ChatGPT (Chat Generative Pre-trained Transformer) has been making waves worldwide since OpenAI LP—an artificial intelligence (AI) research and deployment company—released it late last year. It is an AI-powered chatbot that can generate human-like responses and text data when asked a question or given an instruction. Since ChatGPT is part of GPT (Generative Pre-trained Transformer), a family of language models, it is trained using Reinforcement Learning from Human Feedback (RLHF) to process natural language and provide an answer.

Therefore, this generative AI tool can respond to customer support chats, write poems and articles, summarise emails, categorise information, compose music and create song lyrics, write computer code, and more. OpenAI is on a mission to build safe and highly autonomous systems that can benefit humanity. 

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Many companies are already using ChatGPT to grow their business and boost their productivity, and deploying ChatGPT in Asia may deliver outstanding results. Before looking at the benefits that startups and other companies in Southeast Asia may be able to gain from generative AI tools, there are some limitations to consider.

Limitations and considerations when using ChatGPT 

For all its unique features, ChatGPT has several limitations, and there are other factors you have to consider. Regarding constraints, the tool may provide nonsensical answers or fail to answer the question accurately based on sentence phrasing. Additionally, the tool may guess your intentions rather than seek clarification and even respond to harmful instructions.

Some considerations include ChatGPT’s adopted biases, which may affect its responses. Data privacy concerns are a significant issue considering how much data the tool processes. Exhaustive training may be vital to the quality of ChatGPT and there are challenges in integrating it with established systems. Furthermore, worker productivity may suffer if they develop an overreliance on it.

Using ChatGPT to grow business in Southeast Asia

ChatGPT in Asia may be a force to contend with in the future as the region continues the rapid digitalisation of its governments and businesses. According to Statista Research, many firms in the Asia Pacific (APAC) are already using AI technologies in sectors such as IT management, customer services, human resources, sales and marketing, legal and compliance, and other areas. 

Leveraging AI technology can help with cash flow savings, reduce staffing costs, and scale business. The shift toward digitalisation has created a need for data collection and processing, meaning big data and analytics are becoming the norm. AI can take it further by generating reports based on the collected data. 

Here are a few other areas where ChatGPT and others like it can grow your business:

Content creation

ChatGPT enables you to generate content for your blogs, articles, social media, emails, and more. Such a solution could be essential for marketing your business, providing original and creative ideas for your social media statuses and posts, building up your authority through informative blog posts, and creating support materials for your customers. If you are a new environmentally focused company, it can create researched content on sustainability.

You can also ask ChatGPT to summarise information into a paragraph, effortlessly creating an executive summary for your long posts. The AI can write marketing copy and content for email campaigns to boost your advertising strategy. Furthermore, it can create search engine-optimised (SEO) content to improve your business’s online rank.

Customer Service

ChatGPT can be your customers’ first point of contact when used as a chatbot, giving them a human-like connection and guiding them into the sales funnel. The AI tool has enough training to respond to many types of queries. Allowing it to handle your customer support needs will save your business money since you will not have to hire someone. 

Market Research

Using artificial intelligence in marketing is no longer an uncommon thing to do. According to McKinsey & Co.’s Artificial Intelligence and Southeast Asia’s Future, AI can provide top-notch analytical solutions to improve your company’s operational performance. ChatGPT can give you an outline of the steps you need to accomplish a goal. The AI tool can analyse large chunks of data and provide actionable steps. It can also forecast the future of your business.


Startups can build on the success of ChatGPT, evolve the tool, and come up with new solutions to benefit Southeast Asians. It can now become the company’s selling point, enabling it to sell a product on the market and make money. 

ChatGPT has shown it has helpful features and much potential to evolve and deliver quality solutions for companies in Southeast Asia. Using ChatGPT to grow a business may be challenging at first for beginners. Still, with a bit of knowledge, experience, and tech talent recruitment, it can integrate with in-house systems and maximise its potential. Ideally, this generative AI tool will make employees work faster and more productively. As the tool evolves and future iterations emerge, there will likely be an increase in the use of ChatGPT in Asia.