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ChatGPT: Use Case Study

ChatGPT: Use Case Study


ChatGPT is a Chatbot that takes instructions from you and provides a detailed response. You must use or create an OpenAI account to use ChatGPT.


Robyn Bolton of MileZero


Working with a start-up that had a unique technology for creating all-natural, zero-calorie, fruit-based sweetener. Their ultimate business model is to sell the sweetener to food and beverage companies (B2B). To drive awareness and demand for the sweetener and technology, they are planning to launch a DTC product and wanted to gather deep consumer insights to inform what the DTC product would be and the go-to-market strategy.

Normal approach before AI:

Originally, we planned to use a traditional Discovery/Empathy process of ~10 1-hour 1:1 interviews with up to two consumer segments (identified based on a research report from an industry group). We estimated that this process would take 6-8 weeks and cost ~$50k.

How they used the AI tool:

Using the prompts from a LinkedIn webinar by a member of WalMart’s innovation team, we asked ChatGPT to create Jobs to be Done, based on personas for each of the four segments from the research report.


After three hours (1.5 on ChatGPT and 1.5 making slides), we had four profiles that the team and external advisors felt were at least 80% correct.

Our original post-AI plan was to conduct 3-5 interviews with two segments to build out the remaining 20% which, we hypothesized, would be where the truly distinguishing insights would come from. That plan changed after SVB collapsed and the funding market tightened. Now we’re using the AI-generated personas as the basis for an ideation session happening the first week of April (a month earlier than originally planned).

More information from the developer:

We’ve trained a model called ChatGPT which interacts in a conversational way. The dialogue format makes it possible for ChatGPT to answer follow-up questions, admit its mistakes, challenge incorrect premises, and reject inappropriate requests.

We are excited to introduce ChatGPT to get users’ feedback and learn about its strengths and weaknesses. During the research preview, usage of ChatGPT is free. Try it now at