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Part 3: Power and control
In part 2 of this series, we discussed how contact center metrics will evolve as AI chatbots become more prevalent. In this final article, we’ll delve into the varying levels of power and control with large and custom language models. To be clear, we’re not using the terms “power and control” in an authoritarian context, but rather how businesses leverage AI technology while maintaining command as they grow and adapt.
A decade ago, organizations were uncertain about moving from on-premise data centers to public cloud infrastructure. Today, many have embraced the cloud as a reliable, cost-effective solution. Now, a similar debate is unfolding with AI: should you rely on third-party models, or build a custom one to retain full control?
Who’s in control?
When you rely on third-party services like OpenAI to build a custom GPT, the service provider controls the language model, and you’re bound by their usage terms. If their policy allows for data mining, you have limited control over how your data is used. Recent corporate and leadership changes within these companies add an extra layer of uncertainty. A notable example is a Chevrolet dealership, which faced significant backlash when their GPT chatbot was pranked, showing just how little control they had over both the bot's performance and the data it generated.
Without control over the language model, how much power do you really have? Even with top-tier providers like OpenAI or AWS, you cannot fully guarantee that the bot will meet your specific needs.
When you’re in control, the bot does what you want
Using a third-party chatbot means sacrificing some power and control, including potential reputational risks. Chevrolet’s bot situation raises the question: could they have restricted the bot’s functions more tightly? Instead of relying on an overly capable bot like ChatGPT, building a custom language model ensures that your bot will perform exactly as you need, without recommending competing products or performing unintended tasks.
With a custom-built model, you can easily add or modify functionality, something that’s far harder to do with a third-party solution.
Owning your data means avoiding misuse
When you own your data, you control how it’s used. But if someone else controls it — like OpenAI or another third-party provider — they can use your data for their own commercial purposes, which could pose risks, especially in case of a data breach. Even if a provider promises not to mine your data, they might still restructure it in ways that you can’t fully control.
Data management is about trust. Yet, this is one of those “never ask a barber if you need a haircut” situations. Third-party providers are often incentivized to train on and mine as much data as possible, regardless of licensing terms. That’s why working with a partner to develop a custom language model ensures you have full control over your data’s security and usage.
Future-proof your scalability and customer experience
A bespoke language model is future-proof. You control the roadmap and can scale or evolve the model as needed. You’re not tied to someone else’s product updates, so you can adapt quickly to changing business needs. You own the code and the path forward.
This level of control extends to your customer experience. Custom models enable you to fine-tune data outputs and adjust parameters to achieve the precise results you want, something third-party models or off-the-shelf solutions can’t offer.
A custom solution can seamlessly integrate with your CRM to enhance customer interactions. It can instantly recognize returning customers, recall their history, and even predict the reason for their call, delivering faster and more personalized service. The more personalized the experience, the higher your customer satisfaction. A thoughtful use of technology makes customers feel valued, fostering trust in your brand.
Customization gives you a competitive advantage
Choosing between third-party models and custom solutions is a classic "buy vs. build" decision. Third-party models offer convenience, but come with limitations in terms of data ownership, control, and customization. On the other hand, building a custom model gives you full control over your data, security, and functionality, ensuring that your AI works exactly how you need it to.
Moreover, a custom solution can deliver more personalized customer experiences by integrating with your existing systems and adapting to customer expectations. This level of personalization is a significant competitive advantage in a world where customer experience is key.
In the end, selecting the right AI approach isn’t just a technical decision; it’s a strategic one. A custom solution allows you to future-proof your business by maintaining control, enhancing adaptability, and ensuring long-term success. The power and control you retain over your AI will be a crucial factor in shaping your success in the digital age.
FreeClimb can help you build custom language models and intelligent conversational agents with both text and voice capabilities.