What is its impact for the marketing sector?

The ChatGPT tool, developed by OpenAI at the end of 2022, should revolutionize the way communicators and marketers work. Although arousing worldwide enthusiasm, the device remains at the dawn of its development and its deployment in marketing strategies.

“ChatGPT is a natural language model developed by OpenAI, which uses a deep language processing architecture to understand and generate text in response to a query. In marketing, ChatGPT can be used to improve engagement and customer satisfaction, automate customer interactions and provide real-time support.” Here is an excerpt from the conversational agent’s response at the question “How can ChatGPT be used in marketing?“.

Who really uses ChatGPT?

Forrester, the American company specializing in providing market research on the impact of technologies around the world, published, in February 2023, the results of a survey of 153 CMOs, showing how they plan to integrate ChatGPT into their marketing strategies. While only 1% of the panel did not know the new technology and only one in ten marketing directors has no intention of ever using ChatGPT, 41% have begun to explore its potential. Nearly two in ten CMOs say they have already integrated it into their marketing strategies. Thomas Husson, vice-president of Forrester, however, thinks that this figure is somewhat bloated and overstated : “Many marketing departments are currently exploring possible use cases for this technology. A minority is already currently testing it, but despite the phenomenal buzz, it is still marginal”.

Christophe Bosquet, founder and president of the digital acquisition consulting agency Effinity, share this analysis. According to him, “there is a real enthusiasm around ChatGPT, but not yet enough hindsight and concretization to measure it”. Technology the tool is just beginning to disrupt the sector, but concretely, the revolution has not yet arrived because very few companies have, for the moment, invested in ChatGPT. “We are currently in the testing phase. Companies, such as Morgan Stanley, have started to deploy the ChatGPT device, but this is still rare. Major brands are starting to test but nothing in-depth has been rolled out yet”adds Thomas Husson.

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What can marketing departments do with ChatGPT?

Time saving thanks to the automation of a certain number of tasks, extreme customization… Marketing and communication professionals are just realizing the benefits of using ChatGPT. “The main advantage of the tool lies in the time it saves. The volume of content is thus significantly increased, even if the quality is not at the same level as what a human is capable of achievingsays Christophe Bosquet.

Moreover, the paid version of ChatGPT was only launched in February 2023. Companies are therefore waiting for the business model to be clarified and for legal questions to be resolved.

Is ChatGPT a danger for marketing jobs?

Artificial intelligence is frequently singled out and seen as representing a danger to trades – particularly in the field of marketing and communication. Vice President of Forrester be more careful : “It’s totally exaggerated to consider that ChatGPT will destroy jobs: the tool will create new jobs and change the way we work. ChatGPT will become a kind of assistant, but will not replace professionals”. According to him, the danger lies in marketers’ inability to adapt, in the months and years to come, to new uses linked to the appearance of this text generator. And this adaptation will indeed be essential. It will be necessary ensure the relevance and consistency of the generated contentand avoid any ethical bias relating to the intended target.

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It will also be important for brands to prevent ChatGPT from making “nonsense…consistent”. All of this will undoubtedly require some training for marketing teams. Some places in the sector may, all the same, become free. “In a very schematic way, ChatGPT will, in a way, rid the market of usurpers, who do nothing but comment on tables and reports, without pushing the analysis further”, claims, for his part, Christophe Bosquet. In effect, according to a study measured by Sortlist23% of employees working in the software and technology sector are worried about the possibility of losing their jobs because of ChatGPT.

Limited opportunities?

Like any innovation, the tool has capabilities with gaps and limitations. “When we ask it, for example, how to optimize a social ads or affiliate campaign, the tool will only give a methodological answer, but will not help with the implementation of this methodology”, develops Christophe Bosquet. In addition, there is data specific to the advertiser and its market. “However, ChatGPT is, today, unable to use databases other than his own. This represents a real limit”concludes the founder of Effinity.

The spirit and functioning of companies are also an element to take into account to estimate the effectiveness of this new tool. “If a brand does not have the culture of data, artificial intelligence and does not have governance around these subjects to develop the processes and professions of each other, the possibility offered by ChatGPT to produce much faster content is thus severely limitedexplains Thomas Husson.

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