David Boronat, Founder and Chief Future Officer of Multiplica: “AI will give superpowers to the professionals and companies that seek to take full advantage of it.”

David Boronat
10 de August de 2023 · 8 min de lectura

Since its launch at the end of 2022, ChatGPT has captured the attention of the press and the general public to an extent rarely seen. In just a few weeks, it reached a staggering 100 million users, a feat that took TV decades and the Internet years. Nevertheless, its potential still has a long way to go.

In this interview, David Boronat, Founder and CEO of Multiplica, will share his vision of the impact that Artificial Intelligence in general—and ChatGPT in particular—will have on companies and creating new digital experiences.


The widespread use of ChatGPT

What do you believe are the key factors that have contributed to the massive impact of ChatGPT since its launch, attracting so many users in such a short time?

Without a doubt, the massive impact lies in the simplicity of conversing with a “smart chat” that not only answers your questions but also helps you solve problems and compose texts.

GPT existed as a console for years, but when OpenAI decided to add the conversational experience as a chat, the world took note, and over 1 million users registered in just five days. Its usefulness, ease of use, and, of course, being free also explain this massive success.


What are the primary benefits that companies can gain from implementing ChatGPT in their processes, and how can it enhance the efficiency of their employees?

First and foremost, companies can experience significant improvements in their team’s productivity, particularly in more junior roles, as they can now accomplish more tasks, maintain higher quality, and spend less time. This is due to the utilization of language models such as ChatGPT, which enables access to company content, information, and processes in a conversational manner, bypassing the complexity of intranets, ERPs, or CRMs.

Secondly, ChatGPT can drive enhancements in customer service through bots that address user concerns, thereby enhancing the overall customer experience and the value the company delivers.


The impact of ChatGPT on the business world

Artificial intelligence is reshaping organizations and businesses. In your view, how can generative AI amplify innovation within companies?

It would be more precise to state that artificial intelligence will reshape organizations and businesses, as it has yet to reach its full potential. However, all indications suggest that it will do so soon. Many necessary components to democratize artificial intelligence are already available, such as online access to data and the digitization of processes.

To catalyze innovation within companies, they must propose use cases and develop MVPs (Minimum Viable Products) based on ChatGPT. This will enable them to streamline processes, automate tasks, and simplify operations, offering an excellent opportunity to drive innovation.

This is where the potential lies for generative AI or similar models to fuel innovation within companies. After all, it provides a compelling reason to reconsider processes that could be easily automated or streamlined.


How do you envision the integration of ChatGPT into business operations and strategies? Which areas or processes within your industry do you anticipate the greatest impact?

Within the digital consulting sector, generative AI can significantly assist in obtaining more insightful findings during user research processes and enhancing code creation efficiency.

Furthermore, we’re employing GPT to optimize commercial processes, leveraging market research, identifying potential customer needs, and preparing commercial proposals.

Moreover, its integration with our CRM enhances management while aiding us in identifying new opportunities and shaping business strategies.

Like any people-focused business, another domain that holds immense potential, and where we are actively conducting trials, is the automation of talent recruitment processes and onboarding for new teams.


Opportunities and challenges for future organizations

In that regard, what are the main challenges and opportunities when implementing this technology in your company?

The primary challenge lies in advancing experimental initiatives with labor-intensive roadmaps, especially since experts in this technology are in high demand among clients.


What advice would you offer to companies harnessing generative AI to enhance their businesses? What key facets should be considered to remain competitive and stay caught up in using artificial intelligence?

To harness this technology optimally, I recommend working on two fronts: raising awareness, providing information, and training teams to use tools that boost individual productivity while encouraging each department to propose specific use cases for applying generative AI within the organization.

The amalgamation of these approaches will facilitate promoting initiatives at management levels that aim to automate or streamline processes with AI.

In the case of Multiplica, we have begun implementing a service with clients to offer greater clarity to companies about the potential GPT holds for them.

In this initiative, over five weeks, we sensitize and train teams regarding the business and technical possibilities of ChatGPT. Subsequently, we invite teams to suggest use cases they deem valuable in a hackathon, where a committee comprising the client and Multiplica selects potential projects for implementation in the upcoming months.


From your perspective, how do you envision the future of generative AI applied to businesses?

Generative artificial intelligence will revolutionize how we engage with organizations, both as employees and consumers. Language models like GPT or Bard (Google’s AI) invite us to interact with applications and processes more naturally through conversational experiences.

In the future, we could directly communicate with companies, and it’s conceivable that every company will possess a GPT-based corporate super bot to which we’ll turn for answers and to address queries. We will employ the same logic to enhance customer service, mainly through personalized interactions with bots that infuse our companies with personality and voice, making them come alive.

We’ll also witness increased utilization of artificial intelligence in generating content and creative pieces, enabling us to create more swiftly and efficiently.

These changes are imminent, as over time, a substantial portion of the content we generate could be produced by artificial intelligence with minimal human intervention.


What, in your view, constitutes the most significant technical challenge facing ChatGPT presently, and how is it being addressed? Are there any lesser-known aspects of the development or operation of GPT Chat that you’d like to share?

The most substantial technical challenge involves limited control over applications built upon ChatGPT. This stems from its dependency on the OpenAI API and concerns about data usage and privacy in various instances. A cautious approach must be adopted to ensure user trust and security.

Hence, with this futuristic perspective, ChatGPT is poised to continue revolutionizing how we interact with technology and how companies enhance their efficiency and innovation through artificial intelligence.

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