Introduction

My name is Tatiana Cortes. I am a professional in industrial engineering and in marketing.

I have more than 10 years of experience in marketing, working for companies such as Procter & Gamble, Kellogg's, here in Europe for Air Global.

And also I have a personal project called Magneting, which the main objective is to make easy the access for the education through the AI, mostly focused on marketing. So what I do is to give trainings, give talks about how make more accessible AI and how to elevate the education of the world, even a speaker in Spanish or in English.

Exploring Deep Research

So what is deep research? So

deep research is like having many experts in analysis going from tab to tab searching data, text, images, tabs and giving you a whole organized report with all the information that you need so what used to take a lot of time let's see when Human resources director needs to see how is evolving the diversity in certain markets. They used to go back and forth from top to top in order to evaluate and get the insights and get conclusions about diversity levels.

also the finance that work for investment bank that want to check about energy and infrastructure. They used to use many websites, many documents, and now with deep research you can do it just in few minutes.

Applications of Deep Research

So now I'm going to talk about how to do it from the marketing perspective, which is my expertise field.

And now what we are going to do is to ask some questions to ChatGP team, which is the player with deep research that I will use today. And we will ask some questions and we will work as a team of researchers, journalists are with us and we'll make a research.

so today i am bringing a case related to the fashion industry so from my experience when i used to work for fmcg companies when we used to do the deep research about let's say shampoo category we used to use many hours, many sources, and also we spent many days just integrating one report.

So now we are going to do it with deep research with OpenAI.

Okay, so I'm going to chat GPT.

Fashion Industry Case Study

And first of all, how we use deep research? okay no okay okay so the first advice from my perspective is to ask chat GPT to Develop the prompt that you need for deep research.

Why? Let's say now we want to make a research about fashion trends in the second hand luxury market.

So we have some things in mind. We know that we want to know the market size, the trends, the main players, the main online platforms. But at the end, when we ask ChatGPT to develop the prompt for us, it's way easier to take into account some points that we forgot.

Because at the end, as you know, this tool integrates all the information that you need. I will give you more information about building the prompt.

So here I'm bringing the exercise. I am just talking.

I want a report of the market trends of secondhand luxury brands in Europe. I am planning to open a startup within the industry and I need to understand sites, market trends, big platforms. and all the detail.

So then I am asking, I want to create the prompt with a fashion consultancy film format. So once I ask, okay, I am bringing this example because you already know how ChildGPT works.

We have the prompt for the deep research tool. So what we do is we go to a to deep research and asking.

How Deep Research Operates

So as you can see, here ChatGPT is recommending the structure and also is giving you the format of the deliverable. Of course, we can edit with Canva and we can ask the format that we need. Of course, as you know, this is giving us the brainstorming for creating.

And then if we go and I paste and I go to run deep research, what used to take many hours is going to start working with kind of magic.

So the good thing is when you go to deep research, the tool asks you if you want to clarify and this is in order to give you the highest detail as possible in order to create the research.

So here there is a specific European country. So let's say Spain. Then, should the comparator benchmark focus more on consumer platforms? Okay, yes, consumer platforms.

Three, do you have already a target persona? Explore. And any particular sources? All of them.

So here it starts doing the magic. And this is what I want to show you. It's doing the whole research.

It is not like when we ask ChatGPT for making the standard search in the web. It's starting the research, analyzing many data, many sources.

And I'm bringing you an example since this may take from 5 to 30 minutes depending on the research and on the number of sources that the tool needs to explore. So here I am bringing to you a very fast video of how it works and what the tool does when it starts with the research.

So once the tool starts crafting the report, it's not reproducing the video. Okay, just one second. I have here also, let me open.

Okay, so what the tool does is, as we can see, it starts analyzing many sources and the tool tells you what is the strategy behind the analysis. So you can see and check what are the tools that ChatGPT is searching and the strategy that the tool is following.

Of course, I record the video because this may take 7, 15, some of the deep research that I have run takes 30 minutes mostly the ones with very complex data let's say for investment banks sometimes it takes a lot because it makes a very deep research and the

Advantages of Deep Research

1All the advantage is that it search sources with other languages. So let's say now in my current job, I make many analysis for Germany. I do not speak German, but at the end, this tool explores all the sources in Germany and the decks that I upload to make the research.

and then we will see how the research looks in chatgpt after several minutes so i am bringing here how it would look like so here you can see it shows global pre-owning luxury fashion market trend intelligence report gives you the structured executive summary with all the trends the market dynamics with the market size estimation

also market size in the past the dynamics and also it's giving you all the information and the sources 1one thing that sometimes i ask the tool is to make the research and in terms of marketing to create a plan based on the research and to be honest it comes very very um with a very high quality level.

Before deep research I used to make many marketing tasks that at the end were high quality but was mostly with the knowledge that I already had. but now it goes way deeper for the ones that wants to create a social media plan you can ask for the topic and ask the tool to create one per day one day one day the plan by the difference between the normal search is that this takes the whole knowledge from the sources and integrates and gives you a higher quality report

So then if you want, okay, you see the report, all the opportunities, you can also can rerun deep research and you can download in PDF format if you want it in order to read it, you now put the comments and notes.

Comparison of Deep Research Tools

What I am bringing to you is the difference between the several players for the deep research. And this, as you know, changes very constantly because with the AI, one day you are giving a talk and the last night you are changing your deck because there are new tools.

But here, we have the difference between ChatGPT, Gemini, Perplexity and Cloud. For me, when I need very fast deep research in some minutes with just the basic information that I need but way better than the typical search, I use Perplexity.

the thing with perplexity is that you need to make deep research you need to pay the subscription and at the end from my perspective is not the same quality that chatGPT with Gemini I do use a lot also the deep research and the advantage is that the subscription is not as expensive as the one for chatGPT because with Gemini you can do as many deep researches that you want of course it's not the same deep knowledge but you can do as much as you want with a very cheap subscription but with ChildGPT right now I am using the 200 subscription because I am doing many many deep research so right now I have access to 250

So those are the three that I use the most.

So here you have the chart. Of course, as you know, it changes constantly based on the evolution of the players.

Conclusion

But for me, this is an invitation to use deep research. At the end, for me, this is the big changer in terms of research.

Do not skip this step in order to go way further than the other professionals that are in the market. As we are interested in AI, we think sometimes that everyone is using at the highest potential, but no, because even with professionals in finance, human resources, I have talked to them, and they don't know about deep research.

So now is your opportunity to be, upfront and work with the deep research and also save time and go further faster and deeper and that's for today so i am open for any question that you may have about deep research