Artificial intelligence (AI) is transforming the way businesses operate across all industries, including marketing. Exciting new AI systems like OpenAI 's ChatGPT and GPT-4 give entrepreneurs and marketers new ways to create content, analyze data, and even communicate with customers. However, these tools also have limitations and potential misuse if not properly understood.
In this article we will see all the realistic features of ChatGPT for marketing , how to exploit them intelligently and without falling into the mistakes of beginners. All without making you spend a euro on courses from trainers and gurus who until two years ago didn't even know the word "AI".
What is OpenAI and how does ChatGPT work?
OpenAI is a San Francisco-based artificial intelligence research company founded in 2015 with the mission to ensure that AI systems are safe and benefit all of humanity. Its researchers focus on the development of advanced AI algorithms capable of understanding and generating phrasal patterns in line with human speech, and innovative multimedia elements.
In late 2022, OpenAI unveiled ChatGPT, a conversational AI system powered by their GPT-3.5 natural language model. ChatGPT can understand the questions you ask and respond with human-like answers on almost any topic imaginable. The key to ChatGPT's capabilities lies in its core GPT-3.5 model, trained on large datasets of online text to recognize speech patterns in major languages. By analyzing these patterns, ChatGPT is able to interpret the intent behind written questions and formulate an answer that appears intelligent. Over time, as more people use and interact with ChatGPT, OpenAI gathers feedback to continually improve the performance of the AI. This means that ChatGPT is constantly evolving to become more intelligent and capable.
With the advent of the GPT-4 engine, ChatGPT has further improved, and will soon be a multimodal system capable of managing text, audio, images and video at the same time and without friction.
How Entrepreneurs Can Apply ChatGPT: 5 Use Cases
While far from equaling true human intellect, ChatGPT offers some interestingapplications for marketers, including:
Content creation . ChatGPT is a proficient assistant for content writing. It can generate blog posts, social media captions, emails, ad copy, FAQs and more in seconds based on a few requests. This way you get a framework that you can then edit into refined marketing text.
Competitor analysis . Enter market and competitor queries to gain insights into your top trends, offering elements, and your most important competitors: their positioning, their messaging, their product offerings, their recent news, etc. So you can get quick information to position yourself against them.
Customer Understanding . Have ChatGPT analyze customer data or past sales conversations and summarize key trends in buyer needs, objections and preferences. Obviously it doesn't replace market research and dedicated software, but it is certainly a great help at a very low budget.
Ad Targeting . Insert ChatGPT into your target customers' profiles and have it suggest relevant ad targeting parameters and creative recommendations. Very useful for small brands and those who cannot yet afford a dedicated agency.
Chatbot Conversations . Integrate ChatGPT into chatbot interfaces to enable more natural-feeling customer conversations that adapt to specific requests.
These examples only scratch the surface of the possibilities. Creative marketers and entrepreneurs are finding more and more applications to explore.
Sample prompt for ChatGPT in marketing
Market analysis
After subscribing to ChatGPT Plus, enter a prompt in this style:
“Analyze market size, growth trends, customer demographics, purchasing behaviors, and competitive landscape for [industry/product] in [location]. Include quantitative data and cite sources.”
"What are the emerging consumer trends that an [industry] company should be aware of when developing new products and marketing campaigns? Provide some specific examples."
“Provide an overview of the psychographic profile of typical customers interested in [product/service], including their values, attitudes, interests and lifestyles. What marketing messages resonate most with this target?”
Understanding customers
“Describe 3-5 customer types per [business type], including details about their demographics, goals, frustrations, and preferred content formats. Then, suggest the best way to reach each person.”
"For a company [industry] that targets customer [demographic], what are the most common questions and objections that arise during the sales process? Give me sample answers for each."
“Create a list of 10 questions we could ask in customer interviews or surveys to better understand pain points and improve our [product/service].”
Content creation
“Write an outline for a 300-word blog post. It should introduce our product and highlight its key benefits for [target demographic]. The product is [insert accurate description].”
“Please create 5 social media posts, suitable for different platforms, that we could use to promote our upcoming [product sale/launch] to [target audience].”
“Create 3 email newsletter content ideas to engage our existing customers, including a compelling subject line and short descriptions of each idea.”
These prompts are just examples, but we consider them very useful, in their simplicity, to help you understand exactly the direction to take.
GPT-4: Because it's so powerful
In March 2023, OpenAI unveiled the next iteration of its core model, GPT-4, which enhances the functionality of its subscription-based ChatGPT Plus service. Between these:
Reasoning and Accuracy - GPT-4 can tackle more complex logic, instruction, and multi-step problems with greater precision. Its answers hold up better to scrutiny than Free ChatGPT's still-impressive GPT-3.5 .
Creativity and Personalization - GPT-4 shows greater discernment to write with distinct and context-appropriate styles. He also shows more imagination to enrich his suggestions.
Safety and Control - Extensive human feedback and specialized training techniques have improved the GPT-4's reliability in providing helpful, harmless and honest responses. Better handles incorrect information and rejects inappropriate requests. However, this should not deceive you: by their very nature, generative networks based on "large language models" such as GPT-4 cannot be particularly accurate given that the sentences are created with statistical methods and not mathematical or derivative ones.
GPT-4 represents a substantial step forward in AI conversability.
Common mistakes to avoid when using ChatGPT
As with adopting any new technology, over-excitement can lead new ChatGPT users to make some avoidable mistakes. Let's see the most widespread ones, and largely encouraged by shining object syndrome :
Expect perfection . It is useful to remember that ChatGPT remains an artificial system, impressive but with limitations compared to human intelligence. Setting perfectionistic expectations usually leads to disappointment.
