Firebelly Bonfire: ChatGPT Takeover!!!

ChatGPT (Generative Pre-trained Transformer) is an AI tool that has been increasingly used in marketing. 

After launching in December 2022, ChatGPT eclipsed one million users within five days of launch. Its main adoption by individuals was for college essays and blogging. Advertisers who use the software are implementing its systems into Google and Meta tools to improve targeting and ROI. 

The industry of OpenAI is valued at $30 billion and the U.S. market CAGR will rise 26.9% through 2028. Users will see numerous introduced platforms in the next few years.

According to ChatGPT, one of its primary benefits is that ChatGPT can provide an automated response to customer queries, reducing the need for human customer support and ultimately saving costs for businesses. 

ChatGPT can also be trained to personalize its responses to customers and be available 24/7, providing customers with instant access to support and assistance. This can be especially useful for businesses that have a global customer base or offer services outside of regular business hours. 

You get the gist… 

Because of the platform’s abrupt popularity, our team got together for our monthly Firebelly Bonfire — a shared discussion over all things digital marketing. To give context on ChatGPT, here are our insights on utilizing the burgeoning social marketing tool: 

Austin Ryan (Social Ads Manager)

ChatGPT is an AI tool that has capabilities that we have never seen before. It’s incredibly useful and offers answers, research, copywriting, and insights that function by typing a question or request into the search bar. 

While ChatGPT is certainly intriguing, it isn’t perfect. I tested using ChatGPT to write ad copy. While it definitely provided a quality effort, it wasn’t to the level where you could simply copy and paste the results into a document. 

It left certain aspects vague and a bit “cookie-cutter”. At this point, it still requires a real person to proof and edit accordingly.

Kyle Spishock (Copywriter)

Artificial intelligence is taking over! No, this isn’t SkyNet. Neither is there a Judgement Day or Rise of the Machines coming. Terminator references aside, AI-powered writing tools like ChatGPT are attempting to reach widespread adoption by social media marketers. 

Currently, it's a practical tool used for creative development — in particular when working on search, email, and social media efforts. Currently, only 13% of businesses use AI or machine learning for marketing activities. 

However, close to one-third of respondents in a report on marketing automation practices claimed they would deploy AI implementation in the next 12 months. Beware its ascent and get your tin foil hats ready.

Kate Jarlego (Social Media Coordinator)

ChatGPT can make the process of creating and managing social media content much more efficient and effective. The software has the ability to generate high-quality, unique content — quickly and easily. It can also write captions, posts, and entire blog articles that are tailored to the specific needs of a brand or audience. If marketers need content that resonates with the audience, this platform can definitely assist in building stronger relationships with customers.

However, ChatGPT relies on natural language processing technology, which can sometimes result in content that is not engaging or relevant to the target audience. 

For example: when I used the software on an individual’s biography, the platform suggested misleading information — including accidents and grisly deaths, when the person was still very much alive. 

Overall, ChatGPT cannot handle complex or unique content requests. Ultimately, it still needs development in order to fully replicate the creativity and emotional intelligence of a human content creator.

Sam Dietz (Director)

ChatGPT. We've all heard about this illustrious AI bot and how it's set to change the face of social. But is it really the saving grace for marketers? How will this new technology benefit or hurt the social media landscape? 

ChatGPT offers a new way to create. As Austin said, if you got writer’s block… there’s a bot for that! And while it may not always have the right answers or even the most eloquent responses, its major benefit is in its ability to approach content in a new and exciting way. 

What’s wrong with a platform that sparks thought, conversation, and ideas through technology?

Abby Thomas (Social Media Manager)

This AI enigma feels like it came out of nowhere and started dominating conversations about the future of writing in many different professional fields. As far as social media marketing goes, I think it’s a great jumping-off point. Basically, users are spitballing with AI software. 

You may not get the fully fleshed-out piece of content you want or need, but it could give you an idea of where to start. Although the software is known to be adaptable to aspects of a brand’s voice or tone, part of what we do best as social media marketers is contributing a true human touch to our work. 

I think we should always rely on our human touch first, and use software such as ChatGPT as a tool and not a crutch.

Disclaimer: This conversation WAS NOT penned by ChatGPT. For real creative humans that believe in people (and not artificial intelligence), get a hold of us today and let us mortals help with your social media marketing strategy!