I had ChatGPT do my homework, and then I critiqued It.
I used ChatGPT to answer the question, "What is the future of digital marketing?" to see how well AI can answer this question and if there are any critiques that I could make. However, after experimenting with multiple prompts I instead asked ChatGPT the following prompt, "What will the future of digital marketing look like AND how will AI factor into it?".
The Results
"The future of digital marketing is likely to be heavily influenced by artificial intelligence (AI) and machine learning (ML) technologies. Here are some ways that AI is likely to factor into digital marketing in the future:
Overall, AI is likely to play an increasingly important role in digital marketing in the coming years, helping companies to improve customer engagement, increase conversion rates, and achieve better marketing results."
My Experience
When I entered my prompt into ChatGPT I was expecting the response to take at least 5-10 minutes to complete. This was not the case, almost immediately after I entered my prompt, "What will the future of digital marketing look like AND how will AI factor into it?" it generated the response posted in the section above. I was surprised at the ease of use of ChatGPT and how in depth the response was considering I entered in a one sentence prompt.
Are there any Critiques?
Overall I feel that the response generated brought up some very good points. I agree that the future of digital marketing will follow the trends of emerging technology and a combination of these new trends will be needed. There are some aspects of the output that I didn't completely agree with.
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The overall theme of the output by ChatGPT implies that AI and Learning Technology will one of the sole factors that will dictate the changes in digital marketing. While I do agree that as AI continues to progress, marketers will also need to learn how to utilize this technology, but it won't be the "end all be all". Being able to adapt to these new tools and technology is something that marketers will have to do to stay ahead of the competition. On top of this, ChatGPT failed to paint a picture as to how marketers can use AI and Learning Technology to learn more, it only provided the benefits of use. I was also a little confused when ChatGPT said that AI will help increase customer service, "AI-powered chatbots can provide immediate customer service and support, helping to improve customer engagement and satisfaction." While the immediacy of customer service may be a benefit, customers are more hesitant to communicate with an automated service when compared to a human representative.
Overall, there were some glaring issues with the answer produced from the prompt, but majority of the points raised were valid and ChatGPT really blew me away with this.
How will Marketers Adapt?
I believe that in the future, Marketers will have to add the use of AI to their tool kits. AI will be a great asset to marketers when conducting secondary research. Being able to compile and summarize thousands of pieces of information will prove invaluable to not only marketers but any sort of data analyst. In addition, I believe that marketers will us AI such as ChatGPT to help with their everyday tasks as well. While the larger projects may see AI used in a limited capacity to ensure the maximum amount of creative freedom, I do think that AI can help get marketers out of a creative slump. Having a helping hand with daily tasks will be greatly welcomed. AI like ChatGPT should be used as a supplemental and support tool rather than the sole mean of accomplishing tasks for a company.
AI will also help increase a companies ROI as it is a cheap way to gather mass amounts of information, this in turn will help increase the efficiency of marketing campaigns.
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