If you’re unfamiliar with ChatGPT, you’ve either been in a coma or living under a rock for the past year. It has been hyped as the answer to all marketing content creators’ prayers.
But what can ChatGPT really do or not do currently for marketers? Let’s look at it.
ChatGPT’s Current Capabilities
Since its launch last November, ChatGPT has been touted for abilities such as:
- Interacting with users via chatbots and virtual assistants, using natural language
- Generating content on a wide variety of topics for articles and product descriptions
- Editing copy
- Answering questions from users
- Language translation
- Creating summaries of long text articles
- Using specialized datasets to provide personalized answers or recommendations for users
- Brainstorming ideas for various types of content, such as headlines, topics, keywords, etc.
- Keyword research
ChatGPT can get you started with reports, outlines and many other types of written content.
Limitations of ChatGPT
The biggest limitation of ChatGPT is that for all its capabilities, it is not human. It can assist – but not replace – the human touch in writing. Some additional limitations include:
- Search. ChatGPT is intended to generate content, not discover it. When it pulls content or information, it does not provide the source for that information.
- Language translation. While ChatGPT can be useful with translations, it can struggle with less commonly used languages.
- Accuracy. This is one area where human input is necessary. The information found by ChatGPT may come from inadequate sources and provide erroneous information
- Privacy. Once ChatGPT encounters information, it retains it. Thus, information that might be confidential or private – such as that obtained from a user chat, e.g. – should not be posted publicly.
Best Uses of ChatGPT for Marketers
The platform’s natural language ability is its strong suit, so marketing tasks such as these are a good place to start:
- POV papers
- Website content development
- Updating social media posts
- Articles with bylines
- Press releases
- Documentation for programs or projects
- Marketing strategy development
- Drafting of legal agreements – be sure to send the first draft to your legal department or consultant for review before finalizing.
ChatGPT can save you a lot of research time in starting/developing documents such as those above. But content generated by the platform should be considered a rough first draft that will need to be reviewed and edited.
Has your organization begun using ChatGPT or a similar AI platform? If so, how is it working for you?