OpenAI Launches GPT-4 Turbo with Customizable ChatGPT

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The Gist

Turbocharged ChatGPT. GPT-4 Turbo extends AI’s reach with context handling, paving the way for deeper, more meaningful user interactions.
Your GPT is ready. Customizable GPTs democratize AI creation, allowing anyone to tailor AI to their needs and potentially monetize their innovations.
What you see and hear is what you get. With vision and sound capabilities, GPT-4 Turbo broadens the scope of interactive AI, offering new dimensions in customer engagement and accessibility.

OpenAI CEO Sam Altman unveiled the latest iteration of the company’s language model, GPT-4 Turbo, during the company’s DevDay event in San Francisco today. The update introduces six major enhancements designed to improve user interaction, extend the model’s capabilities and reduce costs for developers.

OpenAI also announced the rollout of customizable versions of ChatGPT, called GPTs, allowing users to create and share AI tailored to specific tasks or interests, without the need for coding skills. These custom AI models can assist with everyday tasks, learning or entertainment and will be available for public creation and sharing.

OpenAI is also launching the GPT Store, where the community’s creations can be featured and monetized based on usage. The company emphasizes that GPTs are built with privacy and safety in mind, ensuring user data control and compliance with usage policies to prevent the dissemination of harmful content. In addition, OpenAI has highlighted that GPTs will become more intelligent over time and can eventually function as “agents” in the real world, with careful consideration of societal implications.

Altman outlined the improvements which include a substantial increase in context length, more control for developers through new features like JSON load and reproducible outputs, and updated world knowledge extending to April 2023. He also announced new modalities in the API, such as vision and text-to-speech capabilities, and detailed a commitment to customization and scalability with higher rate limits and significantly lower pricing.

Microsoft CEO Satya Nadella joined Altman, highlighting the pivotal role of Microsoft’s Azure in supporting the advanced infrastructure required for these expansive AI models and emphasizing the shared mission of democratizing AI access while ensuring safety and responsible AI use. This partnership signals a concerted effort to push the boundaries of what AI can accomplish and marks a new chapter in the industry’s rapid evolution.

Let’s take a look at the six particular features of GPT-4 Turbo highlighted by Altman in his keynote and potential impact for marketers and customer experience leaders:

GPT-4 Turbo: Pioneering Deep Contextual AI Interactions

GPT-4 Turbo can handle up to 128,000 tokens of context, which is equivalent to about 300 pages of a standard book. This is a substantial increase from the previous limit, allowing for more extensive interactions and better memory over long conversations. The model’s accuracy over long contexts has also been improved, according to Altman.

The ability to process up to 128,000 tokens allows for maintaining longer customer interactions, which can be instrumental in customer service bots and interactive marketing campaigns where deeper context and prolonged engagement are beneficial.

Related Article: ChatGPT Enterprise Unveiled: OpenAI’s Latest Power Play

Precision and Structure: Enhanced Control Over AI Responses

Developers have been given greater control over the model’s responses and outputs. New features include “JSON load,” which ensures responses in valid JSON format, simplifying API interactions. The model has enhanced function calling abilities, can execute multiple functions simultaneously, and offers “reproducible outputs” for consistent results with the same parameters. Additionally, an upcoming feature will enable viewing log problems in the API.

Features like JSON load and reproducible outputs mean that marketing and customer experience applications can offer more consistent and structured interactions. This can improve the reliability of chatbots and other AI-driven communication tools.

A World of Knowledge: GPT-4 Turbo’s Real-Time Information Update

GPT-4 Turbo has updated world knowledge up to April 2023 and plans for continuous updates. ChatGPT debuted with a September 2021 knowledge cutoff date, then later improved to 2022. A new “retrieval” feature allows integration of external knowledge from documents or databases, improving the model’s responses and information accuracy.

With the latest world knowledge up to April 2023, customer service bots can provide more accurate and timely information, which is critical for maintaining trust and authority in customer interactions.

