OpenAI could upgrade ChatGPT and GPT-4 with a new AI, codenamed Strawberry, which would enhance the models' capabilities significantly. Strawberry, initially developed under the name Q* by OpenAI’s former chief scientist Ilya Sutskever, excels in mathematical reasoning and can handle complex queries, including sophisticated maths problems. 

This version of Strawberry, designed to maintain high performance while being cost-effective, could potentially integrate into ChatGPT later this year.

Moreover, Strawberry is pivotal in generating superior synthetic data that can refine the training processes of OpenAI's large language models (LLMs), reducing reliance on web-sourced data and minimising AI errors known as "hallucinations." This high-quality training data is crucial for developing more accurate and reliable AI tools.

Potentially this could assist with driving marketing insights and strategies, ensuring marketing teams have more precise tools at their disposal.