May 16, 2024

Image created by DALL·E, an AI model developed by OpenAI.

ChatGPT-4o: A Leap Up from 3.5, a Step Up for Marketers Using 4.0

OpenAI recently unveiled ChatGPT-4o, the newest iteration of its AI language model. Here's my take on it: while it builds on the capabilities of ChatGPT-4, it isn't the monumental leap that ChatGPT-4 was from 3.5.

The most significant change is that ChatGPT-4o is free to use. This opens up access to many of the powerful features that were previously only available in the paid version of ChatGPT-4. More on this below.

I've experimented with ChatGPT-4o and seen some impressive demos of its multimodal capabilities—allowing it to "see," "hear," and "speak" seamlessly. The "o" stands for omni, highlighting its integrated approach across different modes.

I haven't yet tested its new interface features extensively for user-friendliness and accessibility in everyday interactions. (Up to now, I’ve usually left ChatGPT at work unless I’m looking for recipes, which it is awesome at recommending.) However, I did conduct some quick tests specifically for B2B marketing purposes and compared the results to ChatGPT-4. Here’s what I found:

Quick Takes:

The 4o interface is more intuitive for providing insights and analyses with minimal prompting than ChatGPT-4. However, generic prompts still yield generic results. For quantitative data, it primarily offers basic descriptive statistics, which are relatively easy to generate in Excel. It does slightly better with extracting data from less structured sources but still requires substantial data preparation and prompting for valuable insights.

For generating qualitative written content, such as listing the "top 20 ways AI can improve marketing quality and efficiency," the results were inconsistent, similar to ChatGPT-4.

The enhanced ability of ChatGPT-4o to analyze images and videos presents intriguing possibilities for B2B marketing, which warrant further testing.

Leap Up for Users of 3.5

For current users of ChatGPT-3.5, the most exciting aspect of 4o is its availability for free, including some crucial capabilities from the paid ChatGPT-4. Users will have access to a more powerful engine and can upload files for analysis, with ChatGPT generating responses based on the uploaded content. These capabilities are game-changers for AI use in B2B marketing.

While the increased access to advanced features is beneficial, initial tests indicate that leveraging 4o’s full potential for B2B marketing still requires substantial marketing knowledge and prompting skills.

Read the announcement here: OpenAI's ChatGPT-4o and More Tools.

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