Chris Camacho, CEO Cheil UK:

"Whilst ChatGPT certainly won’t be replacing anyone at Cheil, our teams have begun to integrate the tool in a variety of ways – new business are using it to conduct research, data are generating reports, strategy are creating useful KPI metrics and developers are even generating code. The tool is helping us automate repetitive activities, improving customer service and saving us from countless hours trawling through Google search results, freeing up time and brainpower which can be refocused on more complex tasks."

"In the wider advertising industry, we have seen a surge in the service being used by busy marketers to quickly generate copy based on trending topics, to improve traction and SEO. Although I have been impressed by the results, I have seen some outlandish answers – the quality of response is very much dependent on what a user inputs into the system. For that reason, our teams are treading carefully. In order to generate factually sound answers, users must be very specific about what questions they ask, which is potentially problematic. Furthermore, in a world of fake news, we must be cautious and ask “is this source reliable and is this information true?” – if not, this could lead to the rise of misinformation spreading like wildfire.

Ultimately, I view ChatGPT a lot like a high performance car – the model comes fully equipped, but the ride depends on how well the driver operates it."

Read the full article on Fortune.