Should we utilise A.I tools such as ChatGPT

Before we dive into the nitty gritty, firstly, what is chat GPT??

It is an artificial intelligence chatbot?that is trained to simulate human-like conversations and provide responses in natural sounding language.

Think of it like the chatbot that pops-up on an insurance website and asks you, ‘Hi, how can I help you today?’, except that the responses that it provides won’t be pre-populated, standardised, or limited. Chat GPT’s response will sound like there’s a human on the other side, providing considered and personalised responses to your request. If you think that’s hectic,?since being launched to the public on the 30th?of November 2022,?it has become the fastest growing app in the world, with over 100 million users in just the first two months!?

How can marketers use it??

There are many ways to utilise Chat GPT, for instance, it can be used as the launching pad for content calendars, for blog ideas, for converting content into multiple languages, for debugging, writing, and explaining website code, for SEO optimisations, the list goes on. The prompt that you provide (also known as prompt engineering) is particularly important as it can alter the response that you receive. The best way to explain what I mean here is to use actual examples. The first prompt will be very basic in nature and the second will be more descriptive and provide details about the audience and the purpose behind the prompt.?

INPUT:?In 40 words, please explain what SEO is.

OUTPUT: SEO (Search Engine Optimization) is the process of improving the quality and quantity of website traffic by increasing the visibility of a website or a web page in a search engine's organic search results.

INPUT: In 40 words, please explain what SEO is to someone who has not heard of the term. Please also explain how important it is.

OUTPUT: SEO (Search Engine Optimization) is the practice of optimizing a website to rank higher in search engine results. It's important because higher rankings mean more visibility and traffic, which can lead to increased sales or conversions. Essentially, it helps businesses get found online.

It is not a brain replacement!?

It is not a be all and end all and there are some limitations that you need to be weary of. At the time of writing this, its knowledge is limited to data up to, and including, 2021. Since it mines data to provide you with a response, there is also the possibility that it’s response will be plagiarised or inaccurate. In addition, any bias’ included in the prompt can present themselves in the response. There are also Google ‘golden rules’ that it will struggle to adhere to, such as how to demonstrate?‘E-E-A-T’; experience, expertise, authority and trust. These elements must be present in content in order to be viewed as helpful and thoughtful so that it will be well ranked. Also, something notewothy, Google is also rewarding content that has a 1st person experience tone to it.?

Looking forward…

It will be interesting to keep an eye on Google in the coming months as Google will soon be launching its response software, called Bard. Similarly, Bing will be incorporating ChatGPT into its search functionality , which could be transformative to the search engine landscape. Just imagine if millions of people switch over to Bing, will there be a Bing Ad Words or a Bing analytics in the future and how do we join the line to become an early adopter??

With the above considered, and after having used it, one thing has become apparent very quickly, integrating AI is very necessary for your business should you wish to keep up with the ever-transforming landscape that is digital marketing.?