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  • Writer's pictureAnantaya Pornwichianwong

Large Language Models (LLMs): Fueling AI Conversations with Intelligence

Our familiar ChatGPT has been empowered to engage in intelligent and natural conversations through a technology known as Large Language Models (LLMs). This type of model has the capability to comprehend human languages and generate linguistic content at a level comparable to human abilities.

Many have witnessed the versatile applications of ChatGPT. As a result, large language models, which serve as the core mechanism behind ChatGPT, can unlock a wide range of business potential and value by being widely adapted to enhance business operations.

In this article, Sertis would like to introduce you to large language models and present you with real-world applications that can inspire businesses to harness the potential of this technology.

What are Large Language Models (LLMs)?

Large language models (LLMs) are a class of models equipped with the ability to understand and generate text-based content that is comparable to human natural language. Trained on extensive datasets, they can learn to comprehend languages and excel in various language-related tasks, including text summarization, word prediction, translation, content creation, and engaging in conversations.

If you find it challenging to grasp the concept of LLMs, take ChatGPT as a prime example. It vividly illustrates LLMs in action. LLMs, when specifically fine-tuned for conversational interactions, serve as the core technology behind ChatGPT's natural conversational abilities. This model empowers ChatGPT to engage in dialogues and execute language-related tasks. Moreover, Google's Bard is a similar application to ChatGPT, demonstrating the capability to engage in natural conversations and provide insightful answers by sourcing information from the internet. Lastly, Anthropic's Claude 2 operates similarly, with a stronger focus on safety, actively rejecting dangerous requests.

LLMs fall under the category of generative AI, which encompasses AIs that have the ability to produce fresh, unique content. While LLMs specialize in generating text-based content, other types of generative AI can create various forms of content, including images, videos, and music. (For more on generative AI, delve into 'Introducing Generative AI: The Technology That Powers ChatGPT')

How do Large Language Models (LLMs) work?

LLMs undergo training with extensive textual datasets sourced from the internet, including content from websites like Wikipedia and Github. This emphasis on quality datasets is fundamental to constructing an efficient model.

LLMs employ an unsupervised learning approach, enabling the model to autonomously acquire knowledge without the need for explicit commands or predefined goals. This method equips the model to comprehend messages, distinguish word meanings, grasp word relationships, and understand contextual nuances.

Following the initial training, developers fine-tune the model for specific tasks or applications. For example, ChatGPT is fine-tuned to excel in engaging and meaningful conversations.

What to consider when applying Large Language Models (LLMs) in business operations?

  1. Business goals: Establish well-defined objectives for LLMs adoption, including improving customer service, generating content, or providing virtual assistance. Assess the models' capacity to create measurable business value using tangible and traceable metrics.

  2. Data quality: Ensure that the data used for training LLMs is of high quality, accuracy, and free from biases. Neutrality and diversity in the training data are essential, as data quality significantly impacts the efficiency of models, particularly those involved in content generation and user interactions.

  3. Model functions: Decide between using general-purpose LLMs or task-specific models. General-purpose models offer versatility, while task-specific models can be more efficient and practical for specific business tasks.

  4. Cost of model development: Be mindful of the costs associated with model development and deployment, which can vary based on model size, computational resources, infrastructure, and the costs associated with forming and maintaining a team. Striking a balance between achieving desired efficiency and cost-effectiveness is crucial. Many businesses opt for external data and AI solution providers with expertise in customizing and maintaining models to ensure efficiency and cost-effectiveness.

  5. Safety: While LLMs possess the capability to perform a wide range of tasks, they also carry notable risks. For instance, using LLMs as virtual assistants or customer service agents may necessitate customers sharing personal information, introducing the risk of data leakage. To mitigate these risks, businesses should establish robust security measures and systems to protect against potential data breaches and other issues that could potentially harm the business.

Applications of Large Language Models (LLMs) in businesses

  • Marketing: LLMs are powerful tools for marketing purposes. They can be leveraged to create personalized marketing content, encompassing emails and social media messages, enabling businesses to engage in tailored communication with individual customers. Furthermore, LLMs play a crucial role in generating content, including blog posts, social media updates, and marketing messages, which can subsequently be improved and expanded upon. This not only saves time but also reduces workload. For marketing performance assessment, LLMs are proficient in conducting sentiment analysis, enabling businesses to gauge customer feedback by analyzing emotions and expressions within messages.

  • Customer service: LLMs can be developed into chatbots that answer customer queries and provide assistance. These models not only comprehend natural language but also respond in a natural and human-like manner. They perform tasks such as problem-solving, aiding customers in transactions (e.g., product recommendations, product selection, and payment processing), and are available for assistance 24/7.

  • Finance: LLMs can be deployed to analyze financial reports, news articles, and other text-based data to support financial decision-making and evaluate loan applicants by performing credit analysis.

  • Data analysis: LLMs play a valuable role in big data-related tasks, assisting data and business analysts. They can be instructed to retrieve data from specified databases and present it in desired formats, thereby expediting the process of discovering insights and finding answers.

  • Sales: LLMs serve as valuable assistants for sales teams. They can swiftly access product and stock data, streamline workflow, draft sales-related communications, conduct market research, and generate sales reports, significantly enhancing the efficiency and productivity of the sales department.

  • Human resources: LLMs contribute to various aspects of human resources management. They assist in resume screening to identify potential candidates, aid in documentation during the application and onboarding processes, design tailored training programs, and create training content, all of which result in time and cost savings for the human resources team.

LLMs can be harnessed to create value across various fields and industries. However, it's important to remember that developing efficient and secure LLM solutions tailored to meet specific business requirements necessitates the involvement of experts in that particular field throughout the development process.

At Sertis, we have a team of AI and data experts across diverse domains, well-versed in customizing solutions for clients spanning various industries. We stand ready to collaborate closely with businesses, comprehending their objectives, constraints, and unique needs. Together, we can construct practical LLM solutions and other data-driven innovations to maximize business value.

Learn more about Sertis' solutions at


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