{"id":28845,"date":"2023-03-28T14:50:30","date_gmt":"2023-03-28T12:50:30","guid":{"rendered":"https:\/\/device-insight.com\/?p=28845"},"modified":"2024-04-17T18:01:29","modified_gmt":"2024-04-17T16:01:29","slug":"chat-gpt-in-b2b-tech-marketing-field-report-part-1","status":"publish","type":"post","link":"https:\/\/device-insight.com\/en\/chat-gpt-in-b2b-tech-marketing-field-report-part-1\/","title":{"rendered":"Chat GPT in B2B tech marketing \u2013 hype or helper? Field report"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"28845\" class=\"elementor elementor-28845 elementor-28844\" data-elementor-settings=\"{&quot;ha_cmc_init_switcher&quot;:&quot;no&quot;}\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-d0d092a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"d0d092a\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;_ha_eqh_enable&quot;:false}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-c46e876 blog_col\" data-id=\"c46e876\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-783644d elementor-widget elementor-widget-theme-post-title elementor-page-title elementor-widget-heading\" data-id=\"783644d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"theme-post-title.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Chat GPT in B2B tech marketing \u2013 hype or helper? Field report<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4d38aa9 elementor-widget elementor-widget-post-info\" data-id=\"4d38aa9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"post-info.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-inline-items elementor-icon-list-items elementor-post-info\">\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-b86a0c7 elementor-inline-item\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-custom\">\n\t\t\t\t\t\t\t\t\t\tMarch 28, 2023\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-808e92e elementor-inline-item\" itemprop=\"about\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-terms\">\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-post-info__terms-list\">\n\t\t\t\t<a href=\"https:\/\/device-insight.com\/category\/news\/\" class=\"elementor-post-info__terms-list-item\">News<\/a>\t\t\t\t<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-34dbdea elementor-widget elementor-widget-text-editor\" data-id=\"34dbdea\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>AI-powered text software Chat GPT is currently THE tech topic. The speech robot is supposed to be able to create texts with high precision and tell entire stories \u2013 all within a few seconds. But what&#8217;s really behind the hype? Can AI also work with highly technical issues for a software company? Will the texts be just as good, concise, and fluent as from human hand? We tried it out for ourselves. Here\u2019s a review of our experience with Chat GPT-3.       <\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-42f5a50 elementor-section-full_width elementor-section-height-min-height elementor-section-height-default elementor-section-items-middle\" data-id=\"42f5a50\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;_ha_eqh_enable&quot;:false}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4b46edb\" data-id=\"4b46edb\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4a76b68 elementor-widget elementor-widget-image\" data-id=\"4a76b68\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/device-insight.com\/wp-content\/uploads\/2023\/03\/ChatGPT-200KB.jpg\" title=\"ChatGPT-200KB\" alt=\"Wie Chat GPT im Marketing hilft\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-65980bf elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"65980bf\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;_ha_eqh_enable&quot;:false}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-ce6d9cb blog_col\" data-id=\"ce6d9cb\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d5befab elementor-widget elementor-widget-text-editor\" data-id=\"d5befab\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>Our learnings with Chat GPT-3 (based on German texts): <\/strong><\/p><ul><li>English texts become more meaningful through a broader database<\/li><li>Quick &amp; and helpful suggestions for text structure of social posts, mailings, and blog posts<\/li><li>Summaries of long content work well<\/li><li>Interviews do not work<\/li><li>Incorrect sources and fake facts possible<\/li><li>\u201cPrompt is king\u201d<\/li><\/ul><p>\u00a0<\/p><p>The very first time we googled Chat GPT in our team meeting chat and were linked to the company Open AI, we were told that the AI was currently at its maximum capacity limit. This will turn out to happen more often (even with the latest version Chat GPT-4, which we will look at in more detail in part 2 of our field report). Apparently, so many people are currently benefiting from the life-simplifying artificial intelligence that server capacities simply cannot keep up with the demand. This also means that the AI bot is still in its infancy in terms of what will eventually be possible \u2013 an unlimited, scalable, simultaneous access by people and companies around the world. A world that could benefit or become dependent on the intelligence and reliability of AI?