ChatGPT is a new AI software that has the answer to virtually anything (pun intended). It can write entire stories and essays all on its own using its algorithms. It can also develop content and campaign strategies in a matter of minutes. When playing around with the software, I got a little too curious and asked it to create a scary story about otters. (Honestly, I thought the read was a 3/10, but bloodthirsty otters were an interesting idea.) I also began testing it to see just how useful it could be for marketing, and it genuinely stunned me just how thorough ChatGPT can develop ideas and break everything down into detail. AI truly is our future with how rapidly technology is developing. Therefore, we must consider how ChatGPT can be a useful resource for marketing, but how it cannot replace human powered marketing.
But the big question is- how does this compare to human powered marketing? While ChatGPT is highly intelligent, it’s not emotional or intuitive. The software follows an algorithm when providing feedback to the questions that are fed to it. The algorithm creates patterns in the content it produces, making each set of feedback feel unoriginal. Even in the bloodthirsty otter story, it felt like something I had read before a million times, and it would not keep me up at night thinking I’m going to be eaten by an otter. It did exactly what I asked so the feedback was correct, but ChatGPT is not exactly Stephen King. It’s not intuitive enough to know how the writing is going to affect the reader, it is simply just providing feedback. Therefore, it is not able to create content that is enticing to consumers.
In addition to that, ChatGPT is not able to keep up with public trends. So, when writing copy for a blog or social media post, ChatGPT is unable to tap into trends that could potentially make the copy more enticing for consumers. Even if you ask ChatGPT what is trendy, it tells you that it cannot comprehend what is currently popular in the media. It is not connected to social media or any real-time information on the internet. Trends are another example of a human touch to marketing that just cannot be comprehended by AI.
While ChatGPT cannot replace human made work, I do believe it could become a wonderful resource for creating campaign strategies and ideas. Marketers could use it as a “backup brain” if they need advice with planning and strategy. ChatGPT is extremely familiar with all functions of marketing as well as how to build campaigns for any project. I asked it for advice about marketing to college students and it gave me a lengthy breakdown of the best ways to appeal to that demographic and why they would be effective. However, once all that information is processed, it is the Marketer’s job from there to take the information and add a human touch to it to make the efforts successful.
In conclusion, should ChatGPT take over marketing? No. Should ChatGPT be incorporated as a resource for marketing? Absolutely!
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