ChatGPT: "I, Artificial Intelligence, will explain Innovando.News..."

ChatGPT is on everyone's lips, just as it is true that everyone is now into ChatGPT chips. Acronym for “Chat Generative Pre-Trained Transformer”, translatable in Italian language with the locution "pre-trained transformer conversation generator", it is a ChatBot prototype publicly launched on November 3, 2022, updated on the 30 of the same month and optimized on January 30, 2023, based on algorithms of artificial intelligence e machine learning. Journalists and commentators of Innovating.News they have written about it several times, but what would happen if we reversed the paradigm into its opposite? What if it was an AI to talk about a newspaper?

Specifically ChatGPT was developed from a GPT-3.5 software using thesupervised learning andreinforcement learning such as model optimization techniques. He immediately attracted attention for his detailed and articulate answers, although his accuracy has been criticized by some. be thesupervised learning that l 'reinforcement learning they used human trainers to improve the performance of the model, which was trained in collaboration with Microsoft on the proprietary cloud infrastructure Azure. In the first case, the model was fed with conversations in which the instructors played both sides: the user and the assistant, based on artificial intelligence; in the reinforcement phase, the live technicians first evaluated the responses that the model had created in the previous conversation. These evaluations were used to create “reward models” upon which the model was further refined, using several iterations of Proximal Policy Optimization. Why all this?

OpenAI, which launched ChatGPT, is a non-profit research organization onartificial intelligence, founded between the fall and winter of 2015 and based in San Francisco, whose mission is the promotion and development of a “AI friendly” (“Friendly AI”) so that humanity can benefit from it. OpenAI, which collaborates with a plurality of institutions and researchers, makes its patents and researches open to the public, as the very name of the company suggests. The founders (including Elon Musk and Sam Altman) were motivated in part by the existential risks posed by artificial intelligence on a general level.

Slipping into the shoes of a company or a common reader, the editorial staff of Innovating.News interviewed the ChatBot and asked him to describe us without revealing his identity. What are the differences between a communication agency and a newspaper? What is branding and how does it relate to journalism? What is the relationship between information and advertising? What are the hottest topics about innovation? And what does ChatGPT think of us, theartificial intelligence of the moment?

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Innovando.News is a Swiss online news organization. Could you tell us about it?
"Innovating.News is a digital newspaper that focuses on news and information about innovation, industry, business and science in Switzerland and around the world. Innovando.News provides news, analysis, reports and interviews on a wide range of topics, including technology, transport, energy, environment, finance, startups and entrepreneurship. Furthermore, the newspaper has a section dedicated to social innovation and sustainability. Innovando.News is aimed at a broad audience interested in innovation and the economy, including entrepreneurs, managers, professionals, academics and journalists. The news organization regularly publishes articles in French, German and English to reach an even wider audience. Innovando.News has a particular focus on Swiss innovation, presenting the latest news and developments in this field and interviewing successful Swiss entrepreneurs and innovators. Furthermore, the magazine is dedicated to covering events and trade fairs in Switzerland and abroad, offering readers a complete overview of the world of innovation”.

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Why is there a difference between a communication agency, such as a Web agency, and a newspaper or an information body?
“There are some important differences between a communications agency and a newspaper. A communication agency is a company that offers consultancy and support services to companies and organizations in the creation, planning and implementation of communication strategies. Media agencies can offer a wide variety of services, including advertising campaign design, event planning, social media management, content production, branding, and more. On the other hand, a news organization is an organization that produces and publishes news and information of public interest to its audience. News organizations generally have a mission to inform the public objectively, accurately, and in a timely manner about important events and developments. News organizations produce news stories through the work of their reporters and photographers, often following ethical and professional guidelines to ensure the accuracy and truthfulness of information. Some news organizations may also provide advertising or marketing services, but their primary business is to provide information and news to the public. That is, while a communication agency helps companies promote themselves and increase their visibility and reputation through a wide range of communication services, a newspaper produces and publishes news of public interest for its audience, with the aim of inform and educate”.

