ChatGPT
ChatGPT is an AI chatbot from the company OpenAI based on large language models of the GPT line. Users interact with it through a chat interface in natural language: they ask questions or give instructions, and the system then generates coherent, contextual answers. Since its release at the end of 2022, ChatGPT has made generative AI accessible to a broad audience and counts as one of the fastest-growing applications ever. Technically, ChatGPT rests on the transformer architecture and was trained on large amounts of text and refined through human feedback. Various model generations of the GPT line are used, GPT-4o and newer models for instance. ChatGPT supports tasks such as writing text, summarising, translating, programming and research and is available in a free version as well as paid and business variants.
Also known as: OpenAI ChatGPT, GPT chatbot, ChatGPT assistant
How it works and which models
ChatGPT processes input by predicting the most likely next word and so building answers Token for tokens. This prediction is based on patterns the underlying Language model learned during training. The result often looks remarkably coherent, but is not genuine Knowledge base, but statistical language generation.
Behind the scenes, various models of the GPTseries from OpenAI, for instance GPT-4o as a multimodal model that handles text, image and audio, as well as newer generations of the GPT-5series. Which model exactly is used depends on the chosen plan and configuration; model names and capabilities keep evolving.
Advanced features include web search, file analysis, image understanding and custom assistants. Through the OpenAIAPI the underlying models can also be integrated into your own applications, enabling the leap from mere chat use to productive embedding in business processes. That produces customer service assistants, knowledge base search or tools for internal document analysis drawing directly on the models.
Use in companies
In companies, ChatGPT is used for a broad range of tasks: drafts for copy and emails, summaries of long documents, generating ideas, translation, code support and answering recurring questions. Used correctly it can speed up routine work and relieve staff of repetitive tasks.
For professional use, OpenAI offers versions such as ChatGPT Team and ChatGPT Enterprise. These are aimed at organisations and provide extended administration, security and data protection features. One central difference: in the business versions, input is not used for training the models by default.
For it to be productive and reliable, you need clear use cases and good prompts. Prompt engineering — precisely wording instructions including context and examples — largely decides the quality of the results and should be built up as a skill within the team.
Data protection and the GDPR in the EU
For companies in the EU, data protection is a central issue. If personal data is entered into ChatGPT, the GDPR applies. Key questions are: where is the data processed, is it used for training, and is there a data processing agreement?
In the free consumer version, input can in principle be used to improve the models unless the corresponding setting is switched off. For sensitive or personal data that is critical. The business variants offer considerably more control here and contractual assurances easing GDPR-compliant use.
As a rule of thumb, companies should not enter confidential or personal data carelessly and should establish clear internal AI policies. That way the benefit can be Online marketing and in other areas, without taking on legal or security risks.
Limits and responsible use
For all its impressive abilities, ChatGPT has clear limits. It can produce plausible-sounding but false statements — so-called hallucinations. Factual information should therefore always be checked, especially on legal, medical or business-critical matters.
The model also reflects the data it was trained on and can contain outdated information or distortions. Without web search enabled, its knowledge is limited to the training cut-off. Reliable results therefore come from the interplay of human review and clear processes.
Used responsibly, ChatGPT is a powerful tool for raising efficiency. It does not replace expertise, though, but supports it. Companies that judge the opportunities and limits realistically lay the basis for sustained, safe use of AI.
ChatGPT in online marketing
In online marketing ChatGPT has established itself as a versatile aid. It helps with generating content ideas, drafting blog articles, newsletter copy and ad text, and creating variants for A/B tests. Tasks such as clustering keywords or writing meta descriptions can be sped up too.
A realistic expectation matters here: AI-generated drafts are a starting point, not a finished result. Text should be edited, enriched with your own expertise and adapted to brand and audience. Sheer mass content without added value does more long-term harm than good, particularly regarding visibility in search systems.
With the rise of generative search, users' search behaviour is changing too. ChatGPT and similar systems are themselves becoming a channel through which people look for information and recommendations. For companies that creates the task of preparing content so AI systems see it as a reliable source.
Frequently asked questions
What is ChatGPT?
ChatGPT is an AI chatbot from OpenAI based on large language models of the GPT series. Users communicate in natural language and receive context-aware answers. It suits writing text, summarising, translating, research and programming.
Which models does ChatGPT use?
ChatGPT uses various models from OpenAI's GPT line, the multimodal GPT-4o and newer generations of the GPT-5 line for instance. Which model is active depends on the plan, and the models available are developed continually. In the paid plans it is in part possible to choose between several models, faster ones or particularly capable variants for complex tasks for instance.
Can ChatGPT be used in a GDPR-compliant way?
GDPR-compliant use is possible but requires care. The Team and Enterprise business versions offer better data protection guarantees than the free version. Personal or confidential data should only be entered with the appropriate contractual and technical safeguards in place.
Is my input used for training?
In the free consumer version, input can in principle be used to improve the model unless this is switched off. In ChatGPT Team and Enterprise, input is not used for training by default.
What is the difference between ChatGPT and GPT?
GPT refers to OpenAI's underlying language models. ChatGPT is the application with a chat interface that makes these models usable. Through the OpenAI API, the GPT models can also be integrated directly into your own applications.
Can you rely on ChatGPT's answers?
Not without checking. ChatGPT can produce plausible-seeming but false statements, so-called hallucinations. Factual and business-critical information should always be verified, since the model generates language statistically and does not supply reliable factual knowledge.
Related terms
The AI research company behind GPT, ChatGPT and DALL·E, which makes its models available through an API.
GPT is OpenAI's family of generative, transformer-based language models that understand and produce text.
GPT-5 is OpenAI's current frontier model generation, with strong reasoning and multimodal capabilities.
An LLM is an AI language model that understands and produces text by predicting the most likely next word.
Generative AI independently creates new content — text, images, audio or code — based on patterns it has learned.
Prompt engineering is the craft of phrasing AI instructions so that language models return better results.
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