A new tool will likely change how content is created. In three years, marketers will likely use AI tools, like ChatGPT, to handle various tasks. From writing social media copy to answering customer service questions, these intuitive tools could make content generation easier for many brands.
These tools fall into the category of generative AI, which focuses on generating pieces of content. In the last two years, investments in this sector have grown.
Research shows U.S. venture capitalists invested $1.3 billion dollars in generative AI in 2022, up from $1.1 billion in 2021, according to Insider Intelligence.
But what is ChatGPT? And why is it making a splash in the marketing world? Here’s a primer on this new content marketing technology.
What exactly is ChatGPT?
ChatGPT is a supercharged chatbot that can interpret human conversation and respond thoughtfully. It was launched by OpenAI and has the power to do things like provide customer support, write marketing copy, and improve your SEO efforts.
ChatGPT is currently in beta testing, but other companies are developing similar technologies. Google, for example, is working on LaMDA, or Language Model for Dialogue Applications. It too is meant to create back-and-forth conversations.
What are the benefits of using generative AI?
Generative AI is the creation of smarter chatbots that model human conversation, which can have benefits.
In the realm of customer service, ChatGPT can:
- Quickly understand questions and repackage information faster than humans can.
- Better understand what a customer is asking and point to helpful resources better than current chatbots can.
- Offer helpful solutions to problems instead of suggesting several predetermined links based on keywords provided by the customer.
When it comes to content marketing, generative AI can:
- Manage complicated tasks that chatbots can’t, like generating marketing plans or taglines.
- Write small snippets of copy based on provided parameters
- Provide answers to questions that marketers might have, similar to Alexa
- Enhance visual marketing collateral
- Identify keywords to use in content
Examples of how generative AI will change content marketing
Generative AI, like ChatGPT, is still in the testing phases, so its exact applications are still being explored. However, many experts say the technology will give marketers the ability to:
Generate marketing copy
With generative AI, marketers can ask it to do small tasks like writing snippets of the copy. Similar to asking Alexa to play a song or answer a question, marketers can ask this tech to write a punchy Instagram post about a product or write a product description for an online store. AI can write content in a conversational way and produce it much faster than a human can.
Create personalized content
With certain types of generative AI, marketers will provide parameters that enable the tech to provide personalized content. For instance, a marketer could ask for email copy that caters to female customers, age 55 and older, who are interested in kitchenware.
The ability to provide guidance or a set of filters means marketers can create tailored content more efficiently.
Generative AI can also brainstorm ideas. Let’s say you’re trying to develop a new tagline for a product. Ask the enhanced chatbot to help, and you’ll get a handful of ideas. Similarly, you could ask it to brainstorm product names, brand color palettes or identify competing resources for review.
Tools like ChatGPT utilize machine learning, which means they can synthesize a lot of data and provide feedback. This application can be particularly handy in identifying keywords that can be added to the content, which in turn, helps content appear higher in search results.
Provide customer service
Chatbots are widely used to provide customer service, but this new tech will usher in a new level of service. With more human-like responses and the ability to pinpoint relevant resources, chatbots will provide helpful answers that keep customers from calling or emailing support teams.
Rather than taking six different pictures of a product and a 360-degree video, experts say generative AI can produce rotatable images (through AI renderings) for websites or online stores.
Imagery carries a lot of weight for online retailers who want customers to experience their products through pictures and video.
Tools like ChatGPT will become a reality soon, and while they will assist marketing teams, it’s important to remember that relying too heavily on automation can create problems. Marketing teams must identify how to use generative AI in their daily routines without giving up quality control.