February 17, 2023
Only if they ask the right questions. So, how should CMOs be thinking about ChatGPT? What answers should they be seeking?
The AI ascendency of ChatGPT will make its first and most immediate impact across the marketing function. The keywords are localization and personalization.
The use of artificial intelligence tools in marketing is not new. The innovation comes at the intersection of AI with increasingly sophisticated intuitive learning capabilities, as is evidenced by OpenAI’s launch of ChatGPT just over three months ago.
This was followed by a flurry of pronouncements from Google through to Microsoft about their own AI investments. But where does this leave marketers? Where does the opportunity lie? Where will it have the most impact? And what should the industry focus on first?
What makes this AI chatbot system exceptional is that it converses with users and learns from the interaction. While the system appears infinitely knowledgeable, it’s not perfect, it must be fact checked, and it has some way to go before replacing human interaction. But it does have enough capability and innate intelligence to be harnessed by marketers in applications that will absolutely alter the industry over time.
The conversations we are currently tracking centre around content marketing and localized marketing being the core beneficiaries of marketing attention around ChatGPT. There is no doubt this is a transformative technology which will impact marketing effectiveness, creating value for marketers to massively scale automated communication efforts.
It will also increase investments in personalization so marketers can converse with customers, utilizing all the cultural nuances necessary, and across a variety of subjects.
The inherent value lies in its assist to increase marketing performance at scale, and to create opportunities for more intimate conversations with customers. Digital marketing agencies and brands have been the early adopters of the tech. For local marketers, it’s an entry into playing the field as if they had a large agency at their side, for the price of a premium subscription.
Content creation is the biggest payday for smaller brands and marketing shops as the sheer volume of content that can be produced at scale with the help of the AI bot is staggering. Personalization is another winning attribute of the AI assistant, as opportunities abound to employ ChatGPT to localize content to whichever audience is specified, as well as generate intelligent personalized automated responses to customer inquiries, as well as high-quality mailers or social media marketing campaigns.
The customer journey should improve with the correct use of the AI and customer experience excellence will in turn expand. But there is still a need for human oversight as the AI attributes are tested and refined as marketers moderate the programming.
It’s an ongoing conversation. A factual or correct answer from ChatGPT depends on how you ask your question. It’s the same for marketers – make sure you know which questions to ask.
Louise has 25 years’ experience in B2B publishing as an award-winning editor, columnist and journalist on media brands in Africa; also working with brands/NGOs as a content strategist. She is currently Editorial Director of the CMO Council; lectures in Marketing & Advertising Communications at Red & Yellow School of Creative Business in Cape Town, SA; and writes and edits retail brand blog RetailingAfrica.com. She holds a Masters in Commerce: Strategy and Organisational Dynamics, from University of KwaZulu Natal, in conjunction with Copenhagen Business School in Denmark and UK Open University.
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