ChatGPT: What This Game Changing AI Is and How to Use It

10 min

ChatGPT from OpenAI took the world by storm last autumn. ChatGPT is a generative text model that is scary good at understanding words, their context, and what to say next. Millions of users have already used the AI to write songs, love poems, websites, Google Ads, spreadsheet formulas, and more.

In this article, we’re going to show you three things:

  1. What ChatGPT is and how it works

  2. Some of the limitations of ChatGPT

  3. Three ways to avoid problems caused by AI content

If you’re ready to learn more about this awesome new tool, let’s get started.

What is ChatGPT and how does it work?

ChatGPT is a state-of-the-art natural language processing tool that uses machine learning to generate human-like text. In simpler terms, it can understand the context of a question and produce a response that resembles human-generated text. Its advanced algorithms allow it to analyze large volumes of data and learn from them, making it an invaluable tool for businesses looking to automate their processes.

You should understand how ChatGPT works to get the most value from it. Here’s an important distinction:

ChatGPT uses a machine learning model to analyze patterns in human language and generate responses based on those patterns. It doesn't actually "think" or "create" in the way that humans do, but instead relies on statistical patterns and relationships between words and concepts that it has learned through its training data. It essentially assembles responses based on what it has learned and what it thinks is the most likely answer to a given prompt, rather than truly understanding the content of the conversation or topic at hand.

If you use ChatGPT, its answers will probably surprise and amaze you. But do not forget that you are watching a really advanced pattern-matching software. It’s a bit like someone building with Legos. They could build amazing things, but they are really just assembling something from existing content. The real genius is Ole Kirk Christiansen, the man who invented Lego in the first place.

Is ChatGPT safe?

What does safety mean? There are a few possibilities here:

  1. Is AI going to go rogue, build SkyNet, and take over the world?

  2. Could the AI use your data for nefarious purposes or lose your data to cyber thieves?

The answer to the first question is a big “No.” At this time, anyway. ChatGPT is not connected to the internet and shows no signs of having the ability to take over the world. Watch this space, though.

ChatGPT’s data privacy policy and procedures are pretty robust, too. So your data should be anonymous and safe from misuse or loss. Still, if you are working in very sensitive fields, then you should consider censoring what you write in the ChatGPT tool.

What sets ChatGPT apart from other chatbots?

One of the things that set ChatGPT apart from other chatbots is its ability to understand context and generate responses that are similar to human-generated text. It has been trained on a vast amount of data, which enables it to provide more accurate and relevant responses. ChatGPT can also generate creative ideas that might not be possible with other chatbots.

What distinguishes the beta and pro versions of ChatGPT?

Leaving aside the history and development, there are two key differences between the beta and pro versions:

  1. The pro version (ChatGPT Plus) is always available. Many users experienced downtimes with the free beta version, especially after its surge in popularity during November 2022.

  2. The pro version also responds to prompts faster. There is less delay and responses are returned quickly.

In addition to these, it is easy to sign up for API access to ChatGPT. This allows users to develop their own apps and customise the chatbot as much as they want.

Neither ChatGPT Plus nor the free version connect to the internet. So, they work based on data from their training, which is now out of date.

The pricing for ChatGPT Plus is currently less than £20 per month for UK users. API use is even less expensive, but is based on usage.

What functions and features does ChatGPT offer?

ChatGPT's sole function is to respond to prompts, but its versatility in doing so is what sets it apart from other chatbots. ChatGPT has been trained on such an extensive variety of data that it can respond accurately and persuasively to many different commands.

In addition to the basic (but still highly advanced) chat window, ChatGPT has a few other significant features:

  1. There is a conversation history that stores your previous chats. You can use this to remember tone of voice or procedures from one day or week to the next.

  2. ChatGPT can be used as an API. Marketers and businesses can create their own small apps to run commands specific to their work that will be easily repeatable.

  3. Many extensions, add-ons, and apps are being developed to bring ChatGPT into other programs. GPT for Sheets is an early example of this. Users can create an API key with OpenAI and then run chats from inside a spreadsheet.

There may be more features added to ChatGPT as the months roll on. However, it seems more likely that ChatGPT will be added to more things instead. So you should be on the lookout for AI chat functions to become embedded in other software you may be currently using.

How do ChatGPT prompts operate?

When using ChatGPT, prompts serve as the input for the chatbot's response. The quality and specificity of a prompt can directly impact the accuracy and relevance of the generated response.

To give an effective prompt, it is important to provide as much relevant context as possible. This can include the intended topic, target audience, and desired tone. Additionally, providing specific details such as product names, industry terminology, and other relevant information can help ChatGPT provide a more accurate response.

Here are some advanced tips for prompt engineering that can help improve the quality of ChatGPT's responses:
  1. Use natural language: Instead of providing a list of keywords, try to structure prompts in the form of a question or statement that aligns with how humans would communicate.
  2. Utilize multi-step prompts: Complex topics may require multiple prompts to fully convey the desired information. Breaking down the prompt into smaller, more manageable pieces can lead to more accurate responses.
  3. Include positive and negative examples: To provide more specific guidance, consider including both examples of what should and should not be included in the response.
  4. Use prompts to fine-tune responses: ChatGPT responses can be refined by asking for additional details, elaboration, or clarification. Using multiple prompts can help to create a more tailored response.

Would you like some pro prompts to get started? Check out this library of awesome ChatGPT prompts.

Limitations of ChatGPT

As with any technology, ChatGPT is not without its limitations, particularly in the context of marketing applications. One key limitation to keep in mind is that ChatGPT is still in beta, which means that the data it draws on may be incomplete or outdated. This can affect the accuracy and relevance of the responses it generates.

Three Ways to Avoid Problems Caused by AI Content

To avoid being penalized by Google and to ensure that your content is high-quality and relevant to your audience, it's important to use AI-written content in a responsible way.

This means using it as a tool to supplement your writing and not relying solely on AI-generated text. Additionally, it's important to thoroughly review and edit any AI-generated content to ensure that it is high-quality and contextually relevant.

So, here are three keys for using AI content responsibly:

  1. Always keep a human in the loop. AI-generated content should not be copied and pasted without review.

  2. Check facts and figures. AI chatbots are known to ‘hallucinate’ data points. So, checking factual claims is very important.

  3. Add something human. Even if it’s just in your prompts, add some form of original research, human reaction, or specific guidance to the product.


ChatGPT is really only the beginning. Software companies are already pushing to include some form of AI chat in their products. You should expect to see AI assistants and chatbots popping up in many applications. To help you get started, we’ve got another guide on how to use ChatGPT for PPC. Read it to get ahead of the competition with your digital marketing.

Whether you are new to AI or not, ChatGPT is a game changing tool. We hope this guide helps you take full advantage of it for your own use.

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ERNŐ Horváth

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