We’re entering the age of the AI Chatbot. What does this mean for Marketers?
“I am ChatGPT, a large language model developed by OpenAI. I have been trained on a vast
corpus of text data and use natural language processing algorithms to understand and generate human-like responses to a wide range of questions and prompts. As an AI language model, my aim is to assist and provide information to users in a conversational and intuitive way, helping to enhance their productivity and knowledge.” –Source: chat.openai.com/chat
By now, you’ve likely heard some buzz about ChatGPT, the chatbot powered by artificial intelligence (AI). Using short prompts and questions, you can have a conversation with it and ask it to provide information on nearly any topic as well as write essays, mimic famous authors and more.
Whether the idea of a content-creating “bot” excites you, terrifies you or confuses you, there is no denying that this technology is making its way into all industries, including ours.
What is ChatGPT?
Created by OpenAI, ChatGPT is an advanced AI language model that burst onto the scene November 2022. Microsoft quickly invested $10 billion into the company in January 2023. The idea of AI-generated content isn’t new, but something was different about ChatGPT. Its ability to create meaningful, coherent, human-like copy was unmatched by previous chatbot technology.
The AI tool uses natural language processing algorithms and GPT-3 technology to create large amounts of content at a fraction of the cost and time it would take human employees; a development that comes at a time when many companies are minimizing their staff and budgets. Companies like BuzzFeed, Mint Mobile and Avocados from Mexico have been open about their adoption of ChatGPT for content creation and ad campaigns.
Using AI tools to generate content
As we mentioned, AI-generated content isn’t new, but it certainly seems to be taking off in a big way. ChatGPT is inspiring competitors from key players like Google, who introduced their conversational AI service “Bard,” which has yet to be released to the public. Bing’s AI “Chat Mode” is available now —users must join a waitlist to access the “new Bing.” You also may have seen different AI art filters on TikTok or noticed people sharing their AI avatars via a software called Lensa. Users upload a few pictures of themselves to the program and it spits out dozens of “self portraits” in different art styles inspired by the images.
What does this mean for marketers? To find out, we went straight to the source and asked ChatGPT. Here’s what it said:
Q: How will AI chatbots impact the marketing industry?
A: AI chatbots have the potential to revolutionize the marketing industry by providing more personalized, efficient, and effective customer engagement. Here are some ways in which AI chatbots can impact the marketing industry:
24/7 customer support: AI chatbots can provide round-the-clock customer support, answering common questions and resolving issues quickly and efficiently.
Personalized recommendations: AI chatbots can use data analysis and machine learning to understand customers' preferences and make personalized product or service recommendations.
Increased efficiency: AI chatbots can handle a large volume of customer inquiries simultaneously, freeing up human customer support staff to focus on more complex tasks.
Improved customer experience: AI chatbots can provide a more seamless and convenient customer experience by automating routine tasks and reducing response times.
Cost-effective marketing: AI chatbots can help businesses save money by automating tasks that would otherwise require human labor, such as customer support and lead generation.
Overall, AI chatbots have the potential to transform the marketing industry by improving customer engagement, increasing efficiency, and driving business growth.
So, are we out of a job … or could AI be helpful to us, making our jobs easier and our content richer? Let’s ask.
Q: How can ChatGPT help marketers create copy?
A: ChatGPT can help marketers create copy by providing suggestions and ideas for content, as well as helping to refine and optimize existing copy. Here are some ways in which ChatGPT can assist with copywriting:
Generating new ideas: ChatGPT can generate ideas for blog posts, social media content, ad copy, and other types of marketing material based on keywords or topics provided by the marketer.
Improving grammar and syntax: ChatGPT can help to identify and correct grammar and syntax errors in marketing copy, ensuring that the content is clear and easy to read.
Enhancing readability: ChatGPT can suggest ways to improve the readability of marketing copy, such as breaking up long paragraphs, using bullet points, and using simpler language.
Optimizing for SEO: ChatGPT can provide suggestions for optimizing marketing copy for search engines by identifying relevant keywords and phrases, and recommending changes to the content to improve its ranking in search engine results pages.
Generating headlines and taglines: ChatGPT can suggest catchy and attention-grabbing headlines and taglines for marketing content, based on the content of the copy and the target audience.
Overall, ChatGPT can help marketers create effective and engaging copy by providing suggestions and recommendations for content, as well as helping to refine and optimize existing copy.
Challenges of AI-generated content
Though AI chatbots may have the ability to create great content, many doubt that there will ever come a time when that information can go unchecked by human eyes. At least, not anytime soon. AI may be able to give us a low-cost, fast option for churning out content, but it isn’t a match for humanity. Things like thought leadership, humor and style just aren’t quite there.
The AI tools can compile information from all the little corners of the internet that already exist and regurgitate that information in a new way, but it can’t come up with new ideas. It knows the materials it has been given, but does not consistently provide sources or attribution, which are critical elements for research documents. Information gathered by ChatGPT also may not necessarily be factual. According to the site’s FAQ section, the tool has limited knowledge of world events after 2021 and may occasionally produce harmful instructions or biased content. It also warns that the tool will occasionally “hallucinate” and provide answers unrelated to the question it was asked.
In its current state, AI-generated content is a good tool for first drafts, but it is in an organization’s best interest to have a human overseeing content before it is distributed. Curious? Try it for yourself here. You can ask ChatGPT questions or prompt it to write something for you. But for vetted content created by a team of experts, contact AOE instead!
AOE Account Manager Vikki Sicaras contributed to this article.