Will AI steal our jobs?

Servus dear community,

first of all: Happy New Year! Are we too late to say that? We don’t think so.?

One of the big topics for 2023 has already been hotly discussed at the end of 2022. We are talking about how artificial intelligence is increasingly making its way into our everyday lives and, with tools like ChatGPT and DALL-E, also into the daily life of marketers. Will texters, artists, copywriters and storytellers slowly be replaced by machines like assembly line workers? Let’s deal with this question. But first, we have some news from the world of startups for you.

?News from Rockets, Unicorns and Cucumbers:

?? Paris-based startup Pasqal raised 100 Mio € in their series B founding round. Pasqal develops quantum processors based on neutral atoms. This is groundbreaking and could significantly advance the development of quantum computers.

?? Since this month, the Cologne-based startup DeepL can count itself among the exclusive club of unicorns! The AI translation tool aims to become an "even broader communication platform" with the latest investment, says CEO Jarek Kutylowski.

?? Software-Startup Zenloop has announced its insolvency. The Berlin-based company developed a CX-platform and failed to raise 0,5 Mio € for bridge financing.?

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AI is more than Snapchat lenses

We’ve all heard about these AI-Tools, which seem to be able to perform miracles. You just tell them what to do, and they do it! Easy enough, right? People are using them to write songs, texts, or even their dissertation. Okay, maybe not their dissertation, but you got the point. It does what usually a human being would do and it seems to come out pretty fine in most cases. Indeed it is impressive how fast the technology has improved: In the past, AI-generated texts could be easily recognized, especially by their writing style. But with a trained machine learning tool like ChatGPT we look at a new generation of AI-copywriters. These tools have access to an uncountable amount of information and are trained in using language and wording that hardly differs from text written by humans. We think there is a lot of potential in it for marketing - you just have to know the current weaknesses of the technology and compensate them with human insights.?

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Is the creative industry in danger?

Maybe the best way to answer this question is to ask the AI! Here’s what ChatGPT thinks about its future in marketing:?

“As a language model, I am able to generate text that can be used for various purposes, including marketing. However, my output is based on patterns and structures found in my training data. While I can provide text that is similar to what a human marketer might write, it is important to note that my understanding of context, intent, and audience engagement may be limited. A human marketer brings a unique perspective, creativity, and an understanding of the target audience that I, as a language model, do not possess. It would be best to consider my outputs as a starting point and have a human marketer review and edit the final output before it is used.”

Did you read that it called us “unique”?! Jokes aside – it can be clearly seen that the AI also knows and correctly assesses its limitations. The training data that ChatGPT talks about relies on a vast pool of information from the internet. A lot of good stuff, but well, anyone who has ever been on the internet will know that you can also find a lot of bullshit there. Additionally, ChatGPT confesses it has limited knowledge of the world and events after 2021 and may “occasionally generate incorrect information” - that is more than just a little problematic if you want to use the text for professional purposes.?

Nevertheless, AI can support marketing quite quell: It can provide you with interesting new points of view, explain complicated stuff, inspire you with its creativity and write good basic texts. Our advice: Try it out and bring in your human knowledge and point of view – fact check, proofread and reflect the brand's tone of voice or be more catchy.?

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We wish you the best for an incredible 2023 ??

Raphael, Kristina and the SC Team