08 May 2023 Pantul Kothari
Open AI's latest tool, ChatGPT, has attracted more than a million users worldwide and has created a significant uproar in various industries, especially in Advertising. It has captivated the advertising industry with an ability to generate meaningful and coherent content at a fraction of the cost and time it takes for humans.
ChatGPT uses natural processing language and the recently introduced GPT-4 technology to generate automated video ad captions and to personalise customer interactions through chatbots and voice assistants. It can assist in debugging code errors, aid in keyword research for SEO, analyse customer data and offer responses for customer service automation. Its potential uses in advertising are diverse. It’s FAST, SMART and EASY, making it a tempting alternative to human intervention. With so much to offer, the only question that keeps buzzing around is - Will ChatGPT eventually replace human creativity and put jobs at risk?
ChatGPT’s advanced programmatic intelligence is helping achieve faster and more efficient results in the Advertising Industry. It is eliminating the need for time-consuming research and enabling the creation of customised communications. Companies can now make marketing emails, social media posts and website copies using ChatGPT. Furthermore, it can also assist in crafting content for advertising campaigns.
But… and there is actually a Big But! While AI is currently capable of deploying media and its vehicles with great efficiency and effectiveness, it is still lacking the “human touch” that comes from understanding and interpreting various aspects of human behaviour. It does not draw upon human insights towards creating alluring, compelling and persuasive ideas – factors that are extremely important towards creating successful works of communication.
ChatGPT can pull together and compile information, but it fails to generate original ideas that are the lifeblood of strong advertising campaigns. The art of scripting unique stories and thinking above & beyond the given data remains part of the human domain.
Humans can experience, reflect and portray emotions through innovative jingles, eye-catching creatives and intriguing characters. ChatGPT cannot, yet, pick the minor nuances that humans have developed through experience. Moreover, using AI tools in Advertising can raise ethical concerns around transparency and consumer trust. Also, in certain instances, ChatGPT has been discovered to be prone to AI Hallucinations, and has provided misleading and unreliable data along with sending links to non-existent websites.
ChatGPT can be a boon or bane for the Advertising industry depending on how it is implemented. ChatGPT could replace basic writing jobs or require marketers to learn new skill sets to use AI smartly. Despite its limitations and concerns, marketers can keep up with developments like ChatGPT and integrate it responsibly to innovate and expand the boundaries of the Advertising Industry. In this ecosystem of AI enabled future, there are names like Google Bard, Jasper.ai, Claude, ChatSonic, NeevaAI, YouChat, Perplexity, Character.ai, Elicit and Learnt.ai among others who are pushing the boundaries further.
In sum, ChatGPT has its fair share of limitations, despite its speed, convenience and capabilities. With changing times, creative processes can work alongside automation. While creative ideation can thrive under human expertise, AI can help in data collection, execution, and the synthesis of diverse information.