In case you’ve been living under a rock recently, there’s been a bit of a buzz in the marketing world recently about the rise of AI, and its many applications, namely ChatGPT.
First introduced in 2018, ChatGPT (Chat Generative Pre-Trained Transformer) is an AI platform that can generate responses and text that resemble that of a human and can deliver anything from essays to social media posts, SEO guidance to scriptwriting in selected tones. Pretty cool, right?
In some ways, it’s amazing, but for us marketers, we may be trembling in our boots a bit. Will this technology make our jobs obsolete? Let’s take a closer look.
Let’s give it a go
To test out just how effective the program is, we decided to give it two completely different tasks to complete with completely different inputs to the system.
Task 1: Social media post
Input: Write me a social media post congratulating Argentina for winning the World Cup. Please keep it under 20 words and make sure you refer to Messi as the GOAT.
Result: Congratulations to Argentina on winning the World Cup! Leo Messi, you are the GOAT! #Argentina #WorldCup #Messi
Task 2: Website content
Input: I have a product called Espresso Dubai. Please write me a paragraph no longer than 150 words that sums up our ethos. It will be used on our website in the ‘about us’ section. The tone of voice has to be friendly. Some of the core elements of our business include: Sustainable farming, low prices, and high quality coffee that is perfect for the tastebuds of Dubai. Please include SEO terms: Dubai, Dubai coffee, coffee in Dubai, espresso in Dubai.
Result: At Espresso Dubai, we are committed to bringing you the highest quality coffee at the most affordable prices. We believe in sustainable farming practices and source our beans from responsible and ethical producers. Our coffee is expertly roasted to bring out the unique flavors and aromas that make it perfect for the tastebuds of Dubai.
We are dedicated to providing the best possible coffee experience for our customers, whether you’re a coffee connoisseur or just looking for a quick pick-me-up. Our team is passionate about coffee and we love sharing our knowledge and expertise with others.
So come and visit us at Espresso Dubai for the best coffee in Dubai. We can’t wait to serve you and help you discover the perfect blend for your taste. Whether you’re looking for a classic espresso, a frothy cappuccino, or something a little more unique, we’ve got you covered. Thanks for choosing Espresso Dubai for all your coffee needs in Dubai!
As you can see, ChatGPT has done a pretty capable job at generating both requests, but would definitely need some overall tweaks and changes to make it really effective and fit the exact tone of voice and messaging that is specific to the company/individual who will be posting them. Still, though, it’s pretty shocking at how well and almost instantaneous the text is created. This is definitely something that we’ll be adding to our marketing toolbox, that’s for sure!
The way forward
Overall, whilst it’s a scary concept thinking that your job is under threat by an intelligent machine, there’s still a long way to go before AI gets good enough to really hit the ground running in certain industries.
Will the role of the marketing manager be replaced? Most likely not. However, with that being said, AI may replace a couple of roles within a marketing agency, specifically content creators, copywriters and marketing executives. Text that would once take a couple of days to complete will soon be able to be done in a matter of a few hours, deadlines could be achieved much quicker and the quality of work may get to a level that’s extremely consistent. Also, AI won’t suffer from sick days, writer’s block or a limited vocabulary.
As the software improves, marketing managers and account managers will simply be able to brief in their text requirements directly to the platform, and receive instant results. The text will likely have to be amended, but any capable marketing manager will be able to edit for tone of voice, language and words in a matter of minutes.
The key right now is about leverage. AI will help to automate tasks and can help improve efficiency in the long run. At this moment in time, those in a marketing role will be able to run multiple inputs, get the base of their text, and tweak and add to it as they see fit, which will take much less time than it would if they started from scratch.
At GTECH, we love the idea that AI can be used to augment roles in marketing agencies and in organizations. We do think, though, that humans (especially our colleagues) are still the best assets to any marketing agency. Get in touch with us to see how us humans (and maybe some AI) can help you bring life to your online and digital presence!