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Behind the scenes: How Cvent built an entire webinar using ChatGPT

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Can a webinar be constructed with ChatGPT? This VB Highlight is the true story of 1 advertising crew’s quest to search out out. From idea brainstorming to content material technology and advertising, finest practices to greatest fails and extra, see how generative AI scores.

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“Truthfully,” says Brooke Gracey, advertising director at Cvent, “I simply wished to see if it could possibly be performed. We got here up with the thought once we heard how fantastic ChatGPT was going to be. I wished to say, show it! Let’s see what it will possibly do.”

So Gracey and her crew got down to use ChatGPT to craft a complete webinar, begin to end, about revolutionary occasion know-how. For the ideation and description, the crew used the software as an inspiration, however, she says, the script actually wanted the human contact. And all the expertise lower straight by the hype alarms and to the center of what ChatGPT will imply for companies right now.

“We in all probability spent a few quarter of the time we might usually spend on making a webinar,” Gracey says. “But it surely turned clear in a short time that our jobs aren’t going to be taken over by AI. It may well positively assist us do our jobs higher, quicker, extra simply — particularly once we stay in a day and age the place we’re all requested to do extra in our jobs each single day.”

Addressing hallucinations and IP

There was some warning proper at first, Gracey says. The know-how is thought for its tendency towards hallucinations, through which content material is made up and never factual, and even nonsensical, the number of biases it will possibly exhibit, the bounds to its information due to the bounds of the coaching knowledge, and its lack of ability to truly motive.

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“The subject required related and new info, so there was some concern round accuracy, the relevance of the data and simply how revolutionary it could possibly be,” she explains. “It required some guide intervention to verify all the data was appropriate. Due to all these points, it’s not magic, nevertheless it’s extremely useful. I turned much more dedicated to the truth that AI wants that human factor.”

The opposite urgent subject, Gracey says, was sensitivity round IP, notably when utilizing the software to jot down the script she’d be studying in the course of the webinar.

“I didn’t wish to be studying one thing that was beforehand copyrighted,” she says. “I didn’t wish to be studying one thing that didn’t really feel like my very own. Truthfully, I struggled with {that a} bit whereas I used to be doing this. The place do you draw the road?”

They tackled that by inviting ChatGPT to be a speaker on the webinar, designing a personality that they named Chatty. Gracey recorded the responses forward of time, and the crew created graphics to accompany the character. From the viewer’s perspective, there have been three audio system: Gracey, a colleague, and Chatty, who learn the ChatGPT-crafted responses.

The benefits of human-AI collaboration

The opposite problem, Gracey stated, is discovering a strategy to make the script sound much less computer-generated, and extra human and private.

“It was my first time utilizing ChatGPT on this approach, and I needed to work fairly a bit to verify it appeared like me,” she explains. “I wish to make jokes; ChatGPT is just not humorous — it was fairly snoozeville. It gave me all the details I wanted, however I needed to are available and do the work to make it fascinating.

It was additionally essential to verify all of the content material it got here up with was helpful info, and never simply fluff and fancy thrives, and that required a number of enhancing, to make its scripts each exact and concise.

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The place it does properly is in producing inventive concepts, providing a number of materials to jumpstart the method of brainstorming.

“It’s terrific at providing inspiration,” she says. “I get an entire record of subjects to speak about, after which I dive in and flesh them out, make them extra fascinating and extra related. It’s nice for a primary draft of content material, in a short time. On the whole, it feels prefer it helps develop my mind and makes me extra inventive.”

Gen AI and the way forward for advertising

Whereas it’s not a plug-and-play know-how, generative AI has quite a few promising use circumstances, and lots of of them had been demonstrated over the course of the grand webinar experiment.

“What AI does very well is have a look at huge quantities of knowledge in a short time, which is, for us in advertising, very helpful,” she says. “In different phrases, serving to us perceive what our audiences like and don’t like. Serving to us personalize issues. Serving to us with market evaluation. Entrepreneurs work with huge quantities of information, and AI will help with that.”

Gracey’s crew additionally launched a nurture program at Cvent, through which they used AI to jot down the a whole lot of emails required. ChatGPT emails didn’t carry out properly, unsurprisingly, however as soon as the human consultants got here in, it was a sport changer.

“Whenever you add the 2 collectively, the ChatGPT and the human contact, the outcomes had been superior,” she says. “It created tons of efficiencies for a big program.”

Gracey’s finest recommendation is that corporations begin embracing the chances now — begin small and begin quickly. There are sufficient free instruments on the market to start experimenting.

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“As a frontrunner in advertising, it’s about me turning into snug sufficient with it that I can encourage my crew to contemplate it once they’re attempting to do their work,” she says. “And what I need individuals to stroll away with, is to be impressed from this webinar. I need them to have the ability to be taught from a few of my errors, after which go attempt to go play.”

For the entire story behind the webinar, from errors to breakthroughs and extra, don’t miss this VB Highlight!

Watch free on-demand.

Agenda

  • How can AI be used to ideate subjects, construct the summary and write the content material define and script?
  • What are some ways in which AI can be utilized to assist promote a webinar?
  • Can audiences distinguish between AI and human enter?
  • Does utilizing AI really save time or does it add to the workload?

Presenter

  • Brooke Gracey, Advertising Director, Cvent

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