Since its public release in late 2022, ChatGPT has dominated the discussion around many marketing tables. The generative AI tool has already transformed how many marketers work, especially in the area of content creation. Savvy marketers use ChatGPT to generate content ideas, build first drafts, and more.
So, what is generative AI, and how can you use it to make your marketing more efficient? Will you be able to replace your marketing team with AI (spoiler alert: NOPE!)? Let’s get into it.
A Quick Overview of Generative AI
Generative AI is an example of machine learning. A computer model reviews vast amounts of data (for example, thousands or millions of images) to learn how generate a specific type of content. This review is called training. During training, the model records patterns and features from the input data. The model might learn syntax and semantics of language while reviewing text or recognize objects, shapes, and textures while reviewing images.
Once it is trained, a generative AI model can create new content based on the patterns it has learned. It uses a feedback mechanisms as a quality control measure. Some models use generative adversarial training, where one model generates content and another evaluates it. Over time, this allows a generative AI model to improve the quality of content.
A Real-World Generative AI Example
Here’s a real-world example of how this works. Let’s say you wanted to write an article about generative AI. You’d open ChatGPT and ask the model to give you an overview of how generative AI works. The model would generate an answer for you based on all of the data it has reviewed about generative AI. You can use this information to draft your article (making sure to fact-check it as you go). In case you haven’t guess already, we used Chat GPT to help us write this generative AI overview!
It’s likely you’ve already encountered AI-generated content. A recent HubSpot survey of marketers who use AI found that 58 percent of them used generative AI for social media content. Creating social media content that is engaging and relevant is a grind, so it makes sense that marketers are outsourcing their brainstorming and drafting to AI. Half of the surveyed marketers also use generative AI to draft new product descriptions, and 43 percent use it to write catchy subject lines for their emails.
Our Final Thoughts
Here’s the deal: Generative AI is an amazing tool for brainstorming content, finding inspiration, and even drafting some types of content. But the model isn’t anywhere near as competent or independent as Data from Star Trek. While it may seem like it is generating novel ideas on its own, generative AI’s answers rely on data that humans have produced (and likely have copyright ownership of). A generative AI model is what it eats—if it gets trained on inaccurate, false, or otherwise bad data, it will produce inaccurate, false, or otherwise bad results.
There’s also the ethical issue of attribution. Generative AI is trained on large amounts of data found online. This data has been produced by writers, artists, musicians, scientists, engineers, small business owners, large corporations, and many others. Is it right to claim an AI’s content as our own if it was built using others’ work?
So, while it may be tempting to hand the reins of your marketing content over to ChatGPT, we urge caution. Not only can a model’s answers be inaccurate, it may not reflect your company’s brand, values, and voice. Generative AI may be a great place to start with your content marketing, but it by no means should have the final word.
For expert content marketing strategy and support, get in touch with the marketing professionals at Balius today.
