The marketing industry is shook. Some marketers are hearing a relatively new tool could upend the content marketing process. Others are saying it’s synonymous with the creation of the cell phone in its ability to make marketing work simpler than ever. But why is ChatGPT such a powerful tool — and is it really the future of writing?
Developed by OpenAI and launched in November 2022, ChatGPT is a free chatbot service using artificial intelligence (AI) technology to generate text that, at first glance, appears as if it’s been written by a human. Though its original purpose was to mimic human conversation, ChatGPT has proven much more versatile, capable of generating human-like blogs, articles, lists, scripts and other forms of writing through prompt engineering (i.e., structuring commands entered in the software to achieve desired output).
From content calendars to creative strategies, ChatGPT is an admittedly versatile tool. The software has been lauded by marketers as an excellent starting point for both research and writing. With just a simple prompt, ChatGPT can pull simplified data points that save time on research. ChatGPT can essentially provide the “bones” of an article — the software builds the structure while the human writer provides more detail.
ChatGPT can also assist in the brainstorming process. Entering a prompt such as, “Give me a list of 10 marketing blog topics for 2024,” will provide a list of 10 potential blog titles encompassing a wide range of topics, from ADA compliance to TikTok marketing.
Some marketers believe they no longer need to hire creative members on the team as they have a tool at their disposal that can do it all for them. However, while ChatGPT can be a tremendous help, it’s not without limitations. ChatGPT can create impressive content in a matter of seconds, but it often lacks the essence that makes human-written copy so meaningful and powerful. Unless utilizing the paid version, ChatGPT 4, users are limited as to the scope of accessible information. For example, ChatGPT only uses data up to the year 2021, so anything posted, written or shared afterward was not logged into its database. With ChatGPT 4, users will have access to more updated information.
Another drawback is the reliability of the information. In the screenshot above, ChatGPT provided at least one location, Splashdown Waterpark, that is not only permanently closed but demolished. Another prompt entered by the McD team asked ChatGPT to generate a 500-word article about patriotic sites in Pulaski County, MO. The software returned text containing a reference to an attraction that does not exist.
Inaccurate information can lead to customer dissatisfaction and in some extreme cases, litigation. With the ever-growing amounts of false and incorrect information on the web, ChatGPT is not equipped to determine “right” and “wrong” the same way a human can.
In addition, ChatGPT has also generated some ethical anxiety. Critics have also expressed concern with the effect ChatGPT may have on human intelligence, essentially removing the necessity for complex thought in favor of having a machine do it instead. Additionally, educators worry students may use the software to cheat on writing assignments and world leaders have shown unease with the high probability of abusing ChatGPT to spread harmful misinformation.
ChatGPT can be a helpful tool in your marketing strategy, but in the end, that’s all it is: a tool. ChatGPT cannot replace a creative team as it lacks the ability to verify information and appeal to a reader’s emotions. Your customers and visitors depend on accurate information that strikes a chord and moves them to act — no amount of algorithms or data can reliably imitate that.
Trust your marketing strategy to a team of thinking, feeling people who understand your audience better than any machine. Learn more about our Creative and Digital services and see how we can tell the honest and emotional story of your brand.
