Technological developments are constantly evolving and have the potential to change the future of marketing strategies… especially within the field of artificial intelligence (AI). The development of the GPT model has implications on the way businesses create content.

Now, let’s dive into what the GPT machine learning system is, how it functions, and most importantly, how it can support your marketing strategy in the long-term.

What are GPT-4 and ChatGPT
GPT-4 stands for Generative Pre-trained Transformer and the number 4 makes reference to the fourth generation. It is considered one of the biggest breakthroughs in AI due to its ability to generate written content, summarise texts, and write articles. This kind of machine learning could potentially outperform humans at creating content, especially short-form texts. 

Recently the technologists and developers at the artificial intelligence company, OpenAI, released the GPT-4 language model. GPT-4 is constantly upgrading its technological features to stay relevant and keep grabbing the curiosity of the media and tech industry. Businesses can now integrate the GPT-4 model into their marketing strategies – saving time and expanding capacity – thanks to its powerful automation. 

So where does ChatGPT come into the mix? Simply put, ChatGPT is a chatbot developed by OpenAI that uses GPT-4 technology fine-tuned for conversational interaction. Optimised to generate natural and engaging responses to queries and prompts, conversation with the chatbot is designed to feel like a human interaction. ChatGPT has less functions compared to the full GPT-3 model, but is more efficient and effective with its language capabilities. 

Wondering how GPT-3 can support your company’s marketing strategy? Let’s have a look! 

How Does it Work?
When generating text, ChatGPT takes in a prompt (piece of text that provides context or a starting point) and uses its knowledge of the statistical patterns and structures in natural language to generate a response. The response can be a single word, a sentence, or a longer passage of text, depending on the specific task and the size of the model.

Not convinced that ChatGPT is a powerful tool yet? Could you tell that the paragraph above is written by a bot? 

Five Benefits of Integrating ChatGPT into Your Marketing Strategy

Increased efficiency
ChatGPT saves businesses time and money by automating content creation. With the ability to create the first draft of your copy, the content creation process becomes significantly more efficient and allows writers time to take on more projects.

Cost-effectiveness
Through a language prediction algorithm, it can generate text that is similar to human-writing by having the potential to automate many language-based tasks that were previously performed by humans. This leads to cost savings and increased efficiency.

Personalised content
ChatGPT can be used to assist with customer service inquiries and provide personalised responses, improving the customer experience.

SEO optimisation
The chatbot creates high ranking content by optimising it for SEO, pushing your website up on search results. It identifies keyword-rich content for your business and optimises landing pages, web pages, and blog posts based on those words.

Flexibility
ChatGPT is highly flexible and can be adapted to handle a wide range of language tasks, such as answering questions, sentiment analysis, and summarising. 

Five Risks of Using ChatGPT for Your Marketing Strategy

Unoriginal Content Ideas
ChatGPT is pretty amazing when it comes to writing text that sounds like it’s been written by a human. But unfortunately, it may not be able to come up with original content that’s unique to a specific brand or company. That means that by relying solely on ChatGPT for content creation, companies might have trouble standing out from the crowd in the marketplace.

Misinformation
ChatGPT has been trained on a massive amount of text. That’s great, but sometimes that text may not be accurate or up to date. Content should be reviewed before it’s published to avoid the risk of spreading false information.

Decreased human creativity and skills
Relying too much on ChatGPT for content creation could result in decreased human creativity and decision-making skills in the marketing field. This could then lead to a drop in content quality and limit a brand’s ability to keep up with shifting market trends and customer demands.

Plagiarism
ChatGPT’s language tasks come with the risk of producing plagiarised content if it generates text that is too similar to existing content. To avoid this, it’s critical to have strict quality control measures in place to review and fact-check any content created by the chatbot before it’s published.

Limited understanding of context
ChatGPT is great at producing text that sounds like it’s been written by a human. However, it might not always fully grasp the context or meaning behind a conversation. This could lead to misunderstanding and confusion if it generates responses that aren’t fitting or relevant to the topic being discussed. 

What Does This New Technology Mean for the Marketing Sector?

Content creation is a key component in an effective marketing strategy. Today’s competitive marketplace challenges marketers to create compelling digital content, where traditional marketing methods are not enough anymore.

When it comes to producing fast data, ChatGPT may be able to outperform content creators in the tone and format that human writers typically use. However, because GPT-4’s knowledge is only relevant up until 2022, content creators outperform ChatGPT in terms of accuracy on new information. Therefore, the chatbot has the potential to improve the efficiency of content marketing by reducing the time and resources required to create content, but cannot be fully relied on without human judgement.

AI-generated content still requires human input in the form of editing and reviewing before the automated text is published. ChatGPT is not a replacement for human creativity and judgement, but should rather be used as a tool to support marketers in creating content. Content creation often requires comprehension and reasoning abilities that aren’t yet programmable and can only be applied by humans. 

The Future of ChatGPT in Content Marketing

ChatGPT gives us an early glimpse into unfathomable technological possibilities for the future of marketing. The model gives us the opportunity to improve content marketing efforts, but it’s important to be aware of the risks associated with this technology and manage it in order to maximise the benefits and minimise potential threats on marketing strategies.

Don’t have time to prioritise on your marketing strategy? Well we do.

With all the tools and technology at our fingertips nowadays, you’re going to need a competitive edge that sets you apart from the crowded market. We know how to best leverage social media platforms, algorithms and trends to build your brand and get you those sales, and we are confident that we can get you standing out amongst your competitors. If you'd like to chat to us about how we can maximise your marketing and integrate AI into your business, why not contact us at Barrk Marketing? Visit www.barrkmarketing.co.za