Using Generative AI in your marketing campaigns with the ChatGPT API.

To overview
Using Generative AI in your marketing campaigns with the ChatGPT API.

Since the launch of ChatGPT, OpenAI's AI chatbot based on the GPT-3 language model, the number of users has exploded. No online tool had ever reached over 100 million users within two months. For comparison: TikTok had 100 million users after 9 months. While these are impressive numbers, ideally you want to use the power of such a platform in your own marketing campaigns without redirecting users to another platform. This is why OpenAI has opened up its API. In this article, we delve deeper into possible applications and provide practical examples of interesting implementations.

ChatGPT API OpenAI announced this week that they are making an API publicly available for developers to use the functionality of ChatGPT in their own applications. An API (Application Programming Interface) is a way to allow software to communicate with each other. Instead of writing a whole new function or code yourself, with an API, you can use the functionality of another program. Until recently, OpenAI's API could only be used in combination with the GPT-3 language model Text-DaVinci-003, the language model that underlies ChatGPT.

Although the base of the language model already has many applications, the ChatGPT API potentially provides an even broader base of possibilities. In addition, the team has been able to greatly reduce costs by making significant efficiency gains. The result is that this new API is much faster and cheaper than using the existing API.

The GPT-3 language model was trained on a dataset of 570 gigabytes, using web pages, books, and other sources. According to developers at OpenAI, about 98% of this dataset is in English. The remaining 2% is trained on 11 other languages. Therefore, you can imagine that the AI works much better in English than, for example, in Dutch.

Applications In the weeks leading up to Valentine's Day, LiveWall worked on a campaign for KLM where you can have a personalized Valentine's letter made for your loved one through a website. Although the initial approach was to use a pre-written letter with personal metrics obtained through a chatbot, we decided at the last minute to also add a ChatGPT function. We used the API of GPT-3 and the user input fields as metrics in a pre-written prompt. This way, you have some influence on the output, but the output is also personalized by the metrics you enter.

For this, we used the following prompt:

Write a Valentine's Day letter for a person with the name METRIC 1. This person is your METRIC 2. In the love letter, include that you appreciate this person's METRIC 3 and that you want to thank this person for METRIC 4. Mention that you would really like to take a flight with KLM Royal Dutch Airlines to METRIC 5 together with this person to METRIC 6. End the letter kindly and make clear it was sent by METRIC 7.

The interesting thing is that the language model understands that you use a different intonation when you send a letter to your loved one than when you send it to a colleague. Below is an example of the output in the KLM Air Mail campaign:

Dear Renee, I hope this letter finds you well and in the spirit of Valentine’s Day. I wanted to take this opportunity to let you know how much I appreciate you as a friend. You have been an amazing source of support and I can always count on you for your honesty. I am especially thankful that you have been there for me when I needed it most.As a way to thank you for all that you’ve done, I would love to take a trip with you to see the Alps! I was thinking of taking a flight with KLM Royal Dutch Airlines and skiing together. What do you think? I hope you have a wonderful Valentine’s Day and that you know how much I care about you. Love, Niels

An impression of the Love is in the Airmail campaign


Besides being avid carnaval celebrators at LiveWall, we also love innovation and experimentation. The perfect combination was found when a colleague came up with the idea of the Carnaval Machine. An online tool where you enter a number of topics and then receive your own carnaval song, fully produced by generative AI of course.

Although the concept of the Carnaval Machine was completely new, we saw a great opportunity to combine it with the Carna+ machine from the music video of well-known Carnaval artist Lamme Frans.

Of course, it is an option to ask the API to generate song lyrics based on some words. However, this does not always provide the best result immediately. That's why we looked for ways to use existing text structure in the prompt, which gives the system a bit more context. The prompt used is:

Write a carnival song that takes place during carnival and includes these two topics: Topic 1 Topic 2

Write two verses of four lines and a chorus of four lines. Put the title and artist of the song at the top. The artist name is ''.$name.''. Use the following structure:

Title: title Artist: artist name

verse 1 chorus verse 2 chorus

A screenshot of the Carnavalsmachine in action

OpenAI Application Examples With the introduction of the ChatGPT API, the possibilities have expanded again. Some companies have already gained access to the API and have made the following implementations:

Snapchat chatbot: My AI offers Snapchatters a chatbot that makes recommendations and can even write a haiku for friends in just a few seconds.

Quizlet Q-Chat: a fully customizable AI tutor that engages students with adaptive questions based on relevant study material provided through a chat experience.

Instacart: Allows app users to ask for food and get inspiring, shoppable answers.

Whisper API In addition to the API for ChatGPT, a new API has been launched for the use of Whisper, an automatic speech recognition (ASR) system. This allows users to generate a complete transcript or subtitles based on audio with spoken text. A practical application of this is, for example, subtitling a TED Talk or transcribing a recorded interview. Not only does this save a lot of time for end users, but Whisper also cleans up the text. For example, there are no more ums or hmms in the texts. Until recently, this software was available as open source to run on your own computer or server. From now on, you can use OpenAI's API directly.

Developments at a Rapid Pace Since the launch of these new APIs, new initiatives have been popping up. Are you curious about what the use of OpenAI's GPT functionality can mean for your campaign? We are happy to think along with you!

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