What do ChatGPT’s plugins and Bard extensions mean for marketers?

By Jalaja Ramanunni

In March 2023, OpenAI announced ChatGPT plugins, allowing its users to interact with other services through ChatGPT’s interface. And just this month, Google followed suit, announcing its own set of extensions for Bard.

Marketers are thrilled with the introduction of ChatGPT and Bard’s plugins, as they currently struggle with creating personalised experiences, while Apple delivers more privacy in iOS and Google plans to follow suit with their Privacy Sandbox.

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With the plugins, users can get real-time, actionable answers from these data sources without leaving OpenAI’s platform. The ChatGPT plugin gives users access to services like Shopify to get real-time, actionable answers from these data sources without leaving OpenAI’s platform. Meanwhile, users of the new Bard extension can connect to Kayak, OpenTable, ZipRecruiter, Instacart, Wolfram and Khan Academy.

“Currently, a few companies are using these plugins, but with the rapid user growth of ChatGPT and Bard, we expect more brands to explore plugins and make it part of their marketing strategy,” says Barak Witkowski, Executive VP of Products, AppsFlyer.

The plugins present a new opportunity for brands and consumers to connect, in addition to interactions on web and mobile apps. When we asked how marketers and advertisers use these plugins, Witkowski answered, “ChatGPT and Google’s Bard plugins work like ‘built-in apps’ within the chat prompt. There’s an API (Application Programming Interface) which enables those plugins to generate actions directly from the chat, ideally making for a convenient and cohesive experience for users.”

While the new plugins present a significant opportunity for brands to boost revenue and exploring new customer experiences, it also introduces a siloed platform for brands to measure activity.

AppsFlyer recently launched its new measurement and Data Clean Room support for ChatGPT plugins. It enables brands and marketers to measure customer journeys and performance of their ChatGPT plugins across all platforms – including mobile app, CTV and web, as well as across all paid, social and organic traffic sources such as Meta, Google, and Apple.

“Consumers deserve their privacy to be preserved on every platform. A data clean room creates a secure environment where advertisers can enrich their marketing data with their own first party data. Brands and businesses get full visibility into their marketing efforts and optimise their campaigns, while fully preserving customers’ privacy.”

Witkowski adds that the ChatGPT and Bard environments are still not as regulated as mobile, but he believes it will happen soon.

The main challenges relate to the uncertainty around how this ecosystem will evolve. Although the hype is huge, it’s still in its early stages. “Both, consumer behavior and technology, are dynamic and will keep evolving. A marketer’s strategies will change with it – which in turn might require frequent changes in our measurement solutions for the ChatGPT and Bard platforms. As its popularity soars, more brands will look to ChatGPT and Bard plugins, and ways to measure the performance of those plugins,” Witkowski adds.