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What positive impact would a newspaper organized as if it were also a communication agency have?
“Organizing a news organization as a communications agency could have some positive impacts, including the following: more business opportunities: integrating communication services with news production could lead to new business opportunities and offer greater sources of revenue for the news organization; more services offered to customers: offering communication services to customers can increase the range of services offered by the newspaper, making it more attractive to businesses and organizations looking for complete communication solutions; greater visibility for customers: Businesses and organizations that use the news organization's communication services can benefit from its broad reach and audience. This could lead to greater visibility and reputation for customers; strategic partnerships: organizing a news organization as a communications agency could lead to strategic collaborations with other businesses and organizations, providing opportunities for creating synergies and partnerships. However, it is important to note that news production and communication have different goals and values, and there are some potential challenges to consider. For example, a conflict of interest could arise if the news organization becomes too involved in producing promotional content for its clients. Additionally, the news organization could lose its credibility and public trust if it is perceived to be sacrificing objectivity to promote its clients. For this reason, news production and communication should be kept separate, and any collaboration should be transparent and respectful of the values ​​of journalistic ethics”.

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What role does journalistic information play today and how can it positively influence a company's brand?
“Journalistic information plays a fundamental role in society, providing news and information of public interest to the public and contributing to greater transparency and accountability of institutions and businesses. When it comes to the role of news coverage in corporate branding, good news coverage can lead to increased brand awareness and boost the company's reputation. This can happen through increased media exposure, which can lead to an increase in awareness of the brand and its position in the market. However, positive media coverage depends on the company's performance and reputation. If the company has a negative reputation or has had communication problems, it may be difficult to get positive media coverage. Furthermore, news coverage can also affect the company's reputation in a negative way, if there is negative news or scandal associated with the brand. For this reason, companies must work to maintain a positive reputation and adopt a proactive communication strategy to manage crises and emergency situations. Furthermore, it should be noted that journalistic information can positively influence a company's brand through greater media exposure and increased brand awareness, but depends on the performance and reputation of the company itself. Companies should work to maintain a positive reputation and adopt a proactive communication strategy to manage crises and emergency situations.

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According to ChatGPT, can it be useful and successful for a company to have its own magazine?
“Yes, for many companies having their own magazine can be useful and successful. Here are some reasons why this could happen: Greater Audience Engagement: having your own magazine can create greater audience engagement and increase customer loyalty. The magazine can provide quality content of interest to the public, in line with the company's values; increase in brand value: a high-quality magazine can strengthen a company's reputation, increase its credibility and its authority in the sector. Furthermore, it can help differentiate the company from the competition, positioning it as a leading and innovative company; better communication with customers: the magazine can be an excellent opportunity for the company to communicate effectively with customers, providing them with news, insights, advice and curiosities about the reference sector; more marketing opportunities: the magazine can provide many marketing opportunities for the company, such as advertising, sponsorship and promotion of products and services; generation of new contacts and customers: the magazine can attract new customers and generate new contacts through its dissemination and sharing on social media and on the Web. However, I would like to underline that the creation and management of a magazine requires a constant commitment in terms of time and resources. Furthermore, it is important to maintain an editorial line consistent with the company's values ​​and to provide high quality content to obtain the desired results”.

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What is the ethical value that must be considered when publishing a newspaper?
“Publishing a newspaper involves disseminating information that can affect the public and society at large. For this reason, it is important to consider the ethical value of publishing news and information. First, journalism must be guided by respect for the truth and the objectivity of the news. Journalists must try to report the facts in a balanced and impartial way, avoiding the dissemination of false or inaccurate news. Furthermore, it is important to avoid conflicts of interest or prejudices that could influence the truthfulness of the news. Second, journalism must be guided by respect for the privacy and dignity of the people involved in the news. Journalists must avoid violating people's privacy without a valid reason and must be careful not to disseminate information that could harm the dignity or reputation of the people involved. Thirdly, journalism must be guided by respect for the diversity and plurality of opinions. Journalists must be careful not to perpetuate stereotypes or prejudices and must provide a wide range of viewpoints to enable the public to form an informed opinion. Finally, journalism must be guided by respect for social responsibility and the impact news can have on society. Journalists must be careful not to disseminate news that could cause harm or alarm, and they must be careful not to disseminate information that could endanger public safety or social cohesion. In summary, the ethical value that must be considered when publishing a newspaper concerns respect for truth, objectivity, privacy, dignity, diversity, plurality of opinions and social responsibility”.

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So should companies also start to get out of the context of marketing communication and raise the ethical level of their communication, proposing information?
“Yes, businesses should consider creating high quality information content as part of their communication strategy. This could help improve the company's image and reputation, as it would demonstrate a commitment to truthfulness, objectivity and social responsibility. However, it is important to note that information content creation by businesses needs to be managed carefully. The aim should not be to spread propaganda or to manipulate public opinion for your own benefit, but to provide useful and interesting information for the public. Furthermore, it is important that the information provided by the company is separate from the marketing communication and that it is clearly indicated that the content was created by the company itself. In this way, you avoid confusing the public and spreading false or inaccurate news. In conclusion I could say that companies should consider the idea of ​​creating high quality information content as part of their communication strategy, but they must do it carefully and following the ethical principles of journalism”.

