How to Properly Use AI in Marketing

A relatively recent development has been the explosion of AI tools available for consumer use. Among these tools is ChatGPT, which has become a tool in the toolkit of many marketers. With its ability to streamline creative work, ChatGPT also comes with the responsibility to use it well. With the rapid rise of AI, prospective residents and buyers in the senior living industry still need to see that you are human. That’s why we are creating a guide to help you navigate the nuances of ChatGPT.

What Is ChatGPT?

According to ChatGPT, ChatGPT is "A conversational AI model developed by OpenAI, based on the GPT architecture, designed to generate human-like text responses in various conversational contexts." In practice, ChatGPT is a tool where the user can input questions or prompts, and ChatGPT will use its training to provide a response based on the information it has been trained on. Here is a real example.

Prompt: Briefly define SEO

Response: SEO, or Search Engine Optimization, refers to the practice of optimizing a website or online content to improve its visibility and ranking in search engine results pages (SERPs). This involves various strategies and techniques aimed at increasing organic (non-paid) traffic by enhancing the website's relevance, authority, and trustworthiness in the eyes of search engines like Google, Bing, and Yahoo.

It's a straightforward framework that's expandable. ChatGPT can assist with virtually any text-based task, from summarizing extensive content to coding. All of this is available for free, with a paid option offering broader access to the OpenAI portfolio. Initially, ChatGPT may evoke feelings of empowerment or obsolescence among marketers. However, those who learn to harness AI's strengths effectively will not become obsolete but rather more proficient in their field.

Learn more about how AI can benefit senior living marketing.

Where Does ChatGPT Belong In Senior Living?

The primary rule for utilizing ChatGPT is maintaining its place on our workbench. Despite its user-friendly nature, it's tempting to delegate tasks entirely to AI. For instance, we could have tasked ChatGPT to compose this blog, yielding content within seconds. However, it would lack a crucial element in our marketing efforts: humanity. ChatGPT shines as an assistant, refining and organizing content or acting as a sounding board for finalizing ideas. Yet, surrendering all creative responsibility to AI may yield unwanted results.

Your Audience Wants To Hear From You

40% of surveyed consumers expressed less trust in brands if AI is extensively used across various media forms. Heavy reliance on AI to communicate with your audience can break trust, as it outsources a level of the relationship to a robot. Remember, a crucial aspect of audience relationships is conveying care and understanding, which AI cannot prove. Behind the curtain, ChatGPT remains 1’s and 0’s (simple code reading) without a true personality. Handing creative responsibility to AI without moderation risks losing humanity in marketing efforts and the audience's trust. In senior living marketing, humanity should lead, which means AI is best as a tool in our hands rather than the creative director.

Developer Bias

AI can often be perceived with mysticism. When J.R.R. Tolkien was introduced to a tape recorder, he insisted on recording The Lord’s Prayer to dispel any demons. While his reaction may seem humorous, it underscores how new technology can be difficult to grasp. ChatGPT may appear as a genie fulfilling text-based wishes, but it's essential to remember that behind AI models are developers and internet training. AI can be seen as a puppet with long strings and developers, akin to puppeteers, instill biases that shape how AI models respond.

An age-old ethical dilemma is the Trolley Problem. This scenario presents not a clear solution, but rather a choice between responses that would cause the least harm.

In the realm of AI, your prompt serves as the trolley, and developers are tasked with crafting responses that minimize harm. ChatGPT frequently abstains from delivering objective answers, citing the complexity of certain issues. Developers' biases shape ChatGPT's responses, mirroring biases observed in self-driving cars. The program's reactions are inherently tied to the developers who created it, setting the initial tone for its evolution regardless of advancements.

This underscores the importance of infusing not only humanity but also brand-aligned humanity into marketing efforts. Research indicates that 82% of consumers seek alignment between a brand’s values and their own. Therefore, introducing the biases of external developers may lead to confusion when targeting demographics. Having a team member who shares your values, mission, and vision is more impactful than relying solely on AI convenience. Consequently, it's best practice to exclude ChatGPT from substantive content and instead utilize it under close supervision as an editor/assistant. Otherwise, you risk incorporating more than just software into your content.

Facts Matter

The disclosure statement at the bottom of ChatGPT’s page warns, “ChatGPT can make mistakes. Consider checking important information.” Utilizing ChatGPT entails acknowledging its fallibility; it's not a flawless model. To leverage ChatGPT effectively, verifying its output is essential. Rather than solely relying on ChatGPT and constantly fact-checking its work, conducting your research offers two significant advantages: it fosters a deeper understanding of your topic and drastically reduces the risk of misinformation. While mistakes are inevitable, brands benefit more from citing their sources than blindly trusting ChatGPT's output. Considering how misinformation can exacerbate the distrust already associated with AI, this caution is crucial.

Despite the concerns raised, ChatGPT remains a potent tool when wielded appropriately. Adhering to these principles in your prompts and responses enables you to harness ChatGPT effectively, streamlining content creation while preserving your brand's humanity. Instead of perceiving it as an authority, it's time to embrace ChatGPT as a revolutionary assistant, particularly in senior living marketing.

Practical Ways To Use ChatGPT

When utilized correctly, ChatGPT can serve as an excellent assistant in content creation for your target audience. Here are several effective ways to leverage ChatGPT:

Copy Revisions: A highly practical application of ChatGPT in marketing is for copy revision. While most word processors provide spell check and basic grammar assistance, ChatGPT can thoroughly analyze your entire copy, offering grammar corrections and revisions to enhance its flow. With strategic guidance, you can maintain the content's essence while refining its structure. This capability is invaluable for streamlining tasks such as blog writing, website editing, social media posting, and beyond.

SEO: While numerous services offer data-driven keywords for content optimization, ChatGPT can kickstart your SEO efforts by suggesting both short and long-tail keywords. These initial suggestions serve as a foundation for further research into effectively reaching your target audience.

Content Creation: Utilizing ChatGPT for content creation requires discretion, as previously mentioned, yet it can significantly reduce the time spent on social media and blog content. Requesting caption ideas or assistance in building a content calendar can streamline your workflow and eliminate mundane tasks.

There are numerous practical ways to leverage ChatGPT, but their effectiveness hinges on proper application.

Unlock the potential of AI in your marketing strategy. By leveraging these principles, you can harness the power of ChatGPT to streamline content creation while preserving the human touch essential for senior living marketing. Still unsure? Let Solinity Marketing guide you in utilizing AI as a valuable assistant, ensuring your brand's message remains authentic and resonates with your audience. Embrace the future of senior living with Solinity Marketing. Contact us today.