In an era where artificial intelligence is not just an asset but a necessity, understanding the intricacies of Large Language Models (LLMs) has become paramount for enterprises. This session, 'Understanding and Mitigating Hallucinations in Large Language Models', offers a deep dive into the phenomenon of LLM hallucinations – a critical challenge in the deployment of AI technologies in business environments.

We will explore the mechanics behind LLM hallucinations, shedding light on how these AI models, despite their sophistication, can generate inaccurate or misleading information. From the subtlety of input-conflicting hallucinations to the complexity of context and fact-conflicting errors, we will dissect various types of hallucinations with real-world examples, including notable instances from prominent LLMs.

This talk will not only focus on the identification and detection of such hallucinations but will also present effective strategies for mitigation. We will discuss the role of data quality, model fine-tuning, and advanced techniques like Reinforcement Learning with Human Feedback (RLHF) in reducing the risks of inaccuracies. Furthermore, the session will highlight the importance of balancing the creative potential of LLM hallucinations with the need for factual accuracy, especially in high-stakes business decisions.

Attendees will leave with a comprehensive understanding of the challenges and opportunities presented by LLM hallucinations. This knowledge is crucial for enterprises looking to leverage AI responsibly and effectively, ensuring that their use of these powerful tools aligns with the highest standards of accuracy and reliability in the business world.

Less than 1 out of 10 marketing campaigns really work. How can AI help generate marketing campaigns that increase the chance of success? In this session, Abbas Arslan will talk us through the experience of The Coca-Cola Company to revitalize their marketing effectiveness with AI at its core.