What Do ChatGPT and AI Mean For Marketing?

ChatGPT and other AI tools have been making a lot of buzz. Are they really replacing marketers?

There’s a lot of buzz as we start the year about ChatGPT and other AI content creators, and what they might mean for the future of marketing.

I understand that — AI is a significant tool that can make a big difference in how writing is done. But does it remove the human element? Does it mean you don’t need to work with content marketers anymore?

No, and no — and this quick guide will explain why.

We Don’t Know the Future of ChatGPT

ChatGPT is a project that OpenAI chose to make public for beta testing in December 2022. Right now, as of January 2023, it’s free — emphasis on “right now.” 

Obviously, OpenAI will want to monetize ChatGPT in the near future. That might mean charging the public a monthly fee for use, or it might mean removing it from public access altogether and selling it to Microsoft or another software company to embed in their own products. 

Even now, the demand for ChatGPT is so high that the software runs slowly and frequently crashes. We don’t know what the future holds, but we know it won’t be free.

February 2023 Update: ChatGPT is now rolling out a $20/month plan. Compared to other AI tools, this is extremely affordable, so I doubt it will last long. 

AI is a Tool, Not a Solution

We all know that articles with headlines that make major, incendiary claims get all the clicks, which is why we see so many about “AI putting marketers out of business.”

The truth is much more tame. Yes, AI is a revolutionary tool that can change how content marketing is done, but it’s only a tool. In the same way that Microsoft Excel changed how accounting was done but didn’t eliminate accountants, AI will change the way marketing is done, but it won’t eliminate marketers or writers. 

Those who are lazy and try to have AI do all of their marketing for them will quickly discover that it’s ineffective. 

You still need expertise to:

• Know what prompts to use to generate high-quality content
• Edit and finesse content to give it a human element
• Bring emotion and context to your content so it drives action from your audience
• Appeal to a shared human experience, such as growing up fixing cassette tapes with a pencil
• Create and deploy a content strategy, so your content is targeted and achieves your goals

Stradivarius violins are some of the finest instruments ever made. I sound terrible playing one! Having the right tool does not a master make.

Human Imagination Matters

One of the strongest tools we have in marketing is the power of story. Stories can connect deeply with your target audience’s emotions, driving them to take action on your offer. 

A chatbot can technically write a story, but it can’t put human imagination and emotion into it. The AI doesn’t have feelings and cannot tell how well a piece resonates with a specific audience. 

One of my favorite writers takes this a step further: she points out how the subtitles for Stranger Things on Netflix could be done by AI, but they’re not — and they’re infinitely better for it. AI would have no idea how to telegraph so much emotion and atmosphere through simple subtitles.

Humans have to do it. Humans matter.

Google is Looking For Humans Writing to Humans

Search engine optimization (SEO) is a major focus for a lot of companies. A well-optimized site can help you show Google that you’re highly relevant for searches entered by your target audience.

When Google puts your page or article on the first page, you can get increased traffic, leads, and customer conversions. 

Can AI help? 

Done well, it can. However, if done poorly, it can result in major penalties. The recent Helpful Content Update shows exactly what I’m talking about. Google lowered the ranking of millions of websites because they were “written for search engines instead of people.” 

If your content sounds robotic, has poor grammar, or is irrelevant despite having the right keywords, you won’t rank well. That’s why you need a content expert to write your blog posts, website copy, and other optimized content.

Now What?

As you can see, there’s a lot of potential in AI for marketing if it’s in the right hands. Done sloppily and lazily, though, it won’t get you the marketing results you’re looking for.

Tired of trying to guess what your audience is thinking? Wondering what you can write that will actually attract attention and drive action? 

I can help. Contact me today and we'll chat!