AI Up Chuck!: The Power of ChatGPT in Advertising - A Tool, Not a Shortcut.

A moment of silence for the Redditers, creators, TECHBEASTS and disruption aficionados - for our secret is out…

AI has fully kicked in the back door, moved in full time and did it all without asking.

There goes the neighbourhood.?

As the advertising industry continues to evolve and adapt to new technologies, it's important to understand the potential of tools like ChatGPT. For those of you unfamiliar with this software (long, intense, pause) it is essentially an AI that can READ. YOUR. MIND. No…sinister music aside, it is remarkable. ChatGPT created by OpenAI has launched a powerful language model that can take your half baked ideas/notes to generate tangible and engaging content. Its rapid output has the means to change the entire course of how the advertising industry functions. Jonothan Hunt in a Creative Salon Worldwide article speaks of an idealistic way of using AI as he “sees these models continuing to automate heavily templated stuff….[which will allow] the creative industry to focus on making and selling more daring ideas.”?

Would you like to take another moment to ponder??

With ChatGPT, businesses can gain valuable time back and refocus it on advancing the content they put out into the world as the AI can create a wide range of resources from media posts, video scripts, strategies, code, the list goes on. Additionally, the AI’s ability to understand and analyse language can also be used to gain valuable insights into consumer behaviour and preferences. This can help businesses create more targeted and effective advertising campaigns. Used in a clever way, a correct way, we can see the growth of employees being able to add more value to their companies, beyond their work remit because all that laborious admin is being minimised…?

How could we possibly have an opposing view to something so beneficial? Shall we delve deeper…

The immediate reaction to the unveiling of this software has been somewhere between reimagining ‘Terminator’, whereby murdering robots murder our job prospects instead and individuals under the impression that they can just simply ‘become Picasso’; to the bin with art school. Neither of these being the best way to react, we cannot ignore that this monumental shift warrants a response, a spectacle even.?

As a self proclaimed artist that has struggled to translate my expression in a medium that communicates my stories, I have found these tools have given me something I did not expect. Encouragement! The stop start mind of a creative is often met with huge feats of blockages, procrastination or over planning to the point ideas lay dead in their tracks. These tools, in the ‘play’ element of my process, encourage me to think deeper on the craft and boost my confidence to explore projects I otherwise struggled to grasp due to a lack of creative language.?

To me. It sounds like ‘the dream’. A dream I have taken the space to understand...?

AI is a tool. Not a shortcut.?

Let’s be honest, you wouldn’t read a William Blake poem, write it down verbatim and then start selling it as your own. So... Don’t use AI in this way! Just because ChatGPT is powerful, it doesn't mean that it should be used to steal ideas or plagiarise the work of others. In fact, using ChatGPT in the right way can elevate your own ideas and make you stand out as an artist, writer, or creator. Those who have taken the time to learn their craft will still be able to register work with levity as AI misses the intricacies of documenting a human experience. Even if it gets close, and believe me it will get there, wouldn’t you want to have learned how to harness its uses and learn how to see ‘through’ the AI before it sees through you??

The misuse of ChatGPT, or using it in a way that is disingenuous can waste valuable time that could be spent learning and improving skills. This can put you at a disadvantage in the long run, as others will jump ahead in their abilities. Not to make you alarmed but people are becoming AI prompt consultants as we speak, not to say you cannot get up to speed but…the AI won’t take your role though the rest have no reason to wait.?

No bueno! Let’s flip the script while the ink is still fresh.?

One of the most significant benefits of using ChatGPT in advertising is its ability to serve as a tool for digital self-regulation. As companies, social media platforms and whatever hell shows like ‘Love Island’ live, are choosing to lazily regulate content, we cannot rely on them to provide pointers on correct software usage. It is paramount for individuals and businesses to take responsibility for their own actions and use AI tools ethically and responsibly.

If you haven’t used it yet, or you are worried perhaps even a cynic. Please. For me. Take an hour out of your day, place your most trying idea into the chat box and tell me you don’t feel like bouncing into action after. For too long creative souls have been made to feel like they can only see their visions if they’re lucky. Now AI asks…what is luck when you have access??

Technology will always continue to advance and improve, but it's important to consider which side of technology you want to be on. Will you be a responsible and ethical user or will you choose to misuse them for short-term gain??

The choice is yours.

By Tina Mwazange

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