Copy worth its weight in gold has traditionally been the result of a skilled marketing professional’s creativity. However, the day when even the most outstanding copy is generated by artificial intelligence may have already arrived. ChatGPT can produce fluently flowing text on any topic in seconds, even in Finnish. In 2023, natural language algorithmic AI will spearhead the rapid transformation of marketing communication.
I would guess that many of our readers have already tried out the ChatGPT AI application, which was released by the US-based OpenAI in November 2022. I would also bet that most users have been absolutely astonished by its revelatory nature – including me.
My colleague Christina mentioned on Yle's Jälkidigi show that the first question she posed to the application was "Can I trust you?" For me, the first topic of conversation with the app was about Finland's NATO membership. I asked when it would be ratified.
The AI, however, wasn’t even aware of the matter, exclaiming that Finland was in fact not seeking NATO membership and opting to rely on independent defense. I informed the AI of Finland’s membership application from early 2022. ChatGPT apologized, citing that its databases only extended to the end of 2021.
The GPT part in the app’s name stands for Generative Pre-trained Transformer. This refers to a deep learning-based machine learning model designed to understand and produce language akin to human speech. Its "education" is based on data collected from the internet.
The decades-long benchmark for AI's human-like abilities has been the Turing test. It defines AI reaching human-level intelligence at the point where a person conversing with it cannot definitively determine whether they are conversing with a human or a machine.
ChatGPT seems close to passing this test by virtue of how effortless it is to have a conversation with it. However, ChatGPT is programmed to refer to itself as a machine learning model. It doesn’t try to pass off as human if you ask it about how the family’s doing or how did it sleep last night. With different programming, ChatGPT would likely pass as a human with flying colors.
GhatGPT’s uses OpenAI’s third-generation machine learning model, GPT-3. The first generation was released in 2018, and the second in 2020, meaning that the pace of development is rapid. GPT-3's advanced nature is illustrated by the amount of scientific articles that have been written with its aid, both fabricated and genuine.
During 2023, an even more advanced heir to the throne will emerge: GPT-4. Its skill level is rumored to be so high, that there will be a need to design an entirely new Turing test to help humans distinguish if they’re talking with a human being or a AI.
From the perspective of marketing communication, the most intriguing aspect of ChatGPT is its ability to generate text rapidly. It can be used via a simple routine of questions and answers, but it can also be used to create anything from blogs, news articles, press releases, fairy tales, poems, or rap lyrics. Even marketing copy. When you press the arrow icon at the bottom, fairly decent text will be produced instantly.
This is what happened, when I asked ChatGPT to give a critical assessement on how it can revolutionize our field:
ChatGPT's impact on marketing communication is significant. It provides businesses with the option to automate text-based communications, and respond quickly to customer inquiries and address their needs. This can make marketing communication more efficient, allowing companies to focus on strategic planning and content creation while ChatGPT handles a variety of basic tasks.
With ChatGPT, businesses can also engage in more natural conversations with customers and offer them better services. This can increase customer satisfaction and build trust in the company. With ChatGPT’s help, businesses can gather information on customer needs and opinions, which can help them design better products and services in the future.
Although ChatGPT offers a variety of advantages in marketing communication, it is important to consider potential drawbacks. It is important to ensure that ChatGPT is used appropriately in marketing communication. It should be used to create genuine and natural conversations, rather than as an advertisement tool or sales booster. It is also crucial to ensure ChatGPT is used correctly while protecting user data appropriately.
It is important to note that although ChatGPT is a powerful tool for marketing communication, it cannot replace human interaction entirely. It is important to maintain human contact and provide customers with the option to connect with a human when desired.
ChatGPT can generate an endless number of variations on the same topic – at least when it’s functional. Due to its high popularity, the service has suffered from frequent congestion.
In 2023, ChatGPT may well be utilized as an everyday tool for marketing professionals, at least in part. If writing a press release proves tiresome or in need of additional content, one can give ChatGPT information on the topic, and it will provide the author with useful raw material for further refinement.
ChatGPT's limitations become evident quite quickly, though. The text it produces tends to be on the repetitive side, and the styling resembles simplified news reports.
Interestingly enough, creative fields were expected to be among the last bastions protected from AI invasion. However, the exact opposite seems to be coming to fruition.
AI can’t become a handyman yet, but as far as written work goes, it's efficient. It might also prove to be a more proficient diagnoser or treatment assigner than a human doctor. For this, all you’d need to do is hook up GPT-3 to a medical database with info on diseases, symptoms, microbiology, medications, as well as diagnoses and patient records.
I also asked ChatGPT to produce examples of advertising copy for a new car. These would be more than usable, don’t you think?
"Are you looking for a car that is as practical as it is stylish? Look no further. Our new SUV offers plenty of space for your family, friends, and all your belongings, as well as providing the latest features in safety and technology. Set out on any adventure with confidence in this versatile and capable vehicle."
"Environmentally conscious and budget-friendly? Our new hybrid car is the perfect blend. With its fuel-efficient engine and innovative design, this car is suitable for both city driving and long road trips. Additionally, with its advanced safety features and stylish design, it's sure to make an impression wherever you go."
Wishing you an Artificially Intelligent New Year!
Picture: This "painting" was created using OpenAI's DALL-E AI, with the prompt: "A science fiction styled painting depicting a robot capable of imitating human conversation".