AI is here but there are important considerations before you replace your social media or organic marketing content with AI.
First the basics. AI evolved from machine learning to do a specific function. I’m going to use AI machine learning used in health care as an example.
Hospitals have used machine learning for several repetitive functions such as managing the patient census more effectively when a patient is discharged and the bed is available for a new patient.
This works well because the AI machine learning has built-in strict guardrails ensuring it only has a limited function.
Quality medical coding is a critical function for every hospital. Expert coders are in high demand because accurate and complete coding ensures all charges are billed promptly and correctly, and are submitted to the insurer for payment.
It involves assigning each correct CPT code for every patient’s procedure or treatment in our health care system. The code must be correct or the insurance company denies it.
Machine learning is a good fit for medical coding because it is narrow in scope and expert coders provide continuous human oversight.
AI is used on your Smart phone, in your home, and in business, and is for the most part function-specific for reliability.
Perhaps you read about the senior partner for Morgan and Morgan, the national litigation firm, who used Chat GPT to write his legal brief. Unfortunately, Chat GPT cited fictitious legal rulings to buttress his brief
Not to be outdone, two Federal District judges did the same thing and of course were professionally embarrassed and reprimanded.
AI is good at doing specific and limited tasking with guard rails, but not as good at understanding nuance or human behavior. In addition, Chat GPT apparently enjoys “tricking” human beings.
Should you use it for other business tasks?
AI or a third-generation algorithm can identify historic customer spending habits, patterns, changes, and product preferences, plus it is good at measuring potential customer interest in your products or services for content marketing.
What about a customer Chat function?
A Customer Chat function can handle basic questions, but it must have a live Customer service option readily available to ensure a favorable customer experience.
Every communication is an opportunity to prove you care about the customer and appreciate the customer’s business. Leveraging each favorable Customer Experiences strengthens brand and is a powerful business multiplier.
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