From one point of view, Generative AI mania has crested and nearly everyone who wants to experiment with ChatGPT has already downloaded the app. But in our industry, the real drive for adoption at the team and organizational level is about to begin.
And that means integrating Generative AI into strategic planning processes and high-value client work so that it adds value to those processes and eventually helps discover ways to transform them.
Marketing, content-creation, and research organizations will soon begin making strategically important decisions based on recommendations from Large Language Models (LLMs). They’d better be sure that those recommendations are based on sound foundations and proven techniques. One problem: Large Language Models (LLMs) are simply not configured right out of the box to help marketers, advertisers, creators, and researchers develop actionable insights or differentiated campaigns.
Why? Generative AI is a predictive technology, and its training datasets in our industry are both outdated and limited. Outdated because the training data isn’t updated frequently enough to meet the needs of professionals. And limited because training a model on publicly available internet chatter means ignoring all of the opinions, emotions, and behaviors that aren’t easily scrapable from public sites and platforms.
Using an LLM as a regular resource for conducting market research and analysis (or even for creating personas to rapidly test concepts) with your market research can have immense advantages, but it has to be done extremely carefully. Without the proper guardrails in place, it can lead to inaccurate interpretations.
Without additional relevant first party data to pull from, it can lead to unrepresentative recommendations, strategically misleading suggestions, and even biased or discriminatory outcomes. When drawing on the immense power of LLMs, Glimpse always layers in high-quality, first party, representative, and real-time data, using a set of proprietary (and extensively tested!) techniques to build context around the prompt.
Our clients will benefit from this added context as they use the platform to analyze data, create topics and nuanced summaries, generate key messaging (tailored to the needs of particular segments and personas), and generate personas to help them answer the questions that matter.
Stay tuned for a big Glimpse announcement about our innovative hybrid approach to “synthetic personas” (or aggregate personalities constructed with the help of LLMs and designed to answer market research questions more inexpensively and rapidly than ever before).
There are huge opportunities and huge risks associated with synthetic personas. Glimpse’s role is to help clients navigate those risks while taking advantage of the opportunities–all in the context of business goals and team processes.
And be on the lookout for forthcoming Newsweek and Adweek articles by Gimpse Founder and CEO, Neil Dixit, and Chief Strategy Officer, Adam Bai!
— The Glimpse Team