How Will ChatGPT Affect Your Job If You Work In Advertising And Marketing?
ChatGPT is a phenomenon that has taken over the world by storm.
If you haven’t already heard about it, you’re most probably living under a rock.
OpenAI’s ChatGPT for once has shaken up industries across the continuum and has made businesses ponder upon how they are to function in the future.
Employees at SMEs and giant corporations in the advertising and marketing space are wondering if soon their roles and positions are going to be obsolete.
In this blog, we’ll touch upon the same in light of the advent of ChatGPT.
Keep on reading to know more!
- What is ChatGPT?
- How will jobs in marketing or advertising be affected by ChatGPT?
- What can marketing professionals do to avoid becoming redundant?
What is ChatGPT?
Before diving into ChatGPT, let’s first understand what a chatbot is.
A chatbot is an artificial intelligence (AI) software that simulates a discussion (or chat) with a person by using message apps, blogs, movie apps, and telephones. It is a program component that is designed to automate a specific process.
Chatbots process data to respond to a variety of requests using AI, automated rules, natural language processing (NLP), and machine learning (ML).
OpenAI’s ChatGPT too is a chatbot built in a conversational AI language model. It generates human-like responses to natural language input using deep learning techniques, allowing it to engage in conversations on a wide range of topics.
ChatGPT is built on the transformer architecture and has been fine-tuned on a vast corpus of text data to produce human-like responses to various questions. It can be used for a variety of natural language processing applications, including language translation, question answering, and text summarization. ChatGPT can also be integrated into chatbots, voice assistants, and other conversational AI apps to improve the user experience.
History was made by ChatGPT when it gained one million users in just one week. Due to its massive following, it is soon to come in a paid version and is estimated to generate $200 million in revenue by 2023.
How will jobs in marketing or advertising be affected by ChatGPT?
Now a lot of experts are on the fence regarding how ChatGPT can affect jobs in advertising and marketing and make them redundant.
But there is one common thread of thought that everyone can agree upon…
…and it is that ChatGPT can’t come for your jobs just yet.
ChatGPT just like any software is evolving, learning and growing.
It might be competent in producing SEO-related content, conducting market research and belching out product descriptions but when it comes to creating content with a human-touch and original stream of thought, it fails miserably.
It processes what it is fed and already knows to create a piece of content and is thus operating on a very low bandwidth of information, creating repetitive pieces.
Humans on the other hand are intuitive, creative and original in their way of working. They can interpret multiple sets of data and leverage it in a way to appeal to the masses without making the content monotonous.
Here are some more ways in which ChatGPT proves to be inadept:
- Perpetuating bias: Like other AI systems, ChatGPT can perpetuate and exacerbate existing biases in its training data.
- Spreading misinformation: ChatGPT can generate content that is erroneous, deceptive, or false, which can contribute to creating misinformation and impair public knowledge of crucial subjects.
- Overreliance on technology: An overreliance on AI systems such as ChatGPT may impede critical thinking and creativity.
- Risks to privacy and security: The use of AI systems such as ChatGPT may result in the collecting and processing of massive amounts of personal data, raising privacy and security concerns.
- Lack of accountability: Because there are no defined legal and ethical frameworks for AI systems at the moment, it is difficult to hold individuals or organisations accountable for their actions and effects.
- Confusion with human interactions: In certain cases, users have mistaken ChatGPT or other AI systems for human interactions, resulting in misunderstandings or misinterpretation.
- Grammatical errors: Due to being relatively new, ChatGPT is prone to making grammatical blunders that are visible in some of its pieces. Only future updates can guarantee a grammatically sound constitution of content by ChatGPT.
These drawbacks arising from the usage of ChatGPT are just the tip of the iceberg.
What can marketing professionals do to avoid becoming redundant?
There’s no need for advertising and marketing professionals to fear — at least at this juncture.
ChatGPT in its current state is incompetent in producing work and content that seasoned marketers can produce.
But this doesn’t mean it will never be able to match their caliber. GPT-4 or GPT-5 can be worrisome if it eliminates a lot of the discrepancies that we are currently seeing in ChatGPT.
To prevent themselves from being obsolete once GPT-5 or any future update comes, marketers must upskill and stick to their guts by creating original and unique content.
They must squash the monotony in content creation by imbibing what ChatGPT lacks — emotional intelligence, creativity and an original stream of thought — and hope that the chatbot doesn’t grow to be as ominous as we are predicting it to be.