In the marketing world, words and images combine to create messaging that introduces and enhances a business’ brand, value proposition, and other critical information buyers and other stakeholders need to put their confidence in the industry. The news has been flooded with information about new AI solutions like ChatGPT. The big question is whether these solutions have the necessary intelligence to replace humans in marketing. We aren’t hanging up our gloves just yet; we see AI as a great new tool in the kits of savvy marketers.
What AI is
AI is artificial intelligence, and while it’s already being used in daily life, new arrivals like ChatGPT represent a major advance. Examples of AI include Siri and Alexa – the smooth-voiced computing software that can interact with users in a way that almost seems like independent thinking. ChatGPT (generative pre-trained transformer) is a chatbot designed to review an unimaginably large amount of information in seconds to distill to a response with words that mimic human language and creativity. ChatGPT uses a stored version of the internet as its source material, and the interactions with ChatGPT are filtered to ensure that the content doesn’t cross certain lines, so things like racist and sexist questions won’t be supported by the response. ChatGPT is not the only new AI out there – and other options like profile picture maker will generate a fantastic profile picture, beautiful.ai will create presentations, and synthesia.io will convert plain text into video.
… what AI isn’t
To learn about what AI isn’t, we thought it would be fun to ask ChatGPT directly, and these were the six areas where it claims to fall short of human intelligence:
- Consciousness: AI systems do not possess emotions, thoughts, or self-awareness.
- Free will: AI can only operate based on its programming and algorithms.
- Creativity: While AI can generate novel solutions to problems, they do not possess creativity.
- Moral reasoning: AI systems lack the ability to make moral judgments and decisions.
- Common sense: AI systems cannot always understand the context of a situation.
- Understanding of human emotions: While AI can recognize and analyze human emotions, they do not truly understand them like humans.
So What Does This Mean for Marketing?
Considering that marketing requires some of the six elements missing from AI, effective marketing can only happen with a human in the mix to offer elements of empathy, creativity, and nuanced context. Furthermore, AI currently relies on a saved, older version of the internet to furnish its responses, so current events are not considered in any content it creates. Nor can ChatGPT create live hyperlinks to active internet content essential to search engine optimization. But this doesn’t mean that ChatGPT can’t be a phenomenal assistant. With an experienced user knowing how to frame input, analyze the response for accuracy and usefulness, and use the best of the response for marketing materials, AI can offer options in the blink of an eye, cutting down on the brainstorming, research, and legwork needed to create good marketing. The emphasis is on “experienced” since it takes years of training to build the groundwork for the right way to frame the issue.
At sasse, we offer strategic marketing solutions, and we haven’t hesitated to explore AI as a cutting-edge tool to facilitate our work for our clients. Our offerings will continue to improve with the help of new technologies, and we will offer this benefit to our clients. If you are interested in what we can offer to meet the marketing needs of your business, contact us today.
