| Good morning, Marketer, and can ChatGPT tell the truth? In a thoughtful article for MarTech, Richard Wheaton reveals that ChatGPT, asked 42 questions about GA4, answered only 12 with acceptable accuracy. More than half the answers were not only incorrect but actively misleading. One of the reasons for the poor performance is that ChatGPT can respond only based on the data it has been fed — and its understanding of GA4 was clearly out-of-date. This is a reminder that generative AI models like ChatGPT cannot seek out or tell the truth. Human beings may often be mistaken about what is true, but they know the difference between the true and the false. ChatGPT does not. Nor can it (so far, anyway) look up the latest information to update its knowledge base. Such models may have a great role to play in saving time and creating short-cuts, as Wheaton advises. But do not regard them as oracles. Kim Davis,
Editorial Director | 