Data, Hyperpersonalization, and GPT-4 Chat: What the Future of Marketing Holds

With technological advances, marketing has become increasingly personalized and geared towards individual consumer needs. And for that, data collection and analysis is essential. However, with growing concerns about data privacy and security, it is important for companies to take responsibility for protecting their customers’ information.

In addition, it is important for companies to invest in technologies such as Data Lakes and Customer Data Platforms (CDP), which allow the centralization and governance of customer data. These tools allow information to be collected, organized and analyzed more efficiently and securely, ensuring customer privacy in accordance with the LGPD in Brazil, or with the RGPD (GDPR) in European Union countries.

With a reliable data lake and CDP in your architecture, you can utilize GPT-4 even more effectively. With the centralization of customer data in a single structured cloud, the artificial intelligence system can access it faster and more assertively, generating more accurate and personalized insights.

By the way, if for some reason you don’t know (yet) what generative artificial intelligences are, it’s worth taking a break, reading about this revolution, and returning to this article.

Some examples of what can be done with thenew version of OpenAI’s Generative AI, considering the consumer journey, include:

  • Customer service: GPT-4 can be used to respond to customer queries and requests in an automated manner, offering a faster and more satisfying experience. And detail, through its multi-modal capacity, the interactions can interpret in addition to texts, as it happened in version 3.5, also images, and even videos!
  • Offer customization: Using data collected by CDP and processed by GPT-4, it is possible to create personalized and targeted offers for each customer, increasing the likelihood of conversion.
  • Sentiment analysis: GPT-4 can also be used to analyze customer sentiment towards the brand, products or services, allowing companies to identify areas for improvement and enhance the customer experience.
Cover of the book "The Age of Surveillance Capitalism"

Despite all the advantages that technology can offer, it is important to emphasize that it should not be seen as a definitive solution to companies’ problems. As highlighted by the American philosopher and researcher Shoshana Zuboff, in her book “The Age of Surveillance Capitalism“, it is necessary to reflect on the ethical and social implications of the use of artificial intelligence technologies and to ensure that the collection and use of data are in compliance with the laws and regulations in force.

It is important to highlight that innovation alone is not enough to achieve success in digital marketing, or rather, phygital. It is essential that companies invest in qualified talent to work with these tools and be able to interpret the data properly, with a clear focus on ethics and customer data privacy.

Reinforcing this need for an expert team, it is worth mentioning that the occurrence of “hallucinations” has decreased in this fourth version, but the system is still prone to errors.

Wait a minute, don’t you know what a hallucination means when referring to AIs? It is a term coined for incorrectly generated information, mainly due to modeling and/or overfitting of the model and imbalance between information contained in training data as well as in the real world. That is, the team that works on its CX strategy needs to constantly measure the degree of accuracy, which we can say is an evolution of the growth hacking process.

In short, technology continues to advance, and companies that want to remain competitive need to immerse themselves in this evolution. Together with GPT-4, its martech stack will provide a unique opportunity to streamline customer experience personalization and transform the way companies do business. As the character Cooper in the movie ‘Interstellar‘ said:

"Humanity was built on stories. Our existence itself is a story. And when we find one that's worthwhile, that's our mission."

It’s time to embrace technology, but remember that data is valuable and needs to be handled with care to ensure a success story for the company and a memorable experience for the customer.