ChatGPT: The Hype vs Reality

@schachin
Kristine Schachinger
Kristine@SitesWithoutWalls.com
"Unlocking the Power of ChatGPT”
-- without blowing yourself up --
“…they are prone to hallucinating, and crucially they are incapable of justifying their utterances…”

@schachin
What is a
“Chat Generative Pre-trained
Transformer”?

@schachin
ChatGPT
“Chat Generative Pre-trained
Transformer”

@schachin
Generative Pre-Trained Transformer Model.

@schachin
GPT, ChatGPT, and …
Large Language
Models.
Cha
Dalle’s vision of ChatGPT
ChatGPT via MidJourney

@schachin
Why are LLMs So Special?
Unlike embedded based language models LLMs can disambiguate words from the sentence and apply
meaning forward and backward to those words in order to predict a masked word using those applied
contexts. This is SUPER EFFICIENT!

@schachin
Why are LLMs So Special?
Large Language modeling can determine the meaning of words in context
so it can better predict the next word in the sentence.
These sentences mean two different things forward and backward.

@schachin
How does this work? Transformers
What are transformers?
A transformer in language processing is a type of computer program
that is designed to understand and generate text.
It does this by using a special type of algorithm called self-attention.
Self-attention allows the program to look at all the words in a
sentence or a piece of text at once, and understand how they relate
to each other, rather than just one word at a time like traditional
methods. This way it can better understand the meaning of the text,
and can generate text that is more similar to how a human would
write.

@schachin
LLMs can go forward and backwards
to predict an unknown (masked) term and/or sentence.
Also uses root words, so play for player/playing/played are the same
This allows them to derive context for what is being written.
Previous models were based on word vectors (entities and knowledge graphs)
LLM Transformers are Bidirectional
https://blog.google/products/search/search-language-understanding-bert/

@schachin
Confusing?

@schachin
From
Google on
their LLM
Bard.
(One correction it is
run on PaLM now.)

@schachin
Simply language modeling is
“Language modeling – although it sounds formidable –
is essentially just predicting words in a blank.”

@schachin
Like the
American
Game -
MadLibs

@schachin
Mad Libs!
LLMs fill in the next
most likely word in the
blank. It is predictive
text with semantic
embeddings.

@schachin
Large Language Models?
Prompt: 3d photo image of a large language model as a 90s popstar
Some of the more relevant well-known LLMs are:
• OpenAI
 ChatGPT 3.5 / ChatGPT 4
 WebGPT
 attempts to resolve the issue of attribution and accuracy
 Bing
 Bing Chat which uses ChatGPT4
 Google
 BERT
 Used in Search
 LaMDA
 conversational like ChatGPT
 “Unlike GPT-3, which is not configured to perform any
specific task, LaMDA is “trained on dialogue”:
 PaLM
 Search relevancy
 it is also trained using a “combination of English and
multilingual datasets that include high-quality web
documents, books, Wikipedia, conversations and GitHub
code” to drive greater accuracy in responses.

@schachin
What is ChatGPT?

@schachin
Some of the general parameters that are used to train language models include:
What is ChatGPT? Let’s Ask It!
ChatGPT is/was
• a variant of the GPT (Generative Pre-training Transformer) language
model
• introduced by OpenAI in 2018.
• The original GPT trained on a massive dataset of over 40GB of text data for GPT-2 and 45TB for
GPT-3.x
• ChatGPT includes conversational text from books, articles, and websites.
• capable of generating human-like text
• useful for certain tasks
• language translation, text summarization, and question answering.
• fine-tuned on several specific
• writing poetry, composing music, and even coding.
• one of the largest language models currently available
• over trillions of parameters
• used in several real-world applications
• chatbots, automated customer service, writing news articles, programming etc.
• continuously being updated and improved by OpenAI

@schachin
TeThje
What is ChatGPT?
In layman’s terms, a large language model (LLM), which generates
convincing sentences by mimicking the statistical patterns of
language in a huge database of text collated from the Internet.
It was trained to sound confident to humans even when it is
wrong.
https://www.nature.com/articles/d41586-023-00107-z

@schachin
TeThje
What is ChatGPT?
https://sensoriumxr.com/articles/what-is-chatgpt4

@schachin
ChatGPT is Predictive Text.
It is predicting the next most likely word in a sentence based on the context of the
other words in the sentence derived from the information it was trained on.

