GPT requires three things that only you can provide //

ChatGPT has been the subject of many articles that have used the tactic of revealing the author at the end. It’s not only a cliché, but it’s also a bad idea for other important reasons. These are just a few of the reasons ChatGPT is not being used to solve our problems.

1. Authenticity

Authenticity and the connection with the consumer, or our customers, has been crucial to messaging success. This is especially true during and after COVID-19. Because authenticity is both authentic to a brand or authentic to a person, authenticity can be a complicated emotion. Authenticity is at the core of our ability to connect with people emotionally.

ChatGPT, ChatGPT, and machine learning can mimic authenticity but cannot replicate it like humans. This is the main point – at a human scale.

Genuineness and empathy are closely linked. Both are crucial for success in marketing, another lesson learned from the COVID disruptions. You must have empathy and authenticity as a marketer. You must be able to sell. You can learn this.

Do ChatGPT pose a threat to marketers?

It is impossible to teach someone empathy and authenticity. However, I can show them how to overcome the barriers that prevent empathy and authenticity from entering their minds. These are the qualities of great marketers who know how to take action on them.

When you create an email campaign, a blog post, or tweet, you know that you are authentic and have empathy. You also feel a gut feeling when something is not right. This feeling is a result of your instinctive understanding that your actions may not be in line with your brand or customer relationships.

ChatGPT can write a draft that we can review and make adjustments to. Writing is very different from reading. It is difficult for me to understand how we can convey the innate emotion of empathy and authenticity.

2. Extrapolation and connection

ChatGPT and its brother or sister models will not be allowed to write articles or presentations. My brain is “goofy,” and that’s something my wife has told me. She isn’t wrong.

My writing skills include connecting what I did in financial services to what I will do in retail. Or I can draw on something I have done over the past 25 years and relate it to a current challenge that a marketer is facing.

One example: I have access to groundbreaking research that showed that sending an email reminder within one hour of abandonment was more effective that waiting 24 hours. This can be used by a marketer to design a more efficient program.

Extrapolating from personal experience helps me understand how my brain works, and how it communicates in an environment like this article or a presentation to 200. This abstract connection is not derived from any other database than my own.

It is difficult for me to see how people react to ChatGPT language models. All of us are brilliant and make abstract connections like these to help the industry lift all boats.

One audience can understand a concept quickly and then move on to the complexities for another.

ChatGPT was mentioned at many conferences, and was brought up by attendees. However, several speakers couldn’t understand the room. Their presentations seemed to be directed at executives and not the operation people. They made things too complicated.

A content database cannot do that. It can only gauge your audience’s reactions, and then change if necessary. My content is driven by an extrapolation of historical data, my opinions, and random luck.

3. Inspiration

My industry calls me the email preacher. It’s like attending church and listening to a sermon while reading something I wrote or watching my stage presentations. After a long history of doing this type of speaking, it comes to me naturally.

Inspiration is the undercurrent of my work. How can I inspire others to do better? How can empathy be used to understand people’s situation and then push them in the right direction?

You can see my MarTech writings from the past year. I used my end-of the-year article as a way to motivate marketers for the coming year.

Although inspiration can be captured and described, you must have experienced it in order to make it meaningful and useful for your audience. To communicate authenticity, that is to say, the authenticity that makes your words worthwhile reading and hearing.

Language models and other technologies can’t replicate the lived experience. This inspiration is a personal goal many people in the email industry share: to inspire others to achieve great things, and to motivate them to surpass their own abilities and to learn more.

AI won’t write my articles for you

Emotion is a big part of why ChatGPT and models such as it won’t write articles for me. People who claim content is dead are why I oppose them. This is a silly notion. One technology in its infancy can kill an entire world.

It is absurd to claim that copywriting has died, when we can now call a bot and have it done for us. It’s amazing how fast we can go from being alive to dying in this world. Direct mail isn’t dead. Email isn’t dead. Let’s instead focus on what evolves, changes, and lives. What expands our knowledge?

ChatGPT is only a year old, but some people want it to be used to denigrate an entire profession. We just had the baby and decided that it would be our President. Nonsense!

We can look at it this way: “What could it possibly be?” And not “What will it become?” Let’s ask “How can it improve what we do?” ChatGPT and other natural-language processing (NLP), models could write copy to appeal specifically to model data or personas. Sure.

Many people have many ideas and use cases, but no functional applications. Let’s not be apathetic and make do with what is possible. We don’t even know the pricing.

ChatGPT and other NLP models are the newest shiny toy in digital playground. Let’s wait and see if they become tools or if they can be used to predict what they might kill.

The post Three things ChatGPT requires that only you can provide appeared originally on MarTech.