Behind the scenes: How Cvent built an entire webinar using ChatGPT

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Introduced by Cvent


Can a webinar be constructed with ChatGPT? This VB Highlight is the true story of 1 advertising crew’s quest to seek out out. From idea brainstorming to content material era and advertising, greatest practices to greatest fails and extra, see how generative AI scores.

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“Actually,” says Brooke Gracey, advertising director at Cvent, “I simply wished to see if it might be achieved. We got here up with the concept after we heard how great ChatGPT was going to be. I wished to say, show it! Let’s see what it could do.”

So Gracey and her crew got down to use ChatGPT to craft a whole webinar, begin to end, about progressive occasion expertise. For the ideation and description, the crew used the device as an inspiration, however, she says, the script actually wanted the human contact. And all the expertise reduce instantly by means of the hype alarms and to the guts of what ChatGPT will imply for companies at the moment.

“We in all probability spent a couple of quarter of the time we’d usually spend on making a webinar,” Gracey says. “However it grew to become clear in a short time that our jobs aren’t going to be taken over by AI. It may possibly undoubtedly assist us do our jobs higher, quicker, extra simply — particularly after we stay in a day and age the place we’re all requested to do extra in our jobs each single day.”

Addressing hallucinations and IP

There was some warning proper at first, Gracey says. The expertise is thought for its tendency towards hallucinations, through which content material is made up and never factual, and even nonsensical, the number of biases it could exhibit, the boundaries to its data due to the boundaries of the coaching knowledge, and its incapability to really purpose.

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“The subject required related and new info, so there was some concern round accuracy, the relevance of the knowledge and simply how progressive it might be,” she explains. “It required some guide intervention to verify all the knowledge was appropriate. Due to all these points, it’s not magic, however it’s extremely useful. I grew to become much more dedicated to the truth that AI wants that human component.”

The opposite urgent difficulty, Gracey says, was sensitivity round IP, notably when utilizing the device to write down the script she’d be studying in the course of the webinar.

“I didn’t need to be studying one thing that was beforehand copyrighted,” she says. “I didn’t need to be studying one thing that didn’t really feel like my very own. Actually, I struggled with {that a} bit whereas I used to be doing this. The place do you draw the road?”

They tackled that by inviting ChatGPT to be a speaker on the webinar, designing a personality that they named Chatty. Gracey recorded the responses forward of time, and the crew created graphics to accompany the character. From the viewer’s perspective, there have been three audio system: Gracey, a colleague, and Chatty, who learn the ChatGPT-crafted responses.

Some great benefits of human-AI collaboration

The opposite problem, Gracey stated, is discovering a solution to make the script sound much less computer-generated, and extra human and private.

“It was my first time utilizing ChatGPT on this method, and I needed to work fairly a bit to verify it gave the impression of me,” she explains. “I prefer to make jokes; ChatGPT shouldn’t be humorous — it was fairly snoozeville. It gave me all the details I wanted, however I needed to are available and do the work to make it fascinating.

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It was additionally essential to verify all of the content material it got here up with was helpful info, and never simply fluff and fancy prospers, and that required lots of enhancing, to make its scripts each exact and concise.

The place it does properly is in producing inventive concepts, providing lots of materials to jumpstart the method of brainstorming.

“It’s terrific at providing inspiration,” she says. “I get an entire checklist of matters to speak about, after which I dive in and flesh them out, make them extra fascinating and extra related. It’s nice for a primary draft of content material, in a short time. Usually, it feels prefer it helps increase my mind and makes me extra inventive.”

Gen AI and the way forward for advertising

Whereas it’s not a plug-and-play expertise, generative AI has various promising use instances, and plenty of of them had been demonstrated over the course of the grand webinar experiment.

“What AI does very well is take a look at huge quantities of data in a short time, which is, for us in advertising, very priceless,” she says. “In different phrases, serving to us perceive what our audiences like and don’t like. Serving to us personalize issues. Serving to us with market evaluation. Entrepreneurs work with huge quantities of knowledge, and AI can assist with that.”

Gracey’s crew additionally launched a nurture program at Cvent, through which they used AI to write down the a whole bunch of emails required. ChatGPT emails didn’t carry out properly, unsurprisingly, however as soon as the human specialists got here in, it was a recreation changer.

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“Whenever you add the 2 collectively, the ChatGPT and the human contact, the outcomes had been superior,” she says. “It created tons of efficiencies for a big program.”

Gracey’s greatest recommendation is that corporations begin embracing the chances now — begin small and begin quickly. There are sufficient free instruments on the market to start experimenting.

“As a pacesetter in advertising, it’s about me turning into snug sufficient with it that I can encourage my crew to think about it after they’re making an attempt to do their work,” she says. “And what I need folks to stroll away with, is to be impressed from this webinar. I need them to have the ability to be taught from a few of my errors, after which go try to go play.”

For the entire story behind the webinar, from errors to breakthroughs and extra, don’t miss this VB Highlight!

Watch free on-demand.

Agenda

  • How can AI be used to ideate matters, construct the summary and write the content material define and script?
  • What are some ways in which AI can be utilized to assist promote a webinar?
  • Can audiences distinguish between AI and human enter?
  • Does utilizing AI really save time or does it add to the workload?

Presenter

  • Brooke Gracey, Advertising and marketing Director, Cvent

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