What is ChatGPT and how can we use it? This is a talk given at Affiliate Summit West -- January 2023 to explain what ChatGPT is and isn't and how we can use it in Search. All images were created using Dall-e.

1. @schachin
Kristine Schachinger
Kristine@SitesWithoutWalls.com
"Unlocking the Power of ChatGPT”
-- without blowing yourself up --
“…they are prone to hallucinating, and crucially they are incapable of justifying their utterances…”

2. @schachin
Kristine Schachinger
What is a
“Chat Generative Pre-trained
Transformer”?

3. @schachin
Kristine Schachinger
ChatGPT
“Chat Generative Pre-trained
Transformer”

4. @schachin
Kristine Schachinger
Generative Pre-Trained Transformer Model.

5. @schachin
Kristine Schachinger
GPT, ChatGPT, and …
Large Language
Models.
Dalle’s vision of ChatGPT

6. @schachin
Kristine Schachinger
Why are LLMs So Special?
Unlike embedded based language models LLMs can disambiguate words from the sentence and apply
meaning forward and backward to those words in order to predict a masked word using those applied
contexts. This is SUPER EFFICIENT!

7. @schachin
Kristine Schachinger
Why are LLMs So Special?
Large Language modeling can determine the meaning of words in context
so it can better predict the next word in the sentence.
These sentences mean two different things forward and backward.

8. @schachin
Kristine Schachinger
How does this work? Transformers
What are transformers?
A transformer in language processing is a type of computer program
that is designed to understand and generate text.
It does this by using a special type of algorithm called self-attention.
Self-attention allows the program to look at all the words in a
sentence or a piece of text at once, and understand how they relate
to each other, rather than just one word at a time like traditional
methods. This way it can better understand the meaning of the text,
and can generate text that is more similar to how a human would
write.

9. @schachin
Kristine Schachinger
LLMs can go forward and backwards
to predict an unknown (masked) term and/or sentence.
Also uses root words, so play for player/playing/played are the same
This allows them to derive context for what is being written.
Previous models were based on word vectors (entities and knowledge graphs)
LLM Transformers are Bidirectional
https://blog.google/products/search/search-language-understanding-bert/

10. @schachin
Kristine Schachinger
Confusing?

11. @schachin
Kristine Schachinger
Simply language modeling is
“Language modeling – although it sounds formidable –
is essentially just predicting words in a blank.”

12. @schachin
Kristine Schachinger
Large Language Models?
Some of the more relevant well-known LLMs are:
• OpenAI
 GPT-2/3
 ChatGPT 2 & 3.x
 ChatGPT 4 should be released this year.
 WebGPT
 attempts to resolve the issue of attribution and accuracy
 Google
 BERT
 Used in Search
 LaMDA
 conversational like ChatGPT
 “Unlike GPT-3, which is not configured to perform any specific task, LaMDA is “trained on dialogue”:
 PaLM
 Search relevancy
 it is also trained using a “combination of English and multilingual datasets that include high-quality web documents,
books, Wikipedia, conversations and GitHub code” to drive greater accuracy in responses.
Learn more about these and others  https://seekingalpha.com/article/4563975-google-why-is-no-one-talking-about-palm

13. @schachin
Kristine Schachinger
What is ChatGPT?

14. @schachin
Kristine Schachinger
Some of the general parameters that are used to train language models include:
What is ChatGPT? Let’s Ask It!
ChatGPT is/was
• a variant of the GPT (Generative Pre-training Transformer) language
model
• introduced by OpenAI in 2018.
• GPT trained on a massive dataset of over 40GB of text data for GPT-2 and 45TB for GPT-3.x
• ChatGPT includes conversational text from books, articles, and websites.
• capable of generating human-like text
• useful for certain tasks
• language translation, text summarization, and question answering.
• fine-tuned on several specific
• writing poetry, composing music, and even coding.
• one of the largest language models currently available
• over 175 billion parameters
• used in several real-world applications
• chatbots, automated customer service, and even writing news articles.
• continuously being updated and improved by OpenAI
• GPT4 will come out this year

15. @schachin
Kristine Schachinger
TeThje
What is ChatGPT?
In layman’s terms, a large language model (LLM), which generates
convincing sentences by mimicking the statistical patterns of
language in a huge database of text collated from the Internet.
It was trained to sound confident to humans even when it is
wrong.
https://www.nature.com/articles/d41586-023-00107-z

16. @schachin
Kristine Schachinger
ChatGPT is Predictive Text.
It is predicting the next most likely word in a sentence based on the context of the
other words in the sentence derived from the information it was trained on.

