In recent times AI has been at the centre of scientific research and social discussion, and it has been substantially invested in by leading figures and organisations in the technology sector, such as Microsoft, Google, Elon Musk and Sam Altman, the creator of ChatGPT, the most widely used AI platform. This AI chatbot was developed by software company OpenAI and launched in November 2022. It is easily accessible and has a simple and intuitive user interface. Since it launched, ChatGPT has been making it's mark within the business. It has been quickly adopted by businesses all over the world to be utilised as an innovative solution to writing copy, website content, blogs, articles, written documents and reports. In some circumstances, ChatGPT has already rendered many jobs redundant, but are the convenient solutions ChatGPT provides to many businesses simply too good to be true? In this article we will explore this in more detail.
What Can ChatGPT be Used For?
An increasing number of businesses are adopting the usage of ChatGPT for a wide range of tasks, such as writng email marketing campaigns, blog articles, press releases, and code snippets for website builds. These are just a few applications that ChatGPT can be used for. One of the main qualities that this AI driven platform possesses is that it is very versatile and can adapt it's language and tone to suit the requirements of a variety of different businesses and industries. ChatGPT can create content that is high quality and factually accurate. However, the quality of ChatGPT's responses are dependant on the input that it has been given by the user. The more detailed and relevant inputs it receives, the more accurate and higher quality the content it creates will be.
How Has ChatGPT Been Received by Businesses?
AI generated content has frequently been met with skepticism. When ChatGPT was initally launched, some business executives were hesitant to use ChatGPT due to concerns about the quality of the content it could produce. However, this early skepticism was disproved by the surprising quality and accuracy of the content it produced. When given the right inputs, ChatGPT has proven it can create high quality, relevant and informative content that can be used by businesses. This has contributed to it's adoption by a wide range of businesses. It is also an appealing tool for small businesses to use as it provides a service that would have once required additional members of staff that the business may not have. On the other end of the spectrum, numerous organisations have banned the use of Chat GPT on business owned equipment. Some have done so as they fear that using a generative AI software to create business content will be damaging to their corporate reputation and credibility. They are concerned that AI content is easily distinquishable to human generated content, and is therefore not a suitable substitute for human generated content. Another concern some businesses have regarding the use of ChatGPT is if they operate within industries that are very niche and frequently use language that is unique to their industry. Therefore they have concerns that ChatGPT cannot be a valid substitute for human generated content.
What is the Right Approach?
Businesses that have implemented ChatGPT into their day to day operations may have been to quick to adopt new technology, and have become too reliant and trusting towards the application. On the other hand, businesses that refuse to use ChatGPT will be missing out on the important benefits that this new technology will have for their business, such as exploring new content ideas, saving time and cutting costs, while generating high quality content for their business. Therefore, the best way to utilise ChatGPT is not to use it as a primary source of content, but to use it as a secondary tool for assistance in generating content. Businesses still need skilled business executives to generate creative content, however ChatGPT has proven to be an essential tool for business executives to explore new content ideas, generate first drafts for content, and rework their own content. Original, human generated content is still at the core of businesses around the world, however ChatGPT is an important tool that can generate effective results for businesses when implemented skillfully. To learn more about how AI has changed the marketing landscape for businesses, view our Digital Marketing and Social Media Course here.
Information correct as of 09 August 2023.
