Has it happened to you that you were talking to someone smarter than you? This is a very special situation. You feel that the person is illuminating you with issues that you do not know and at the same time, you are not seeing the things that the person sees. Social paradigms that are hidden in plain sight – or at least in your sight – an insight, a new angle on an unexpected topic. Also, it may feel awkward to have a conversation with someone who is seeing the invisible; An inferiority complex may also appear towards the one being talked about.
A Foucaultian might say there is a power relation, a Hegelian might see a master and a slave – where it is not clear whether we are the master or the slave. What I want to show here is not to think of one or the other, but to encourage us to explore the synthesis of the dance between artificial and human intelligence in this way.
Interacting with artificial intelligence is essentially having a conversation. It is no coincidence that the trending app is called ChatGPT, that is, talk to GPT. What we see: Humans on the one hand and non-humans on the other, and a power dance begins between the two. What remains of that round trip is what helps us better not only to do our jobs but to structure our human experience: We are what we talk about.
ChatGPT wants to learn from us but we want to use it, this is the wrong way to communicate. ChartGPT is not going to take away our work, it is going to do it in a better way, but for this we have to think about it as if we have hired someone very senior; Think of ChartGPT as a peer.
If you need new information about your category, don’t say “give me new information”. Ask them about the problems of their customers and try to solve them. Ask them to respond as if they were explaining it to your mother or child, describing the person’s problem or challenge. Ask him to elaborate on one 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.
Let me share an exercise with you, I asked ChatGPT for their views on facial cleansers. She replied, “Cleansing your face is the key to unlocking happy, healthy skin—it’s like giving your skin a special treatment that boosts the effectiveness of other skin care products and ensures a flawless canvas, results.” A remarkable routine is essential for your general well-being.”
This answer, which in principle does not contribute anything new, leads me to think of three ideas: “happy skin”, skin as “an impeccable canvas” and the idea of a “normal wellness routine”. But what can I get out of this conversation that will serve my brand?
Some ideas might be:
Put consumers at the center of the conversation, not the category or my brand.
Take a general and comprehensive look at consumer problems.
Learn from solutions you were unaware of.
Find out how to structure a message to convey a solution.
Having a synthesis that brought me closer to a possible reaction path.
Finally, getting to know him from a perspective that is not mine (Steve Jobs), but may be that of a friend, a mother, or a Generation Z person.
Today companies use ChatGPT as a chatbox to plan a launch, to refine their external communications, to improve their code, but none of this works if we focus on our recipient. I don’t keep it and talk to them in my own voice. What ChatGPT invites us to do is not to understand them, it is to communicate with them and on the basis of this dialogue, understand other human beings more and better, communicate with them better, more effectively, Do it more assertively.
I invite you to have a human experience with ChatGPT, a daily conversation, about things that happen to us on a daily basis, about things that we don’t know how to solve. And after the first question, we can ask and argue like the best journalists we can. Perhaps in this question-answer dance, we should learn something not from artificial intelligence but from words. Because after all, whether it’s people, brands or companies, humanity has always moved forward by talking.