May 5, 2021
6 min read
Opinions expressed by Contractor the contributors are theirs.
The AI-powered GPT-3 language model made waves when it was first introduced to the world in 2020, but few realize that this AI could become a real game changer in the world. the business world and, in particular, in the marketing industry.
Created by Elon Musk’s research firm, OpenAI, this AI language model was built with 175 billion parameters, more than ten times the number of its closest competitor at the time, Microsoft’s Turing NLG.
What has impressed so many people about GPT-3 is its ability to generate text that is virtually indistinguishable from human handwriting. Until its introduction, most computer-generated text seemed unnatural at best and inconsistent at worst.
Please try this recipe I made using predictive text imitator and American Woman’s Cookbook (1938) pic.twitter.com/X0NgV6FOTb
– Jamie Brew (@jamieabrew) February 4, 2016
GPT-3, however, can fool humans and even emulate specific tones, writing styles, or authors.
Yet the biggest disruption may not have come from the discovery itself, but from the fact that OpenAI decided to make it commercially available.
Today, many applications are already built around GPT-3, many of which promise to revolutionize business functions that rely heavily on content creation, such as marketing.
Related: The Use of AI in Advertising, Commerce, and Marketing
Why GPT-3 is a game-changer for marketers
One of the most obvious applications of GPT-3 is automated writing, and marketers quickly capitalized on this possibility.
Several companies, for example, have already built tools powered by GPT-3 that can help:
Content generation and writing
For announcements or short descriptions, GPT-3 can be a great automation tool. It can also be used to write short passages, such as introductory paragraphs, product descriptions, and email content.
Ideation, brainstorming and sketching
Marketers and copywriters always face the challenge of always coming up with new ideas for their campaigns. Some GPT-3 based platforms are designed to overcome this hurdle. Copysmith, for example, includes features for article ideation, blogging, list building, and more.
GPT-3 is not a professor, but with the right inputs, its exit can be steered, and marketers can receive information that helps with research. Queries targeted in Copysmith’s list function, for example, can list specific movie actors, Python commands, physical formulas, or even step-by-step instructions on how to build a WordPress site.
Perhaps one of the most amazing achievements is GPT-3’s ability to generate not only native sounding language, but code as well. Developers try to turn English sentences into Linux commands, HTML pages, or even entire applications.
https://twitter.com/sharifshameem/status/1282676454690451457 (embed Twitter card if possible)
However, text and language generation is just the beginning – OpenAI also announced a new AI model that generates images from short text descriptions.
Google, meanwhile, has also formed its own 1.6 trillion parameter language model, although its target has yet to be announced.
How will the role of the marketer evolve as a result of GPT-3?
Automation has been one of the marketing industry’s most disruptive forces, and GPT-3 is poised to take that automation to the next level.
More automation, in turn, has several implications for anyone involved in the marketing industry, including content writers, copywriters, marketers, and developers.
In the years to come, GPT-3 and other similar models will result in:
Greater focus on strategy
Regardless of the industry in question, automation reduces the need for technicians. In marketing, GPT-3 can take on technical tasks like writing metadata, writing headlines, posting to social media, repetitive SEO-related tasks, and other âtough jobsâ. The result will be a greater focus on the marketing strategy rather than the technical implementation of that strategy.
Increased pressure for quality information and content
Even though marketers around the world have easy access to affordable AI-powered content, it won’t remove the need for marketers to differentiate their brand, become trusted authorities, develop leadership. informed or create engaging content.
More pressure to undergo digital transformation
As automated content creation tools become more widespread, they will lead to performance improvements that can generate a competitive advantage for early adopters. These digital leaders, in turn, will gradually pressure the rest of the industry to implement the same tools. Over time, we shouldn’t be surprised if AI-based language models are becoming as mainstream as marketing automation tools are today.
The continued automation of technical marketing tasks will ultimately accelerate the transformation of the marketing department and the roles within it. With the help of AI, for example, tomorrow’s copywriter may be able to handle five times the workload they handle today.
At first glance, this trend may seem worrisome – many people, after all, worry about automation and job displacement.
While it might be hard to imagine using AI for content creation as easily as we use keyboards, this shift to AI could actually ‘democratize’ high quality marketing content by making it more appealing. much more affordable for small businesses.
Related: How Artificial Intelligence Is Changing the Digital Landscape …
Limitations of GPT-3
To get the most out of GPT-3 based marketing tools, it is important to understand the limitations of the language model.
GPT-3, for example:
I can’t think
Because GPT-3 has learned human language, it can create sentences or paragraphs that appear natural and well-written. But the platform does not really understand the meaning of these words. This becomes evident when reading longer passages, which are often logically inconsistent. AI should therefore augment marketers and human writers, rather than replacing them.
May create inappropriate or biased content
Since AI models are trained on real-world data, unfortunately they can reflect human biases and easily generate inappropriate or even hateful content. Steps are being taken to mitigate this bias, but it demonstrates another reason marketers should carefully consider auto-generated content before posting.
May produce content protected by intellectual property laws
Brainstorming, as mentioned above, is a great use case for GPT-3. However, depending on the circumstances, the generated text may include names or proprietary terms. Asking for ideas for character names or product names, for example, could result in character names from existing creative works or product names that already exist.
Fortunately, such hurdles are easy to avoid, provided marketers structure their contribution appropriately, review content, and perform due diligence. Over time, we can also expect the GPT-3 based tools to add more security mechanisms that minimize the risks covered here.
In the meantime, forward-thinking marketers should seriously study these tools and consider experimenting with them – early adopters, after all, will be better positioned for the future of marketing, which will undoubtedly be driven by AI.
Related: Artificial Intelligence and Marketing, the New Engine of Business