GPT could be both a blessing or a curse for agencies

It will dramatically change the way content, ads, and other communications are created as Open AI’s ChatGPT, and other generative AI models, become more accessible this year. What will these changes mean for agencies?

Paul Roetzer, CEO, Marketing AI Institute, , stated that “I believe we’re entering into a very disruptive stage for creativity for designers and illustrators, video producers, and writers.” He spoke at the recent MarTech Conference. “AI came to knowledge work and creative work much faster than we expected as an industry. I believe that 2023 will be very difficult for many people to understand what is possible now and what it means for organizations, writers, and content teams.

Why do we care? The advancements in generative artificial intelligence will likely impact content creation at both brands and agencies. Smaller organizations will now be able to complete tasks that they may have relied on agencies for previously. Agencies will benefit from the new generative AI technology, which makes content production more efficient and allows them to better serve clients.

Creative work in agencies. Stephen Marcinuk is co-founder and chief of operations at Intelligent Relations. This low-cost tool uses AI to assist companies with news pitches and other public relations tasks.

Marcinuk stated that AI can be used to create creative content such as ads, blocks on websites, sales emails and other similar items. Creative marketers find it difficult to look at blank paper.

Artificial intelligence chatbots can generate a variety of creative options quickly that humans can choose from, edit, and finalize. It could offer five different copy versions for an ad or several headlines for a blog article.

Skills upskilling. Marcinuk: Personally, I think it’s foolish. In the next two to three years, real jobs will disappear. To use this technology better and to keep jobs in the marketing industry, there will need to be a lot of upskilling.

This means that agencies will have more marketers who are focused on strategic thinking, client relations management, brand positioning, and analytics.

Augmented intelligence. This is what Adobe did with the new Firefly. It allows people to complete work using tools they aren’t skilled to use.

Marcinuk stated that the tool has the intelligence to assist you. That’s what Firefly and other ad tools are showing you. What if you don’t know how write great ad copy. What do you want to communicate? This will allow you to say it the right way.

Users can connect with external data sets to create creative models that generate artificial intelligence. Agents can then pitch new clients faster without needing to research a new industry.

Non-native speakers can also benefit from the AI’s ability to improve their language proficiency. Marcinuk stated that the AI can help non-native English speakers to get into English-language advertising.

In-housing. As the generative AI tools develop, smaller organizations may be able manage tasks that they would traditionally outsource to agencies.

Intelligent Relations uses AI models to generate news pitches and find reporters and news organizations likely to be interested. These tools are available as a monthly subscription starting at $95

Managing your AI. All organizations will need to reevaluate their staffing and budget. Marketers at all levels will need to manage their AI tools as employees, even though AI capabilities are improving.

Marcinuk stated that “It will be essential to have humans involved in the approval [of content],”. It’s like managing a person. Communicate the standard and help employees meet it. ChatGPT is the same. ChatGPT will require you to respond with “no, that’s not enough,” and make your message more concise.

Deeper: AI-powered products are now available

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