ChatGPT: Is it the future of marketing?

ChatGPT: Is it the future of marketing?

The future of marketing is constantly evolving, and many experts believe that technology will play a significant role in shaping the industry. Artificial Intelligence (AI) is one such technology that has gained a lot of attention in recent years due to its potential to transform the way marketers understand and interact with their customers.
AI can help marketers to better analyse customer data, predict behaviour, and personalise their marketing messages, which can lead to increased customer engagement and loyalty. Additionally, AI-powered chatbots and virtual assistants are becoming increasingly popular, allowing brands to provide personalised, 24/7 customer support.

The ChatGPT chatbot, which was released in November 2022, has attracted significant attention from the public. Essentially, ChatGPT is an AI-powered chatbot that enables users to engage in human-like conversations with an artificial intelligence.

The acronym GPT represents Generative Pre-trained Transformer, which is a language processing model created by OpenAI, a leading American artificial intelligence company. The GPT model employs deep learning techniques to generate responses that resemble those of human beings. Deep learning is a branch of machine learning that involves training artificial neural networks to emulate the complexity of the human brain and produce human-like responses. Designed intuitively, ChatGPT allows users to converse with it in a conversational manner. The chatbot’s interface leverages this cutting-edge technology to create a seamless and user-friendly experience.

So, ChatGPT has become an integral component of our everyday conversations. We’ve begun to imagine how it will change medical, customer service, e-learning, and even internet advertising. It is however predicted that ChatGPT will fundamentally alter the way we see advertising. Rather, it will transition from a click-based form to something a lot more complex and focused.

As we all know, Chatbots and conversational AI tools, including ChatGPT, are already being used by many companies to improve customer interactions and enhance their marketing efforts. These technologies can automate customer service, provide personalised product recommendations, and even create content such as blog posts and social media messages.

ChatGPT: what’s so special about it?

ChatGPT stands out from other chatbots due to its exceptional dataset size. While most chatbots are trained on a limited dataset using rule-based methods to address specific queries and perform certain tasks, ChatGPT is trained on an enormous dataset consisting of 175 billion parameters and 570 gigabytes. To put it into perspective, 570GB is equivalent to more than 385 million pages on Microsoft Word. Using this vast amount of data, ChatGPT can accomplish a variety of language-related tasks across a wide range of industries and fields. These tasks include answering questions on various subjects, generating content, and providing responses in multiple languages.

As an Artificial language model, ChatGPT can conduct natural language processing tasks such as answering questions, producing text, and making recommendations based on input data. ChatGPT may provide contextual meaningful, human-like replies in this manner. This makes it ideal for customer support and engagement.
While it can supply knowledge and answer queries, it lacks the emotions and sentiments that humans have.  It cannot, however, replace people in many activities, particularly those requiring emotional intelligence, creativity, and empathy. Also, it is constrained by the data and knowledge on which it has been trained, and hence may be unable to deliver appropriate replies in some scenarios.

The bottom line is that AI language models such as ChatGPT can perform some tasks, but they cannot completely replace humans in all aspects. Human intelligence and empathy are still required in certain areas.
Nonetheless, ChatGPT has been thoroughly tested on a variety of linguistic tasks, and its performance has been appraised by natural language processing specialists.

To get the most out of ChatGPT, it’s crucial to understand its true capabilities and manage expectations. As new technologies emerge, customers generally become enthused about them and begin to form expectations. Yet, as consumers become aware of the limitations of the technology, there is a mismatch between expectations and reality, leading to the trough of disillusionment.

The enlightenment slope follows, when customers begin to comprehend the technology and use it more intelligently. Finally, during the plateau of productivity, the technology is generally accepted and employed as intended. Considering the present level of public interest in ChatGPT, we look to be approaching the peak of inflated expectations.To alleviate the consequences of the disillusionment trough, marketers must set realistic expectations and make ChatGPT integration easier.

How is ChatGPT helpful to marketers?

Although ChatGPT can be a valuable asset in improving marketing outcomes, it should be viewed as a tool to aid humans, not replace them entirely. While ChatGPT can generate innovative content and assist in developing marketing ideas, the human touch remains crucial in assessing outputs and crafting marketing messages that align with a company’s vision and business strategy.

Without a robust marketing strategy in place prior to integrating ChatGPT, a business may fall behind in the competitive landscape. Nevertheless, with the proper marketing strategies and plans, ChatGPT can play a beneficial role in enhancing and reinforcing current marketing procedures. While ChatGPT offers various possibilities for improving marketing processes, it is crucial for businesses to be aware of its limitations and know when to limit or avoid using it in their operations.

ChatGPT can provide responses and content that resemble human-like interactions, but it’s important to note that it’s not human. The degree of human-likeness can affect the quality of process enhancement and content creation. Although marketers can use ChatGPT to enhance customer experience, relying solely on it may not provide the necessary human touch required to build a strong customer connection and engagement.
While ChatGPT’s marketing content may seem logical, it is not error-free and can provide incorrect and illogical responses. To ensure consistency with brand message and image, marketers must review and validate the content generated by ChatGPT.

Relying on ChatGPT for creative content may limit creative abilities in the short and long term. ChatGPT lacks human experience and understanding of the complexity of human nature, which may hinder creative ideation. Therefore, ChatGPT should be used to support ideation and enhance existing content while allowing room for human creativity.


It is important to acknowledge that AI is not a one-size-fits-all solution, nor is it necessarily the future of marketing for all industries or businesses. To effectively utilise AI in marketing, it is crucial to take into account the unique needs and objectives of each company and determine how technology can best support their marketing efforts.

Furthermore, the success of AI tools depends on several factors, including the quality of training data, response accuracy, and the context in which they are employed. Although AI holds tremendous potential in the marketing field, it is essential to approach it with a strategic and thoughtful mindset.

In summary, while ChatGPT and other AI language models have the potential to revolutionise marketing, they are unlikely to entirely replace human marketers. Instead, they are expected to become an increasingly important tool in the marketing toolbox, working alongside other technologies and human expertise.

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