December 4, 2023

Exploring the potential of generative AI and ChatGPT in our daily lives: using the Ecosystem Strategy Map as a guiding structure for priorities and use cases

In this blog post, we'll explore the various applications of generative AI and ChatGPT within the ten Life Areas.

AI and ChatGPT in our daily lives using the Ecosystem Strategy Map

Exploring the potential of generative AI and ChatGPT in our daily lives: using the Ecosystem Strategy Map as a guiding structure for priorities and use cases 

Artificial Intelligence (AI) has come a long way in recent years, and it's not just a buzzword anymore. AI applications are becoming increasingly widespread, and one of the most exciting developments is the rise of conversational AI, like OpenAI‘s ChatGPT

In this blog post, we explore the various applications of generative AI and ChatGPT within the ten Life Areas: Mobility, Health, Recreation, Work, Consumption, Spirituality, Socialize, Education, Entertainment and Living and how they are transforming the way we act in private and business life. We also examine the role that ecosystems will play in this development and how to use AI to your advantage.

OpenAI’s ChatGPT recently broke the record as the fastest scaling app ever. 

ChatGPT achieved the milestone of reaching 100 million active users remarkably quickly, within a mere 2 months following its launch in November 2022. This accomplishment is particularly notable given that it amassed 1 million users within the first five days of its launch, outpacing other prominent platforms such as Twitter in user acquisition rates during the initial period. 

As one of the largest and most advanced language models available, ChatGPT and other Generative AI tools have the potential to revolutionize the way we communicate with machines and interact with the world around us. They can process large amounts of data faster and more accurately than humans, detect patterns, and make predictions or decisions based on that data. Built with a natural language processing capability that enables them to interpret and respond to user input and with access to an extensive database of information, ChatGPT and other comparable Generative AI applications can generate accurate, informative and insightful responses.

In this blog post, you will learn: 
  • How generative AI tools are changing the way we live, work and act 
  • The role that ecosystems will play in this development
  • How to use AI to your personal advantage

Analysis of AI in private and business context

First of all, we have identified current and potential applications of AI and Chat GPT based on web research. Therefore, we use our Ecosystem Strategy Map and the 10 Life Areas as a guiding framework. Given the broad variety of AI applications, there is a need for an intuitive and holistic approach to structure what you can find there. This can later help A) a company to think about their own AI cases and the consequences for their products and services and B) a private person to prioritize the personal use of AI in different settings. 

The Ecosystem Strategy Map is a tool we have created for mapping ecosystem offerings from a human perspective. For this analysis we take a simplified version focusing on the 10 Life Areas: Mobility, Health, Recreation, Work, Consumption, Spirituality, Socialize, Education, Entertainment and Living. We map our results of AI use cases to the Life Areas and then describe them including concrete real world examples in the text below.    

Let's look at the potential of generative AI and ChatGPT applications for our life by using the Ecosystem Strategy Map:

Here are the use cases of companies using ChatGPT or generative AI as defined in the Ecosystem Strategy Map:


Expedia has made strides in utilizing conversational AI to revamp the customer experience regarding travel planning. They launched a new feature within their app, powered by ChatGPT, to facilitate conversational trip planning. This feature, although initially in beta for iOS users, encourages users to explore travel possibilities by engaging in a dialogue with ChatGPT, which in turn provides recommendations on destinations, hotels, transportation, and activities​. This integration aids in mimicking a personalized interaction with a travel agent, without the associated costs, thus simplifying travel planning significantly​.

Etihad Airways has embraced generative AI technology to streamline the flight booking process and enhance the customer experience. They've integrated a feature that employs a Generative Pre-trained Transformer (GPT) through the BOTIM app, a worldwide messaging and calling application, to assist customers in planning their travels. This initiative makes Etihad Airways one of the front runners in employing the first Arabic language GPT, reflecting a broader trend since the launch of OpenAI's ChatGPT in November 2022​1​.

A significant advancement came with an agreement between Etihad Airways and Astra Tech, which enables customers to utilize artificial intelligence within the BOTIM chat app for making flight bookings. The chat app, which is primarily known in the region as a voice over internet protocol (VoIP) app, now facilitates an easier booking process through generative AI, making the task as straightforward as having a conversation. This simplifies the booking experience, where customers can input their basic details, and the AI handles the entire booking process on their behalf.


Bayer Pharma employs it to expedite clinical trial processes by aiding researchers in data management and drafting communications. HCA Healthcare uses it to reduce administrative tasks for clinicians by auto-generating medical notes from physician-patient conversations. Additionally, MEDITECH leverages it to enhance the search and summarization experience within their Electronic Health Records, aiming to streamline clinical documentation and improve care delivery efficiency.


OpenAI has developed MuseNet and Jukebox, AI models that excel in generating music. MuseNet can create compositions in various styles, from classical to contemporary, while Jukebox can generate music including lyrics in the style of existing bands or artists. Companies or individuals can use such models for recreational purposes, such as generating unique music for personal enjoyment or public sharing. Moreover, these models can be a valuable tool for musicians and composers, aiding in the creative process by suggesting new melodies or harmonies. The intersection of AI and music opens up a realm of possibilities, allowing for the exploration of new musical landscapes and the democratization of music creation.


