Marketing has always been about understanding and connecting with customers. In an era where connecting with others is mainly online, creating a personalized and empathetic experience has become more important than ever before. With AI-powered natural language processors such as OpenAI’s GPT architecture, social media marketers can benefit from this tool in order to refine their social and content strategy.
Since the launch of ChatGPT in November, there’s been relentless buzz around the way it’s revolutionizing the way brands’ social media marketers communicate and engage with their customers. OpenAI has now released an updated version, GPT-4, which builds upon the capabilities of GPT-3. In essence, GPT-4 is an image- and text-understanding AI model, looking to improve deep learning on a larger scale.
Keep reading to discover how your marketing team can harness the power of the latest GPT version, GPT-4.
What is GPT-3 and GPT-4?
OpenAI's GPT-3 and GPT-4 are powerful natural language processing models designed to understand and generate human-like text based on the input they receive. OpenAI's CEO Sam Altman describes GPT models as "reasoning engines" rather than mere fact databases or simple keyword-based algorithms. They're designed to perform tasks closer to reasoning and understanding context rather than merely memorizing information or relying on basic keyword associations.
This approach has been a game-changer in the AI world, making it possible for countless industries to benefit from these models' capabilities. SaaS companies like Emplifi, as well as major software giants such as Microsoft, Google, and Adobe, have eagerly integrated generative AI technology into their existing solutions. This widespread adoption and integration have inspired countless marketing use cases, as we'll explore in the following sections.
How marketers can leverage GPT-4’s improved features
As we’ve seen with ChatGPT, marketers have been able to utilize this tool to create various forms of content from social copy, email copy, subject lines, or meta descriptions, with the right prompt. It can generate content on a vast range of topics, making it an excellent resource for writers experiencing any kind of creative or writer’s block. By inputting a prompt or topic, ChatGPT can generate a high-quality draft, which can be used as a starting point to build upon with further editing and refinement.
One of the more limiting aspects of GPT-3 is its text capacity. GPT-4 emphatically addresses this problem, more than tripling the 8,000-word limit to a 25,000-word limit with the capability to cover a wide range of topics with enhanced reasoning and creativity. Also, its longer-working memory in ChatGPT allows you to have extensive conversations without the AI tool getting lost in its responses.
As a marketer, this will only elevate content creation, especially for longer format content such as blog post writing from start to finish. For instance, it can assist with the ideation stage, like generating topic ideas, creating a content brief, researching relevant information, and organizing thoughts and ideas with complete and coherent reasoning.
GPT-4 can also help ensure content is grammatically correct, well-structured, and engaging for the reader. Compared to GPT-3, GPT-4 demonstrates an enhanced capability for generating creative, personalized, and authentic content that speaks directly to its target audience. As marketers, it's essential to strike a balance between leveraging generative AI and incorporating human creativity, expertise, and judgment in the editing and refining process.
While ChatGPT has demonstrated its ability to produce content that resembles human writing, there are some important considerations for marketers who wish to employ AI for social media marketing:
Machine learning models can develop biases or inaccurate information based on the data they’re trained on.
They are designed to write confidently, even when what it's saying may not be true
Unlike humans, AI technology lacks the self-awareness to alert you that it doesn't know a lot about the subject or that what it's telling you isn't well-sourced.
By combining the strengths of GPT-4 with human insights, your marketing team can create compelling content that effectively conveys your message and drives results.
What to expect from GPT-5?
Although still in the realm of theory, the potential emergence of GPT-5 could revolutionize numerous fields and applications that rely on natural language processing. Its most significant advancement could be the attainment of AGI level.
Artificial General Intelligence (AGI) refers to the hypothetical development of an AI system that can understand or learn any intellectual task a human can. Unlike current AI systems, which are designed to perform specific tasks, AGI is envisioned as a more versatile and flexible form of artificial intelligence that can adapt to a wide range of cognitive tasks. Although GPT-5 is still a theoretical practice and in the testing phase, there are social and ethical implications that will need to be addressed.
For now, there aren’t any plans for the launch of GPT-5, but that doesn’t necessarily mean that there won’t be any expansion or updates for GPT-4 in the near future.
The impact of ChatGPT on the world of marketing and branding is undeniable. With its ability to augment human creativity, we have witnessed a transformation in how brands approach their marketing strategy and process. ChatGPT has already proven to be a valuable tool for marketers, enabling them to focus their attention on more meaningful content. And now, with the release of GPT-4, social media managers and marketers can look forward to even more powerful capabilities.
From its auto-prompt feature to its ability to generate longer and more creative messaging, GPT-4 is poised to help take your brand's social media and marketing efforts to new heights.