17. @schachin
Kristine Schachinger
TeThje
What is ChatGPT NOT?
• A Search Engine
• The data was trained only up to 2021
• It is not connected to the Internet, so it cannot retrieve information
• Is based on predictive text NOT information retrieval
• There is no QUALITY check for the accuracy of the content or code
• Creative
• if it was not trained on the information, it cannot generate something as a human
would from inference or imagination.
https://www.nature.com/articles/d41586-023-00107-z

18. @schachin
Kristine Schachinger
Using ChatGPT for Marketers.

19. @schachin
Kristine Schachinger
Some of the general parameters that are used to train language models include:
Some ChatGPT Ideas for Marketers
• SEO: Titles and Metas (okayed by Google)
• PPC Landing Pages
• Content Ideas
• Content NOT for Search
• Topical Funnels
• Analyze Competitor Site Content
• Product Descriptions
• Customer Service / Chatbots
• Emails
• Outreach
• Link Building
• Lead Generation
• Newsletters
• Reviews
digital marketer using AI to do SEO Disney style

20. @schachin
Kristine Schachinger
ALWAYS USE HUMAN REVIEW.
ChatGPT is not a search engine, has no fact checking function, and was not trained on
any data past 2021 so make sure someone reviews the output produced for errors,
accuracy, factual information, and tone.

21. @schachin
Kristine Schachinger
Some of the general parameters that are used to train language models include:
What It’s NOT For?
Writing content that will be submitted to the search engines.
• AI Content is Detectable
• How?
• AI knows what AI would ”produce” and can estimate how much matches AI
• AI Content from ChatGPT will soon have cryptographic ”watermarks”
• You can’t simply edit the text and know you have removed these.
• This means ChatGPT will also be able to provide these watermarks to its AI detector
which is available to anyone or any company.
• MSFT will have a 49% stake in OpenAI and access to the watermarked information

22. @schachin
Kristine Schachinger
Detection.
Don’t Blow Yourself Up.

23. @schachin
Kristine Schachinger
Some of the general parameters that are used to train language models include:
ChatGPT Detection Tools.
OpenAI
• Professional for Educators and Researchers
• https://chatgpt.pro/gptzero/
Hugging Face
• Built on GPT 2 but still pretty good with GPT 3.x
• https://huggingface.co/spaces/openai/openai-detector
From IBM/Harvard/MIT
• Giant Language model Test Room (GLTR)
• Also built on GPT 2 but still fairly reliable
• http://gltr.io/dist/index.html
Writer
• AI writing tool but detector is pretty solid
• https://writer.com/ai-content-detector/
Stanford Student (SAME AS OpenAI)
• https://gptzero.me/
Some of the known detections tools
Content Detection Tools

24. @schachin
Kristine Schachinger
Some of the general parameters that are used to train language models include: Detection.

25. @schachin
Kristine Schachinger
Some of the general parameters that are used to train language models include:
Detection and Google.
Google says AI Content is okay IF it provides value and it not “spammy”,
But since it is writing what it trained on how does provide value?

26. @schachin
Kristine Schachinger
Some of the general parameters that are used to train language models include:
Detection and Google.
How does Google define “Spammy” content?

27. @schachin
Kristine Schachinger
Play it safe, do not use ChatGPT or AI to write article content.
Use humans to write/edit your content.
They can use ChatGPT as a tool to generate ideas, however.

28. @schachin
Kristine Schachinger
How to Use ChatGPT.

29. @schachin
Kristine Schachinger
Some of the general parameters that are used to train language models include:
Using ChatGPT.
The Application of ChatGPT
Some of the potential applications of ChatGPT include:
• Text generation: ChatGPT can be used to generate human-like text responses to prompts, which makes it useful for creating
chatbots for customer service, generating responses to questions in online forums, or even creating personalized content for
social media posts.
• Language translation: ChatGPT can also be used for language translation tasks. By providing the model with a text prompt in
one language and specifying the target language, the model can generate accurate and fluent translations of the text.
• Text summarization: ChatGPT can be used to generate summaries of long documents or articles. This can be useful for
quickly getting an overview of a text without having to read the entire document.
• Sentiment analysis: ChatGPT can be used to analyze the sentiment of a given text. This can be useful for understanding the
overall tone and emotion of a piece of writing, or for detecting the sentiment of customer feedback in order to improve
customer satisfaction.

30. @schachin
Kristine Schachinger
Some of the general parameters that are used to train language models include:
Using ChatGPT.
Fine Tuning in ChatGPT Training.
ChatGPT was trained with the following focuses:
• Code
• Content Writing
• Poetry
• Music
This means it tends to create these items well.
Fine tuning allows ChatGPT to focus in on certain types of functions and may
not do as well with others.

