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Monthly Brandtech Blend - April 2023

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What’s happening in the brandtech ecosystem this month? Read more about tech giants facing new tech laws; learn more about OpenAI’s latest version of ChatGPT; find out how the big tech companies are including AI tools on their apps; get the latest on Meta’s Reels Play bonus program.

Tech giants will likely challenge the Digital Markets Act

The Digital Markets Act (DMA), a European law which came into force back in November 2022, aims to establish a fair and open digital market by curbing the power of the large tech companies classified as gatekeepers. Who precisely these gatekeepers are will be announced in September but should include online platforms with over 45 million users, such as Alphabet, Meta, Amazon, Apple and Microsoft.These gatekeepers will be expected to comply with certain do's - such as allowing third parties to inter-operate with the company’s services and letting their business users access the data they generate - and dont's - such as no longer favoring their products over those offered by third parties.However, these tech giants are unlikely to agree to this without a fight.The General Court in Luxembourg will probably be busy dealing with a number of litigations at the end of 2023!

Find out more on Reuters and European Commission

OpenAI releases GPT-4

OpenAI has released its latest version of ChatGPT: GPT-4.  It has spent six months on safety measures, adding filters to its previous version,  Chat-GPT-3.5, which gives the new version a sense of ethics. GPT-4 will refuse to perform certain tasks,  such as telling sexist jokes for instance.What else can this improved version do? It can respond to images as well as text, provide better answers to questions and process up to 25,000 words (8 times more than Chat GPT). It also produces fewer false answers than its predecessor. Even though GPT-4 has 'more advanced reasoning skills' than Chat GPT, OpenAI has indicated that it is not totally reliable and that it could still spread fake facts. OpenAI is also providing a framework for people to report any shortcomings they encounter, thus continuing to improve its model.

Read more about the latest version on The Guardian,  The Tech Portal and BBC News

Google and Microsoft to include AI tools on their apps

Following OpenAI's ChatGPT-4 in November, the other tech companies are looking to update their own products with similar options.So what is Google doing? It is using its AI technology to introduce new features on its Workspace, which has over 3 billion users. However, at this testing stage, only a limited number of testers will have access to Gmail and Google's productivity tools. These users can ask the application to produce a draft email, for instance, simply by typing the request in a textbox. What next? Google plans to add new features to Workspace during the year, such as formula generation in Sheets or note-taking in Meet. It is not yet known, however, when these features will be more generally available nor whether users will be charged extra for them. So what is Google's rival, Microsoft, doing? Microsoft is also planning to develop AI technology in its 365 suite. In March it announced that it would include its new AI feature, named Copilot, in its apps such as Word, PowerPoint and Excel. At this point, though, few details have been given so we wait to hear when this feature will be available.Generative AI is likely to remain this year's hot topic for some time.

Find out more on CNBC, NBC News and NBC News

No more monetization for Reels creators

Meta, the parent company of Instagram, has decided to pause its Reels Play bonus program in the US and shift its focus to a revenue share system instead. This change will affect both Instagram and Facebook creators in the US, removing one of their main avenues for monetizing their short video content on these platforms.The Reels Play Bonus program was launched in December 2021 to incentivize users to create and share content by rewarding them financially for accumulating views on their Reels. However,  this program has also been linked to potential risks for addiction, prompting Meta to pause the program and invest in a “suite of monetization solutions”, such as ad revenue, that can help creators earn steady streams of income.  Moving forward, the company will be looking into ways of running the program in a more targeted manner.

Read more about it on The Tech Portal

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