Before computers, designers made creatives and artworks on paper and copywriters wrote copies on writing pads. Before the internet, presentations happened in person and campaigns went live only on traditional platforms. So, if you are wondering if ChatGPT will change advertising, well, it may.

With every new technological breakthrough, advertising has witnessed a change in its modus operandi and we can’t deny the possibilities that ChatGPT brings. Let’s see what it holds in store for our industry. But before that, a short intro about it.

What is ChatGPT?

ChatGPT, an artificial intelligence chatbot, was developed by OpenAI and launched in November 2022. It is built on top of OpenAI's GPT-3 family of large language models and fine-tuned using supervised and reinforcement learning techniques.

It is a revolutionary tool because it is trained to learn human language and provide expected outcomes when asked a question. It remembers dialogues and gets more efficient with its answers.

Many users have appreciated its ability to provide high-quality responses, and they also feel that it may eventually transform how humans interact with computers.

What can ChatGPT change in advertising?

• Content Creation
  

  One of the biggest tasks for marketers is content creation. ChatGPT can write product descriptions, headlines, blog posts, call-to-actions, and other written content that sounds human in a jiffy and save a significant amount of time.

  All you have to do is enter keywords and content-specific requirements and the AI model creates high-quality, original content that is not just SEO-friendly but also engages the target audience.

• Generate Ideas for A/B Testing
  A/B testing, commonly known as split testing, is a marketing experiment in which marketers divide their target audience to test campaigns and identify the one that performs best. ChatGPT can automate A/B testing experiments to find insightful campaign data.

  For this, you need to input both campaign ideas and target audience specifications. It will then provide feedback and also suggest some additions in the campaign. Based on the feedback, you can choose the version that works best.

• Keyword Research

  Along with writing insightful and interesting blogs, ChatGPT can examine and simplify complicated subjects. It can make keyword research simple and assist in locating the most relevant terms for the campaign.

  To take advantage of this feature, you need to enter the context of your content to get a list of the relevant and trending keywords.

• Create Compelling Ad Copies

  ChatGPT can assist in creating compelling ad copies if you provide specific cues, like keywords, brand tone, and target audience.

  For example, if you need some headline ideas for, say, a real estate project offering spacious homes, you just need to command ChatGPT to ‘write a catchy headline for a real estate project offering spacious homes’. If you don’t like the response, you can also ask ChatGPT to provide more options.

Is it a potential threat to human jobs/creativity?

Nothing replaces the human touch. As opposed to AI, humans have an upper hand when it comes to:

• Creativity
  Content curated by humans is much more creative and unique. It takes inspiration from a vast database of personal experiences, perspectives, and emotions contrary to AI's database of trained data.
• Quality
  The quality of human-created content can vary, but it tends to be higher than ChatGPT’s content because of first-hand knowledge, research and experience.
• Contextual Understanding AI falls short in terms of depth and connection. Human-created content displays a much deeper understanding of context and subject matter.
• Emotions, Opinions & Authenticity
  Content created by humans is reflects a plethora of emotions, opinions, and styles while content by ChatGPT lacks refinement.

What are the risks of ChatGPT?

"It's a mistake to be relying on it for anything important right now," tweeted OpenAI Chief Executive, Sam Altman. "We have lots of work to do on robustness and truthfulness," he added further.

ChatGPT still needs surveillance and editing to deliver a good outcome. The quality of work it produces is still lower in quality and effectiveness compared to the work produced by humans.

Any time a new AI technology is introduced, it comes with a concern that it might replace human jobs. But ChatGPT is far from replacing jobs as it still has a long way to go.

Final Thoughts

It's not always possible to be at your productive best and that's where ChatGPT can be your friend. From content planning to creation and testing, it can help you at every stage.

While you can’t entirely depend on it yet, you can still use it to generate raw ideas and save time.

Here are a few useful links to help you learn more about ChatGPT:

• Open AI website: The official website for ChatGPT is the place to find more information about the tool, like its capabilities and limitations, along with tutorials and examples of how to use it.
• OpenAI API documentation: It provides detailed information on how you can access and use ChatGPT API to generate text.
• OpenAI GitHub repository: It is an open-source community for developers working with ChatGPT to find code examples and implementation details.
• OpenAI community forum: It is a platform where developers and users can ask questions, share their experiences, and learn from others who are working with ChatGPT.
• OpenAI blog: It is a great resource for staying up-to-date on all things ChatGPT.

Brands become top brands when a top advertising and digital marketing agency puts efforts into a planning strategy and deriving ideas that will flourish with time. Tempest assures the same and hence is regarded as the top advertising and digital marketing agency in Hyderabad, Pune and Bangalore.