Microsoft has integrated ChatGPT into its Office suite, including Word, PowerPoint, and Excel, to enhance user experience by providing AI-powered assistance within these applications​.

The integration is facilitated through a third-party add-in called Ghostwriter, which allows users to interact with ChatGPT directly within Microsoft Word, whether using the web version or the desktop version. Users can utilize ChatGPT to write essays, answer queries related to their assignments, and more, by simply entering their questions or topics, and ChatGPT will provide immediate responses within the Word document​. ChatGPT can assist users with a variety of tasks in Excel, making it a valuable tool for improving office productivity for professionals such as accountants, finance analysts, managers, and administrators​​.

Slack developed a ChatGPT app to bring the AI model's extensive knowledge and information processing capabilities into its platform. This app is designed to help users work through complex problems and make decisions without having to switch between different applications. It provides instant conversation summaries, research tools, and writing assistance, effectively acting as a 'second brain' to help users understand and digest content, and answer questions quickly, thus enhancing productivity​.

The integration of ChatGPT into Slack aids in boosting productivity, enhancing problem-solving capabilities, and streamlining communication within teams. It adds a new layer of intelligence to Slack, making it a valuable asset for brainstorming ideas, seeking feedback, and collaborating on complex projects​​.


Coca-Cola has partnered with Bain & Company to leverage OpenAI's ChatGPT and DALL-E technologies to advance their marketing strategies and improve consumer experiences. The collaboration aims to exploit the creative potential of these generative AI technologies to enhance Coca-Cola's brand and consumer interactions. James Quincey, the Chairman and CEO of The Coca-Cola Company, expressed enthusiasm for the new horizons of creativity that this technology is poised to unlock, marking a significant move as one of the first major consumer goods companies to publicly announce the utilization of this cutting-edge AI technology for marketing and consumer engagement​​.

Carrefour employs generative AI to enrich its product sheets. The French company operates internationally in retail and wholesale. Over 2000 product descriptions are now online, thanks to the work carried out by OpenAI technology, which provides customers with more information about products​​. The retailer produced its first-ever video using ChatGPT and generative AI, where an avatar answers a common customer query about eating better and cheaper via its website​​. The AI chatbot provides personalized shopping recommendations based on customers' budgets, dietary preferences, and meal ideas, enhancing customer engagement and the shopping experience​.


BibleGPT is an interactive website trained on biblical teachings, allowing users to pose questions and receive relevant biblical passages as responses. Users may inquire about various scenarios, like the appropriateness of sending an email from a biblical standpoint. This tool aims to assist tech-savvy Christians in enhancing their practice and potentially offering new interpretations of biblical text by comparing different passages. Through BibleGPT, users can explore biblical perspectives on modern-day situations, making biblical teachings more accessible and engaging.


Snap Inc has taken significant strides to enhance the user experience on Snapchat by integrating conversational AI through a chatbot known as My AI. This move reflects the growing trend among tech companies to leverage the capabilities of AI to foster deeper engagements and provide added value to users. Snap Inc began the global rollout of My AI two months prior to their announcement, and within that period, over 150 million people engaged with the chatbot, sending over 10 billion messages. This level of engagement positioned My AI among the largest consumer chatbots available at the time​​. Snapchat was acknowledged as the first social media app to integrate conversational generative AI via My AI. This integration has provided a platform for users to pose a myriad of questions, and the data harvested from these interactions is being used to improve algorithmic matching on Snapchat​​. My AI offers a variety of functionalities to Snapchatters. It can answer trivia questions, offer advice on gift selection, help plan trips, and even suggest dinner ideas. The versatility of My AI is reflected in the broad spectrum of inquiries it can address, making it a handy tool for users seeking quick solutions or recommendations​.  Beyond text-based interactions, My AI has the capability to respond to user requests with AI-generated graphics, thereby enriching the conversational experience.


Duolingo introduced a new subscription tier called Duolingo Max, powered by OpenAI's GPT-4, to enhance learning through AI. It offers two new features: Explain My Answer and Roleplay to help learners understand mistakes and practice real-world conversations. Initially, these features are available for Spanish and French courses for English speakers on iOS in selected countries. Human experts at Duolingo ensure the content aligns with learning objectives and review AI-generated explanations for accuracy. Duolingo Max is part of Duolingo's mission to deliver high-quality education leveraging advanced AI technology.

Freshworks, a leading provider of customer engagement software, has embraced the potential of OpenAI's ChatGPT to refine and expedite its software development processes, among other operational enhancements. A significant integration was carried out with Freshworks’ natively-built AI-powered assistant, Freddy. By embedding GPT-based conversational enhancements into Freddy, Freshworks aims to usher in a new era of efficiency and effectiveness for customer-facing professionals. The synergy between ChatGPT, underlying large language models, and Freddy's existing capabilities seems to herald a transformative phase for Freshworks’ customer engagement dynamics​.

