Sales & Marketing

The Impact of ChatGPT and Artificial Intelligence on Marketing

Business Advice | 11 May 2023 | 12 months ago

If you have been paying attention to the changing trends in the world of digital marketing, you will know that a lot of people have been talking about ChatGPT. ChatGPT is an artificial intelligence (AI) technology that uses natural language processing to fulfil human responses. For example, it can be used to write social media posts or essays, and it can be used to create marketing materials. It does this by using large amounts of data, and then creating responses that resemble those capable of a human.

AI has been used for customer service and sales for a few years now, but ChatGPT has taken this impressive technology into the world of marketing. Now, AI is being used for social marketing generation, and it’s impacting web searches and customer experience. This certainly has its benefits, but the impact of ChatGPT and AI isn’t solely positive. In this blog, we will have a look at the impact of ChatGPT and AI on marketing, looking at the pros and the cons.

AI Impact on Social Marketing Generation

There is a lot of work that goes into social marketing, but AI is a huge help when it comes to creating content. ChatGPT, and other similar AI systems, can generate large amounts of content quickly. It’s able to create blogs, website content, social media content and long form articles that are completely personalised to your given request, and it can do this in a matter of seconds. Instead of having to hire someone to create content and spend time researching the subject, you can simply ask ChatGPT to do it for you. Instead of spending hours of a work day writing an informative blog, ChatGPT can complete the same task in a fraction of the time. This saves a lot of time and speeds up the content marketing process, but there are downsides. As a business, it might not be time to completely rely on AI marketing.

The quality of the raw output from ChatGPT is dubious and sometimes contains mistakes, many of which are hard to spot. This could result in you uploading poor quality content, which website visitors are unlikely to enjoy reading, and content that Google flags as being incorrect. Though this could change as AI abilities improve, it does mean that using ChatGPT does come with risks. As search engines prioritise high quality and accurate content, AI generated content could fall further down the ranks, meaning that it gets lost amongst everything else online. There is also the issue of ChatGPT’s corpus not being up to date, which can be problematic if detailed and informative content is required. Content could be created using false or out of date information, or facts and statistics that are no longer accurate.

Though ChatGPT and AI marketing is helpful for content and social platforms, it tends to work best for outlines and overviews. It’s a great tool for coming up with blog titles and rough outlines, but its failings mean that it’s unlikely to replace copywriters entirely. Overall, AI is having a positive impact on social marketing generation, but only if marketers and businesses are aware of its limitations.

AI Impact on Web Search

AI is already being used by search engines, and it’s making a big difference to the way in which web search is used. Bing and Google are both making use of AI to power search results, and summarise content from the web. This means that search users may not need to navigate to web pages as often in order to find the information that they are looking for. Though this is handy for users, it remains to be seen what this means for SEO and the monetisation of websites that aren’t visited as much anymore. With fewer web pages being utilised, the way in which SEO impacts marketing could change.

It’s possible for AI to learn from user behaviour, which means noticing search patterns and preferences, and then delivering results that are completely relevant. This could mean a big change is coming for marketing, as optimising websites for search engines would need to be done differently. Instead of focusing on optimising using keywords and meta data, AI would mean focusing on high quality content and providing information that’s relevant to the user. AI marketing is closely linked to the quality and relevance of content, meaning that it’s not enough to simply create content with SEO. Now, it’s important to create content that is engaging and informative, as this is what AI is looking for.

AI Impact on Customer Experience

One of the major benefits of AI marketing is the positive impact it has on customer experience. It’s a fantastic way of gaining a better understanding of customers and their needs, which means that customised experiences and marketing campaigns can be created. Instead of approaching marketing in a vague and generic way, AI allows you to approach marketing with your specific target audience in mind. This is likely to lead to improved marketing results, as everything is being done in line with what customers need, want and expect.

AI is already being used for customer service by way of chatbots, and that’s already proving to be hugely successful for businesses large and small. With AI, chatbots are able to offer a personal and professional service, providing customers with a high quality experience. AI allows chatbots to answer questions and make informed assumptions on the best way to help a customer. Though AI chatbots are not quite able to provide the same level of service as a human, it helps to bridge the gap.

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