Let your guard down about accuracy. ChatGPT sometimes unintentionally makes factual errors or logical fallacies. It is wise to verify any information before posting or business application.
Assume that ChatGPT has an awareness . A key limitation is that ChatGPT only has contextual data at the time of training GPT-4. Beyond this threshold, the system is not able to provide information in real time, except by drawing on external sources, but with all the limitations of the case.
Not providing enough context . ChatGPT works best when the questions provide plenty of context to correctly interpret the intent. Since it is statistical intelligence, it provides its best when there is a large amount of information, data and context.
Avoiding these common mistakes allows marketing teams and businesses to maximize value while understanding the inherent constraints of accuracy and technology.
The main criticisms and how to address them
The rapid enthusiasm for ChatGPT has brought scrutiny from skeptics and supporters. Developers and marketers have condensed some key criticisms. We think they are interesting for everyone before diving headfirst into mass AI:
Risk of plagiarism . Because ChatGPT formulates responses by matching training data, it may in some cases over-replicate copyrighted passages without proper attribution. Marketers must check and edit his writing to ensure its full originality. The lawsuit with the New York Times arises precisely from this problem.
Uneven quality and relevance . ChatGPT sometimes dazzles, but on other occasions misses the mark, a limitation of its pattern-matching approach. Astute teams will learn to identify its strengths and weaknesses.
Risks of prejudice . Emerging research suggests that ChatGPT may inherit unintended demographic biases from imbalanced training data. The internet is made of people, the internet was used to train GPT-4, so GPT-4 has the same stereotypes as people. Companies should examine its results with an inclusive mindset.
Responsibly appreciating these criticisms helps entrepreneurs maximize the benefits of AI while minimizing risks through human oversight of implementation and testing.
What is the future of marketing with artificial intelligence?
ChatGPT and GPT-4 represent innovative, but still maturing, explorations of AI-enhanced marketing. OpenAI and its competitors will invest immense resources to make conversational AI increasingly useful, personalized, and autonomous.
We foresee fundamental milestones in the coming years for the evolution of this technology:
2024 - Existing capabilities become more robust and precise. Knowledge cutoff dates are close to real time. Integration into more vertical marketing tools.
2025-2028 - AI models show stronger contextual understanding and personalization. They identify and improve their limitations. Adoption reaches most companies. Actual trials of AI-based humanoid robots begin in companies. An example is the Optimus robot created by Tesla.
2029-2033 - Systems demonstrate first true reasoning, not just pattern matching. They interpret complex market challenges and suggest comprehensive strategies that take nuances into account. For marketers, it's time to start experimenting with the foundations that exist today, which anticipate how AI may reshape practices in the coming years. Those building experiences now will have a strategic advantage when this technology develops.
2034 - The use of humanoid robots is increasingly widespread in companies and begins to spread to the consumer market.
And AGI , that is, the total and complete artificial intelligence promised by OpenAI? Strong AI, every science fiction enthusiast's dream? The CEO of Deep Marketing, Francesco Galvani, has been developing neural networks since 2003 and has always been active in the study and dissemination of models. In his opinion, AGI will remain a dream, unless current algorithms are revisited from scratch, which have no biologically plausible footprint, do not generalize beyond a certain threshold, and work much better for specific functionalities.
Recommendations for businesses exploring ChatGPT
As you evaluate whether your marketing organization should actively test and explore AI systems powered by ChatGPT today, we offer three final recommendations:
Start small to understand the capabilities. Jumping too quickly into enterprise-wide implementation risks making you learn lessons the hard way. Have a small team experiment with ChatGPT on limited use cases to better understand its strengths and limitations before proceeding to a large-scale deployment.
Set realistic expectations about current capabilities: Remain aware of the constraints of accuracy, recurrence, and depth of understanding that temper unbridled enthusiasm. Recognize that you are exploring impressive but still emerging technology.
Keep the primary focus on the human element . No matter how advanced AI becomes, marketing still requires creativity, empathy, ethics and judgment that technology alone cannot replicate. Let AI amplify your team's human strengths rather than trying to supplant them . The rise of systems like ChatGPT makes this an undeniably exciting time for marketing teams ready to ride the wave of AI-driven change. However, excitement must be tempered by reasonable expectations, diligent testing, and keeping the human element at the heart of your strategies. Those who achieve this balance are poised to gain a huge advantage as conversational AI goes from a novelty to an essential pillar of marketing in the coming years. But remember: the wisdom to drive these tools lies in your team, not in the technology itself.
It goes without saying that, as soon as the budget allows it, any company should avoid "doing it yourself", but rather rely on experts and professional marketers. Who have already seen myriads of other realities and have sufficient skills to provide you with many results at a low cost compared to the commitment and low risks.
Bottom line: AI offers a compelling marketing complement, not a replacement
ChatGPT, GPT-4 and other cutting-edge AI represent revolutionary advances that will become an integral part of the marketing stack for everyone.
However, their greatest impact comes from enhancing your team's human strengths, not replacing them . True marketing wisdom comes from vision, creativity, empathy and ethics, as much as it does from data, analytics and automation. And from professionalism and experience . Keep this at the core of your organization, regardless of how AI evolves.
The most strategic organizations recognize that AI offers an incredible complementary capability to amplify their success. But it doesn't fully replace the cultural pillars that support relationships, trust, and purpose, now and in the future.
Deep Marketing is among the best Italian full service and full funnel agencies, we know AI and its limits very well, and we are not improvised. Contact us for a no-obligation chat!
As you can see, at the end of this article you have not spent a single euro! And 99% of the guru courses would not have given you more information than this. Indeed, in our experience their incompetence leads them to disclose data and concepts that are very incorrect or not very generalizable.
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