ChatGPT has been making waves in the tech world since its debut in late 2022. This generative AI tool has the potential to revolutionise the creative process, and CMOs need to assess its impact on three key marketing functions: content production, ideation and market research.
Content production is one area where ChatGPT could have a major impact. Marketers can use the tool to eliminate mundane tasks, freeing up resources for more strategic work. ChatGPT can also be used for creative brainstorming, and its visual counterparts are powerful tools for this purpose.
ChatGPT can also be used for market research. By using the tool to refine survey and focus study designs, marketers can gain insights into areas of research that were previously not obvious. In addition, it can be used to gather and curate competitive information, although it’s currently based on pre-2022 data.
CMOs must also be aware of the ethical and brand-related risks associated with the responsible use of generative AI. This includes brand safety, the impact on search, and the need for human oversight to ensure that empathy, cultural awareness and perspective are provided when generating novel ideas.
Near-term recommendations include reviewing staffing plans and job descriptions to emphasise skills and experience with reviewing, editing and fact-checking. CMOs should also assess their budgets to identify redundant capabilities, and create internal testing and review panels to evaluate messaging, ads, and social posts before committing to distribution.
ChatGPT marks a pivotal turning point in the role of generative AI in business and society, and CMOs need to establish policies and practical guidelines to steer its responsible use. By leveraging custom models and an eye towards practical use cases, organisations can realise the most transformative benefits.
Originally reported by Martech: https://martech.org/how-cmos-should-respond-to-chatgpts-marketing-impact/
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