In marketing and copywriting groups lately, the ChatGPT / AI topic has been gaining prominence and debates. The tool that Open AI makes available has gained more and more followers, while at the same time arousing curiosity, insecurities and doubts in marketing and copywriting professionals and clients.
What is ChatGPT anyway?
It is an online Artificial Intelligence tool with a chatbot, which answers your questions on any topic, dynamically. When asking himself, he defines himself like this:
“I am ChatGPT, a large language model developed by OpenAI, designed to generate human-like responses to natural language queries. My name stands for “Chat Generator Pretrained Transformer”. I was trained on a vast corpus of text using a machine learning algorithm called a transformer, which allows me to understand and generate answers to a wide range of questions and topics. I can help with a variety of tasks such as answering questions, providing recommendations, generating text, and more.”
What are the Uses of ChatGPT in Marketing?
GPT Chat can be a useful tool for marketers and copywriters to improve their content and increase engagement with their audience. Here are some ways to use ChatGPT:
- Content Generation: you can use GPT Chat to generate content ideas or even complete pieces of content. Simply provide a topic or prompt, and GPT Chat can generate headlines, summaries, or even full articles.
- Writing Assistance: ChatGPT can help you write persuasive copy that resonates with your audience. For example, you can provide a product description or tagline, and GPT Chat can suggest alternative phrases that may be more effective in attracting your target market.
- Social media management: ChatGPT can help in creating social media content, generating captions or even entire posts for your various social media channels.
- Email Marketing: you can use GPT Chat to generate email subject lines or even entire email campaigns. Just provide information about your target audience and GPT Chat can generate copy that resonates with them. However, even the tool itself warns us to keep in mind that while GPT Chat can be useful, it is still an artificial tool.
- Script templates for Chatbot and Whatsapp support: however, like all the other ideas presented by the tool, they will only serve as primitive suggestions. For an adequate service, you should have a professional who writes specifically for your target audience, performs tests and humanizes the dialogue in a personalized way.
Advantages and Disadvantages of ChatGPT in Content Creation
The biggest advantage is to offer agility for communication professionals who need to generate a large volume of content frequently.
The biggest disadvantage for clients is the difficulty in identifying authentic content, in addition to the risk of generating content that is very similar to that of your competitiors. However, this risk can be minimized if the professional makes good use of the tool and maintains his commitment to checking information, establishing an authentic creative line for the text and always reviewing it to avoid any inconsistencies.
Will ChatGPT replace copywriting and content professionals?
The tool will not replace good creative professionals. There is indeed the possibility that many companies will use it while they cannot hire specialists, but they will soon discover that, in this way, it will be necessary to dedicate time and energy from managers, or to keep the results limited.
It’s important to highlight that search engines like Google tend to better index the most authentic, creative and optimized content with SEO work (Search Engine Optimization), so it is not enough to simply think that Chat GPT will do all the work of the content writer. Likewise, they might even help you write a sales email, but they won’t do in-depth persona research or get creative.
Want to know more about how to unite the best of both worlds – AI and creativity? Get in touch with me right now on Whatsapp on this page.
Among other licenses, Denise Maciel is certified in Copywiriting by Rock Content (BR); Press Office Services and Writing Techniques by CEDEP-BR (BR); and Introduction to Digital Journalism by REUTERS (UK).
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