Why should marketers use AI?

As AI continues to shape the industry, ChatGPT is at the forefront of the change, but what are the consequences?
March 21, 2023

The rise of artificial intelligence (AI) has had a significant impact on the marketing world, with ChatGPT being at the forefront of the change. This OpenAI software provides informative and detailed responses to prompts, which is changing the way we think about marketing. However, with this AI surge comes uncertainty - what happens to copywriters and marketers when ChatGPT can write good copy quickly? Will audiences turn to ChatGPT instead of blogs and landing pages, and what will happen to SEO and Google Ads in a few years?


It's important to remember that ChatGPT has limitations. Firstly, the tool stopped crawling data at the end of 2021, meaning it struggles to provide recent and topical information. Secondly, like any other software, it's limited by 'garbage in - garbage out'. If the tool is not briefed properly, it won't provide good results. Additionally, ChatGPT is not sentient, and it doesn't create content the way humans do - it simply re-hashes information from existing sources. Therefore, it won't produce genuinely unique content.

Another limitation is that ChatGPT won't think creatively and problem-solve the challenges faced in a campaign. While it can provide an unlimited number of variations on any query, it's up to the marketer to know which option to pick and then edit. ChatGPT is a tool for experts, and it's not going to give advice on success for a specific campaign or challenge.

Despite these limitations, ChatGPT is an amazing tool that marketers can use to improve the marketing and copywriting process. However, it's essential to use it as a support tool, not as a substitute for an expert copywriter or marketer. ChatGPT can be used to write articles, emails, ad copy, and video scripts, reduce word count for existing copy, generate top-level ideas for campaigns, rephrase existing content, conduct keyword research, create complex Google sheet formulas, and generate ideas to prevent writer's block.

How can Marketers use AI?

When it comes to content and SEO, it's important to remember that Google is looking to reward high-quality content that follows the EEAT structure (expertise, experience, authoritativeness, and trustworthiness). While ChatGPT can pump out content, it won't create high-quality material that you should be copying and pasting in your website and campaigns. True thought leadership has never been more valuable than it is right now, and ChatGPT is not able to deliver in this area as a standalone tool.

To get the best results from ChatGPT, it's critical to write clear prompts. Including the number of words or characters the copy should contain, the tone of voice, background information about the subject, the audience, USPs, and key points, how you want the response to be structured, and relevant keywords can all help to provide less generic output. Writing in plain text and using short sentences can also be helpful.

In conclusion, ChatGPT is an excellent tool that marketers can use to improve parts of the marketing and copywriting process. It's essential to remember that it has limitations, and marketers should use it as a support tool, not as a substitute for an expert copywriter or marketer. By writing clear prompts and experimenting with different ways to brief and prompt the tool, marketers can ensure the results are as usable as possible.

If you want learn more about how to use AI for your business or looking for a second opinion on your digital marketing efforts, Human Digital can help!
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