When applied wisely and ethically, ChatGPT and future A.I. iterations can possess practical uses for marketers.
First, it can be used as a starting point for content creation, including ad copy, blog posts, social posts, or numerous types of copywriting assignments. Buzzfeed has already begun to use it to create personalized quizzes that ask a user questions and then generate a summary based on their responses. The technology can be used to generate SEO optimized copy and headlines. Some have used it on social platforms, prompting it with a message and having the technology then spin it off in a form best optimized for user engagement.
It can also be used as a starting point for audience research. Because A.I. is trained on such large data sets, it can summarize lengthy articles into distillable bullet points to provide thought-starters. ChatGPT can be given massive amounts of data and detect patterns within it, giving people without a data-science background the ability to make data-based decisions.
The uses continue into Search Marketing, where one can gather keyword ideas, build negative keyword lists, or uncover topic suggestions for search engine marketing campaigns. Without stopping there, it can also recommend conversion-optimized ad copy, and even ad group recommendations. A marketer could also provide it with existing ad copy and ask for its take on potential changes or areas for opportunity.
ChatGPT can also assist in troubleshooting issues that may arise in platforms, or provide a list of resources that could be best suited to answer a question, like how to troubleshoot a rejected ad creative.
There are also practical use cases for competitive research to quickly learn about those you face in the market. Some have gone as far as to ask the program to perform a SWOT analysis and have found success.
Finally, ChatGPT can realistically be used to streamline internal or external communication. Quickly generating personalized communication around frequently occurring tasks is well within the realm of its many possibilities, potentially saving valuable time to spend on more complex tasks.
The Federal Trade Commission has already issued a warning to advertisers on how they use the technology. Specifically, the Federal Trade Commission cautions advertisers not to exaggerate its capabilities or make false and unsubstantiated claims.
“Whatever it can or can’t do, AI is important, and so are the claims you make about it. You don’t need a machine to predict what the Federal Trade Commission might do when those claims are unsupported,” cautions the powerful government agency.
There will undoubtedly be more to uncover as these technologies improve and self-regulate. Currently, we’re just at the surface, with more to uncover than we’re able to yet recognize.
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