During OpenAI DevDay’s opening keynote, Sam Altman discussed the ability for organizations using ChatGPT Enterprise to make their own GPTs. With the new Assistants API, it’s getting much easier to create agent-like experiences using customized chatbots powered by branded large language models (LLMs). As new possibilities for the customer journey expand and become more accessible — and the services industry prepares for the broader shift toward wisdom-based work — how can you prepare your marketing organization for new opportunities with branded LLMs?

We’ve got four timely tips.

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Don’t go all-in on a solution — yet

First, put down the AI transformation brochure. It might be tempting to go invest in some big system that promises to activate all these shiny new objects across your organization—but don’t. With so many groundbreaking improvements coming every few months from Open AI, GPT startups and applications are aging like fine… bananas. It’s not a good time to plunge a huge amount of money into any one solution. Instead, focus on understanding the customer journey as thoroughly as possible so that you’re ready to make the most of branded LLMs as they become available.

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Do complete CX research, ASAP

A branded LLM is going to take your site and offer up relevant portions of it to customers based on their needs and queries. As such, now is a great time to start doing customer journey research. It’s critical to understand who your customers are, what problems they’re trying to solve, and what they’re looking for from both a qualitative and quantitative standpoint. These are all insights you can put to quick use once you’re ready to try your hand at a branded LLM.

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Do audit and edit your content

Does your site have the right structure and content for those customers you’ve just researched? Is it easy to index and categorize? Here at EA, we like to say that most websites are junk drawers. They have all sorts of content, pathways, and hidden URLs, mostly added on one big at a time over time until it’s a digital hairball with lots of dead ends and no longer relevant content. A content audit is a great way to figure out how many pages you have in total. Of those pages, you can start to identify which needs to be edited, removed, or fully rewritten. What could you migrate over as is? How could you start to add additional tagging that would make it easier for your customers to access the information they need? What’s just missing from your content repository, based on the questions your audiences most need answers to? (Consult your research; it’ll tell you.) Keep a spreadsheet that thoroughly maps your content so that you have an easy way to conceptualize and reference the overall structure of your website.

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Now is the moment to future-proof 

AI promises a lot of upheaval across industries, including exciting new ways to cater to customers. Change will come slowly and all at once, meaning it’s time to start preparing your organization by fully understanding your target audience and how the content on your site best serves them.

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