GPT: A Marketer’s Guide //

Chat Generative Pretrained Transformer (or ChatGPT) has been the most talked about artificial intelligence tool in recent times.

This tool attracted both techies and non-techies quickly because it can generate one prompt that will allow editors, PR teams, developers, executives or other professionals to create white papers and software programs, presentations for clients, press releases, and other types of material.

It’s crucial to understand what marketing professionals can and cannot do, how to best use it for campaigns, and what lies ahead.

ChatGPT: What can it do today?

ChatGPT was launched by OpenAI in November. It is built on OpenAI’s GPT-3 large language models (LLM), and allows interaction with the model via a conversational interface.

ChatGPT calculates the most likely set of letters or words for a given starting phrase or prompt. It is trained using 300 billion words from Wikipedia articles, books, and code libraries. The chatGPT was reportedly based on a snapshot of the internet in 2021.

ChatGPT, as a language model is best for tasks that require natural language processing such as text generation, completion, and answering questions. ChatGPT can be used to perform a wide range of tasks, including:

1. Chatbots: ChatGPT is a chatbot and virtual assistant that can engage with users in natural language conversations.

2. ChatGPT is able to generate text that looks human-like on a range of topics. This can be used for content creation such as creating product descriptions or writing articles.

3. ChatGPT provides answers to users’ questions, such as information on a specific topic or field.

4. ChatGPT is a tool that allows you to translate text from one language into another.

5. Text summarization: ChatGPT is a tool that allows you to summarise longer text pieces into smaller, more digestible summaries.

6. Personalization: ChatGPT is able to be trained on specific datasets in order to provide personalized recommendations or responses based on user preferences or behavior.

ChatGPT is an extremely versatile tool that can be used for a variety of applications that use natural language processing.

This section was created by ChatGPT using the prompt For what purpose is ChatGPT most useful?

ChatGPT’s outputs in document areas are outstanding today. ChatGPT can help humans write reports, outline, create press releases, or develop surveys. ChatGPT helps editors and writers get started with creating content. ChatGPT is a great tool for writers who are stuck.

Get deeper: ChatGPT was asked to write an article on ChatGPT

What are ChatGPT’s limits?

ChatGPT’s log-in page explains that it has limitations like any other new technology. ChatGPT can sometimes generate inaccurate information, such as harmful instructions or biased content.

This tool is based upon a snapshot from 2021, which was a year of racism, pandemic mania and unmitigated lies. The data supporting it is as important as the tool itself. It cannot answer questions regarding events occurring between 2022 and now.

Here are some other areas that ChatGPT is restricted in:

Search

It is best used as a supplement to search. ChatGPT is more focused on generative methods of finding answers than artifact discovery (e.g. a specific sentence or document). ChatGPT does not give you any information about the source from which it pulled the information. This means that anything it reproduces cannot be attributed to the original author.

Translation of language

ChatGPT is capable of translating simple sentences into traditional languages. ChatGPT can translate simple sentences into traditional languages, but it may have difficulties with domain-specific languages and languages that are not Mediterranean languages. To validate the translation, a human translator should be used.

Privacy or confidentiality

ChatGPT users are advised to treat information generated by ChatGPT as a public post. They should also avoid publishing any personally identifiable, company, or client information. ChatGPT conversations could be used to train new models. Trainers will review them. Specific prompts cannot be deleted, so you need to be careful about what you share. Although you can delete an account it will not remove the training data.

Accuracy in output

The inputs and outputs should be carefully evaluated by users to avoid biases and misrepresentations. ChatGPT is enhanced so that it aligns with trainers’ preferences and not verified facts. This makes output plausible, but not reliable in all cases. Additionally, the model might exhibit bias in large datasets.

Here’s a close-to-home example. ChatGPT was used to create a statement about me and my background. It was accurate for the most part. However, when I realized that it meant I had to start my career as a programmer, I quickly saw the limitations of the tool. It was obvious that I had been in the technology industry and had worked at several large tech companies. I didn’t. I began in marketing.

Get deeper: ChatGPT requires three things that only you can provide

How marketers can make the most of it

ChatGPT’s strengths can help you choose where to use it. Natural language processing (NLP), which is what ChatGPT excels at, allows you to start with tasks you might require as a marketer.

• Writing point-of view papers
• Develop website content.
• Keep updating social media posts.
• Create blogs
• Writing line-in articles
• Producing press releases
• Write program or project documentation.
• Develop a marketing strategy.
• Drafting legal contracts (first draft of what you need to present to your legal department).

Research is usually half of the time you spend developing these pieces. ChatGPT is a great resource for research assistance, provided you keep in mind the limitations.

Two final pieces of advice for ChatGPT users:

• Create a prompt to limit the output of the tool. It works best if the topic is specific.
• You think it will save time? It may disappoint you. If you have a limited staff or researcher, it is best to use as a filler. ChatGPT can be used by professional writers, but they should also use it to improve their craft. It should be viewed in the same way as Grammarly or spellcheckers.

What can marketers expect for the future

ChatGPT is part of the growing category of generative AI tools. Here you can also find Dall E, which creates digital images using prompts. Google, which owns ChatGPT, announced in February that it would be entering the market with Bard. Here are the main differences between the two tools based on what we know:

Expect better outputs and current references as this tool category grows. Google will train Bard using its own data. The crucial question is “Will it replace marketers writers?”

No. It will complement and enhance the writing abilities of writers, but not replace them. There is a limit on the computer’s capabilities.

Sentient computers are still many decades away. We need to learn to use tools such as ChatGPT in the interim because technology’s limitations will always be in our hands.

Look deeper: ChatGPT poses a threat to marketers

The first MarTech article was ChatGPT – A marketer’s guide.