Generative AI and large language models are set to revolutionise the marketing industry. Christopher Penn, chief data scientist at TrustInsights.ai, spoke on the subject at The MarTech Conference and emphasised the need to understand the technology and how it will affect our marketing efforts. To understand it, we must first know the premise behind large language models: their ability to process natural language. This is based on the 1957 theory by John Rupert Firth, which states that a word’s meaning can be understood according to the context in which it is used. To process the text, these models use embeddings and positional encoding. OpenAI and other software companies ingest large corpora of data, and then assign numerical values to each word, taking into account the position of the words in relation to one another. Prompt engineering is a must-learn skill, as the more context and instructions we provide, the better the results. LLMs can be scaled by leveraging APIs and getting real developers to wrap the prompts in additional code. It’s important to remember that everyone is a developer, as this technology will be used in Microsoft Office, and other tools and services. Search marketers should be aware of the impact that large language models have on search, as they can provide direct answers to queries without the need for clicks, which could cause a dip in unbranded search traffic.
Originally reported by Martech: https://martech.org/how-to-scale-the-use-of-large-language-models-in-marketing/
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