31. @schachin
Kristine Schachinger
Using ChatGPT Prompts.

32. @schachin
Kristine Schachinger
Some of the general parameters that are used to train language models include:
InstructGPT: ChatGPT Prompts.
Prompts.
The MOST Important Part of Using ChatGPT.
Prompts provide a starting point for ChatGPT to generate text based on the
input given. They can be used to guide the model's output and control the
context of the generated text.
Prompts? Simply means, how you tell ChatGPT what to write.
This relies on another language model called InstructGPT, which allows you to
give ChatGPT detailed and specific instructions.
https://www.searchenginejournal.com/chatgpt-for-content-and-seo/473823/#close

33. @schachin
Kristine Schachinger
Using ChatGPT Prompts: Examples.

34. @schachin
Kristine Schachinger
Some of the general parameters that are used to train language models include:
Using ChatGPT Prompts: Content > Articles.

35. @schachin
Kristine Schachinger
Some of the general parameters that are used to train language models include:
Using ChatGPT Prompts: Content > Articles + Style.

36. @schachin
Kristine Schachinger
Some of the general parameters that are used to train language models include:
Using ChatGPT Prompts: Content > FAQs.

37. @schachin
Kristine Schachinger
Some of the general parameters that are used to train language models include:
Using ChatGPT Prompts: Code.

38. @schachin
Kristine Schachinger
Some of the general parameters that are used to train language models include:
Using ChatGPT Prompts: Summarization > URLs.

39. @schachin
Kristine Schachinger
Some of the general parameters that are used to train language models include:
Using ChatGPT Prompts: Summarize URLs.

40. @schachin
Kristine Schachinger
Some of the general parameters that are used to train language models include:
Using ChatGPT Prompts: Write Emails.

41. @schachin
Kristine Schachinger
Some of the general parameters that are used to train language models include:
Using ChatGPT Prompts: Lyrics.

42. @schachin
Kristine Schachinger
Some of the general parameters that are used to train language models include:
Using ChatGPT Prompts: Poetry.

43. @schachin
Kristine Schachinger
Some of the general parameters that are used to train language models include:
Using ChatGPT Prompts: Ideas.

44. @schachin
Kristine Schachinger
Some of the general parameters that are used to train language models include:
ChatGPT Prompts.
Prompts.
How to write ChatGPT Prompts
• Give Context
• Be Clear
• Be Concise
• Be Specific
• Be Descriptive
• Define Format
• Define Length
• Define Style

45. @schachin
Kristine Schachinger
Some of the general parameters that are used to train language models include:
ChatGPT Prompts.
Prompts.
Some great ideas for how you can use ChatGPT
• 100 Best ChatGPT Prompts
• https://mpost.io/100-best-chatgpt-prompts-to-unleash-ais-potential/
• Web Development ChatGPT
• Music ChatGPT
• Business ChatGPT
• Educational ChatGPT
• Comedy ChatGPT
• History ChatGPT
• Health&Medicine ChatGPT
• Art ChatGPT
• Food & Cooking ChatGPT
• Marketing ChatGPT
• Game ChatGPT Prompts
https://www.searchenginejournal.com/chatgpt-for-content-and-seo/473823/#close

46. @schachin
Kristine Schachinger
Issues with ChatGPT

47. @schachin
Kristine Schachinger
Some of the general parameters that are used to train language models include:
ChatGPT Issues?
+ Programmed to Avoid Certain Kinds of Content
• ChatGPT is specifically programmed to not generate text on the
topics of graphic violence, explicit sex, and content that is harmful
such as instructions on how to build an explosive device.
• And swearing
+ Unaware of Current Events
• not aware of any content that is created after 2021.
 Has Built-in Biases
• This can be just in the writing style, not necessarily cultural or
racial though they can exist as well
+ ChatGPT Requires Highly Detailed Instructions
• You must be very specific with ChatGPT Prompts to really get
good output
+ Mediocre Content
• ChatGPT is designed to sound confident, but the content it writes
is not high quality.
+ Suffers from “Hallucinations”
• Makes stuff up
https://www.searchenginejournal.com/chatgpt-for-content-and-seo/473823/#close

48. @schachin
Kristine Schachinger
“Hallucinations”: Machine Learning for Making Stuff Up

