by Tyler Kelley
If you’re still using generic ChatGPT while your competitors are deploying purpose-built AI tools, you’re leaving money on the table. Creating custom GPTs for specific business functions isn’t just for tech companies anymore. It’s for anyone who wants to stay relevant.
The best part? You can set up your first custom GPT in as little as an hour without writing a single line of code. Let me show you how.
What Exactly Is a Custom GPT?
Think of a custom GPT as ChatGPT with your business’s brain transplanted into it. It’s a specialized AI that knows your products, policies, and processes. Instead of generic responses that require constant refinement, you get tailored answers aligned with your specific needs.
Important note: Creating custom GPTs requires a ChatGPT Plus or Enterprise subscription.
Before we dive in, let’s quickly note that while we’re focusing on OpenAI’s GPT builder, similar capabilities exist in other AI platforms. But OpenAI’s implementation remains the most accessible for non-technical users.
Building Your First Custom GPT: Step-by-Step
1. Define Your Business Need
Before opening any AI tool, get crystal clear on what problem you’re solving. The most effective custom GPTs address specific business functions:
- A customer service GPT that knows all your policies and FAQs.
- A marketing GPT trained on your brand voice and guidelines.
- A sales GPT that understands your products, pricing, and objection handling.
- An operations GPT familiar with your internal processes and procedures.
Pick one narrow use case for your first attempt. You can always expand later.
2. Gather Your Materials
Collect the documents your GPT needs to be effective. For example, company manuals and guidelines; product descriptions and specifications; frequently asked questions and answers; process documentation; and/or style guides and brand voice examples.
The magic of custom GPTs is their ability to ingest your proprietary information and use it to generate responses. This isn’t just about crafting better prompts. It’s about creating an AI that actually knows your business.
3. Create Your Custom GPT
Log into ChatGPT with a Plus or Enterprise account. Now:
- Click “Explore GPTs” in the side panel.
- Select “Create.”
- In plain English, tell the GPT builder what you want your custom GPT to do.
For example: “Create a customer service assistant for my furniture store that can answer questions about our return policy, delivery timeframes, and product care. It should maintain a friendly, helpful tone and avoid making promises about specific delivery dates.”
The AI will suggest a name, profile picture, and instruction set. This is where most people go wrong. They accept the first draft. Don’t. Take time to refine and test it.
4. Configure Your GPT
Click “Configure” to access advanced settings:
- Instructions: Refine the behavior guidelines. Be specific about what the GPT.
should and shouldn’t do.
- Knowledge: Upload your documents. This is where your GPT absorbs your
business information.
- Capabilities: Enable web browsing if your GPT needs current information.
- Conversation starters: Create prompts that help users engage effectively.
5. Test Aggressively
Use the preview panel to interact with your GPT as a user would. Look for gaps in knowledge, tone issues, or incorrect responses. Keep refining until it consistently delivers value.
6. Deploy and Share
Once satisfied, click “Create” and choose your sharing permissions. For business use,“anyone with the link” often works best, allowing you to control distribution while making it accessible to your team.
Tyler Kelley is the Co-founder and Chief Strategist of SLAM! Agency, a marketing execution and creative operations agency. He advises businesses on leveraging AI to drive growth and innovation. For questions or to explore these predictions further, email Tyler at tyler@slamagency.com.