<\/p><p>Although the hype around Chat GPT only picked up steam in early 2023, the chatbot and the idea behind it have been around for a lot longer. In addition to Chat GPT, Open AI also programmed <a href=\"https:\/\/openai.com\/product\/dall-e-2\" target=\"_blank\" rel=\"noopener\">Dall E<\/a>, which can create images based on text \u2013 a capability that the new Chat GPT-4 version can also handle. Fun Fact: Open AI was co-founded by Elon Musk in 2015 (he left in 2018). The free version, Chat GPT-3, is still enjoying a boom, explained by the practical relevance that such a chatbot can represent in our everyday lives. Texting has become as deeply integrated into our daily tasks and routines as eating and sleeping \u2013 whether it&#8217;s writing emails, articles, applications, chores, or WhatsApp messages.<\/p><p>We quickly ask ourselves whether Chat GPT could possibly bring the long-awaited relief to the ever-grinding mills of B2B storytelling. Or will AI even challenge our editorial skills? We started a comparison experiment and challenged the AI bot on our software topics IoT, IIoT &amp; Cloud Native Design. To do this, we wanted to test the following formats: a social media post, a mailing text, a blog post, an interview and the summary of a solution paper into a 1-pager. Can AI technically answer as correctly, concisely and with the necessary pinch of promotional enthusiasm as a human? Will it work without the perfectly reduced, structured specification of a \u201cprompt\u201d?<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f5a56c3 elementor-widget elementor-widget-heading\" data-id=\"f5a56c3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Task 1: LinkedIn mailing<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-40fccfc elementor-widget elementor-widget-text-editor\" data-id=\"40fccfc\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>Prompt to Chat GPT:<\/strong><em> Put yourself in the role of a senior product manager. Share a tip about cloud migration in a LinkedIn Thought Leadership Post. Target group: Senior IT managers. The focus is on challenges that can arise when migrating Internet-of-Things systems from on-premises to the Azure cloud. Talk about the benefits of cloud deployments. Keep the post short and use concise sentences. The tone should be informative and helpful. End the post with an example.        <\/em><\/p>\n<p>We input the prompt in German as well as in English into Chat GPT-3 to see which language the chatbot is more familiar with and whether the language selection would make any difference in general. The result: The English text is significantly shorter, better structured and more informative than the German, due presumably to the more extensive English database. All in all, the AI text provided a very good framework for LinkedIn mailings and could speed up production \u2013 especially for non-texters from Sales, Product Management &amp; Co. If the fluently pre-formulated building blocks were supplemented with suitable company-specific expertise and references, the reader would receive a solid, informative B2B e-mail.    <\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1cad987 elementor-widget elementor-widget-image\" data-id=\"1cad987\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"750\" height=\"812\" src=\"https:\/\/device-insight.com\/wp-content\/uploads\/2024\/04\/Chat-GPT-LinkedInMailing_1-1_kleiner.jpg\" class=\"attachment-full size-full wp-image-36290\" alt=\"Chat GPT Screenshot\" srcset=\"https:\/\/device-insight.com\/wp-content\/uploads\/2024\/04\/Chat-GPT-LinkedInMailing_1-1_kleiner.jpg 750w, https:\/\/device-insight.com\/wp-content\/uploads\/2024\/04\/Chat-GPT-LinkedInMailing_1-1_kleiner-277x300.jpg 277w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\"><\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-af45d9f elementor-widget elementor-widget-image\" data-id=\"af45d9f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"750\" height=\"470\" src=\"https:\/\/device-insight.com\/wp-content\/uploads\/2023\/03\/Chat-GPT-LinkedInMailing_2-1.png\" class=\"attachment-full size-full wp-image-28801\" alt=\"Chat GPT\" srcset=\"https:\/\/device-insight.com\/wp-content\/uploads\/2023\/03\/Chat-GPT-LinkedInMailing_2-1.png 750w, https:\/\/device-insight.com\/wp-content\/uploads\/2023\/03\/Chat-GPT-LinkedInMailing_2-1-300x188.png 300w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Note: All examples are based on German input.