The buzz around artificial intelligence is growing louder, and companies want to know whether this tech will actually help them in their work. Launched in November, ChatGPT has given mainstream users access to a form of A.I. that can create everything from poetry to legal briefs. This kind of machine learning has broad implications for companies and brands, including within the beverage sector. ChatGPT’s potential to disrupt caused a “code red” inside Google, according to the New York Times. Setting aside the important debate around the efficacy and ethics of A.I., the following story is intended to help make sense of the current hype surrounding GPT (Generative Pre-trained Transformer) technology.
HOW IT WORKS. GPT-3, the Large Language Model (LLM) underlying ChatGPT, is widely considered the best LLM created to date. An LLM functions by recognizing how different words are organized — it’s common to see the words “do” and “you” together, but rare to see the words “zoo” and “iceberg” side-by-side. By analyzing relative frequencies of different words and sentence structures, LLMs can generate realistic text. This is why apps like ChatGPT can offer absurd or incorrect statements. It has no understanding of what you are asking or how it’s responding. It’s merely offering a collection of words that are likely to appear “correct” to the human eye. This is the basic concept behind all the A.I. “chatbot” applications that have been gaining consumer and corporate attention...
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