We’re entering an era of the digital industrial revolution where artificial intelligence can create art that doesn’t feel like a fever dream and music can that nearly replicates a Nick Cave song. But as we talked about in the Quick Think, AI generated content still recognizably lacks a human touch. At least for now.?
That said, the latest developments in AI chatbots, namely ChatGPT, are changing the way humans engage with search engines. And as history proves, refusing to adapt isn’t an option. Here’s why and how to respond:?
- We’re watching a living, breathing beta test. AI adopters like Google are jumping the gun to top one another. In this moment of rapid development and feeling pressured by ChatGPT’s publicity, we’re seeing tech companies push out unfinished products to show they’re in the game. After all, to shape its utility, AI-enabled search relies on machine learning and the public. Watch closely— this is future state, not fad. Certain programs will crash and burn, and some will see immense success. And there will be copious learning from these lessons.?
- Conversation versus keyword. The age of Alexa ushered in users’ ability to order more hand soap with just their voice, shaking keyworded SEO to its core. With AI-powered search engines that can understand the intent behind a question or provide context rather than just relevant matches, comes a need for marketers to go beyond keyword search appearances and enter the conversation between the user and AI. Focus on telling the story of your organization, channeling that friendly conversational tone and creating content that’s meant to be engaged with.?
- You aren’t replaceable.? AI chatbots can be a phenomenal tool for writing that doesn’t require a whole lot of nuance. But nothing beats the craft of human narrative and imagination. Products like ChatGPT are jumping-off points that can launch us into new ways of communicating — they’re not a crutch or a steam roller.?
