Spring is still a far cry off, according to the predictions of our country’s furry and fickle timekeeper, but 2023’s most popular marketing trends are already in bloom.
Amassing over a million users in just 5 days post-launch, ChatGPT, alongside other AI marketing tools, is growing like a weed. The viral chatbot released by OpenAi is a large language model (LLM) that uses reinforcement learning to have intelligent, humanlike conversations with users.
Though its technology is a little more advanced than Punxsutawney Phil’s, the user function is surprisingly similar: you ask a question to a non-human entity and receive an answer. ChatGPT, unlike a groundhog, can craft just about anything made of words, if it receives the right prompt — articles, essays, poems, marketing strategies, ad copy, website code, and beyond.
Despite its wide range of functional purposes and instant popularity, it’s not all coming up roses for ChatGPT. The creators have rushed to address concerns of plagiarism, bias, and misinformation in recent weeks, urging users to send feedback when they encounter these issues.
Limitations and all, ChatGPT is a powerful tool for modern marketers that can enhance digital marketing strategies and save time. Read on to learn how to leverage the platform without being afflicted by its current drawbacks.
How does ChatGPT work?
ChatGPT is one of many artificial intelligence systems known as Large Language Models that utilize vast amounts of data in order to predict the next word in a string of words. The chatbot works as, essentially, a hyper-intelligent predictive text to answer prompts like, “Explain Einstein’s theory of relativity,” or, “Can I feed my dog cashews?”
Ask the chatbot what it is, and you’ll receive an answer along the lines of:
The possibilities are nearly limitless, but some of the most popular uses for ChatGPT currently are:
- Write & debug code
- Create short summaries & long form essays
- Solve complicated math problems
- Write & compose music
- Generate keywords & website text
- Craft headlines & ad copy
- Create custom resumes & cover letters
- Write original poetry & jokes
Right now, ChatGPT is in its research phase, which means it’s free and open to the public for use. This works in its favor — the more humans that interact with the platform, the smarter and more efficient the platform becomes due to its Reinforcement Learning with Human Feedback (RLHF) training.
It also means that the site is often inundated with users. Jump on at a popular time of day, and there’s a good chance you’ll stumble across a service notice like this one.
Thankfully, the creators recently rolled out a paid version of the platform, ChatGPT Plus, which offers 24/7 availability, faster responses, and priority access to new features for $20/month.
Limitations of ChatGPT
didn’t know this, TIL pic.twitter.com/7yqJBB1lxS
— Fiora (@FioraAeterna) December 5, 2022
Incorrect information: Though the AI is pulling from a massive amount of data on human conversations and behaviors, it doesn’t quite have the powers of discernment inherent to our species yet.
From the creators at OpenAI themselves: “ChatGPT sometimes writes plausible-sounding but incorrect or nonsensical answers.”
Part of that is due to the technology — it doesn’t locate relevant answers and information from the web like Siri or Alexa, it predicts the next word in a sentence. Additionally, ChatGPT is hindered by the fact it draws from a wide range of information compiled and published by humans which, as we know, can be riddled with inaccuracies.
Built-in bias: Preconceptions are yet another anthropomorphic feature of ChatGPT. In some instances, the bias is relatively harmless, as is the case with highly favored words and phrases.
OpenAI describes the concern as such: “The model is often excessively verbose and overuses certain phrases…These issues arise from biases in the training data (trainers prefer longer answers that look more comprehensive) and well-known over-optimization issues.”
In other cases, the chatbot has been documented providing answers that discriminate against minority groups, despite one of the platform’s core tenets being to refuse harmful or inappropriate requests.
Verification woes: One of the many issues with receiving biased or incorrect information from ChatGPT is that there are no sources included in the copy you receive. In turn, you end up needing to do a lot of research and external verification to make sure your AI-generated text isn’t perpetuating harmful ideas or misinformation.
For marketing strategists and business owners hoping to utilize ChatGPT for SEO-building long-form content like blogs and articles, this is a big deal. Providing value to your readers and fans is of the utmost importance in content creation; falsities and preconceived notions are valueless.
Read More: 6 Content Marketing Mistakes to Avoid
6 ways to effectively leverage ChatGPT for marketing
- Use it as a tool, not a team
While AI marketing tools might one day change everything we know about the digital advertising landscape, we’re not quite there yet. So, in the meantime, use ChatGPT as a resource to streamline your brand-building efforts, reinvigorate your marketing strategies, and inspire new content.
- Craft short form content
With things like product descriptions, social post captions, catchy headlines, and copy for A/B testing an ad, you only have a few characters to make an impact. Luckily, ChatGPT works really well with anything short, sweet, and easy to edit.
- Structure long form content
Running out of ideas for your blog? Stuck on how to structure a complicated topic? Use ChatGPT as a launching pad for your longer form content — the chatbot can provide relevant topics, opening sentences, outlines, headlines, section titles and more.
- Keyword research
ChatGPT’s knowledge and training were cut off in 2021, so not all of its data and information are 100% up-to-date. That being said, modern marketing specialists can still use the platform to compile lists of related keywords and phrases for their SEO strategies, if they ask politely.
- Automate user experiences
Did you know ChatGPT can be integrated as a chatbot or conversational AI system for your site? Use it to perform tasks, answer questions from visitors, and provide information about your business.
- Upgrade your current copy
ChatGPT can’t scan and analyze information from the internet, but it can still give you notes on your website copy. Plug in the text from your homepage, landing pages, about section, and watch as ChatGPT transforms it into keyword-rich copy that captures attention.
Ready to bring your business into the modern age with AI marketing tools? We can help! Start with a free consultation — our organic marketing experts will guide you through the world of AI, helping you choose the right tools to expand your reach.
