If you got sick of hearing about "the new normal" in 2020, then you'll probably get sick of hearing about ChatGPT and "generative AI" in 2023.

ChatGPT has taken the world by storm over the last few months, offering shortcuts for everything from writing emails, to writing business cases, brainstorming ideas, and answering random questions about rabbits.

With our digital landscape constantly evolving, marketers in New Zealand and around the world have embraced this powerful tool, recognising its potential to optimise marketing performance and deliver huge efficiencies. So, what are the different ways that marketers can use ChatGPT, and what should we be considering as we start to integrate this into our daily practices?

A short explanation of ChatGPT

I'm certain you all know what ChatGPT is, but just to make sure we're on the same page, here's a short explanation. At its core, ChatGPT is an AI-driven chatbot capable of conversing with users, mimicking human interaction, and offering valuable information. It is an AI language model that has been trained on a massive amount of diverse text data, allowing it to generate responses that often appear indistinguishable from those of a human.

Let's explore five innovative ways you can leverage ChatGPT in your marketing efforts

1. Content ideation and generation

Content is often at the heart of any successful marketing campaign. ChatGPT can be a game-changer when it comes to generating engaging content. You can use ChatGPT to brainstorm blog ideas, write social media posts, or develop compelling email subject lines. Use this powerful tool to optimise your content creation process, saving valuable time and effort.

2. Conversion-optimised ad copy

Writing persuasive ad copy is an art, and ChatGPT can be your secret weapon. Utilise ChatGPT to optimise your ad copy, making it more compelling and conversion focused. Whether you're crafting captivating headlines or fine-tuning the language in your ad text, ChatGPT can provide valuable suggestions to enhance your ad effectiveness.

3. Targeted email marketing

ChatGPT can help you create targeted email campaigns based on customer preferences. Referencing buyer persona information, ChatGPT can generate email content that resonates with your target audience, leading to higher engagement and conversion rates.

4. Engaging social media

Creating engaging social media posts every day can be challenging, so it makes sense to use ChatGPT to help you come up with a whole host of social media ideas. Then put it to use to help you write interesting social media copy, respond to comments, or conduct interactive social campaigns.

5. Competitive research and market analysis

Staying competitive requires keeping a finger on the pulse of the market. ChatGPT can assist in analysing competitor data, industry trends, and customer sentiment. By generating insights and answering specific market research questions, ChatGPT empowers you to make informed decisions and refine your marketing strategies accordingly.

What are the 'watchouts'?

While ChatGPT presents exciting opportunities for marketers, we obviously we can't just palm off everything to ChatGPT (yet!). It's important to approach its usage with consideration and awareness, applying your own critical thinking, knowledge of your business, your local market, etc, as well as applying some general common sense. So, what do we need to consider when incorporating ChatGPT into our marketing initiatives?

Review and validate generated content

ChatGPT is a large language model - it generates responses based on patterns and data it has learned from. While it can be remarkably accurate and helpful, it's crucial to review and validate the content it produces. Always double-check the accuracy, relevance, and alignment with your brand and values before publishing any generated content.

Maintain a human touch

Although ChatGPT excels at mimicking human-like responses, it's essential to maintain a human touch in your marketing communications. Use ChatGPT as a tool to assist and enhance, but ensure that there is still a human presence and personalised approach in your marketing efforts. Editorial skills will still be necessary to turn the generic copy into something that has your distinctive brand expression and tone of voice.

Be mindful of bias

AI models like ChatGPT learn from large amounts of data, which may inadvertently contain biases. Marketers should be cautious and aware of potential biases when using ChatGPT to generate content or make decisions. Ensure you evaluate the generated content for any potential bias and make adjustments as necessary.

Ethical usage

Responsible and ethical usage of ChatGPT is paramount. Marketers must remember that as a prediction-based language model, the content may not be 100% accurate. There are also data privacy, copyright, and transparency considerations, with organisations only just starting to think about addressing compliance and policy standards.

Limitations of AI models

While ChatGPT is a powerful tool, it has its limitations. It may struggle with highly technical or specialised queries and may not always provide accurate or contextually appropriate responses. Human expertise and judgment are still invaluable. Remember that (currently) ChatGPT's training data goes up until September 2021, so the knowledge is based on information available prior to that date.

By considering these watchouts and being mindful of the potential limitations you can harness the power of ChatGPT while maintaining a responsible and effective marketing approach. Remember that ChatGPT should be viewed as a valuable tool to augment your marketing efforts. It's fantastic for providing a first draft, and helping with creativity and efficiency, but striking the right balance between AI assistance and human touch is key.

And in case you're wondering, yes, I did use ChatGPT to help me write this blog (of course I did 😊) I reckon it helped shorten the process from about three hours to one hour - and that, to me, is awesome.

P.S. I've also been listening to a bunch of podcasts about OpenAI and GPT4, Bing, the trajectory towards artificial general intelligence (AGI), as well as the dangers of AI and the potential end of human civilisation - eek! Fascinating, exciting, and scary all at the same time!