ChatGPT is one of the most discussed and least understood technologies in the world right now. This talk will explain what the travel industry needs to know including: how it works, what its limitations are, whether it will replace Google, how it will change SEO, when you should use it to increase productivity, and when absolutely should not use it.

1. ChatGPT
What does it mean for the future of content?
#atmdubai
What Does it Mean For The Future of Content?
CHATGPT

2. CEO, UpThink
• SEO
• Content
• Influencer Marketing
• ChatGPT
Matt Gibson
#atmdubai

3. • How ChatGPT works
• How you should and should not use ChatGPT
• Examples of ChatGPT being used in travel today
• The future of ChatGPT
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What We’re Going To Talk About

4. ChatGPT
What does it mean for the future of content?
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PART I: How ChatGPT Works

5. • Statistical model that predicts the most likely next word in a
series
• Understands context and meaning, but not concepts
• Personalization of responses based on user input
• Can be custom trained for specific uses
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How ChatGPT Works

6. ChatGPT generates responses that are statistically
probable, not necessarily correct.
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How ChatGPT Works

7. • Cannot retrieve real-time information (No data after Sept.
2021)
• Hallucinations and misinformation
• Bad at math
• Provides very average or common answers
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ChatGPT Limitations

8. #atmdubai
ChatGPT Limitations

9. ChatGPT
What does it mean for the future of content?
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PART II: How To Get Started

10. • Website, email, and other marketing copy
• Well-organized outlines and templates for things like trip itineraries
• Saves time typing and coming up with ideas but must always be
human fact-checked and edited!
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How To Get Started
Anybody can start free right now at https://chat.openai.com/

11. • ChatGPT Plugins
Plugins that enable users to access information from the plugin
creator within ChatGPT
• Custom-trained chat bots
Chat bots that are trained to understand certain information,
such as FAQs or products, and respond with that information
when appropriate
• Custom integration into communications systems
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Getting Started
Businesses with technical resources can start building

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Getting Started – The Cost
Free $20 USD/Month Pay-Per-Use
ChatGPT 3 ChatGPT 3+ ChatGPT Turbo AI
• ChatGPT API charges $0.01 to generate 4000 words
• At that price it would cost $2.89 to produce a volume of text equal to
all the Harry Potter Books combined.

13. • For large-scale use, it’s cheaper to build an in-house ChatGPT
tool using the API than to pay $20/month per employee. That
tool can also be trained learn about your business and better
serve your needs.
• Creating an AI chatbot requires extensive documentation and
FAQs for training. You can use ChatGPT to start building out this
content today.
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Getting Started – Pro Tips

14. ChatGPT
What does it mean for the future of content?
#atmdubai
PART III: Travel Industry Examples

15. Expedia
Examples

16. Kayak
Examples

17. Duve
Examples
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18. ChatGPT
What does it mean for the future of content?
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PART IV: The Future

19. (Nearly) The End Of Writing
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The Future Of Content
of writing?

20. • Writing will be mostly replaced with prompting, fact-checking, and
editing
• The amount of automated content online will explode (and potentially
make LLMs untrainable)
• AI chat bots will be excellent and absolutely everywhere
• Automated personalization will become more and more common
• ChatGPT may not be able to address issues related to factual errors,
creating a new normal for writers as ChatGPT experts
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The Future Of Content
CONTENT
EXPLOSION

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The Future Of Content

22. #atmdubai
The Future Of Content
CONTENT
EXPLOSION
CODE
EXPLOSION

23. • Writing will be mostly replaced with prompting, fact-checking, and
editing
• The amount of automated content online will explode (and potentially
make LLMs untrainable)
• AI chat bots will be excellent and absolutely everywhere
• Automated personalization will become more and more common
• ChatGPT may not be able to address issues related to factual errors,
creating a new normal for writers as ChatGPT experts
#atmdubai
The Future Of Content
CONTENT
EXPLOSION
RISE OF THE BOTS

24. • ChatGPT generates responses that are statistically
probable, not necessarily correct
• ChatGPT is excellent for producing well-organized, generic
text
• ChatGPT needs human fact-checking and editing
• Plugins enable users to interact with your brand in ChatGPT
• Custom training enables ChatGPT to speak about your
company through chat bots
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Recap

25. • Some writing will not change, but most will become ChatGPT
prompting, fact-checking, and editing
• The velocity of text on all platforms is going to increase
dramatically
• Bad information and low quality content will become harder to
identify
• Bots are going to become commonplace and enable better
customer service and personalization
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Recap

26. Go to the page linked below to download these slides, get a list of all articles
referenced in this presentation, and sign up for future webinars about:
• How To Use ChatGPT In Your Day-To-Day Work
• How ChatGPT Will Change SEO
• How ChatGPT Will Shape The Internet
https://upt.ink/chatgpt
+66 615 481 936 matt@upthinkisgood.com
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