Todd Hassenfelt is the eCommerce Director of Growth Strategy and Planning at Colgate-Palmolive, an innovative growth company that reimagines a healthier future for people, pets, and the planet. He has extensive leadership experience in brick-and-mortar and eCommerce channels, serving as a leader on both sales and marketing teams.  Todd has also sold some of the top brands in the US to multiple channels, including C-store, mass merchandisers, wholesale clubs, supermarkets, and eCommerce. As an eCommerce and content contributor, his articles appear in publications, including BRAVE Commerce, Ecommerce Braintrust, and The Digital Shelf Cast. In this episode… Chat GPT’s widespread adoption has initiated the release of GPT-4, with capabilities extending far beyond text to include images and videos. GPT-4’s potential has opened up additional opportunities for workflow efficiencies and creativity. What should you consider about this revolutionary technology, and how can you apply it in your organization? Todd Hassenfelt maintains that adopting GPT-4 requires a delicate balance between use case opportunities and risk mitigation to avoid copyright infringements and other lawsuits. Once you’ve executed the appropriate due diligence with your legal team, you can leverage GPT-4 to analyze product reviews, optimize content, and personalize ads for consumers. For instance, this generative AI can examine a product detail page to determine common themes among customer reviews. It can also recommend top keywords for SEO. Todd Hassenfelt, eCommerce Director of Growth Strategy and Planning at Colgate-Palmolive, joins Aaron Conant in today’s episode of The Digital Deep Dive to talk about how GPT-4 is disrupting generative AI. Todd mentions how brands can implement GPT-4, generative AI’s role in customer personalization, and how to train generative AI models.