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ChatGPT: Effects on Search and Usefulness for Marketers

If your team has been looking for a way to use artificial intelligence (AI) more to support creative strategy, ChatGPT may actually be helpful for you. While it may seem counterintuitive to have an AI chatbot enhance creativity, the technology can help gather data, research, use the dialogue to plan campaigns and meetings, headlines, key words, copy, and images.

That being said, the technology is far from perfect. It is only as powerful as it's been programmed to be, and the human touch is definitely needed to create narratives, ideas, and editorialization. The service itself should be used as a tool to help team members; it is far from being used as a copywriter without human overview. Like all things, some teams may find ChatGPT more useful than others. 

Check out the resources below.

From Zero To ChatGPT Hero: How to Harness the Power of AI in Marketing. Search Engine Journal, January 2023.
Welcome to the future of marketing, where artificial intelligence and human expertise come together like never before. Meet ChatGPT, the revolutionary tool that is changing the game. With ChatGPT, you'll finally be able to harness the power of AI to make informed, data-driven decisions about meeting your audience's needs.

But ChatGPT is more than just a tool – it's also a way of thinking about how to balance human creativity with data-driven technology. Stay ahead of other digital marketers by following best practices and make the most of this amazing tool. This article, we'll explore the many benefits of using ChatGPT in marketing, as well as some of the challenges and pitfalls to watch out for.

How Can I Use ChatGPT for Marketing? SmartInsights, January 2023.
Much MarTech now promises to be 'AI-powered' while still relying on manual analysis and customizations. The author believes that it's the development of search and social media platforms that have been the main drivers of change. They say, "Until now, that is... Having tested ChatGPT, I believe it will spark mainstream adoption of AI among marketers, since it will be used as a practical tool to support creative development to help marketers working on search, email, and social media marketing." In this article they provide example dialogues and use cases showing how ChatGPT is much more than "yet another AI chatbot."

Generative AI, Like ChatGPT, Won't Destroy Creativity. It'll Save It. Forrester, January 2023.
Generative AI, such as DALL·E 2 or ChatGPT, has the marketing industry fretting about the human creator's role in the future of creativity. Earlier this week, Mint Mobile and agency Maximum Effort posted a video ad starring owner/actor Ryan Reynolds.

No big deal, right? Except it was written entirely by ChatGPT. And Reynolds characterizes the AI-authored commercial as "mildly terrifying," referring to the software's accuracy and ability to mimic his acerbic tone of voice. With those two words, Reynolds captures the creative industry's simultaneous fascination and fear about the potential, pitfalls, and opportunities of AI-driven creativity.

Despite generative AI's utility, the creator community is more uneasy than excited with the notion of powerful tech making their skills and expertise redundant. One holding company executive describes the company's ambitions for AI and offshoring as both a talent and a profitability strategy. In this article, the author notes:

  • Generative AI isn't ready for primetime yet
  • Generative AI will always need supervision
  • Algorithms must be trained
  • AI and automation produce a future for creativity

How an Honest Talk With ChatGPT Surprised Even a Veteran Editor. Content Marketing Institute, January 2023.
ChatGPT arrived on the scene to a lot of fanfare – positive, negative, and nonplussed reactions. The author sees ChatGPT as a real-life learning tool to help humans see something we usually talk about theoretically: the potential of artificial intelligence. While AI content creation tools have been around for a while, they aren't as ubiquitous (or as free) as ChatGPT. In this article, the author experimented with ChatGPT to better understand AI's potential for creating content. They asked the following questions:

  • Are human writers better than bot writers?
  • Is ChatGPT copying from my (and others') content?
  • Can ChatGPT explain topics better than Google?
  • Can ChatGPT write long-form content?
  • Should content marketers use ChatGPT?

Beyond The Buzz: Ways Brands Can Use ChatGPT And OpenAI for Boosting Sales on Amazon. Forbes, January 2023.
AI tools like ChatGPT, OpenAI and DALL-E have dominated the newsfeed of marketers the past few months. But how much is simply buzz, versus a business opportunity that's actionable right now? According to the author of this Forbes article: "I personally believe that this is just the start of a big shift in how we implement digital marketing strategies across many channels. Many more use cases will come out of the woodwork with further experimentation and technology overlays." The author than lays our ways brands can leverage these tools specifically on Amazon to improve the quality and efficiency of their marketing efforts. They include:

  • Generating keywords
  • Creating headlines for ads
  • Generating images
  • Generating product copy

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The views and opinions expressed in Marketing Futures Pulse are solely those of the contributor and do not necessarily reflect the official position of the ANA or imply endorsement from the ANA.

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