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Rex Briggs
MMA AI Subject Matter Expert and Author, “The AI Conundrum”, Marketing + Media Alliance
Caleb Briggs
Co-author, The AI Conundrum
Explains how large language models such as ChatGPT generate text by predicting the most likely next word, and why that leads to hallucinations, superstitious answers, and doubling down on wrong answers. Exercises and examples in ChatGPT show how preambles, personas, asking for reasoning first, conversation context, and custom instructions steer responses. It also demonstrates jailbreaking, including a hidden-instruction file and a bargaining chatbot, and using Claritas PRIZM data to build AI marketing personas.