49. @schachin
Kristine Schachinger
https://www.wired.com/story/chatgpt-fluent-bs/
All of this makes playing around with ChatGPT incredibly fun, charmingly addictive, and—as
someone who writes for a living—really quite worrying. But you soon start to sense a lack of
depth beneath ChatGPT’s competent prose. It makes factual errors, conflating events and
mixing people up. It relies heavily on tropes and cliché, and it echoes society’s worst
stereotypes. Its words are superficially impressive but largely lacking in substance—
ChatGPT mostly produces what The Verge has described as
“fluent bullshit.”
But that kind of makes sense. ChatGPT was trained on real-world text, and the real world
essentially runs on fluent bullshit.
“Bovine Feces”

50. @schachin
Kristine Schachinger
Google
https://ai.google/static/documents/exploring-6-myths.pdf

51. @schachin
Kristine Schachinger
Google
https://www.semanticscholar.org/paper/Rethinking-Search%3A-Making-Domain-Experts-out-of-Metzler-Tay/e3d7065d6196437259483ed8b9b70ba4b4bb76ad
“…they do not have a true
understanding of the world, they are
prone to hallucinating, and crucially
they are incapable of justifying their
utterances by referring to supporting
documents in the corpus they were
trained over.”
Image from DALL-E

52. @schachin
Kristine Schachinger
Google
https://www.semanticscholar.org/paper/Rethinking-Search%3A-Making-Domain-Experts-out-of-Metzler-Tay/e3d7065d6196437259483ed8b9b70ba4b4bb76ad
“…they do not have a true
understanding of the world, they are
prone to hallucinating, and crucially
they are incapable of justifying their
utterances by referring to supporting
documents in the corpus they were
trained over.”
Image from DALL-E
“…they are prone to hallucinating, and crucially they are incapable of justifying their utterances…”

53. @schachin
Kristine Schachinger
https://gizmodo.com/cnet-ai-chatgpt-news-robot-1849996151

54. @schachin
Kristine Schachinger
ALWAYS USE HUMAN REVIEW.
ChatGPT is not a search engine, has no fact checking function, and was not trained on
any data past 2021 so make sure someone reviews the output produced for errors,
accuracy, factual information, and tone.

55. @schachin
Kristine Schachinger
ChatGPT Resources.

56. @schachin
Kristine Schachinger
Some of the general parameters that are used to train language models include:
ChatGPT Docs.
ChatGPT Guide
• All the basics you need to know about how to use ChatGPT
• https://www.digitaltrends.com/computing/how-to-use-openai-chatgpt-text-generation-chatbot/#google_vignette
OpenAI ChatGPT API Guide.
• Everything you need to know about using the API version
• https://beta.openai.com/docs/guides/completion/inserting-text
Some cool things people have done with ChatGPT
• https://www.bleepingcomputer.com/news/technology/openais-new-chatgpt-bot-10-coolest-things-you-can-do-with-it/

57. @schachin
Kristine Schachinger
Some of the general parameters that are used to train language models include:
ChatGPT PRO Tools.
Full List of ChatGPT PRO Tools.
Cost will be $42 a month as of January 22, 2023
• https://chatgpt.pro/chatgpt-plugins/
Partial List
• WebChatGPT
• ChatGPT Writer
• Whatsapp GPT
• Search GPT Shortcut
• YouTube Summary
• ChatGPT in google docs
• TweetGPT
• ChatGPT for Search Engines
• Everywhere
• ChatGPT History

58. @schachin
Kristine Schachinger
Some of the general parameters that are used to train language models include:
ChatGPT Marketing/SEO Tool.
Google Chrome Extensions
AIPRM
https://www.aiprm.com/
Once added to your browser it will show up in
your ChatGPT page when you login.
It has ChatGPT Tools for
• SEO
• Marketing
• Sales/SASS

59. @schachin
Kristine Schachinger
What About Google?

60. @schachin
Kristine Schachinger
Some of the general parameters that are used to train language models include:
Google Suite of AI Tools
LaMDA is Google’s version of ChatGPT
& built on the same technology as ChatGPT
“…. there is no official word whether will call it
LaMDA or any other name, but Google is
expected to show more than 20 similar AI
products including 'Shopping Try-on' for
YouTube (to help users try on new clothes),
Maya: (3D image generator), video
summarization tool, a Pixel exclusive wallpaper
generator, an AI tool for enterprise customers
to developer their own ChatGPT-like bot, Colab
+ Android Studio (to help software
programmers to detect and fix bugs) …and
more at upcoming annual Google I/O...”
Read more at:
https://www.deccanherald.com/business/technology/google-to-
demo-chatgpt-altenative-at-i/o-2023-1183735.html

61. @schachin
Kristine Schachinger
Kristine@SitesWithoutWalls.com
"Unlocking the Power of ChatGPT”
-- without blowing yourself up --
“…they are prone to hallucinating, and crucially they are incapable of justifying their utterances…”