The Texas-based startup works with partners like OpenAI, Anthropic, Google or Facebook parent Meta to offer its customers a smorgasbord of AI language models tailored to their needs. “We have customers all the time that tell us how it came up with ideas - how Jasper created takes on stories or angles that they would have never thought of themselves.” “Hallucinations are actually an added bonus,” Orlick said. Those errors are not a huge problem for the marketing firms that have been turning to Jasper AI for help writing pitches, said the company’s president, Shane Orlick. “Even if they can be tuned to be right more of the time, they will still have failure modes - and likely the failures will be in the cases where it’s harder for a person reading the text to notice, because they are more obscure.” “But since they only ever make things up, when the text they have extruded happens to be interpretable as something we deem correct, that is by chance,” Bender said. They are good at mimicking forms of writing, such as legal contracts, television scripts or sonnets. When used to generate text, language models “are designed to make things up. The latest crop of chatbots such as ChatGPT, Claude 2 or Google’s Bard try to take that to the next level, by generating entire new passages of text, but Bender said they’re still just repeatedly selecting the most plausible next word in a string.
Many people rely on a version of this technology whenever they use the “autocomplete” feature when composing text messages or emails. It also helps power automatic translation and transcription services, “smoothing the output to look more like typical text in the target language,” Bender said.
It’s how spell checkers are able to detect when you’ve typed the wrong word. “I guess hallucinations in ChatGPT are still acceptable, but when a recipe comes out hallucinating, it becomes a serious problem,” Bagler said, standing up in a crowded campus auditorium to address Altman on the New Delhi stop of the U.S. When Sam Altman, the CEO of OpenAI, visited India in June, the professor at the Indraprastha Institute of Information Technology Delhi had some pointed questions. A single “hallucinated” ingredient could be the difference between a tasty and inedible meal. In partnership with India’s hotel management institutes, computer scientist Ganesh Bagler has been working for years to get AI systems, including a ChatGPT precursor, to invent recipes for South Asian cuisines, such as novel versions of rice-based biryani.
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The Associated Press is also exploring use of the technology as part of a partnership with OpenAI, which is paying to use part of AP’s text archive to improve its AI systems. Google is already pitching a news-writing AI product to news organizations, for which accuracy is paramount. Nearly all of the tools include some language component. Chatbots are only one part of that frenzy, which also includes technology that can generate new images, video, music and computer code. The McKinsey Global Institute projects it will add the equivalent of $2.6 trillion to $4.4 trillion to the global economy. A lot is riding on the reliability of generative AI technology.
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