Chat GPT, a friend or foe to marketers?

The recent popularity of ChatGPT has seen professionals from various sectors exploring its possibilities. Generative AI, powering tools like ChatGPT and DALL-E 2, offers people the opportunity to interact with AI by using daily language. Microsoft recently revealed they would be investing a huge $10 billion into OpenAI, the developer of both programs, driving many companies to venture into the world of AI to remain competitive, such as stock photography provider Shutterstock collaborating with OpenAI.

As the debate about AI’s role in the broader marketplace rages on, a new question puts on the table:  what does generative AI mean for branding and marketing? Throughout the industry, writers, strategists, artists, and designers are starting to question the challenges — and perhaps the survival — of their chosen profession. Are ChatGPT and DALL-E 2 the end of branding and marketing?

Probabilities of being a friend?

ChatGPT is a remarkable software, boasting 175 billion parameters and 570GB representing over 385 million web pages. It can be used in numerous ways including the ability to respond to inquiries, provide answers in multiple languages, and even create content.

To maximize its effectiveness, marketers should be aware of its realistic capabilities, since ChatGPT can improve content creation, customer service, automation of repetitive tasks, and data analysis. Using ChatGPT, marketers can review and edit existing content, provide suggestions, enhance customer service, automate repetitive tasks, support data analysis, summarize ideas, and improve overall copy readability. By examining ideal keywords and tags, ChatGPT can also improve search engine optimization strategies. Businesses could train ChatGPT to respond to customers’ frequently asked questions and interact with them in a human-like way. ChatGPT could provide 24/7 customer support instead of replacing the human factor. By leaving high-impact, sensitive tasks to humans, ChatGPT could optimize business resources and enhance internal processes. Additionally, ChatGPT can be trained in various languages, enhancing customer satisfaction and experience.

Available to Solve All?

Despite the wide range of possibilities ChatGPT offers for enhancing marketing processes, businesses should be aware of some critical limitations and when to avoid or limit using ChatGPT.

While ChatGPT can enhance customer experiences, it will be difficult to fully leverage it without human interaction. If ChatGPT is used to build customer relationships and engagement without human involvement, meaningful customer connections may be diminished rather than enhanced.

Although the marketing content may seem logical, it is important to note that ChatGPT is may provide incorrect and illogical answers. To avoid errors and ensure consistency with the brand message and image, marketers need to review and validate ChatGPT content. Relying on ChatGPT for creative content may cause short- and long-term challenges, as it lacks the live experience of individuals and an understanding of the complexity of human nature. Using ChatGPT too often can limit creativity, so it should be used to enhance existing content while still allowing for human creativity to flourish.

Asking the right and clear questions is the key to maximizing ChatGPT value. If a business doesn’t have a clear marketing strategy before integrating ChatGPT, it will not help much or even trouble, as all the answers it gives are based on the content human feed.