@schachin
TeThje
What is ChatGPT NOT?
• A Search Engine
• The data was trained only up to 2021
• It is not connected to the Internet, so it cannot retrieve information
• The Bing Chat plugin allowed you to “ground” a prompt in a search but was
recently disabled because users found a way to copy paywalled content.
• Is based on predictive text NOT information retrieval
• There is no QUALITY check for the accuracy of the content or code
• Creative
• if it was not trained on the information, it cannot generate something as a human
would from inference or imagination.
https://www.nature.com/articles/d41586-023-00107-z

@schachin
Using ChatGPT for Marketers.

@schachin
Important!
ChatGPT Output Cannot Be Copyrighted.
Not in the US or the EU, not yet anyhow.

@schachin
Why? A human must create
a creative work for copyright to apply.

@schachin
Some ChatGPT Ideas for Marketers
• SEO: Titles and Metas (okayed by Google)
• PPC Landing Pages
• Content Ideas
• Content NOT for Search
• Topical Funnels
• Analyze Competitor Site Content
• Product Descriptions
• Customer Service / Chatbots
• Emails
• Outreach
• Link Building
• Lead Generation
• Newsletters
• Reviews
digital marketer using AI to do SEO Disney style

@schachin
ALWAYS USE HUMAN REVIEW.
ChatGPT is not a search engine, has no fact checking function, and the core product
was not trained on any data past 2021 so make sure someone reviews the output
produced for errors, accuracy, factual information, and tone.

@schachin
AI Content and Google.
Don’t Blow Yourself Up.
a human male person with the job of SEO Consultant yelling at Google in 3d cartoon form

@schachin
AI Content and Google.
Google says AI Content is okay IF it provides value and it not “spammy”,
But since it is writing what it trained on how does provide value?

@schachin
Detection and Google.
How does Google define “Spammy” content?

@schachin
Detection and Google.
https://developers.google.com/search/blog/2022/08/helpful-content-update
Google and
the Helpful Content Update.

@schachin
Play it safe, do not use ChatGPT or AI to write article content.
Use humans to write/edit your content.
They can use ChatGPT as a tool to generate ideas, however.

@schachin
How to Use ChatGPT.

@schachin
Using ChatGPT.
The Application of ChatGPT
Some of the potential applications of ChatGPT include:
• Text generation: ChatGPT can be used to generate human-like text responses to prompts, which makes it useful for creating
chatbots for customer service, generating responses to questions in online forums, or even creating personalized content for
social media posts.
• Language translation: ChatGPT can also be used for language translation tasks. By providing the model with a text prompt in
one language and specifying the target language, the model can generate accurate and fluent translations of the text.
• Text summarization: ChatGPT can be used to generate summaries of long documents or articles. This can be useful for
quickly getting an overview of a text without having to read the entire document.
• Sentiment analysis: ChatGPT can be used to analyze the sentiment of a given text. This can be useful for understanding the
overall tone and emotion of a piece of writing, or for detecting the sentiment of customer feedback in order to improve
customer satisfaction.

@schachin
Using ChatGPT.
Fine Tuning in ChatGPT Training.
ChatGPT was trained with the following focuses:
• Code
• Content Writing
• Poetry
• Music
This means it tends to create these items well.
Fine tuning allows ChatGPT to focus in on certain types of functions and may
not do as well with others.

@schachin
Using ChatGPT Prompts.

@schachin
InstructGPT: ChatGPT Prompts.
Prompts.
The MOST Important Part of Using ChatGPT.
Prompts provide a starting point for ChatGPT to generate text based on the
input given. They can be used to guide the model's output and control the
context of the generated text.
Prompts? Simply means, how you tell ChatGPT what to write.
This relies on another language model called InstructGPT, which allows you to
give ChatGPT detailed and specific instructions.
https://www.searchenginejournal.com/chatgpt-for-content-and-seo/473823/#close

@schachin
Using ChatGPT Prompts: Examples.

@schachin
Using ChatGPT Prompts: Content > Articles.

@schachin
Using ChatGPT Prompts: Content > Articles + Style.

@schachin
Using ChatGPT Prompts: Content > FAQs.

@schachin
Using ChatGPT Prompts: Code.

@schachin
Using ChatGPT Prompts: Summarization > URLs.

@schachin
Using ChatGPT Prompts: Summarize URLs.

@schachin
Using ChatGPT Prompts: Write Emails.

@schachin
Using ChatGPT Prompts: Lyrics.