<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-60aa3e9 elementor-widget elementor-widget-text-editor\" data-id=\"60aa3e9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong><span class=\"TextRun SCXW206121777 BCX4\" lang=\"DE-DE\" xml:lang=\"DE-DE\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW206121777 BCX4\">Conclusion mailing: <\/span><\/span><\/strong><span class=\"TextRun SCXW206121777 BCX4\" lang=\"DE-DE\" xml:lang=\"DE-DE\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW206121777 BCX4\">good<\/span> <span class=\"NormalTextRun SCXW206121777 BCX4\">framework<\/span> <span class=\"NormalTextRun SCXW206121777 BCX4\">for<\/span> mails, <span class=\"NormalTextRun SCXW206121777 BCX4\">fluently<\/span> <span class=\"NormalTextRun SCXW206121777 BCX4\">formulated<\/span>, <span class=\"NormalTextRun SCXW206121777 BCX4\">English<\/span> <span class=\"NormalTextRun SCXW206121777 BCX4\">better<\/span> than German, to be <span class=\"NormalTextRun SCXW206121777 BCX4\">supplemented<\/span> <span class=\"NormalTextRun SpellingErrorV2Themed SCXW206121777 BCX4\">with<\/span> individual <span class=\"NormalTextRun SCXW206121777 BCX4\">company<\/span> insights.<\/span><span class=\"TextRun SCXW206121777 BCX4\" lang=\"DE-DE\" xml:lang=\"DE-DE\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW206121777 BCX4\">    <\/span><\/span><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f3f5adb elementor-widget elementor-widget-heading\" data-id=\"f3f5adb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Task 2: Social media post<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-697b733 elementor-widget elementor-widget-text-editor\" data-id=\"697b733\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>Prompt to Chat GPT:<\/strong><em> Prompt to Chat GPT: Write a short announcement text for social media (LinkedIn) announcing the new podcast \u201cWe talk IoT\u201d with Dr. Christian Liedtke and Andreas Frank from KUKA. Identify matching emojis and hashtags. <\/em><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-486df7a elementor-widget elementor-widget-text-editor\" data-id=\"486df7a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Short and concise texts should be Chat GPT&#8217;s masterpiece: The task here is to distill the most important facts. We wanted to find out if we could get a better result for a post in a matter of seconds with Chat GPT-3 than through our social media editors. We quickly realized however, that brevity has its pitfalls for the AI bot. Each answer turned out a little longer than desired. On the other hand, the bot \u2013 and this is where we have our first \u201caha\u201d moment \u2013 can write entire essays on complex topics at the drop of a hat. However, the final text design of the post, at the appropriate length and with the necessary impact, still required comprehensive fine-tuning by us. After each submission, we had to tweak the text, get the bot to shorten further, point out the right core topic, and optimize emojis and hashtags.      <\/p>\n<p>We still got a good social media text with Chat GPT-3. Surprisingly similar to our own even although it took time to get there due to the many adjustments. After all, Chat GPT provides a variety of wording suggestions for promotional social media posts, from which you can choose according to your own taste.   <\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-24533ca elementor-widget elementor-widget-image\" data-id=\"24533ca\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"580\" height=\"218\" src=\"https:\/\/device-insight.com\/wp-content\/uploads\/2023\/03\/Bildschirm\u00adfoto-2023-03-27-um-15.47.16-1024x385.jpg\" class=\"attachment-large size-large wp-image-28734\" alt=\"Chat GPT versus selbst getextet\" srcset=\"https:\/\/device-insight.com\/wp-content\/uploads\/2023\/03\/Bildschirm\u00adfoto-2023-03-27-um-15.47.16-1024x385.jpg 1024w, https:\/\/device-insight.com\/wp-content\/uploads\/2023\/03\/Bildschirm\u00adfoto-2023-03-27-um-15.47.16-300x113.jpg 300w, https:\/\/device-insight.com\/wp-content\/uploads\/2023\/03\/Bildschirm\u00adfoto-2023-03-27-um-15.47.16-768x289.jpg 768w, https:\/\/device-insight.com\/wp-content\/uploads\/2023\/03\/Bildschirm\u00adfoto-2023-03-27-um-15.47.16-1536x577.jpg 1536w, https:\/\/device-insight.com\/wp-content\/uploads\/2023\/03\/Bildschirm\u00adfoto-2023-03-27-um-15.47.16-1200x451.jpg 1200w, https:\/\/device-insight.com\/wp-content\/uploads\/2023\/03\/Bildschirm\u00adfoto-2023-03-27-um-15.47.16.jpg 1740w\" sizes=\"(max-width: 580px) 100vw, 580px\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Note: All examples are based on German input.