The future of ChatGPT: What’s in store for marketers?
[We’re sure you've heard] Open AI’s release of ChatGPT at the end of 2022 generated quite the buzz within the marketing industry. With ChatGPT being the biggest technological development in years, it’s left many people wondering how it will help to shape future marketing trends and activities.
We’ve called on the expertise of our marketing specialists to help us answer the question: what does Chat GPT have in store for marketers?
What is ChatGPT?
ChatGPT is a highly-advanced artificial intelligence (AI) system that uses the generative pre-trained transformer (GPT) model to produce written responses that mimic human language.
ChatGPT can provide information and respond to enquiries using deep learning and natural language processing (NLP) to understand the language that users input. The resulting output closely mimics human responses, making its ability to perform language-related tasks far more advanced than that of traditional chatbots. Speaking of which…
How is ChatGPT different from other AI chatbots?
What truly sets ChatGPT apart from other chatbots is the sheer size of its data set, which sits at roughly 175 billion parameters and 570 gigabytes. Teamed with the huge corpus of conversational text it’s been trained on, ChatGPT can be used to generate automated personalised responses with a more human touch.
What is the role of ChatGPT for marketers?
Think of ChatGPT as your personal assistant that’s here to help tidy up the time-consuming, repetitive admin tasks associated with marketing activities. But it’s important to bear in mind that it is just a tool, and therefore shouldn’t be relied upon to do all of the work for you.
Whilst ChatGPT can’t currently replace the human factor of marketing [or the saucy personality behind it], it can support content creation around marketing trends and data analysis, as well as enhance customer service.
Automate repetitive tasks
Sending emails, writing product descriptions and creating and scheduling social media posts are essential aspects of marketing, but they’re also rather time-consuming. That’s where ChatGPT’s ability to help you write the content comes in handy.
ChatGPT has access to a wealth of valuable data that enables it to frequently update product descriptions. It also adds an extra layer of personalisation beyond what customer relationship software offers by generating creative content, both of which are big SEO bonuses.
By automating the processes behind product description updates, sending emails and creating social media posts, ChatGPT frees the capacity of marketers to focus on higher-impact tasks.
Assist marketing and sales
Need a helping hand with guiding customers through the buying process? ChatGPT can contribute to lead generation, provide data-driven customer insights and offer prospect evaluation.
Enhance customer service
ChatGPT can be trained to interact with customers in a human-like manner and in a variety of languages when responding to frequently asked questions.
With its global language proficiency and ability to provide 24/7 customer support, ChatGPT can help businesses to provide round-the-clock support to a global audience, expanding their customer base and optimising business resources.
Support with content creation
ChatGPT can be used to edit written work, summarise ideas and make suggestions that improve the overall readability of content.
It doesn’t just end there – ChatGPT can also improve your SEO strategy by providing recommended keywords and meta tags to optimise your content for discoverability. This support can prove invaluable for smaller businesses that lack in-house resources.
What are the limitations of Chat GPT?
While ChatGPT may appear to present many possibilities for enhancing marketing processes, there are a number of drawbacks to working with this AI system. It’s helpful to know when not to use it as, currently, the answers that ChatGPT provides are informed solely by the data that has been fed into it.
Accuracy
Like any AI system, ChatGPT learns over time and through making mistakes. It is not error-free and may provide incorrect and sometimes illogical answers to user queries. Therefore, it can’t be relied upon as a solution without human input, so marketers still need to review and validate the content generated.
Consistency
As the content ChatGPT produces is generated by an AI system, there is a need to check the content to ensure consistency with a business’s branding, tone of voice and key messaging.
Creativity
ChatGPT is an AI system that lacks the lived experience that humans offer. It also can’t understand the complexity of emotions and humour that shape human nature.
With this limitation in mind, it should only be used to support ideation and improve existing content, as human creativity needs to be at the centre of all content creation to avoid limiting creative abilities.
Emotional intelligence
Just as ChatGPT can’t mimic human creativity, it also can’t offer the emotional intelligence that marketers can. Whilst it can provide innovative human-like responses and well-written content, that’s precisely all they are – human-like.
ChatGPT can’t understand human experiences because it will never share them, and this is the major drawback of AI. Without human input providing character and personal connection between the business and the customer, relying solely on ChatGPT to build engagement and create new customer connections may undermine your brand personality and the valuable interactions you share with your customers.
How will Chat GPT affect the future of digital marketing?
Open AI will continue to develop increasingly advanced technology to power ChatGPT, releasing more versions with increasing capabilities. ChatGPT’s ability to immediately provide detailed responses to multiple customers makes it an efficient tool for managing customer queries and enhancing overall satisfaction.
The future of customer service, particularly for e-commerce brands, is looking more automated. As more businesses adopt ChatGPT into their customer service pipeline, we can expect to see a shift towards 24/7 high-quality customer service that helps to warm up leads through efficient, personalised responses that increase engagement and help close sales.
Not only is the benefit tangible from a sales perspective, but also for content marketing. With the aid of ChatGPT, marketing teams can create quality content at scale, helping them to keep pace with ever-changing marketing trends.
With access to vast amounts of data, ChatGPT can also aid the creation of tailored marketing messages for specific target audiences to streamline marketing communications. For example, generating personalised content that influences prospective customers’ purchasing decisions.
Speak to Ketchup
Whilst AI is proving to be an asset, the human factor behind marketing is irreplaceable for aligning a business’s marketing messages with its overall strategy and vision.
Any business that lacks a strong existing marketing strategy is at a competitive disadvantage. To enhance the benefits of integrating ChatGPT, a business should aim to have appropriate marketing and content strategies in the first place.
Whilst ChatGPT has the potential to enhance the effectiveness of a business’s marketing function, this technology should only be used as a tool to assist the humans behind the marketing, not relied on to guide it. ChatGPT can’t compete with the direction and quality provided by creative thinkers [like us].
Luckily, we have several of them on hand to help maximise your marketing strategy.