Should ChatGPT Be Used In Marketing?
If you’ve been on the internet at all over the past few months, you’ll have heard everyone and their uncle talking about ChatGPT. The new artificial intelligence tool is available for free testing at the moment. Causing excitement amongst business owners, giddiness amongst the tech nerds, and sheer fear amongst marketers.
The chatbot style artificial intelligence allows users to type in any request or question, unlike Google, the tool gives you a conversational style answer. If you want a more technical summary, I asked the tool to describe itself:
ChatGPT is a powerful language generation model developed by OpenAI. It is based on the GPT (Generative Pre-trained Transformer) architecture and is trained on a massive amount of text data. It uses this training to generate human-like text, making it capable of completing a wide range of language-based tasks such as text summarization, language translation, and text generation.
ChatGPT is designed to understand and respond to natural language input, making it an ideal tool for chatbot development, language translation, and question answering. Its ability to understand context and generate human-like text make it one of the most advanced models of its kind and it has been used in many industries such as customer service, content creation, and marketing.
To me, this is probably going to be a better version of Google. As someone who works mainly in tech, most of my content is the result of research. Chat GPT seems like a great way to get instant answers to questions my content should answer like, “why you should migrate to SharePoint?”. But it should by no means replace my own writing. This is a research tool, not a content creator. I’m keen to use the tool more in my own marketing, but I do so with the understanding it’s not perfect in any way, shape, or form.
But understandably, the tool has marketers nervous. The idea that a tool can effectively do their job for them with more extensive research and in a matter of seconds. But is it really going to replace you? Or could it be a time saving addition to your marketing toolkit? In todays blog I’ve had a conversation with the app itself to decide how it can help or hinder your marketing strategy.
Benefits of ChatGPT in marketing, according to ChatGPT
Generating compelling product descriptions
ChatGPT can be trained on a brand's product catalog and used to generate unique and engaging product descriptions for e-commerce websites and marketing materials.
Personalized email and messaging campaigns
ChatGPT can be used to generate personalized and targeted email and messaging campaigns for customers based on their browsing and purchase history.
Chatbot development
ChatGPT can be used to develop natural language chatbots for customer service, sales, and support.
Content creation
ChatGPT can be trained on a brand's tone and style to generate blog posts, articles, and social media content.
Video script generation
ChatGPT can be trained on a brand's messaging and used to generate script ideas for video content, such as product demos, explainer videos, and customer testimonials.
Ad copy generation
ChatGPT can be trained on a brand's messaging and used to generate catchy and persuasive ad copy for various platforms, such as Google Ads and Facebook Ads.
SEO optimisation
ChatGPT can be used to generate meta descriptions, alt tags, and other on-page SEO elements that can help improve a brand's search engine rankings.
Influencer outreach
ChatGPT can be used to generate personalized and compelling messages to influencers, in order to encourage them to promote a brand's products or services.
Customer research
ChatGPT can be used to analyze customer feedback and reviews in order to identify common themes and areas for improvement for a brand's products or services.
Voice assistants
ChatGPT can be used to develop natural-sounding voice assistants for smart speakers, phones and other devices, for example to help with ordering, recommendation, and customer service.
Reasons why you shouldn’t rely on ChatGPT, according to ChatGPT
Lack of human context and understanding
While ChatGPT is a powerful tool, it is a machine and may lack the human understanding and context that is necessary for effective marketing.
Limited creativity
ChatGPT can generate a large amount of text, but it may not always produce the most creative or unique ideas.
Misinterpretation of input
ChatGPT is based on patterns it learned from the data it was trained on, if the input provided is not clear or accurate, the output may not be useful.
Lack of personalisation
ChatGPT can generate personalized text, but it is based on the data it was trained on, it may not be able to account for the nuances and subtleties of individual customer preferences.
Dependence on large data sets
ChatGPT requires large amounts of data to train effectively, so if a brand doesn't have enough data to train the model, the model performance may be poor.
Our conclusion
Like I mentioned at the start of this blog, ChatGPT has amazing potential as an alternative to Google. but it should be no means compensate for copywriting by humans. It’s incapable of nuances, individuality, or bias. Everything I’ve produced via the articifical intelligence tool is not the quality of writing I’d expect from myself or any member of my team. But it’s great for helping marketers (like myself), who have no knowledge about a subject, get inspiration for research and structure.
Perhaps one day, the tool could even be profitable. With businesses paying to be promoted on the AI tool, similar to google. But I think we’re a long way off that level of sophistication.