If I work in advertising or marketing, how will ChatGPT affect my work?

There’s been a lot of excitement recently about ChatGPT, the public preview release of OpenAI’s chatbots powered by the GPT3 language model. There’s no better way to get people interested in artificial intelligence (AI), and perhaps even more concerned about it, than to see it in action. And ChatGPT certainly serves as a powerful demonstration of what AI can do today.

When you ask GPT to answer a question or write a sentence, GPT responds with well-structured, natural-sounding human language that most people would never imagine were produced by a machine. Of course, this immediately led us to ask the question, what does this mean for us humans? And one of the first professions they fear will face the chops is marketers.

Since many aspects of marketing and advertising involve writing text, this seems reasonable. Write ad copy, write marketing emails, or write simple social media posts. Now that everyday machines can perform these tasks, are all those working in these jobs in danger of becoming redundant?

In fact, throughout history we have seen that new developments in technology tend to create new jobs as quickly as they make old ones redundant. , or are often highly skilled, which means they are well paid and often rewarding.

For example, the advent of mechanized farm equipment reduced the need for unskilled field workers, but created a need for skilled engineers and technicians. And while the dawn of the computing age has made many low-paid office filing workers and typists obsolete, it has created high-paying jobs in software engineering and data management. Similarly, the World Economic Forum predicts that while jobs will be lost to AI, it will lead to job gains over the long term. So, if you work or want to work in marketing or advertising, let’s take a look at how the arrival of this undeniably revolutionary technology will affect your career prospects.

First, what exactly is ChatGPT?

ChatGPT is a virtual assistant (chatbot) that uses the field of machine learning known as natural language processing (NLP). This is an example of generative AI. Because you can create something completely new that has never existed before. You can write computer code as well as human languages ​​like English. ChatGPT is actually a user interface for a large language model called GPT3 (Generative Pretrained Transformer 3) developed by OpenAI. The exact details of the training data have not been published, but it includes a massive dataset of 175 billion parameters, including books, newspapers, research papers, and snapshots of the internet taken in 2021. I know That is, the information given was not labeled. Instead, just record which words are used and analyze the context and the relationships between them. This allows you to predict which words should be used in what order to produce the best response. The results may seem surprising, but the algorithms that make up ChatGPT and GPT-3 are very simple and all based on statistics. The “intelligence” is made possible by the sheer size of the training dataset and the speed at which requests are processed.

How will my marketing and advertising work be affected by ChatGPT?

If you have a creative role in advertising or marketing, writing may constitute at least part of your responsibility. You might think it could be replaced.

In theory, businesses could use this technology to create copies of advertisements, marketing emails, social media posts, long-form marketing materials, and website copy.

However, it is important to remember that everything ChatGPT writes or makes is based on what we know about what has been written before. This means that they cannot actually think independently or be creative in the same way as humans.

What this means is that while marketers accustomed to working in routine and formulaic ways may have reason to worry, those who can apply truly human qualities have nothing to fear. It means that there is no

For example, a popular marketing model today is influencer marketing. An influencer is, theoretically, an individual who has built a relationship with an audience based on relationships. Their audience is interested in the content they create because of who created or created it. We don’t want generic robot-generated content.

Similarly, if you’re writing social media posts for a living, and if it’s successful, your audience is interested in your brand’s authentic voice and the opportunity to connect with the people behind it. There is a possibility. This element of the marketer’s work cannot yet be successfully replicated by machines.

The easiest way to think of it is that natural language technology can be used to replace many humdrum mundane elements of work. This includes creating lists, defining content marketing elements and ad structure, and making sure every item on his list of key takeaways is covered in one piece of his text.

Other ways to use ChatGPT to automate mundane aspects of your marketing work include:

· Market Research – Quickly create a list of major players and their most important products and services in any industry.

· Search Engine Optimization (SEO) – ChatGPT can be used to generate copy containing the keywords that search engines look for when ranking your page. However, you must be careful not to violate algorithms that penalize sites that use computer-generated content.

· Product Descriptions – Generate blanket descriptions for e-commerce sites with frequently updated product catalogs.

When using ChatGPT for any of these use cases, it’s important to be aware of the platform’s weaknesses. Specifically, its training data has not been fully audited for bias. This means that bias can creep into the output. Also, that training was based on a snapshot of data taken in 2021, so we have limited information about what happened after that.

I work in marketing, how do I avoid being redundant?

If you can use these abilities to augment your own creativity and human skills, you don’t have to worry about being redundant with AI. Instead, you can focus on using it to become a more effective and efficient marketer.

However, it’s important to remember that the worst thing you can do right now is to bury your head in the sand and pretend this technology doesn’t exist, and that it won’t dramatically change many industries. am. your.

As we have learned from past eras of accelerated technology-driven change, such as the Industrial Revolution and the Computer Age, it is those who learn to work with technology that thrive. This means harnessing that power to assist us while we focus on developing and utilizing our unique human traits. It may include thinking, empathy, and emotional intelligence.

Identifying, understanding, and building relationships with your target audience is an important part of a marketer’s job. AIs such as ChatGPT and GPT-3 can help with this, but not as strategically and effectively as humans. .

A word of warning though, we are still seeing very early iterations of this technology. GPT-4, which has yet to be revealed to the public, is already known to exist and is said to be 100 times more powerful than GPT-3.

This power may allow GPT-4 to come close to emulating some of the human qualities I mentioned. It may be possible to develop simulated personalities that may be more closely related.

What this means is that anyone who wants to remain effective and competitive in their role in the future must keep abreast of the latest developments in the world of AI. It is inevitable that AI will change the world forever. Understanding when and how such changes occur and how they affect you is key to ensuring AI has a positive impact on your life.

To stay up to date on new business and technology trends, subscribe and follow our newsletter. twitterCheck out my 2022 Business Book of the Year award winner, Future Skills: The 20 Skills And Competencies Everyone Needs To Succeed In A Digital World and Business Trends in Practice on , LinkedIn and YouTube .