ChatGPT for businesses: opportunities, challenges and best practices

Can you tell us about your background and what motivated you to write a book about ChatGPT in business?

Fifteen years ago, when Facebook and digital tools first arrived on the scene, I felt that they were going to revolutionise the way we communicate. I believed in them so much that I made them my career. This led me to work as a digital communications manager at RTS, Le Matin and HEP Vaud.

In November 2022, I had the same revelation with ChatGPT. I started sharing my discoveries on TikTok, Instagram, and LinkedIn, and within a few months, 200,000 people were following me. Publishing houses then offered me the chance to write a book, and I was able to write «ChatGPT in Business».

To be honest, I thought I would sell 500 copies. I sold over 5,000! What touches me most is when people come up to me and tell me that my book has really helped them in their daily lives.

In your opinion, what are the main opportunities offered by ChatGPT for businesses today?

I like to say that ChatGPT should be viewed as an intern. This intern represents a revolution: with generative AI, all employees now have access to an assistant capable of taking on time-consuming or mental tasks that add to their workload.

The idea is not to replace humans with machines, but to work together, in a spirit of co-intelligence. By using ChatGPT regularly, employees realise how much time it can save them and improve their comfort at work. That's the great promise of ChatGPT: a tool that helps you work better, every day.

What advice would you give to companies that want to start integrating AI into their processes but are still hesitant?

My main advice for businesses with AI is to think big, but start small. You can do great things with artificial intelligence, but you have to start with concrete needs, the business needs of your teams. Training employees and giving them the right tools is essential for identifying which tasks to delegate and understanding where AI can bring real added value.

There are two common mistakes with AI. The first is to bury your head in the sand, i.e. to ignore it completely. And the second is to run around like a headless chicken, going in all directions without a clear strategy. The important thing is to use common sense, test the tools, and have reasonable but concrete expectations. Every company moves at its own pace, and it is through experimentation that we discover the real benefits.

What are the risks or limitations of using ChatGPT in business, and how can they be overcome?

The main limitation is data protection, especially if you use the free version of ChatGPT. All the data you enter is used to train the model, i.e. it is used to improve the AI. Admittedly, this is a drop in the ocean of data, so it is unlikely that a third party will be able to directly access your company's secrets. However, this data is stored on servers in the United States, which may be a problem depending on your industry.

The second limitation is the validity of the information provided. ChatGPT can generate responses that appear to be correct but are actually false. These errors, known as «hallucinations», are part of how the model works. To overcome this, it is crucial to educate yourself and have appropriate expectations: avoid sensitive factual questions and use ChatGPT for tasks such as generating ideas, analysing documents, summarising or sorting information. This is where it shows its true strength.

Can you share an example of a company that has successfully used ChatGPT to improve its operations?

We supported Baloise in French-speaking Switzerland and Ticino, and they adopted an excellent approach to AI, based on common sense and small steps. They began by raising awareness and training their employees through conferences that we gave. They then organised workshops to identify their business needs, particularly in sales (insurance sector) and marketing, which is a support function.

By working on specific cases, they achieved productivity gains and improved comfort for their teams, without ever seeking to replace anyone. It was primarily a question of optimising tasks and improving working conditions.

They are still in the process of refinement and optimisation, but their approach, led by HR and management, is an example of best practice. It also demonstrates the importance of upskilling teams in AI, a key element of their success.

How can ChatGPT be used to improve continuing education and skills development in the workplace?

The field of training is a sector where AI has a strong impact. It does not replace the work of a trainer, but AI can greatly assist in the development of tailor-made lesson and training plans, which was more difficult in the past. Now, content can be adapted to the specific needs of each participant.

For learners, AI offers new possibilities: asking questions, generating personalised exercises or quizzes, or quickly summarising information. Both trainers and participants benefit from improved skills thanks to AI. This enables more effective learning and a better understanding of the subjects. It holds real promise for skills development in the workplace.

What do you think the future developments of generative AI will be, and how can businesses prepare for these changes?

There are major technological challenges with the advent of AI, but it is crucial not to panic or rush into things. We need to stay calm, experiment, and distinguish between what is truly useful and what is not. There is a lot of hype surrounding AI, such as the creation of images or videos. These innovations are talked about a lot, but in practice, they often have a limited impact and can even be a waste of time from a productivity standpoint.

The best way to integrate these developments is to experiment and test. Companies that approach AI with common sense and align its use with their real needs can harness its true potential for improvement, while remaining true to their values and missions.