NetBase Quid has announced the addition of ChatGPT to its search capabilities within its market intelligence platform. The update is the first, but not the last, that will take advantage of OpenAI’s artificial intelligence technology.
NetBase Quid is a market-leading AI-powered consumer and market intelligence. It looks across media, social media and other information sources to surface insights for customers such as iHeart Media, Boston Consulting Group, Saatchi & Saatchi and Edelman. The new search function will combine the ChatGPT data knowledge that is limited to information pre-September 2021 with its own rich data sources.
Lei Li, Chief Technology Officer and Executive Vice President at NetBase Quid. “NetBase Quid is an innovator in language model, NLP, and other AI technologies, and we believe that the integration of ChatGPT with large volumes of data can solve real business problems and create substantial opportunities to advance consumer and market intelligence.
“We are integrating ChatGPT into every part of our product suite to empower productivity and grow our users’ capabilities with a unique ‘glass box vs black box’ AI model, which provides greater transparency for users.”
This is the first of several integrations NetBase Quid plans to roll out with ChatGPT in 2023. They will start becoming available in the Summer.
What this delivers
Enterprise Times asked NetBase Quid what use cases they could provide for the new functionality. The response also provided insight into how the company would further enhance its capabilities.
“The current use case for this technology is for search capabilities. This will save analysts hours of manual desk research time that is typically required to formulate queries, which are foundational for relevant insights. In future versions, these advanced capabilities will also help summarize and extract insights for the analyst, saving them even more time.”
For those who have used CHATGPT, guardrails are in place that will avoid certain types of content. ET asked what ethics guardrails NetBase Quid has in place, especially for the extended data. Lei Li, CTO and EVP at NetBase Quid, replied:
“NetBase Quid’s ChatGPT-enabled search empowers users to maintain full control, transparency, and confidence over their search terms, providing the ability to easily review and amend the output that ChatGPT generates on their behalf. Other tools often create a ‘black box’ of aggregated search terms and do not provide end users with full visibility into the underlying keywords.
“Additionally, to ensure that our new search capability is responsible and safe to use, NetBase Quid is abiding by the ethical guidelines and guardrails from ChatGPT. It is important to note, however, that no AI system is perfect, and there may be instances where AI generates terms that are biased or inappropriate. NetBase Quid will continuously work to improve the new functionality and address any shortcomings.”
NetBase Quid calls out three clear advantages for the Analysts, Marketers, and Professionals that leverage consumer data for brand campaigns and strategies it is targetted at.
- Save time and increase productivity: The enhancements “let GPT do the work,” increasing productivity by saving users time to answer more questions more deeply and get faster responses to urgent matters.
- Fuel creativity: ChatGPT automates the more repetitive cognitive tasks, enabling users to focus on more creative tasks such as analyzing and gathering insights while leveraging instant domain expertise by easily bringing in all related data sets, fields, and terms.
- Maintain full control and transparency: Utilizing a transparent glass box vs black box AI model, ChatGPT-enabled search empowers users to maintain full control and confidence over the search terms, providing the ability to easily see and access the underlying data.
Finally, ET asked whether there was any pricing information available.
“NetBase Quid offers different packages and options that can be customized to fit our client’s needs and budgets. Interested parties should contact our Sales team for the most accurate and up-to-date pricing.”
This doesn’t explain whether existing customers will need to pay more to add ChatGPT to their existing NetBase Quid subscriptions.
Enterprise Times: What does this mean
The use of ChatGPT is growing across multiple sectors and software. Adding the ChatGPT solution to a knowledge-based company like NetBase Quid makes perfect sense. However, as with any new technology, users have a learning curve. It is sometimes surprising how searches on Google by two people can throw up different answers because of the search criteria used. It will be interesting to see whether this is also the case in this use of ChatGPT.
What are the questions that analysts and marketers can ask? With ChatGPT alone, there are limitations. For example, while it can answer a generic question about women’s fashion trends in 2020, it cannot identify trends in a specific country. It will be interesting to see how up-to-date and granular the NetBase extension is.
