How An Automation CMO Views ChatGPT

Robocorp CMO Dave Dabbah is a full-stack marketing leader with a proven record of success driving growth and brand recognition.

The ChatGPT revolution has officially gone into full unicorn mode, which theoretically should mean that marketers across the globe can now significantly increase their ability to produce high-quality content at scale.

I'll let the cat out of the bag early in this article to say that I believe the underlying technology that makes ChatGPT so good will revolutionize how marketing teams produce content in the future. Although "revolutionize" is an overused term, the potentially far-reaching effects of an AI-powered service delivering high-quality content are among the most exciting developments in the tech industry that I have seen, reminiscent of the game-changing impact of Napster (in which I may have downloaded the entire Nirvana collection in under 60 seconds).

I believe that the introduction of ChatGPT, which utilizes AI to deliver information, will be as impactful on content producers as the birth of the internet. The saying that "content is king" may seem like hyperbole, but it is reality. For example, reading a blog, case study or even a product page on a website that is well written impacts how you perceive that brand. So, I'm always telling my team to make content memorable, which ultimately means I'd rather have my team building high-quality, unique content than a high quantity of "just okay" content.

In my opinion, the advantage of ChatGPT is far-reaching. It delivers high levels of quality and can save marketers significant amounts of time and money in the long run.

While I wouldn't use ChatGPT to write an entire article—since a writer understands the intricacies of specific subjects—at this point, I see three major marketing use cases: helping content creators create relevant topics to write about, gathering research on those topics and framing content structures. Here are some real-world examples:

• Generate ideas: Create a list of potential topics based on a specific industry or subject matter. Ask ChatGPT several questions about a topic and then review its results to zero in on a broad theme or specific concept. You can iterate by asking it to provide additional or alternate suggestions. Industry trends, audience research, the voice of the customer and competitive analysis are just a few good starting points.

• Research topics: Once you've come up with the topic you want to write about, ask ChatGPT several questions about it. Consider using types of questions of who, what, when, how and why. Also focus on why the topic matters to your audience and how it can help them survive and thrive in their respective industries.

• Content structures: Once you have outlined your topic and key points, ask the technology to create a blog/social post, video script, description or other content type using those points. Based on my experience, it should return—almost magically—a fairly well-formed written piece that includes an introduction, body and conclusion.

You'll certainly want to edit the output for accuracy and grammar, but ChatGPT can really help you publish insightful content more efficiently.

As an automation CMO who works for a global Gen2 RPA company, I have hourly conversations about the impact that automation can have on brands' overall perception and performance. I can tell you firsthand that when done correctly, automation can immediately impact how consumers view companies.

Over the holidays, I had a chance to play around with ChatGPT. I did what any good market research person would do and began testing it against Google, Bing, Jasper.ai and Siri. Siri has changed the world with voice-activated questions, which have become part of our day-to-day lives. Siri, how hot is it outside? Siri, can you give me directions to Starbucks? Siri, what time is Avatar 2 playing? These are real-life use cases that Siri has perfected, but they are basic answers to basic questions.

So, I decided to run an experiment where I pitted ChatGPT versus Siri. I asked them the following question: How will marketers use ChatGPT? This was ChatGPT's response:

"There are many potential ways marketers can use ChatGPT and other chatbots in their efforts. Some possible uses include:

• Customer service: Chatbots can provide quick and accurate responses to customer questions, complaints, and requests, improving the overall customer experience.

• Lead generation: Chatbots can be used to gather information from potential customers and qualify leads, helping marketers to focus their efforts on the most promising prospects.

• Content marketing: Chatbots can deliver personalized content recommendations to users based on their interests and preferences, helping to increase engagement and drive conversions.

• Data gathering: Chatbots can be used to gather valuable data and insights about customer preferences, behaviors, and needs, which can help marketers to refine their strategies and target their efforts more effectively.

• Personalized communication: Chatbots can deliver personalized communication to customers and prospects, including targeted marketing messages, recommendations, and other relevant information.

• Streamlining processes: Chatbots can automate repetitive tasks and processes, freeing up marketers to focus on more strategic and creative efforts."

Siri responded to the same question with just three links. To be fair, comparing Siri to ChatGPT is not like comparing apples to apples. However, what is astonishing in all the tests I ran is how ChatGPT delivered more useful, relevant and quality content versus Bing, Jasper and Siri.

At the end of the day though, Google is still better at what it does best, which is to provide links to the content you're looking for, including easy access to videos—something that ChatGPT currently doesn't have.

The bottom line is that ChatGPT is already significantly better than a lot of other tools for developing new content for marketing teams than a traditional search engine. I can see a world where AI-powered tools will increase the volume of high-quality content produced, identify and recommend relevant content, dynamically analyze topics and keywords popular with target audiences, and personalize it for end users. So, while Google is still great, technology as powerful as ChatGPT will undoubtedly have the potential to evolve into something that could rival traditional search engine companies very soon.

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