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  • Writer's pictureAnantaya Pornwichianwong

Introducing Generative AI: The Technology That Powers ChatGPT



In the past year, ChatGPT and DALL·E 2 have generated a global buzz with their ability to engage in natural conversations and produce works closely resembling human creativity.


These technologies fall under a category of AI known as generative AI, which encompasses AI's capacity to generate novel content and ideas from the data it learns. This innovation demonstrates that AI is capable of performing tasks that go beyond mere mathematical calculations. Currently, there are generative AI applications that can create various types of content accessible to the general public.


In this article, Sertis aims to introduce everyone to the concept of generative AI, explaining its advantages and its various applications in the business world that generate significant value for businesses.


What is generative AI?


Generative AI, often referred to as Gen-AI, is a type of artificial intelligence that can create various forms of content, including text, images, audio, video, and even synthetic data. It learns from extensive datasets and generates new, unique content. What sets it apart is that it doesn't merely copy and paste what it has learned but instead generates fresh content by expanding upon its existing knowledge. In this sense, it operates more akin to the human brain.


The reason generative AI has been causing a global stir is that AI was initially recognized for its computational and logical processing power, mainly generating numeric analyses and predictions. However, the development of generative AI has unveiled AI's creative potential to the world.


The capabilities of generative AI challenge our understanding of the boundary between AI and human abilities, as it exhibits creativity akin to that of humans. Although generative AI still relies on training data, it can create content that is comparable to human-created content in realism and quality.


How many types of generative AI are there?


There are several types of generative AI, each with the ability to create content in various formats, including:


  1. Text-to-Text: This type of AI generates text based on input topics. For example, ChatGPT can engage in natural conversations and perform tasks like writing emails, translating languages, summarizing content, searching for information, or creating articles.

  2. Text-to-Image: This category can generate new, unique images from provided topics or captions. It can also alter existing images, add objects to existing ones, or adjust the image style based on user instructions. Notable applications in this category include Midjourney, Stable Diffusion, and DALL·E 2.

  3. Text-to-Video: Text-to-Video AI enables the creation of videos from textual descriptions, audio instructions, or a set of images. It can also incorporate animations and various effects.

  4. Text-to-Task: This type can execute specific tasks as instructed, such as document editing, data analysis for insights, and answering diverse questions.

  5. Voice Synthesis: Voice Synthesis AI generates realistic and natural synthetic speech from text, suitable for use in voiceovers or voice command systems.

  6. Music Composition: Music Composition AI can create music in various styles based on user commands and the knowledge it has acquired.

  7. Data Augmentation: This type is capable of generating synthetic datasets, which prove useful for training machine learning models when existing datasets are inadequate. The model learns from available datasets and produces realistic data in the same format.

  8. Code Generation: Code Generation AI can write code based on provided instructions. By learning from publicly available code libraries, it comprehends various coding methods and can write code in multiple programming languages. It also assists in code review, as exemplified by tools like GitHub Copilot.


If you're interested in exploring cutting-edge generative AI tools for various tasks, you can learn more by reading the '8 Must-Have AI Productivity Tools' article.


How does generative AI benefit businesses?


Generative AI is an innovative force that is generating excitement across the globe and making a significant impact on various industries. It brings about new possibilities and benefits for businesses in the following ways:


  1. Enhanced work efficiency: Generative AI streamlines operations by assisting in various tasks. For instance, it can create high-quality content and explore novel ideas that might not have been considered otherwise. This content and these ideas can then serve as a foundation for further work. Generative AI aids in designing optimized processes, such as creating efficient work schedules and providing suitable responses to customers in various scenarios, thereby enhancing employee performance.

  2. Reduced work time and costs: By automating routine tasks like drafting emails, translating content, conducting research, or generating reports, generative AI frees up valuable time for employees. Additionally, AI accelerates activities like brainstorming, content creation (including articles and artwork), and code writing, leading to significant cost reductions for businesses.

  3. Quality control: Generative AI's precision allows it to detect errors that may go unnoticed by human eyes. It serves as an invaluable tool for maintaining work quality, such as checking spelling in written content, verifying code accuracy, and monitoring workflow processes.

  4. Improved customer experiences: Generative AI can be harnessed to enhance customer-related tasks, such as expediting the creation of personalized content or developing chatbots for customer interaction and support. This enables businesses to deliver faster and more impressive services, ensuring a seamless and problem-solving conversational experience for customers.


These four benefits represent crucial factors that, when combined, empower businesses to attract customers, increase sales and profits, and establish themselves as leaders within their respective industries.




Use cases of generative AI across industries


  • Content creation: Generative AI plays a pivotal role in content creation, particularly in marketing where advertising messages, product descriptions, and social media posts are crucial. In the initial phase, generative AI can be employed to generate such content. It produces naturally written text tailored to the desired writing style. Subsequently, content creators can refine and make adjustments to ensure high-quality work. This not only saves time but also elevates the overall writing quality. For instance, Copy.ai is an example of a generative AI tool that excels at producing a wide range of content, including proofreading and translation services in various languages.


  • Image generation: Generative AI is a valuable tool for crafting diverse styles of artwork suitable for social media posts and advertising banners. It reduces the time spent searching for specific illustrations and cuts down the costs associated with image purchases. Beyond this, generative AI's creative potential extends to other industries, aiding in initial design processes such as room plans and clothing patterns to enhance productivity and spark new ideas. For instance, Adobe, known for its Photoshop software, has harnessed generative AI in the Adobe Firefly toolkit, enabling users to generate images from text and expand image backgrounds.


  • Personalization: Generative AI is a time-saving tool when it comes to crafting personalized experiences for individual customers. Whether it's crafting marketing messages that engage customers on a one-to-one basis or delivering product recommendations tailored to individual preferences, generative AI streamlines the personalization process. This not only reduces the time required but also enhances overall efficiency, ultimately creating impressive customer experiences. For instance, Netflix, a major player in the streaming industry, utilizes generative AI to recommend content that resonates with its users.


  • Customer service enhancement: One of the most remarkable capabilities of generative AI lies in its ability to engage in natural conversations with users, as exemplified by ChatGPT. Leveraging generative AI as a chatbot for customer service proves to be a valuable alternative. Generative AI can comprehend customer emotions and sentiments expressed through messages, responding with appropriateness and empathy. For instance, Salesforce, a leading customer relationship management (CRM) software provider, has introduced a generative AI chatbot named 'Einstein AI.' This chatbot excels in swiftly, intelligently, and naturally addressing customer inquiries.


  • Virtual assistant: Generative AI proves to be a versatile tool, capable of executing a wide range of tasks in response to assigned commands. Users can employ generative AI to summarize content, generate reports, and analyze data. It streamlines the process of searching for information and extracting data from databases, presenting it in various formats. Consequently, generative AI serves as a virtual assistant, significantly reducing the workload for employees. For instance, Google recently unveiled plans to integrate generative AI into Google Assistant, enabling it to tackle more intricate tasks, such as trip planning and composing emails.


Generative AI is a versatile technology that plays a pivotal role in reshaping the working world. When harnessed and applied effectively, it has the potential to reduce costs, save time, and elevate the quality of our work.


Nevertheless, it's important to remember that the successful adoption of generative AI requires a balanced integration of this technology with human expertise. We cannot solely rely on generative AI to produce high-quality work. The ideal benefits of generative AI are realized through a synergy of technology and human capabilities.


At Sertis, we stand as a leading provider of AI and data solutions. Our team of experts is ready to assist you in unlocking the full potential of generative AI. Our solutions are designed to address the unique needs of businesses, enabling you to gain a competitive edge in every industry.


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