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How Pickl leveraged ChatGPT for smarter social media management

By Jalaja Ramanunni

Whether AI will take over our jobs is something we don’t know yet. But we do know that tools like ChatGPT and Dall-E have entered the mainstream.

We have taken the red pill – there’s no turning back. What we can do now is identify its strengths and figure how it can aid us in working smarter.

Here’s a classic example of how a brand in the UAE experimented with ChatGPT, had a few laughs and identified where the AI tool fits in its marketing strategy.

Recently, Pickl, the UAE-founded burger brand, used ChatGPT to manage its social media accounts on Instagram and LinkedIn with a little help from its social media team. The company conducted a trial for two weeks in January.

During the trial, Pickl’s social media team provided ChatGPT with descriptions of the content and instructions on tone for each post, with the goal of replicating Pickl’s usual distinctive voice on social media. The team hoped to increase efficiency and come up with new creative ideas through the use of ChatGPT.

The trial showed that while ChatGPT struggled to perfectly capture Pickl’s tone of voice and follow some of the instructions, it was useful in generating creative ideas and pushing the team in new directions. On one occasion, it was even caught in a lie – who knew AI could lie and make up new words like ‘congurger’. 

Despite these challenges, Pickl saw a 42 per cent increase on Instagram engagement rate over the two weeks, and a 48 per cent increase on the number of engagements on LinkedIn vs the same number of posts previously.

Pickl plans to utilise ChatGPT in unique and creative ways in the future. For example, the brand is looking to host dinners where the menu will be crafted for each individual guest based on their likes and dislikes. However, Pickl values its social media and marketing teams and recognises that technology like ChatGPT can never replace the intelligence, humour, and humanity of its people. The trial was a testament to the company’s commitment to exploring new technologies to enhance its marketing efforts and provide the best possible experience for its customers, while also valuing its human workforce.

Pickl’s comms director Simon Ritchie commented on this experiment, “We were excited to try out this cutting-edge technology and see how it could improve our social media strategy. While we found that it wasn’t quite ready to fully run our social media, we were impressed by its ability to spark new ideas and drive creativity. We were a bit surprised to see it caught in a lie, but I guess that’s an example of its realism! We look forward to incorporating it into our future marketing efforts in innovative ways, while also recognising the importance of our human workforce who have helped make Pickl the brand it is today.”

Watch the video here.