How ChatGPT can help jewelers with their business – JCK

Jewelers can use ChatGPT and other AI-based tools to save time and money, business consultant Ford Saeks said during a May 2 session on “Unlocking the Potential of AI and ChatGPT in Your Business” at the Conclave of The American Gemological Society (AGS) in Louisville, Kentucky

“ChatGPT is 100 times smarter than the smartest person,” said Saex, president and CEO of Prime Concepts Group, a marketing agency. “People always ask me if AI will replace humans. No, it will replace people who don’t use it.

“You’re not going to put the genie back in the bottle. This won’t go away. It’s already out.”

ChatGPT and similar AI programs can help companies “automate tasks, improve efficiency and make better decisions,” Saeks said.

While there is a lot of speculation that ChatGPT will take over certain jobs, right now the best thing jewelers can do is instruct their employees on how best to use it.

“They will be more effective if they have this tool,” Saex said.

Among the possible applications of ChatGPT and other AI: brainstorming business and marketing ideas, creating content, engaging on social media, providing product descriptions, writing emails, translating languages, analyzing data, researching markets, generating prospecting, preparing business plans, providing legal forms, preparing Excel spreadsheets and basic computer programming.

Saeks noted that most Internet browsers have AI-based extensions that can help with specific tasks. The key, he said, is “effective prompting” – ChatGPT works best when it’s “trained”.

“Write as if you’re talking to a real person, but with an intern,” Saex said. “Be specific and provide context and dialogue. When you train him, he becomes smarter, just like an employee.”

Sometimes it helps to ask ChatGPT to “assume an identity or profession,” he said.

Once when dealing with a customer complaint, Saex said his instinct was to write an angry email in response. Instead, he asked ChatGPT to craft a response under the guise of a customer service expert. It worked perfectly, he said, and the customer replied, “That’s why I like doing business with you.”

Jewelers, he said, might ask the chatbot to “act as an experienced copywriter with high levels of experience and authority in the jewelry industry. [Make its] work, writing content for social media, blogs and LinkedIn articles.”

Retailers may still need to add their own individual touch, Saeks pointed out — otherwise every jeweler’s blog will be the same. But a lot of the grunt work will be done.

Another possible use: Enter the top 10 objections you get when giving sales pitches and ask him for possible answers.

Saeks added that when using these tools, the key is to keep refining your instructions. So if a result sounds too mechanical, ask the bot to rewrite it in a conversational tone.

Ford Sax
Ford Saeks (photo courtesy of the American Gem Society)

For all the ways people think these tools will change the world, ChatGPT in particular has certain limitations, he said. “Use it in conjunction with human judgment, not as a substitute for it,” Saex said. “People bring empathy, adaptability and creativity. This is not going away.”

ChatGPT often provides inaccurate or plagiarized information. “You have to check out his work,” Saex said. “Don’t assume his answers are right. It can cause problems as much as it can help you. Ask him for sources and to justify his answers.

The chatbot also presents privacy and secrecy concerns, and he advised his audience to be careful what they “tell it” because that information is likely to be stored somewhere.

(Photo: Getty Images)

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