<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2866db8 elementor-widget elementor-widget-text-editor\" data-id=\"2866db8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>Conclusion social media:<\/strong> Good, but not 100% to the point.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-15fe135 elementor-widget elementor-widget-heading\" data-id=\"15fe135\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Task 3: Blog post<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ed135ec elementor-widget elementor-widget-text-editor\" data-id=\"ed135ec\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Our December 14, 2022, blog post <a href=\"https:\/\/device-insight.com\/en\/2022\/12\/14\/from-1g-to-6g-how-5g-is-fueling-the-iot-and-what-comes-next\/\" rel=\"noopener\">\u201cFrom 1G to 6G: How 5G is powering the Internet and what comes next<\/a>\u201d is perfect for a chatbot counter-comparison. The topic of 5G has come up frequently in recent years, providing a broad base of data before 2022 that can be picked up by Chat GPT. Expectation: A high quality and informative text with source references that can match the quality of our already written blog post.<\/p><p><strong>Prompt to Chat GPT:<\/strong> <em>Write a blog post about what the 1G-6G technologies mean in detail. Highlight their relevance to IoT. Explain a classic use case for real-time data such as Condition Monitoring: \u201cData processing and visualization are most useful when they occur in real-time or with minimal delay, only then can process optimization be achieved.\u201d Include a concrete practical example from a user&#8217;s perspective. Connect the topic of IoT data to the Open Industry 4.0 Alliance. Add a title and three subheadings. <\/em><\/p><p>Experience with the AI bot showed that a prompt must be specified down to the smallest detail. If you don&#8217;t explicitly ask for headlines, you just get a long text. However, it was skillfully built up and, similar to our own text, followed the history of mobile communications from 1G to 6G. Chat GPT-3 needed just one second for this until it gave us its answer: We received a text including headlines that, at first glance \u2013 second \u201caha moment\u201d \u2013 resembled our blog post. It would appear as if Chat GPT \u201cthinks\u201d the same way as a human. The only difference is that an AI software does not think, it merely imitates our behavior. The comparison of the original post (nochmal verlinken) with the new version shows just how good it is.<\/p><p>Once again, the AI copy provided us with a good text structure, but in terms of content, the post remained very superficial. Many phrases were too general and repetitive. Especially in B2B marketing, where it is essential to elegantly integrate a company&#8217;s expertise and competence into a text, thematic cross-connections and technological USPs are important to make a post effective. It would be tedious and time-consuming to brief the AI on such a level of detail, especially since the right ideas often only come to you when you are writing. Instead, the AI bot should learn over time to deliver the same quality that we receive from our in-house editors. The same applies to creative wordplay, such as headlines, which ideally should also be SEO-optimized. Of course, we could have included the keywords in the prompt, but for our test balloon, we wanted a quick result. And to be honest, the briefings we give our editors and freelancers are often much more vague, cryptic, and less developed than the prompt we used here. Humans still manage to turn a sketch into a painting \u2013 something that AI cannot do easily.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-531677f elementor-widget elementor-widget-image\" data-id=\"531677f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"580\" height=\"327\" src=\"https:\/\/device-insight.com\/wp-content\/uploads\/2023\/03\/ChatGpt_Blogbeitrag_1-1024x578.jpg\" class=\"attachment-large size-large wp-image-28776\" alt=\"Chat GPT Screenshopt\" srcset=\"https:\/\/device-insight.com\/wp-content\/uploads\/2023\/03\/ChatGpt_Blogbeitrag_1-1024x578.jpg 1024w, https:\/\/device-insight.com\/wp-content\/uploads\/2023\/03\/ChatGpt_Blogbeitrag_1-300x169.jpg 300w, https:\/\/device-insight.com\/wp-content\/uploads\/2023\/03\/ChatGpt_Blogbeitrag_1-768x433.jpg 768w, https:\/\/device-insight.com\/wp-content\/uploads\/2023\/03\/ChatGpt_Blogbeitrag_1-1200x677.jpg 