Are the advertising and digital marketing industries facing a paradigm shift? Or will the use of ChatGPT simply reduce the heavy lifting so that creative professionals can focus on what they do best: producing fearless creativity?
ChatGPT, a natural language processing technology developed by OpenAI that allows users to have conversational interactions with a machine, debuted in late November 2022 and quickly became a viral sensation.
The software generates text based on written prompts in a much more advanced and creative way than the previous generation of Silicon Valley chatbots, and it crossed 1 million users days after launch.
This technology can be used by marketers in various ways. For example, they can use ChatGPT to create chatbots that answer customer questions and provide information about products or services. This can help improve the customer experience by providing quick and convenient access to information. It can even be used for writing and editing copy, suggesting ideas for creative marketing campaigns, running A/B tests… you name it.
“It’s highly intuitive software that can help you understand consumer intentions in a deeper way,” says Jones Mathew, a professor of marketing at the Great Lakes Institute of Management. “It can give advertisers insights like never before, like identifying when a consumer is close to making a purchase by detecting the use of large keywords.” You can also identify potential areas for improvement, which can result in better campaign targeting.
So, back to our original question: What will be its impact on the marketing and advertising industry? Will it continue to be a “parlor trick” as Bern Elliot, vice president at Gartner, described it? Or will it offer real solutions to companies?
Companies have only just begun to dabble in the technology and have yet to figure out the best way to implement ChatGPT. “These platforms can give you a starting point to work from, but they can’t completely replace your role. However, it can evolve and make things uncertain in the future,” says Saurabh Wani, content marketer at Writesonic, which is an AI writing tool that uses OpenAI GPT technology to help professionals create content. .
Siddharth Devnani, co-founder and director of SoCheers, says that ChatGPT is already being used to write some pretty impactful short content in emails and on social media. The big advantage of it is that it’s not fully recognizable as being written by AI, “which will most likely perform better in terms of SEO or search ads or ad CTAs,” he adds.
Wani says his company’s tool is being used by companies like Google, Schneider Electric, Wix, New York University, Moodle and Starleaf. Most of these companies use it to write, rephrase, and paraphrase articles. Some are also testing Writesonic’s chatbot, Chatsonic.
That being said, AI systems are still a reflection of their training data and do not have the same capacity for originality and critical thinking as humans. Devnani admits: “AI-generated features will never be end game. Full-flow immersive creative writing will still win by leaving a mark on readers. I don’t see the individual style or tonality of a brand being replaced by ChatGPT or any other AI tool, at least not yet.”
The technology itself isn’t exactly perfect right now. It requires more time and machine learning to fully contextualize the situation, and algorithm writer biases related to race, gender, etc. they can also appear during use, experts warn. As the software evolves and becomes widely adopted, privacy issues will also arise, experts say. Sriram SL, Senior Associate at J Sagar Associates, says: “Generative AIs like ChatGPT rely on large textual data sets to be trained. Such data sets naturally include a wide range of data that could include individuals’ personal data, including their sensitive personal data. Companies using such language models must assess whether they comply with relevant domestic and foreign data protection regulations when including personal data in training models.
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