Over the past week, our timelines and news feeds have been inundated with chatter about AI research and deployment company OpenAI’s release of ChatGPT. Somehow missed the news? ChatGPT is a chatbot where users ask questions and receive replies and answers from the AI. And it only took one week to hit one million users.
Simple in concept, but ChatGPT quickly generated buzz, concern, and wonderment for both the casual and professional user. The chatbot generates text responses that resemble that of a human and some are saying it could be a Google alternative. While ChatGPT could never replace Google as a search engine, it does hold a myriad of capabilities:
- Q&A function
- Solving math equations
- Text composition (academic articles, movie scripts, poems, etc.)
- Fixing and debugging coding errors
- Explaining what something does or how something works
- And more
ChatGPT’s wide breadth of functionalities has both amazed and scared people, the main fear being that this chatbot sets a precedent for jobs and roles to be replaced by AI—over an actual human.
This has long been a concern since AI technology became more mainstream. And as we enter into the new year, more and more AI-first tools will leverage large language models (including ChatGPT) to enhance their work.
Here, we’ll outline how artificial intelligence complements the human workflow and how marketers, performance growth professionals, and content writers can use AI writing technology to streamline and improve their work. Plus, we’ll take a look at what 2023 will hold for the AI space.
ChatGPT And The Humans That Use It
Before we dive into how professionals can use AI practically in their workflows, let’s address the question of the moment: Will ChatGPT and AI replace humans?
The simple answer is no. The chatbot’s ability to generate human-like answers and content created a fear that human writers are now a thing of the past. But where ChatGPT and other AI tools have speed and data, human writers and artists have nuance and critical-thinking.
When working with AI, humans still have to provide insights. And AI has made these insights actionable. For any use case, beyond marketing, anytime we have data-backed insights about what works for our specific product or audience, there’s still some level of a bottleneck when going to act on these findings. With AI, that bottleneck disappears.
While AI writing tools have made vast improvements in the last few years and are very creative in their variations, they still remain just that — tools. Tools with which humans can optimize, streamline, and enhance their processes and outputs.
AI For Marketers and Performance Growth
To start, let’s talk about marketers and growth professionals. Think about the main needs and responsibilities of someone managing a marketing team. Marketers need to understand their customers, their needs and pains, and be able to create a wide variety of content that speaks to them.
Because AI technologies are increasingly becoming a part of the day-to-day for many companies, it’s important for CMOs and other marketers to understand how it’s evolving and what services are out there.
So just how can marketers and performance growth professionals incorporate AI tools into their workflow? Consider these capabilities:
- Landing page creation and optimization
- Machine learning copywriting
- Customer service chatbots
- Language optimization for email marketing campaigns
- Content and market research
That being said, while AI can give you quality, applicable answers for your input, it won’t necessarily give you the best answers. That’s where your own data and insights are necessary. For example, if you were to ask ChatGPT which keywords you should target for your website’s SEO strategy, it would generate plausible keywords, but not necessarily the ones best suited for your audience or needs. This is why it’s essential for your own data and experiences and AI tools to work hand in hand.
AI For Copywriters
Although they may be most weary about introducing AI usage, copywriters and content writers might have the most to gain from the technology. Creating quality copy, both short and long-form, is no easy task. And sometimes, even well-seasoned writers get stuck.
That’s where AI platforms can lend a helping hand.
Professional copywriters could consider finding the right AI tool to aid in their content production. Whether that be idea generation, copy rephrasing, or completing smaller projects completely with the AI writer.
And just what can these AI platforms help with?
- Ad copy
- Blog outlines and paragraphs
- Emails
- Social media posts
- Product descriptions
- And more
What We See For AI In 2023
AI’s Transition From Buzzword to Workflow Mainstay
As much as AI has already been adopted by several companies across industries, it’s still very much the buzzword of the moment — especially with the release of ChatGPT. In 2023, we expect that to change.
The coming year will see a rise in the usage of AI tools, from content generation to cybersecurity. In fact, it’s estimated that 10 percent of Fortune 500 companies will use AI tools to create content.
Ultimately, this technology will enable businesses to operate faster and more efficiently than ever before — allowing them to stay ahead of the competition in an ever-changing digital landscape.
There’s a Use Case For Every Marketer
As we outlined above, every marketer or content professional can benefit from incorporating artificial intelligence into their workflows. AI is revolutionizing the way that businesses operate and how they communicate with customers. These technologies are allowing companies to automate and streamline operations, while also providing a more personal, interactive experience for customers. This makes it easier for professionals to increase their reach and engagement while decreasing costs.
With the right tools and strategies, AI offers tremendous potential to help marketers increase their reach and deliver highly effective campaigns. It’s clear that there’s a use case for every marketer when it comes to leveraging these technologies — the key is finding the right solutions for your business.
Create Content Guaranteed to Perform
The technology world has been understandably blown away by the power of ChatGPT’s capabilities and exponential growth. It allows anyone, including marketers, to write copy variations quickly and at scale. While AI is rapidly solving for creating a lot of content, for marketers, the large language models behind them will not focus on optimizing for performance of that copy.
And so, the companies that will add the most value in this space are those that can take the outputs generated by AI and predict what will convert for a marketer’s media platform and target audience.
For marketers and copywriters, this means making better-informed decisions about what you promote to your customer base.
It’s A Massive Market With Room For Many Winners
The AI market represents a new frontier in the tech world — one with space for many companies to find success. AI-focused companies can focus on building out specific solutions to help marketers thrive, making it more possible than ever for people to find the right service for their AI copy needs.
While all of the buzz right now is centered around ChatGPT, it won’t monopolize the space by any means. Marketing and copywriting professionals have a vast market of AI copy solutions to choose from.
