It’s fair to say that the conversational generative artificial intelligence (AI) tool ChatGPT has taken the world by storm. Just a few months after it was released, it had reportedly become the fastest-growing app of all time. And now, hardly a day goes past without news that a major company is using it (or similar tools) to redefine and rethink the way they work – often with phenomenal results.

ChatGPT clearly has huge implications for many different industries and professions. Although it may make some existing job functions redundant, it will create many new ones. Its biggest impact, though, is that it enables many of us to “work smarter” by augmenting our existing skills and abilities with super-powered AI assistance. Some companies are already using it to create new services for customers, while others are using it to drive efficiency in their own internal operations. So, here’s a rundown of some of the most important and impactful use cases so far:


Expedia – one of the world’s most popular travel planning websites and apps – has integrated conversational AI assistance into its services. This means that rather than searching for flights, hotels, or destinations, customers can plan their vacations as if they are chatting with a friendly, knowledgeable travel agent. Additionally, the app automatically creates smart lists of the hotels and attractions that the customer is interested in to assist with planning.


Microsoft is a long-time champion of ChatGPT and a major investor it OpenAI, the company that created it. The large language models (LLMs) that power the ChatGPT chatbot – GPT-3 and GPT-4 – now power its Bing search engine, allowing users to search and receive results through a conversational interface rather than the traditional list of web links. Microsoft is also moving forward with plans to integrate the technology across its range of household-name software services like Word and Excel. It also uses Codex – a modified GPT-3 specializing in creating computer code – to provide auto-complete coding suggestions via GitHub Co-Pilot.


Language education specialists Duolingo has released two new features powered by GPT-4, the most powerful of ChatGPT creator OpenAI’s LLMs. Duolingo Max enables language students to get an in-depth explanation of why their answer to a practice or test question was correct or incorrect, delivered in natural language, just like they would from a human tutor. The other feature allows students to practice their language skills by roleplaying with AI personas – such as ordering drinks from a barista in a Parisian café. The personas have their own unique personalities and backstories that users can learn about as they interact with them.

Coca Cola

The soft drinks giant has formed a partnership with consultants Bain & Company, with the aim of using ChatGPT to assist with marketing and creating personalized customer experiences. According to a press release, it plans to use the technology, along with the generative image tool Dall-E, to craft personalized ad copy, images, and messaging.

Snap Inc

The creators of the popular Snapchat social messaging application have built conversational AI into their product. The bot, called My AI, appears as a regular contact in the user’s list of friends and can be called up for a chat at any time to help with answering questions or simply for entertainment. Snapchat’s suggested uses include “offering advice on the perfect gift for your BFF’s birthday, helping plan a hiking trip for a long weekend, or suggesting what to make for dinner.”


Collaborative workspace platform Slack has created an app allowing its users to leverage the power of ChatGPT to help with managing workflows, boosting productivity, and communicating with colleagues. Users of the plugin have an assistant on-hand at all times to answer questions and offer suggestions on the best way to move forward with the projects they’re working on.

Octopus Energy

UK-based energy supplier Octopus Energy has built ChatGPT into its customer service channels and says that it is now responsible for handling 44 percent of customer inquiries. Company boss Greg Jackson has said the app now does the work of 250 people and receives higher customer satisfaction ratings than human customer service agents.


This educational platform used by college students to assist with assignments has announced a new service called Cheggmate, powered by GPT-4. Previously the company’s business model involved students paying to have questions answered by human specialists. After its stock fell in value by 40 percent when CEO Dan Rosensweig announced the company’s growth was being impacted by the emergence of ChatGPT, it quickly put together plans to build it into its services.


Software company Freshworks says that its coders have reduced the time it takes to create complex software applications from 10 weeks down to less than a week. As well as written human language, ChatGPT can create code in a number of widely-used programming languages, including C++, Python, and Javascript. It also acts as a coding tutor, explaining how the code that it creates operates and can debug code created by itself or anyone else when it doesn’t work correctly.


Online course provider Udacity has used GPT-4 to create an intelligent virtual tutor that can provide personalized guidance and feedback to students. It is designed to help them to work through tough problems by giving detailed explanations that can be customized to the individual learner. It can also summarize concepts and explain technical jargon, as well as translate when a course might not be taught in a learner’s native language.

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