We’re rolling out new features and improvements that developers have been asking for:

1. Our new model GPT-4 Turbo supports 128K context and has fresher knowledge than GPT-4. Its input and output tokens are respectively 3× and 2× less expensive than GPT-4. It’s available now to…

— OpenAI (@OpenAI) November 6, 2023

Beyond Text: Embracing Vision and Sound in AI Interactions

GPT-4 Turbo includes vision capabilities and a text-to-speech model. For example, DALL-E 3 is used for generating images programmatically, and GPT-4 Turbo can now process images via API for various tasks, enhancing applications like helping visually impaired individuals. The text-to-speech model offers natural-sounding audio outputs, with multiple voice presets, enhancing accessibility and use cases such as language learning.

The introduction of vision and text-to-speech capabilities allows for more interactive and accessible customer experiences. Marketers can create more engaging content, like personalized images or natural-sounding voice responses, enhancing the overall customer experience.

Related Article: Why Web Accessibility Is Crucial for Brand Customer Experience

Bespoke AI: Custom Models for Personalized User Experiences

The update extends fine-tuning to the 16k version of the model and introduces a “custom models” program. This program enables companies to work with OpenAI researchers to develop tailored models, including domain-specific pre-training and post-training processes.

The custom models program offers the potential for creating highly specialized AI models tailored to specific brand voices or industry jargon. This can lead to more personalized and effective customer interactions.

Higher Rate Limits and Lower Costs With GPT-4 Turbo

Token rates per minute have been doubled for GPT-4 customers, with further customization of rate limits and quotas available in API account settings. “Copyright Shield” will defend customers against legal copyright claims, covering associated costs. Moreover, pricing for GPT-4 Turbo has been significantly reduced, offering a cost-effective option for developers, which is 2.75 times cheaper than GPT-4.

What Are GPTs, Custom Versions of ChatGPT?

OpenAI’s rollout of customizable versions of ChatGPT, called GPTs, allows users to create and share AI tailored to specific tasks or interests, without the need for coding skills.

Developers can enhance GPTs by connecting them to external data or systems through custom actions, similar to plugins. For enterprise customers, there’s the option to create internal-only GPTs for specific business needs, already being utilized by companies like Amgen, Bain and Square. OpenAI’s mission with GPTs is to democratize AI development, allowing a broader range of people to influence AI behavior, potentially leading to safer and more aligned AI outcomes.

Additionally, ChatGPT Plus has been updated to include information up to April 2023 and simplified for user convenience, consolidating all features in one place without the need to switch between models.

How can marketers and customer experience professionals leverage GPTs?

Personalized Customer Service Bots: Create GPTs tailored to understand and interact with customers based on specific industry jargon, company products or services. This could lead to more efficient customer service with bots that can handle complex queries specific to a business.
Interactive Content Creation: Marketers can use GPTs to generate creative content like social media posts, ad copy or blog articles that are in line with their brand’s voice and messaging strategy.
Automated Onboarding: Develop GPTs to assist with onboarding new customers or employees by providing them with personalized, interactive training sessions and resources.
Product Recommendations: Integrate GPTs with customer data to provide personalized product or service recommendations, enhancing the shopping experience and potentially increasing sales conversions.
Data Analysis for Insights: Utilize GPTs to analyze customer feedback or support tickets and provide summaries or insights, helping brands to quickly identify areas for improvement or customer satisfaction trends.
Marketing Automation: Craft GPTs to automate parts of the marketing funnel, like qualifying leads through intelligent conversations or nurturing customer relationships with follow-up messages
Language and Localization: Customize GPTs to communicate with customers in different languages or dialects, providing a localized experience without the need for extensive human translation services.
Real-time Support for Live Agents: Implement GPTs to work alongside human agents, providing them with real-time information, suggested responses, or even drafting replies that agents can review and send.
Brand-specific Training Models: Use GPTs to train on company-specific knowledge bases, allowing them to answer FAQs accurately or assist with specialized queries that generic models might not handle well.
Market Research and Analysis: Deploy GPTs to conduct market research by analyzing trends, customer sentiments, and competitors’ strategies to provide actionable insights.

“We believe that AI will be about individual empowerment and agency at a scale that we’ve never seen before,” Altman said in his keynote today. “And that will elevate humanity to a scale that we’ve never seen before either. We’ll be able to do more, to create more and to have more as intelligence is integrated everywhere. We will all have superpowers on demand. We’re excited to see what you all will do with this technology and to discover the new future that we’re all going to architect together.”

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