@schachin
Using ChatGPT Prompts: Poetry.

@schachin
Using ChatGPT Prompts: Ideas.

@schachin
ChatGPT Prompts.
Prompts.
How to write ChatGPT Prompts
• Give Context
• Be Clear
• Be Concise
• Be Specific
• Be Descriptive
• Define Format
• Define Length
• Define Style

@schachin
ChatGPT Prompts.
Prompts.
Some great ideas for how you can use ChatGPT
• 100 Best ChatGPT Prompts
• https://mpost.io/100-best-chatgpt-prompts-to-unleash-ais-potential/
• Web Development ChatGPT
• Music ChatGPT
• Business ChatGPT
• Educational ChatGPT
• Comedy ChatGPT
• History ChatGPT
• Health&Medicine ChatGPT
• Art ChatGPT
• Food & Cooking ChatGPT
• Marketing ChatGPT
• Game ChatGPT Prompts

@schachin
Issues with ChatGPT

@schachin
ChatGPT Issues?
+ Programmed to Avoid Certain Kinds of Content
• ChatGPT is specifically programmed to not generate text on the
topics of graphic violence, explicit sex, and content that is harmful
such as instructions on how to build an explosive device.
• And swearing
+ Unaware of Current Events
• not aware of any content that is created after 2021.
 Has Built-in Biases
• This can be just in the writing style, not necessarily cultural or
racial though they can exist as well
+ ChatGPT Requires Highly Detailed Instructions
• You must be very specific with ChatGPT Prompts to really get
good output
+ Mediocre Content
• ChatGPT is designed to sound confident, but the content it writes
is not high quality.
+ Suffers from “Hallucinations”
• Makes stuff up

@schachin
“Hallucinations”: Machine Learning for Making Stuff Up

@schachin
https://www.wired.com/story/chatgpt-fluent-bs/
All of this makes playing around with ChatGPT incredibly fun,
charmingly addictive, and—as someone who writes for a living—
really quite worrying. But you soon start to sense a lack of depth
beneath ChatGPT’s competent prose. It makes factual errors,
conflating events and mixing people up. It relies heavily on
tropes and cliché, and it echoes society’s worst stereotypes.
Its words are superficially impressive but largely lacking in
substance—
ChatGPT mostly produces what The
Verge has described as “fluent bullshit.”
But that kind of makes sense. ChatGPT was trained on real-world
text, and the real world essentially runs on fluent bullshit.
“Bovine Feces”

@schachin
Google
https://ai.google/static/documents/exploring-6-myths.pdf

@schachin
Google
https://www.semanticscholar.org/paper/Rethinking-Search%3A-Making-Domain-Experts-out-of-Metzler-Tay/e3d7065d6196437259483ed8b9b70ba4b4bb76ad
“…they do not have a true
understanding of the world, they are
prone to hallucinating, and crucially
they are incapable of justifying their
utterances by referring to supporting
documents in the corpus they were
trained over.”
Image from DALL-E

@schachin
Google
https://www.semanticscholar.org/paper/Rethinking-Search%3A-Making-Domain-Experts-out-of-Metzler-Tay/e3d7065d6196437259483ed8b9b70ba4b4bb76ad
“…they do not have a true
understanding of the world, they are
prone to hallucinating, and crucially
they are incapable of justifying their
utterances by referring to supporting
documents in the corpus they were
trained over.”
Image from DALL-E
“…they are prone to hallucinating, and crucially they are incapable of justifying their utterances…”

@schachin
https://gizmodo.com/cnet-ai-chatgpt-news-robot-1849996151

@schachin
ALWAYS USE HUMAN REVIEW.
ChatGPT is not a search engine, has no fact checking function, and was not trained on
any data past 2021 so make sure someone reviews the output produced for errors,
accuracy, factual information, and tone.

@schachin
ChatGPT Resources.

@schachin
ChatGPT Docs.
ChatGPT Guide
• All the basics you need to know about how to use ChatGPT
• https://www.digitaltrends.com/computing/how-to-use-openai-chatgpt-text-generation-chatbot/#google_vignette
OpenAI ChatGPT API Guide.
• Everything you need to know about using the API version
• https://beta.openai.com/docs/guides/completion/inserting-text
Some cool things people have done with ChatGPT
• https://www.bleepingcomputer.com/news/technology/openais-new-chatgpt-bot-10-coolest-things-you-can-do-with-it/

ChatGPT: The Hype vs Reality

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