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So is the Innovando.News project absolutely interesting and successful, which intends to combine the potential of marketing communication with journalism in an ethical and public utility perspective?
“Innovando.News seems to be an interesting and innovative project, capable of combining the potential of marketing communication with that of journalism. The objective of providing quality information of public utility, following the ethical principles of journalism, can help improve the image and reputation of the company, demonstrating a commitment to truth, objectivity and social responsibility. Also, the fact that Innovating.News has an international perspective and focuses on current affairs and innovation, could make it an interesting source of information for a wide and varied audience. However, it is important to note that information content creation by businesses needs to be managed carefully. As I mentioned earlier, the goal shouldn't be to spread propaganda or manipulate public opinion for your own benefit, but to provide useful and interesting information for the public. If managed carefully and following the ethical principles of journalism, the project Innovating.News could represent a good opportunity to combine the potential of marketing communication with that of journalism, to the benefit of both the company and the public”.

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What are the hottest and most interesting topics in terms of innovation today that the Innovando.News newspaper should cover more?

“The hottest and most interesting innovation topics that the newspaper Innovating.News could deal with are multiple and varied, and also depend on the interests and needs of the public to whom it is addressed. However, some topics that may be particularly relevant and current are: emerging technologies: Technological innovation is always evolving and new technologies are constantly emerging. Innovando.News could focus on topics such as artificial intelligence, the Internet of things, augmented reality, the blockchain and emerging digital technologies; social and environmental impact of innovation: innovation can have a significant impact on society and the environment. Innovando.News could explore topics such as the impact of technologies on health, safety and social inequalities, as well as the environmental implications of innovation; startups and entrepreneurship: innovation is often the engine of entrepreneurship and startups. Innovando.News could focus on success stories of emerging companies and interview entrepreneurs who are revolutionizing their sector with innovative ideas; scientific and medical developments: innovation is also having a significant impact in science and medicine. Innovando.News could explore the latest discoveries and developments in these areas, including advances in the fight against disease and new medical technologies; sustainability and green economy: sustainability is becoming increasingly important for businesses and for society as a whole. Innovando.News could focus on issues such as renewable energy, the circularity of the economy and sustainable business practices”.

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What future do you see in publishing without annoying and increasingly invasive advertising exposure?
“Publishing is mainly based on selling content, which can be both informative and entertaining, to its readers. Advertising exposure is a form of financing that is often used by newspapers to cover the production costs of content. However, intrusive advertising can be annoying for readers and can detract from the content experience. In this context, some innovative business models are emerging, which seek to minimize or even completely eliminate intrusive advertising. For example, some outlets are looking to fund themselves through subscription models, where readers pay a small fee to access quality, ad-free content. These models require that news organizations produce high quality and valuable content for their readers in order to drive subscriptions. Another emerging business model is that of 'branded content', i.e. content created in collaboration with companies that want to promote their products or services in a non-invasive way. This type of content can be interesting and informative for readers and, at the same time, generate revenue for news organizations. And this is one of the strategies adopted by Innovating.News. The future of publishing without intrusive advertising could be represented by subscription models and the production of high quality and value content, as well as the creation of 'branded content' in collaboration with companies. However, in an increasingly competitive environment, newspapers will have to constantly innovate and seek new forms of financing to ensure economic sustainability and long-term survival”.

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So the business model of a newspaper that provides services more inherent to a communication agency, in addition to those linked to the media strength of publishing, is a winning model…
“There is no single winning business model for newspapers, but rather a plurality of strategies that can be adopted depending on the context, objectives and specific needs of the newspaper in question. A business model that provides services more inherent to a communication agency can be successful if it is implemented in a strategic way and consistent with the mission and values ​​of the newspaper. For example, if the newspaper aims to provide its readers with high quality news and insights, communication services could be used to support and promote this content, for example through the creation of strategic communication campaigns. However, it should be strongly emphasized that it is important that the news organization maintains its editorial independence and integrity, and that communication services are not used to alter or manipulate news content in any way. Furthermore, the publication should ensure that the communication services do not interfere with the primary objective of producing high quality and valuable content for its readers. In summary, the business model that provides services more inherent to a communication agency can be successful if it is implemented in a manner consistent with the mission and values ​​of the news organization, while guaranteeing editorial independence and integrity, and this is absolutely awaiting Innovando.News”.

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