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