1200w, https:\/\/device-insight.com\/wp-content\/uploads\/2023\/03\/ChatGpt_Blogbeitrag_1.jpg 1320w\" sizes=\"(max-width: 580px) 100vw, 580px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6be44a0 elementor-widget elementor-widget-image\" data-id=\"6be44a0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"580\" height=\"307\" src=\"https:\/\/device-insight.com\/wp-content\/uploads\/2023\/03\/ChatGpt_Blogbeitrag_2-1024x542.jpg\" class=\"attachment-large size-large wp-image-28778\" alt=\"Chat GPT Screenshot\" srcset=\"https:\/\/device-insight.com\/wp-content\/uploads\/2023\/03\/ChatGpt_Blogbeitrag_2-1024x542.jpg 1024w, https:\/\/device-insight.com\/wp-content\/uploads\/2023\/03\/ChatGpt_Blogbeitrag_2-300x159.jpg 300w, https:\/\/device-insight.com\/wp-content\/uploads\/2023\/03\/ChatGpt_Blogbeitrag_2-768x407.jpg 768w, https:\/\/device-insight.com\/wp-content\/uploads\/2023\/03\/ChatGpt_Blogbeitrag_2-1200x635.jpg 1200w, https:\/\/device-insight.com\/wp-content\/uploads\/2023\/03\/ChatGpt_Blogbeitrag_2.jpg 1320w\" sizes=\"(max-width: 580px) 100vw, 580px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c6ddc29 elementor-widget elementor-widget-image\" data-id=\"c6ddc29\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"580\" height=\"380\" src=\"https:\/\/device-insight.com\/wp-content\/uploads\/2023\/03\/ChatGpt_Blogbeitrag_3-1024x671.jpg\" class=\"attachment-large size-large wp-image-28780\" alt=\"Chat GPT Screenshot\" srcset=\"https:\/\/device-insight.com\/wp-content\/uploads\/2023\/03\/ChatGpt_Blogbeitrag_3-1024x671.jpg 1024w, https:\/\/device-insight.com\/wp-content\/uploads\/2023\/03\/ChatGpt_Blogbeitrag_3-300x197.jpg 300w, https:\/\/device-insight.com\/wp-content\/uploads\/2023\/03\/ChatGpt_Blogbeitrag_3-768x503.jpg 768w, https:\/\/device-insight.com\/wp-content\/uploads\/2023\/03\/ChatGpt_Blogbeitrag_3-1200x786.jpg 1200w, https:\/\/device-insight.com\/wp-content\/uploads\/2023\/03\/ChatGpt_Blogbeitrag_3.jpg 1332w\" sizes=\"(max-width: 580px) 100vw, 580px\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Note: All examples are based on German input.<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-da57650 elementor-widget elementor-widget-text-editor\" data-id=\"da57650\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>There is however one strong criticism regarding the sources: Links provided by Chat GPT-3 led exclusively to 404 error pages. Even when researched with titles and URLs, the online articles that appear to have been used remain untraceable. The AI bot \u201challucinated\u201d: it just invented and created sources. Fact-checking fell back on us. The expectation of generating a blog post within a few minutes and publishing it immediately is further than we thought. Nevertheless, our overall conclusion is positive.      <\/p>\n<p><strong>Conclusion blog post:<\/strong> quick text framework as a template to enrich and embellish with further knowledge, side-facts and creative details, beware: Check facts.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bed0941 elementor-widget elementor-widget-heading\" data-id=\"bed0941\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Task 4: Interview<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-efae9f9 elementor-widget elementor-widget-text-editor\" data-id=\"efae9f9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>We recently asked our CTO Thomas Stammeier about Smart Energy Solutions. The <a href=\"https:\/\/device-insight.com\/en\/2023\/01\/30\/what-are-smart-energy-solutions-interview-with-cto-thomas-stammeier\/\" rel=\"noopener\">interview was published in our blog on January 30, 2023<\/a>, and therefore does not fall within the data basis from which Chat GPT-3 draws its answers. However, Device Insight had previously published an eight-page\u00a0<a href=\"https:\/\/device-insight.com\/en\/landing-page\/solution-paper-smart-energy\/\" rel=\"noopener\">Solution Paper on Smart Energy<\/a>.\u00a0We were very interested in comparing the responses from the AI bot to the same questions, on the condition that we fed Chat GPT-3 with our Solution Paper and instructed it to solely utilize this data basis. Who gave the better interview?<\/p><p><strong>Prompt to Chat GPT:<\/strong> <em>Answer my questions about Smart Energy Solutions based only on the following text, and do not refer to your training data.