The potential of ChatGPT extends beyond mere conversational enhancements. Freshworks has explored integrating ChatGPT with Freshdesk to significantly augment the efficiency and effectiveness of email support. Leveraging ChatGPT's robust natural language processing capabilities, the integration aims to provide human-like responsiveness to customer inquiries, thereby redefining the email support paradigm​.

Moreover, the integration of ChatGPT has been explored to enhance the accuracy of Freshchat, Freshworks' chatbot solution, by syncing solutions from Freshdesk into the FAQ database for Freshchat. This initiative aims to overcome the tedious task of creating multiple utterances for each FAQ, thereby improving the chatbot's response accuracy and enriching the user interaction experience​​.


Runway AI, a generative AI company known for its video editing tools, has made parts of its toolkit publicly available, allowing users to transform images, text, or video clips into 15-second reels. This move is seen as a significant step in promoting AI-generated art forms and fostering artistic creativity. The company recently launched its image-to-video model, Gen1, and a text-to-video product, Gen2, which are expected to revolutionize content creation. While there are concerns about the potential misuse of AI, tools like Runway's are seen as democratizing content creation, making it more accessible to a wider audience.


Octopus Energy has successfully harnessed the capabilities of ChatGPT to revamp its customer service channels, thereby addressing a substantial volume of customer inquiries with a notable level of efficiency and customer satisfaction. By the end of April, following a trial period which commenced in February, ChatGPT was handling 34% of all customer inquiries, effectively performing the workload of 250 individuals in the UK. This AI-driven approach yielded a remarkable 80% customer satisfaction rating, noticeably higher than the 65% satisfaction rating achieved by human agents. The CEO of Octopus Energy, Greg Jackson, accentuated the marked satisfaction ratings as a significant factor for progressively leaning towards AI for customer service tasks. The adoption of AI, in essence, represents a paradigm shift from traditional customer service models, paving the way for enhanced efficiency, reduced operational costs, and a better customer experience without the compromise often encountered in conventional customer service channels.

Implications for companies and private users

Overall, one of the most impressive features of ChatGPT and other generative AI tools is their ability to adapt to individual users over time. They can tailor its responses based on previous interactions, making them an effective tool for providing personalized and relevant support in all Life Areas. Additionally, Generative AI tools can understand and interpret the context of a conversation, enabling it to generate more meaningful responses that are tailored to the specific needs of the user. As they continue to learn and improve based on user interactions and new data, Generative AI can provide more accurate and helpful responses over time. 

This will have an impact on the way we as human beings organize personal interactions as well as for companies how they organize their customer interactions. 

Ecosystem activities are critical in the context of AI developments. The rapid pace of technological change and the complexity of AI systems make it increasingly difficult for individual companies to succeed in isolation. Instead, companies need to collaborate and work together to leverage the full potential of AI. By pooling resources and expertise, companies can use AI solutions that are more efficient, effective, and offer unique user experiences. 

Ecosystems also provide a platform for companies to access data. Data is the lifeblood of AI, and the more data companies have access to, the better their offerings will be. This opens the way for more integrative use cases. AI is transforming industries across the board, and companies that embrace ecosystems are more likely to succeed. It is becoming increasingly important for companies to collaborate, pool resources, and access data to use AI solutions to create value for everyone across industry boundaries. By doing so, companies can stay ahead of the curve and remain competitive in an increasingly complex and dynamic business environment.

On a personal level, ecosystem offerings in different Life Areas will grow more and more connected and humans will be guided through their entire life with concierge-like ecosystem services. On the one hand, this enhances the quality of life of average consumers. On the other hand, the pace of life accelerates while self-determination seems to decline. To avoid confusion about the variety of options and remain in the driver’s seat, consumers will increasingly require a clear understanding of personal needs and priorities. A long term view on life planning in terms of spending, personal time, and money for specific Life Areas to take the right trade-off decisions will be an essential concern for each individual. For instance, one ecosystem service will try to optimize our health options by providing recommendations for relaxation and another will optimize our capabilities with skill-based training to increase personal career potential. Although people have made these kinds of decisions forever, the really new thing is that this will soon happen on a holistic and data-driven basis in real-time.

As AI continues to transform our lives, there is no doubt that it will have a profound impact on how we live, work, and interact with the world around us. While this technology offers exciting opportunities for innovation and growth, it also raises important ethical considerations and potential risks. As we continue to integrate AI into our daily lives, it is important to approach these advancements with caution and intentionality, prioritizing the well-being of both individuals and society as a whole. Ultimately, the future of AI will depend on our ability to balance technological progress with responsible and ethical decision-making.

Our analysis confirmed the huge impact Generative AI will have on private and business contexts. AI applications are a rapidly growing field with numerous applications across various life areas (and industries) and the potential to make use cases more integrative. AI can assist companies to collaborate and enhance the user experience of their customers. Ecosystems will play an important role in leveraging this new technology. All in all, AI has the potential to revolutionize our daily lives (private and business), but it is essential to ensure that it is developed and implemented responsibly, with ethical considerations at the forefront.

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