ChatGPT: an ally or adversary – by Century Financial’s Sharad V K

Century Financial's Sharad V K looks at how ChatGPT can be integrated to optimise marketing techniques and some pitfalls to be wary of


By Sharad V K, marketing director, Century Financial

The digital landscape experienced a progressive shift with the advent of ChatGPT. These developments in AI saw every second post and conversation on the internet focusing on ChatGPT. From technology to writing, every domain seems to be possessed by this new AI avatar as it crossed a million users within a week. Not surprising, considering the interesting output it churns out with what’s being fed in.  It results in quick and efficient customer service. But is this ability to imitate human conversations going to impact industries the way it is being assumed. Can this be the new superpower for marketers too? 

Time to sharpen your marketing strategies? Hear from leading experts as they discuss a range of tactics from brand safety to customer segmentation to CTV advertising. Business leaders from brands, agencies and tech firms will all be taking part. Click here to book your seat.


Is ChatGPT triggering a cataclysmic reaction?

Firstly, let’s understand that ChatGPT is at a point where it is just evolving itself into a future technology with multiple possibilities and uses. But it is important to acknowledge that it can only imitate what humans have done until now and rest assured, we’re capable of more. It isn’t going to wipe away job titles as human intervention remains indispensable across industries. Without feeling flabbergasted about its staggering initial euphoria, ChatGPT is still in its nascent stage, and blindly relying on it for anything important can put brands and their reputation at stake. With all its positive traits and drawbacks, marketers can still make ChatGPT work in favour of brand growth. 

Some of the key areas where one could apply ChatGPT in marketing are smarter automation of repetitive tasks and enhancing creativity.

Let’s begin with the tasks done routinely. If you work in content, you ideally work on designing content strategy, determining topic lines, and writing headlines. With email, you must determine who to send it to, when to send it, what subject line to use, and what text to include. So, when one considers marketing, there are all of these underlying repetitious processes that we experience. These are tasks that can be efficiently done using ChatGPT and other similar AI tools.

Next is enhancing creativity. This is not just restricted to language, but can extend across four kinds of multimodal content — images, text, audio and video as the AI tool evolves soon.

Supervised reliance is key

It’s given that ChatGPT can provide quick and efficient marketing content, enhanced creativity and aids in overall efficient customer service 24×7 without the need for human intervention.

This results in improved customer satisfaction and reduced waiting time. So, its linguistic capabilities can be harnessed to gather the information that can further be utilised for lead generation through content and SEO strategy. To be more specific, ChatGPT can be integrated into the system to identify high-quality leads and segregate site visits for their business value. With that, marketers will have more time and ready data to focus on lead conversion.

ChatGPT can also help align extensive and scattered data. With summarised market studies in hand, human intelligence can be applied to navigate through strategic routes to optimise results.

ChatGPT is far more refined and its ability to generate, sustain and recall dialogues with and for consumers is outstanding. It can produce marketing content a lot quicker than we think. However, it can only be a handy tool to produce basic content required for client emailers and offerings. For unique and boutique kind of intriguing content, we need human brilliance because even your competitors have access to this technology. So, where do you differentiate your expertise from the masses? It’s still the human capital that brands own that’ll make all the difference because technology, no matter how advanced, does come with limitations.

But, with the right collaborative approach and supervised integration of ChatGPT in marketing DNA, higher targets can be set and achieved.

Social media, SEO, personalisation, and more

Agreed that ChatGPT has access to a denser wealth of industry knowledge than any marketers may have. But, when it comes to marketing campaigns, it’s the offbeat ideas and little nuances that go a long way in making a brand campaign successful. ChatGPT can be applied to optimise SEO with realistic expectations that it can never possibly write, act and feel the tonality of a brand. With assistive work taken over by ChatGPT, marketers can utilise their time and resources for innovation and strategy. Also, with its ability to produce excellence in just about everything it decides to take up, humans can become curators rather than creators.

ChatGPTs can also ably handle social media automation by taking up scheduling, streamlining, and optimising various handles and platforms. Knowing that personalisation has evolved to become a key element of marketing, ChatGPT can be utilised to create more engaging experiences for consumers. Like, personalising online advertising increases the chances or compels customers to make that purchase.

ChatGPT is an advancement in technology but can it be a roadblock? Not if we see it as our ally more than an adversary. It still hasn’t and will never replace originality, emotions, and insightful thinking.

So, marketers can safely brace up to hack into ChatGPT’s trail to retain persuasiveness and remain the only legitimate resource for originality.