As digital marketing evolves, the use of artificial intelligence for marketing will only continue to rise. At Brand Mark Digital, we’re all about AI marketing tools! In a recent collaboration with AMA Nashville and Nashville NAWBO, I had the opportunity to moderate a ChatGPT panel discussion with Nashville’s marketing community, including a few of AMA Nashville’s board members.
This event started with an exciting challenge for our panelists: use OpenAI’s ChatGPT in your business for 30 days and share your experiences. From prompt engineering tips to cybersecurity concerns, our panelists and attendees shared some incredible insights on how businesses can unlock the power of conversational AI tools like ChatGPT. Since I learned so much, I felt compelled to share more with you.
Whether you’re just starting your marketing journey or have years of marketing experience, understanding the benefits and limitations of AI tools for marketers will keep you and your brand on the cutting edge in the digital age.
ChatGPT—Where Marketing Creativity Meets AI Technology
Embracing ChatGPT’s Benefits
So what is the appeal of ChatGPT? As a natural language processor, ChatGPT is a powerful tool that businesses can use to enhance their marketing efforts and reach their target audience, all while saving time and effort. Sounds great, right? But how can marketers fully harness these benefits?
With a little practice and experimentation, you can leverage OpenAI’s ChatGPT to:
- Create first drafts of content like social media posts, blogs, emails, website pages, etc.
- Improve market research efforts and client communications
- Brainstorm ideas and outlines for content and campaigns
- Automate customer support services and repetitive tasks
- Analyze data like customer behavior, market trends, and other KPIs
- Find errors in coding languages
But keep in mind, ChatGPT’s output is only as good as your prompt input. As our panelists and attendees shared their feedback from using ChatGPT, we heard some fantastic tips on how you create incredible prompts for your brand and your clients:
- Be Specific – Add as many data points as needed to help ChatGPT understand your needs, like length, topic info, tone, and audience. The more specific you are with a focused topic or question, the better ChatGPT will deliver what you’re actually looking for!
- Keep It Simple – While you should be specific, you should keep your prompt clear and concise. Use natural, conversational language and avoid complex language, technical jargon, or overly long sentences.
- Provide Context – Include any relevant examples or scenarios to help ChatGPT understand what you’re looking for.
- Consider Your Audience – Think about who your audience is and what they are looking for. Tailor your prompts to their interests and needs and don’t be afraid to ask ChatGPT to adjust its output by changing the tone.
- Test and Refine – Test your prompts with different variations and refine them based on the results you receive. Continuously evaluate the quality of the responses and adjust the prompts as needed. Don’t be afraid to try your ideas!
Experimenting with prompt engineering will not only improve your output, but will also improve the quality of your responses over time as ChatGPT understands your brand voice and needs more thoroughly.
Navigating ChatGPT’s Limitations
While ChatGPT is a powerful language model that can be a valuable tool for marketers and businesses, it also has certain limitations that you should be aware of to make the best use of the tool effectively and responsibly.
ChatGPT’s limitations include:
- Lack of Real-World Knowledge – ChatGPT is trained on large amounts of text data, but it doesn’t have real-world knowledge or experience past the data of 2021. This means that it may not always provide accurate or relevant responses to queries that require knowledge beyond what it has been trained on.
- Human Touch – While ChatGPT can provide personalized customer experiences and improve customer satisfaction, it should not replace human interaction altogether. You should continue to prioritize human support and creativity while using ChatGPT as a supplementary tool.
- Security Risks – Depending on how ChatGPT is used, it may collect and store customer data, so make sure your prompts don’t include any sensitive or proprietary information.
- Possible Biased Responses – It’s important to remember that ChatGPT is an AI language model, which means that it can be susceptible to bias. All answers are monitored by humans, who have biases even when trying not to portray them. Keep this in mind and make sure you’re monitoring the language and responses provided by ChatGPT to avoid perpetuating any harmful or discriminatory messages unintentionally.
- Lack of Visual or Audio Content – ChatGPT is a text-based model and doesn’t have the ability to understand visual or audio content, so it can’t provide accurate responses to queries that involve this content.
- Limited Ability To Handle Complex Or Technical Language – ChatGPT’s ability to handle complex or technical language is limited by the complexity of the language itself and the quality of the training data it’s been exposed to, so avoid overly complex words or technical jargon.
- Dependence On The Quality Of Input – ChatGPT’s responses are only as good as the quality of the input it receives. If your input is unclear or poorly phrased, the responses may also be inaccurate or irrelevant.
While ChatGPT can be a powerful tool for businesses to improve customer satisfaction and gather valuable insights, you should be mindful of its limitations, context, privacy implications, and potential for bias to use it successfully. Always fact check to make sure the answer you receive is accurate and you have a source for the information.
What Is the Future of Conversational AI for Marketers?
What can you do? As AI becomes increasingly central to the marketing process, you’ll need to develop new skills to leverage these tools and navigate the changing landscape of digital marketing and customer engagement. Take it from us, the future of conversational AI tools is exciting, but it requires ongoing innovation and adaptation from marketers to stay ahead of the curve.
Ultimately, our panel discussion brought us to this conclusion: ChatGPT won’t necessarily take your marketing job, but will take the jobs of those who can’t use AI marketing tools intentionally and effectively.