Nowadays, artificial intelligence (AI) is almost everywhere (Li, 2020). AI is an intelligent technology that can think and behave like a person (Deng & Lin, 2023). They are created to learn from their surroundings and make decisions based on the information they are given (Deng & Lin, 2023). According to Li (2020), AI is used to create value in many areas. An example might include increasing efficiency by automating tasks that were formerly performed manually (Li, 2020). Moreover, AI helps in making better and more accurate choices (Li, 2020). Additionally, AI improves personalization by customizing the appropriate product and messaging to the right person at the right time on the right device in the right location (Li, 2020). Lastly, AI brings a positive transformation by making companies and society better and safer (Li, 2020). Overall, AI impacts the five domains of strategy, namely customers, competition, data, innovation, and value, thus being able to disrupt almost all of the industries (Li, 2020).
An example of AI might include ChatGPT. ChatGPT is a natural language processing system that was developed by a company, called Open AI (Deng & Lin, 2023). It can recognize the context of a conversation and produce appropriate reactions (Deng & Lin, 2023). In general, it increases efficiency, and accuracy while decreasing costs for labor (Deng & Lin, 2023). You may wonder: how ChatGPT may help with marketing, an industry that demands being creative. Rivas & Liang (2023) found that ChatGPT-based solutions can assist marketers in producing material more quickly and, perhaps, with higher quality than that produced by human content creators. Additionally, it was discovered that it can help businesses improve efficiency by automating customer care, conducting more effective market research, and better understanding customers (Rivas & Liang, 2023).
Now, I will explain how ChatGPT helps me personally with the marketing initiatives that I have to perform for the company I work for. As part of my job, I have to promote the products that my company is selling, while also promoting events that my organization is offering. My main objective is to raise awareness about the firm and increase engagement on social platforms, like Instagram and LinkedIn. Since I am a student, I am part of the association, and I have two part-time jobs, I consider myself a quite busy person. A week ago, I felt a little bit overwhelmed with all of the responsibilities that I had taken. Therefore, I started to think about ways to speed up each task I have to do, while still being able to deliver good-quality results. This is when I started to utilize ChatGPT in my marketing-related responsibilities. Now, I use ChatGPT to increase my efficiency, improve my ideas, and gain inspiration when I am stuck. You may wonder how exactly I use ChatGPT. First of all, I use it to help me with the captions for the posts that I have to create each week. I give ChatGPT all of the information needed to include in the caption as well as the goal – what I want to achieve with each post, e.g., engage customers, start a discussion, increase sales, etc. Then, ChatGPT provides a few examples of the captions and I use them as an inspiration, working on them further as unfortunately, they are never perfect. Second, I use ChatGPT for brainstorming, while working on a new campaign or promotion, when I am stuck and do not have many ideas. I basically ask the AI many questions, and I believe that together we are able to create a better solution than each of us would be able to create separately. Overall, ChatGPT helps me with my marketing-related work by improving my ideas, and efficiency, as well as offering different perspectives.
Please let me know how ChatGPT is helping you with your marketing initiatives! What do you think, what are the risks associated with ChatGPT in the marketing industry? Will the development of ChatGPT reduce the marketing workforce in each company? I am curious to read your comments.
Bibliography:
Deng, J., & Lin, Y. (2023). The Benefits and Challenges of ChatGPT: An Overview. Frontiers in Computing and Intelligent Systems, 2(2), 81–83. https://doi.org/10.54097/fcis.v2i2.4465
Filipovic, A. (2023). How to use ChatGPT in digital Marketing (+Prompts) (2023). MeasureSchool. https://measureschool.com/chatgpt-in-digital-marketing/
Li, T. (2020). Challenges and opportunities of AI [Video]. YouTube. https://www.youtube.com/watch?v=BYqzaeeRL-8
Rivas, P., & Liang, Z. (2023). Marketing with ChatGPT: Navigating the Ethical Terrain of GPT-Based Chatbot Technology. AI, 4(2), 375–384. https://doi.org/10.3390/ai4020019
