By Jeremy Sutton, Director – Marketing, Experience, and AI at OneMagnify

For many marketers, success lies in the ability to deliver great customer experiences, and quality content plays an important role. As generative AI continues to grow in popularity, there have been many conversations about quality versus quantity in content. While ChatGPT can quickly generate a huge amount of content, perceived expertise and trust are paramount. Branded content on public-facing channels must be well executed every time. That’s where using a custom GPT can come in handy. 

The next iteration of GPTs

While Bard and ChatGPT are great for general use, they present challenges in generating more specialized content reflective of a company’s ethos. When it comes to tailoring AI functionalities to a company's unique environment, a custom GPT can provide a significant edge, especially with common, recurring tasks that require a deeper level of proficiency.  

For example, with Bard and ChatGPT, brand guidelines must be fed at the beginning of each chat or you risk producing bloated, irrelevant content that needs a lot of reworking.

A custom GPT, however, integrates and understands your brand guidelines and data at first setup, allowing you to more quickly reach a workable solution. With this custom tool, your organization can better harness generative AI to create new efficiencies in producing relevant, on-brand content. 

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What is a custom GPT?

A custom GPT is created using a general purpose GPT (like ChatGPT) with an added layer of source materials that can be studied, referenced, and utilized for personalized output. Some practical applications of a custom GPT would be to generate web copy, topical content maps, and branded content.

It’s key to remember that the best use of a custom GPT is when your source material and outputs stay relatively consistent. With that in mind, this specific AI tool has some clear best use cases, including:

• Individual productivity - e.g., generating on-brand, keyword-targeted title tags and meta descriptions for a website refresh ‍
• Process automation and improvement - e.g., analyzing monthly data sets based on historical data
• ‍Recurring task completion that requires a deeper level of subject mastery - e.g., when you reference brand guidelines or annual historic data 

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Why choose a custom GPT?

Overall, a custom GPT offers a more specialized, controlled solution for companies with specific needs and data. Here are some reasons a custom GPT can outperform a general purpose one.

• You can train a custom GPT to write in a specific style.
• You can improve task accuracy by providing source knowledge documents and performing consistent tasks that improve output accuracy over time. 
• You can achieve specialization by training a custom GPT on a company's specific data and terminology. This allows it to understand the nuances of the company's domain and perform tasks like analyzing data, generating reports, or answering customer queries much more effectively than a general purpose GPT.
• You ensure security and privacy. Dealing with sensitive data can make some people hesitant to use a third-party GPT that stores information on external servers. A custom GPT can be trained and run entirely on the company's own infrastructure, providing more control over data security and privacy.
• You can easily integrate with a company's existing workflows and applications. This allows for a seamless flow of information and automates tasks more efficiently.

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How do you create a custom GPT?

Custom GPTs can be created on your own with a paid ChatGPT 4 account, or the OneMagnify team can work with you to create one or more custom GPTs to unlock new levels of efficiency and support for your business. Using a custom GPT only requires skills similar to using ChatGPT 3.5 or 4 and a basic understanding of prompt ideation.

If you find yourself repeatedly using regular ChatGPT for the same tasks and copying and pasting your inputs to save time, or if you’re looking to create a more complex GPT to drive efficiency, a custom GPT is worth the investment. Contact our team to learn how you can move toward this game-changing use of AI.