AI Chat GPT - The Good, The Bad, and The Realistic

What is Chat GPT and why is everyone talking about it? On Twitter, blogs, and at the office, Chat GPT has taken over the conversation in marketing. However, not everyone is a fan.

So what is Chat GPT? Who better to ask than Chat GPT itself?

ChatGPT is a variant of the GPT (Generative Pre-training Transformer) language model specifically designed for generating text in a chatbot-like manner. It is trained on a large dataset of human-human conversations and can generate natural language responses to input prompts.

In other words, it is a smart AI technology that will spit out factual, informative and well-written responses to given prompts. The technology presents endless potential with many applications to marketing including customer service, eCommerce, entertainment, resourcing and more! Along with these benefits, many professionals are questioning what such a helpful tool means for working freelancers and industry professionals.

How marketers can use Chat GPT:

The capabilities of a tool like Chat GPT are substantial in terms of marketing, especially when it comes to content marketing and writing. Using the tool, marketers and writers can instantly research any given topic with reliable and reputable answers. For writers covering a diverse range of topics and industries, this tool offers time and resource-saving materials that can greatly improve the final product.

In addition to content marketing, Chat GPT also opens the doors to customer management, providing timely responses and engagement with a digital audience. Chat GPT can be used to answer more general questions, opening the door for customer support workers to better use their time elsewhere. In fact - there have already been Google Chrome extensions launched that allow brands and Twitter users to install Chat GPT bots that respond to all Tweets.

These examples are just a few of the many ways that marketing professionals can use Chat GPT and other AI technologies in tandem with their existing skills and industry insights. By thinking of AI as a tool within one's toolbox, we reduce the potential harm that these types of technology can create within an industry.

While using these tools, it is important to note that these AI technologies are not always 100% accurate. As noted by Paul Zalewski on LinkedIn, many of the programs are not reliably factual and can be prone to misspell words, misuse of math, and create false statements. To use these tools effectively, markets must take these errors into account and research all work thoroughly.

THE HARM OF AI IN MARKETING:

It’s no question that AI tech is advancing quickly and seamlessly into our digital lives. Despite the many benefits and usable features of this tool, many marketing professionals (myself included) are wondering how this will impact the world of marketing. As the popularity of these tools grows, the threat of automation and job redundancy is on the minds of many Canadian marketing professionals. Freelancers especially are now having to compete with AI technologies that can afford to be priced well below the market value.

With years of training, experience, and networking, freelancers offer an invaluable set of skills and insights. Finding ways to compare this value against such advanced tools is proving to be very difficult, especially as these tools trend on major social media platforms such as Twitter, TikTok, and Instagram.

Chat GPT is one of the many recent AI tools that have popped up across social media over recent months. A new wave of AI-generated art allowed customers to receive numerous customized AI portraits in exchange for $10-$15. As a result, thousands of portraits were generated and graphic designers suffered a loss of work and commissions.

Outside of pure ethical concerns, there is also the fact that these AI-generated images and essays are not safe from plagiarism accusations. While it might be unique in some instances, the product is curated by a third-party source that can not be given proper citations or references. When writing a research paper or content, it is difficult to place specific stats and properly credit sources for the information provided. There is an increased risk that others can also use the same prompts and questions to create a very similar product.

One thing appears to be certain - the internet is largely divided over the benefits and consequences of these AI tools. When asked why we should use Chat GPT, the platform was quick to provide its own reasoning:

It is my personal belief that these tools offer great potential when used in support of existing skills and knowledge, but not as a stand-alone solution. Finding ways to better incorporate AI technology is one way to stay on trend and remain relevant while also managing to support industry professionals and workers. As these platforms and technologies continue to learn and grow, supporting our colleagues and industry associates will continue to be something that we aim to do!

Written by Emma Whiten, Marketing News Canada