GPTs & RAG Models: Transformative Business Cases with AI
Understanding the Difference Between Using AI and Google Search
AI (artificial intelligence) is a pivotal resource that can reshape how businesses operate and engage with their markets. The entry point for a lot of people experimenting with AI is to use it like a Google search, but tools like ChatGPT, Claude and other LLMs (large language models) go far beyond simple search functionalities. Understanding how to integrate AI tools as partners in your strategic planning can help your business grow in this next chapter of the digital era.
GPT and RAG Models
GPTs (Generative Pre-trained Transformers), like ChatGPT, are advanced AI models designed to generate text by learning from a vast database of literature, articles, and websites. Think of GPT as a great writer that can create knowledgeable and nuanced text based on the patterns it has reviewed during training. It doesn’t just mimic human writing - it can often provide new insights and suggestions, making it a valuable tool for any business seeking to enhance its content creation or customer interactions.
Al hallucinations can occur in text, images, or other types of AI-generated content.
RAG (Retrieval-Augmented Generation) models take this a step further by combining the generative capabilities of GPT models with powerful information retrieval. Using RAG, AI can share answers that are contextually relevant, but also informed by the most accurate data available. It’s like consulting an intelligent database that creates highly-tailored responses. RAG models are being increasingly used in healthcare, finance and customer service. (1) And, hallucinations are reduced because the responses are anchored in enterprise data that is reliable. (2)
The Difference Between AI and Google Search
It’s important to understand the difference between using AI and doing a simple Google Search. While searching Google is an excellent choice for finding information based on keywords, AI models like GPT and RAG generate new content and insights. This capability is like having an expert who can develop responses and create new projections, rather than simply retrieving known answers.
Transformative Business Applications of AI
Customer Service Enhancement:
AI models can revolutionize customer service by providing responses that are not just immediate but also personalized. Automated but intelligent responses can dramatically improve interaction efficiency and customer satisfaction, making your service support available around the clock - and useful.
Market Analysis and Reporting:
GPT can automate the generation of market analysis reports. By feeding the latest data and trends into these models, businesses can obtain detailed reports that highlight market changes, predict future trends, and recommend strategies—tasks that traditionally take hours of human labor.
Creative and Targeted Content Creation:
Content is at the heart of digital marketing and customer engagement. AI can help draft articles, and other varied content pieces for different platforms, but you need to make sure that what it produces truly resonates with your audience. For this added dimension, the human touch is key.
The old adage holds true when it comes to engineering prompts: garbage in, garbage out and gold in, gold out.
Why Understanding How AI Works Matters
Understanding when and how to use AI over traditional search engines or conventional methods can give businesses a substantial competitive advantage. At the same time, there is understandable uneasiness about the role AI will play at work. A 2023 Pew Research Study found that only 13% of respondents polled believed AI would help them personally. (3) (4)
AI isn’t here to replace the roles humans play at work, but to assist and augment them. By incorporating intelligent AI tools, businesses can elevate their operational efficiency and can be better positioned to innovate and lead in their respective markets. Leveraging AI like GPT and RAG offers a significant opportunity for businesses to not just grow, but transform their interactions, backend processes, and customer-facing services. It isn’t just about keeping pace with technological advancements. It’s about leading and defining the future of your industry.
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Authored by Melissa E. Daley, CMO
Sources:
(1) https://www.grandviewresearch.com/industry-analysis/retrieval-augmented-generation-rag-market-report
(2) https://www.techtarget.com/searchenterpriseai/opinion/How-RAG-unlocks-the-power-of-enterprise-data
(3) https://www.forbes.com/sites/dianehamilton/2025/02/03/the-rise-of-ai-resentment-at-work-why-employees-are-pushing-back/
(4) https://www.pewresearch.org/social-trends/2023/07/26/exposure-of-workers-to-ai/