How AI works and how you can use it as a marketer
Unless you've been living under a rock for the past few months, you've probably heard of Chat GPT. The AI-based chatbot that can provide you with everything from dinner recipes to full-scale factual texts and Excel formulas. But as a marketer, how can you make the most of this technology that's currently on everyone's lips? We've looked into it.
AI opens up new opportunities
AI, or artificial intelligence, has long been a familiar term, referring to computer programs and systems that can perform tasks that normally require human intelligence. Modern AI research took off in the 1950s and has since been applied in a variety of fields.
In recent years, research has advanced in the field of machine learning, making it possible to build more sophisticated AI systems. Today, AI is used to program self-driving cars, develop new medicines and improve web search results, among other things.
One branch of AI is chatbots. Computer programs that use artificial intelligence to interact with users through text-based conversations. In recent years, the number of chatbots has increased and you have probably encountered one when contacting a customer service center online.
What is Chat GPT?
Recently, the landscape for chatbots changed when one of the world's leading AI research companies, OpenAI, launched Chat GPT. Chat GPT is an AI computer program that uses its intelligence to ingest, understand and generate responses similar to those of a human. The program pulls its data from across the internet and can use the knowledge to generate responses in a way that resembles human thinking.
Chat GPT uses one of the world's most advanced AI models for text generation and has received a lot of attention since its launch. The chatbot is free to use and is used every day by millions of users worldwide.
Will AI take our jobs as marketers?
Ever since Chat GPT has become increasingly popular and well-known, the question of whether AI will take over our jobs as marketers has been raised. The technology can both analyze data, draw conclusions and produce text, so why do we need a full-scale marketing department when it can do the same job in seconds?
The first and most important thing to remember is that AI is essentially a computer program. While it can think and act like a human in many situations, it will never be able to act fully human. This means that some of the most important human qualities, such as empathy, creativity and caring, are completely missing. Qualities that in most industries, including marketing, are essential building blocks for doing a good job.
Marketing is very much about understanding people's emotions and needs. For example, coming up with ideas that trigger different audiences or creating messages that really reach the heart of the recipients. Skills that AI chatbots, no matter how many updates, will never fully master.
How can we as marketers use AI?
It would be naive not to see AI as a threat. Of course, there are many tasks that smart technology can perform far better than us, but it's all about 'cracking the code'. Simply learning to use the tool in a smart and efficient way. Those who do so are likely to reap great rewards, not least in marketing.
AI is a perfect tool to scale away simple, administrative tasks like sorting data or segmenting audiences. AI bots work quickly and methodically, and are likely to make far fewer errors than the human brain when it comes to detail work.
Information and research
AI bots are also perfect when it comes to gathering information and doing research. Google searches are great, but with Chat GPT you can gather relevant information in no time without having to jump between pages. Whether you need to gather information about a new customer or learn more about a particular area, you can get answers quickly. Just remember to fact-check the information. Chat GPT has stated that the facts presented by the chatbot are not always accurate, so pay attention.
Content marketing and social media
For those working in content marketing and social media, AI is a real goldmine. Use it to turn long texts into short, snappy captions or get help putting headlines on your texts. AI can also generate images, so instead of paying big bucks to Shutterstock or Gettyimages, you can use AI-based tools to create unique images of your choice.
Generation of ideas
Although AI is rarely as creative as a human, the technology can help you come up with ideas. Stuck and have no idea what your next blog post should be about? Ask Chat GPT! By providing it with enough information about your blog, it can suggest topics that you can develop later. Perfect for breaking the writer's block.
Proofreading
AI is also an ideal proofreader and can help you to check your texts for spelling and grammar, as well as provide suggestions for content improvements. Get into the habit of running your texts through an AI service to make sure there are no spelling mistakes.
Endless possibilities
As you can see, the possibilities of AI are almost endless and the only limit is your imagination. As time goes by, the technology evolves and what is impossible to do today, might be possible tomorrow. By actively using the tool and exploring its possibilities, you can stay up to date and make the most of it.
Want to try Chat GPT?
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