µC: Using LLM completions to get to know the common customer

This article explores the transformative potential of large language models (LLMs) in understanding and engaging with the typical customer, referred to as µ C (mean by customer). Utilizing OpenAI’s ChatGPT, specifically the GPT-3.5 Turbo model, this research demonstrates how LLM completions can capture and reflect linguistic trends, reflected by utilization of established distant reading practices, providing valuable insights into consumer behaviour. Through linguistic vectorization and detailed analysis, the study validates the LLM’s capacity to encapsulate central tendencies in customer data embodied within the corresponding training data set of the LLM. The derived µ C profile reveals a socially conscious, self-aware millennial audience prioritizing individuality and ethically sourced products. The article concludes that integrating LLMs into business strategies enhances marketing effectiveness, product development and customer engagement, offering a comprehensive understanding of consumer trends and driving improved business outcomes.