<\/em><\/p><p>This time Chat GPT-3 took a little longer to start writing. It was probably still \u201cdigesting\u201d our PDF. The more often we asked questions about the text, however, the faster answers came. One thing that is immediately noticeable is that a human&#8217;s answers are more personal, while the AI bot chooses neutral formulations from the paper. AI also failed to make the transfer from presenting a solution to a value proposition. All interview questions, even specific follow-up and detailed questions were answered in a very uniform, almost repetitive, generalizing, and lengthy manner. Basically, the chatbot does what people in real life like to do when they don&#8217;t have an answer ready \u2013 a lot of talk about nothing! Concise and fact-based it is not! The question-and-answer principle of an interview did not seem to work with Chat GPT-3. Instead, we would have to precisely specify the expected answer for each question. So, there is no benefit for us.<\/p><p>After the interview, we asked the AI bot again to indicate which sources it relied on for its answers \u2013 and received a completely inappropriate statement that completely missed the mark on our topic and input. Chat GPT-3 was probably hallucinating again. Whether the chatbot also disregarded or \u201ccreatively\u201d reinterpreted other information remains unclear.<\/p><p><strong>Conclusion Interview:<\/strong> Chat GPT-3 is not suitable for an interview format.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-03f0a21 elementor-widget elementor-widget-heading\" data-id=\"03f0a21\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Task 5: 1-pager from long text <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-577fd32 elementor-widget elementor-widget-text-editor\" data-id=\"577fd32\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>We provided Chat GPT-3 with our aforementioned <a href=\"https:\/\/device-insight.com\/en\/landing-page\/solution-paper-smart-energy\/\" rel=\"noopener\">Smart Energy Solutions Paper<\/a> and asked for a brief summary to fit on a 1-page document. Additionally, we fed in another 1-page PDF as a model for structure and design. This time, we took the time and effort to ask for each section we wanted to include in the 1-pager separately. In total, we used 6 prompts for this.<\/p><p><strong>Prompts to Chat GPT:<\/strong> <em>Create a German language 1-pager based on the following text. Explain in 500-600 words what Smart Energy Solutions from Device Insight is all about and how companies using the solution can benefit from it. Explain in 500-600 words how Smart Energy Solutions work and highlight the technological features. Extract a short, anonymized customer description from the following text passage \u201cThe practical example of a German automobile manufacturer\u201d. Write a few sentences about Device Insight. (Note: Integrated presentation based on 6 prompts). <\/em><\/p><p>Within seconds, we received a meaningful and easily understandable text section each time \u2013 and this time we had nothing to complain about. For the metrics, the AI bot added further sources with information about the general improvement potential of Smart Energy. Although it had nothing to do with our offering, it was coherent and striking in itself. The design of the 1-pager PDF also hit the spot. Chat GPT-3 solved this task very well.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-28c32f6 elementor-widget elementor-widget-image\" data-id=\"28c32f6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"580\" height=\"819\" src=\"https:\/\/device-insight.com\/wp-content\/uploads\/2023\/03\/Chat-GPT_1-Pager-725x1024.jpg\" class=\"attachment-large size-large wp-image-28782\" alt=\"Chat GPT Screenshot\" srcset=\"https:\/\/device-insight.com\/wp-content\/uploads\/2023\/03\/Chat-GPT_1-Pager-725x1024.jpg 725w, https:\/\/device-insight.com\/wp-content\/uploads\/2023\/03\/Chat-GPT_1-Pager-212x300.jpg 212w, https:\/\/device-insight.com\/wp-content\/uploads\/2023\/03\/Chat-GPT_1-Pager-768x1085.jpg 768w, https:\/\/device-insight.com\/wp-content\/uploads\/2023\/03\/Chat-GPT_1-Pager-1087x1536.jpg 1087w, https:\/\/device-insight.com\/wp-content\/uploads\/2023\/03\/Chat-GPT_1-Pager-1200x1696.jpg 1200w, https:\/\/device-insight.com\/wp-content\/uploads\/2023\/03\/Chat-GPT_1-Pager.jpg 1338w\" sizes=\"(max-width: 580px) 100vw, 580px\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Note: All examples are based on German input.<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5313e1a elementor-widget elementor-widget-text-editor\" data-id=\"5313e1a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>And now for the downer: In the last subsection \u201cAbout us,\u201d the AI bot claimed that Device Insight GmbH has been part of the Bosch Group since 2016. Wrong! In fact, we have been part of KUKA since 2019. When the question was entered again, the sentence disappeared from the answer. The fake fact still leaves a sour taste in the mouth though!     <\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-07c9c83 elementor-widget elementor-widget-image\" data-id=\"07c9c83\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"580\" height=\"280\" src=\"https:\/\/device-insight.com\/wp-content\/uploads\/2023\/03\/Chat-GPT_Bosch-1024x495.png\" class=\"attachment-large size-large wp-image-28784\" alt=\"Chat GPT Screenshot\" srcset=\"https:\/\/device-insight.com\/wp-content\/uploads\/2023\/03\/Chat-GPT_Bosch-1024x495.png 1024w, https:\/\/device-insight.com\/wp-content\/uploads\/2023\/03\/Chat-GPT_Bosch-300x145.png 300w, https:\/\/device-insight.com\/wp-content\/uploads\/2023\/03\/Chat-GPT_Bosch-768x371.png 768w, https:\/\/device-insight.com\/wp-content\/uploads\/2023\/03\/Chat-GPT_Bosch-1536x742.png 1536w, https:\/\/device-insight.com\/wp-content\/uploads\/2023\/03\/Chat-GPT_Bosch-1200x580.png 1200w, https:\/\/device-insight.com\/wp-content\/uploads\/2023\/03\/Chat-GPT_Bosch.png 1920w\" sizes=\"(max-width: 580px) 100vw, 580px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b0c312c elementor-widget elementor-widget-text-editor\" data-id=\"b0c312c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>Conclusion 1-pager summary:<\/strong> based on 6 partial prompts very well done in text &amp; design.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-368921b elementor-widget elementor-widget-heading\" data-id=\"368921b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Summary<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b9e2be1 elementor-widget elementor-widget-text-editor\" data-id=\"b9e2be1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The overall balance of the 5 tasks we gave to Chat GPT-3, taken from our everyday editorial life as a B2B software company, was positive. First and foremost, the AI text suggestions helped against the fear of the \u201cblank page.\u201d Topics were pre-structured and populated with fluid formulation examples. English texts had an advantage due to a broader data base. This provided non-editors with a proven and efficient tool, which could actually reduce the communications department workload. If you enter the same request multiple times in Chat GPT, you get more variations to work with.      <\/p>\n<p>And now the big but: For true added value, any text \u2013 be it a social post, mailing or blog post \u2013 needs to be refined and enriched. The chatbot is particularly good at summarizing long content. The prerequisite for this \u2013 as for any high-quality AI text that can rival the human pen \u2013 is a targeted, precise prompt containing all required information about content, style, and impact. If you can master this art, you will benefit from Chat GPT.    <\/p>\n<p>However, fact-checking due to incorrect or missing sources remains the responsibility of humans. The obligation to exercise due diligence cannot be taken away by AI. Whether this works better with the latest version Chat GPT-4 and how the B2B marketing formats we have already tested and some more succeed, you will find out in part 2 of our field report.   <\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>With Chat GPT, how well do 5 typical B2B marketing texts turn out?<\/p>\n","protected":false},"author":3,"featured_media":28765,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"elementor_header_footer","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[27],"tags":[151],"class_list":["post-28845","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-ai"],"acf":[],"_links":{"self":[{"href":"https:\/\/device-insight.com\/en\/wp-json\/wp\/v2\/posts\/28845","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/device-insight.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/device-insight.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/device-insight.com\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/device-insight.com\/en\/wp-json\/wp\/v2\/comments?post=28845"}],"version-history":[{"count":35,"href":"https:\/\/device-insight.com\/en\/wp-json\/wp\/v2\/posts\/28845\/revisions"}],"predecessor-version":[{"id":36296,"href":"https:\/\/device-insight.com\/en\/wp-json\/wp\/v2\/posts\/28845\/revisions\/36296"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/device-insight.com\/en\/wp-json\/wp\/v2\/media\/28765"}],"wp:attachment":[{"href":"https:\/\/device-insight.com\/en\/wp-json\/wp\/v2\/media?parent=28845"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/device-insight.com\/en\/wp-json\/wp\/v2\/categories?post=28845"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/device-insight.com\/en\/wp-json\/wp\/v2\/tags?post=28845"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}