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The recent release of the ChatGPT chatbot in November 2022 has generated significant public interest. In essence, ChatGPT is an AI-powered chatbot that allows users to simulate human-like conversations with AI.
GPT stands for Generative Pre-trained Transformer, a language processing model developed by the American artificial intelligence company OpenAI. The GPT language model uses deep learning to generate human-like responses. Deep learning is a branch of machine learning that involves training artificial neural networks to mimic the complexities of the human brain, to generate human-like responses.
ChatGPT has a user-friendly interface that leverages this technology, enabling users to interact with it in a conversational manner.
In light of this new technology, businesses and consumers alike are showing great interest in how such innovations can revolutionize marketing strategy and customer experience.
What’s so special about ChatGPT?
What sets ChatGPT apart from other chatbots is the size of its data set. Chatbots are usually trained on smaller data sets in a rule-based manner designed to answer specific questions and perform specific tasks.
ChatGPT, on the other hand, is trained on a huge data set — 175 billion parameters and 570 gigabytes — and is capable of performing a wide variety of tasks across a wide range of fields and industries. 570GB is equivalent to more than 385 million pages in Microsoft Word.
Given its amount of data, ChatGPT can carry out a variety of language-related activities which include answering questions in various fields and sectors, providing answers in multiple languages and producing content.
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Marketer friend or foe?
While ChatGPT may be an amazing tool for marketers, it’s important to understand the possibilities and realistic expectations of getting the most value out of it.
Traditionally, with the advent of new technology, consumers tend to go through Gartner’s hype cycle. In essence, the Gartner cycle describes the process that people go through when they adopt a new technology.
The cycle begins with an innovation trigger stage and a trigger peak that is inflated when consumers are enthusiastic about the new technology and expectations begin to build. Then consumers realized the pitfalls of technology, creating a gap between expectations and reality. This is called the trough of disappointment.
This is followed by an enlightenment slope as consumers begin to understand the technology and use it more appropriately and reasonably. Eventually, the technology becomes widely adopted and used as intended during the productivity plateau stage.
With the public excitement surrounding ChatGPT at the moment, we seem to be nearing the top of the escalating trigger stage. It is important for marketers to set realistic expectations for consumers and navigate the ChatGPT integration to reduce the impact of the disappointment stage.
Possible ChatGPT
In its current form, ChatGPT cannot replace the human factor in marketing, but it can support content creation, improve customer service, automate repetitive tasks and support data analysis.
Support content creation: Marketers can use ChatGPT to enhance existing content by using it to edit written work, make suggestions, summarize ideas, and improve the overall readability of copy. In addition, ChatGPT can improve search engine optimization strategy by checking the ideal keywords and tags.
Improve customer service: Businesses can train ChatGPT to respond to common inquiries and interact with customers in a human-like conversation. Instead of replacing the human factor, ChatGPT can provide 24/7 customer support. It can optimize business resources and improve internal processes by outsourcing high-impact and sensitive tasks to humans. ChatGPT can also be trained in multiple languages, further enhancing customer experience and satisfaction.
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Automate recurring marketing tasks: According to a 2015 HubSpot report, marketers spend a lot of their time on repetitive tasks, such as sending emails and creating social media posts. While some of these challenges have been overcome with customer relationship management software, ChatGPT can improve by providing an additional layer of personalization through creative content creation.
Additionally, ChatGPT can help with other tasks, such as product descriptions. With access to a wealth of data, ChatGPT will be able to update and adjust product descriptions frequently, allowing marketers to focus on higher impact tasks.
ChatGPT limitations
While the possibilities for improving marketing processes with ChatGPT are exciting, it is important for businesses to know some of the key limitations and when to limit or avoid using ChatGPT in business operations.
Emotional intelligence: ChatGPT delivers sophisticated human-like responses and content. However, it is important to realize that these tools are only human-like. Similar to the traditional challenges with chatbots, a level of human likeness will be critical to process improvement and content creation.
Marketers can use ChatGPT to enhance customer experience, but without humans to provide relevance, character, experience, and personal connection, it will be difficult to fully leverage ChatGPT. Relying on ChatGPT to build customer connection and engagement without human involvement can reduce meaningful customer connections, not increase them.
Accuracy: While marketing content may seem logical, it is important to note that ChatGPT is not error-free and can give wrong and illogical answers. Marketers need to review and validate content generated by ChatGPT to avoid possible errors and ensure consistency with brand messaging and image.
Creativity: Relying on ChatGPT for creative content can lead to short and long term challenges. ChatGPT lacks individual life experience and understands the complexities of human nature. Relying too heavily on ChatGPT can limit creative abilities, so it should be used to support ideas and enhance existing content while still allowing room for human creativity.
Humans are irreplaceable
While ChatGPT has the potential to increase marketing effectiveness, businesses should only use technology as a tool to help humans, not replace it. ChatGPT can provide creative content and support content ideas. However, the human factor remains important to check outputs and create marketing messages that are consistent with the company’s strategy and business vision.
Businesses that did not have a strong marketing strategy prior to integrating ChatGPT remain at a competitive disadvantage. However, with the right marketing strategy and plan, ChatGPT can effectively enhance and support existing marketing processes.
Omar H. Fares does not work for, consult, own stock in or receive funding from any company or organization that would benefit from this article, and has not disclosed any relevant affiliations beyond their academic designation.
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