If you’ve been on the internet recently, chances are you’ve heard about OpenAI’s ChatGPT. This AI tool has seen a massive rise in popularity following its release in November 2022, with over 100 million users and counting.
This is, in part, thanks to its ease of access. ChatGPT is free to use, though you might not always get instant access when the site is at capacity. A paid subscription plan currently being rolled out promises constant availability, faster response times, and priority access to new features.
However, the main attraction of ChatGPT is in its capabilities.
What impact could ChatGPT have on marketing?
ChatGPT’s ability to interpret questions and carry out natural conversations is a far cry from the awkward, limited chatbots with which most people have experience. Additionally, its ability to generate content – from copy to code snippets – can make it seem like a miracle solution for departments with skill gaps and other resourcing issues.
This newly-invigorated interest in AI from businesses has raised concerns about the threat that technologies such as ChatGPT pose to working professionals, particularly those within creative fields. This isn’t without justification—Image-generation tools such as DALL·E 2 face heavy scrutiny about the legality of using existing art to inform their creations.
Can ChatGPT really replace creative roles?
The creation of engaging content needs to be informed, driven, and reviewed by humans. ChatGPT can only draw from existing data—this means it’s always pulling from the past. Relying on such a tool to create something unfamiliar or exciting isn’t likely to work out, as it will steer towards tried and true, resulting in an output that plays it too safe to stand out. Fresh and innovative approaches will still require the human element.
Additionally, ChatGPT isn’t actually an expert in the subjects it covers. It’s a tool trained to recognize patterns in data and present probable answers. It can present you with two completely different “solutions” to a question posed – and both could be completely off the mark.
This is something that Sam Altman, OpenAI’s CEO, has stated plainly himself:
“ChatGPT is incredibly limited, but good enough at some things to create a misleading impression of greatness. it’s a mistake to be relying on it for anything important right now. it’s a preview of progress; we have lots of work to do on robustness and truthfulness.”
“fun creative inspiration; great! reliance for factual queries; not such a good idea. we will work hard to improve!”
So, how can ChatGPT benefit creative talent?
Sam Altman’s second point is also excellent guidance for how ChatGPT should be viewed as an asset to be given to creatives, not a system for replacing them. By understanding the tool’s limitations and strengths, marketing functions can use it to support creativity, conversations, and collaboration.
For example, ChatGPT can generate creative prompts for graphic designers, or even automate repetitive tasks such as resizing images, freeing up designers to focus on other tasks.
Similarly, copywriters can turn to ChatGPT for inspiration with paraphrasing points or analyzing conciseness. Video editors can use the tool to help with restructuring scripts. Community managers can get assistance with proofreading posts and responses.
Ironically, some of the most exciting possibilities of ChatGPT only emerge when it’s approached with creativity. Tedious tasks that demand a disproportionate amount of time for their overall impact can be alleviated (or at least partially automated) when the tool is led by experts who understand the oddities and complexities of their field.
A forward-thinking future
Ultimately, ChatGPT has helped fuel necessary conversations about the role that technology will play in the workforce. And while it’s important to recognize the challenges it could introduce if implemented carelessly, it’s equally crucial to consider its positives.
As an industry, we all stand to benefit from an improved understanding of the many professions and areas of expertise that come together to make outstanding work. With tools such as ChatGPT, we have an opportunity to highlight how many skills can’t be replaced, but can certainly do with a bit more support.
And on that note, ChatGPT, care to close out this post?
“When ChatGPT’s sophisticated technology is combined with the vision and imagination of creative professionals, they can push the boundaries of their work and achieve truly exceptional outcomes.”
- ChatGPT Feb 13 Version
Not too bad, right?