OpenAI’s ChatGPT has been dominating the online conversation in recent weeks. Everyone seems to be putting the tech to the test with requests for written term papers, full-on TV scripts, fan fiction and more. And in many cases, the results have not disappointed. The possibilities seem endless.
ChatGPT (generative pre-trained transformer) seeks to generate human-like responses using a neural network-based model. In other words, ChatGPT was trained on massive amounts of human data from the internet to better understand and re-create human dialogue.
With artificial intelligence (AI) tools like this in the fold, marketers will have yet another tool in their arsenal to help scale content production in a way that was never imaginable.
Here are a few ways marketing teams can leverage the power of language AI technology:
Increase content velocity.
Anyone who has worked in content marketing or social media understands that one of the main struggles these professionals face is keeping content flowing. Not only are teams operating in an always-on environment, but they also have to explore new ways to package content so that it fits the medium it will live on. Believe it or not, a lot of manpower goes into that one post users scroll past in half a second.
Having the ability to get assistance via AI to generate copy for posts could be a godsend to teams that are already stretched to their max capacity. With this technology, marketers can easily generate ad copy variations for testing, plan content calendars far out in advance and use the newly earned time to invest in other areas where AI can’t lend a helping hand.
These tools can be used as an antidote for writer’s block. There’s no guarantee that you’ll get a 100% accurate response from what you enter in, and that’s okay. Using the tech as a jumping-off point could be just as fruitful. It’s a great sounding board when you’re working alone, as you can easily compare your copy to your AI counterpart’s.
On the other hand, you can bring a new element to team brainstorms by asking the tool to come up with campaign names, tag lines, product descriptions and more. It can be a great way to spark discussion and healthy debate that can help your team ideate, eventually landing on something that works for your business.
Grow your global footprint.
For large enterprise organizations that operate globally, different brand accounts likely have a different tone of voice. With these AI resources, you can better ensure you’re using a consistent tone across the board, depending on the location of the company you’re building content for. In addition, like other technology such as Google Translate, some, like ChatGPT, can translate into other languages in real time.
This is just another way this tech can assist content creators by helping them further expand their reach, allowing them to better overcome age-long barriers such as language. However, like anything generated from AI, it’s vital to ensure that you have a (human) content editor review the output before it goes live.
Enrich customer experiences.
Chatbots have notoriously had a bad reputation, often leaving customers at the other end of the conversation frustrated and eager to speak to a live agent. But that very well may change. These tools have made gigantic strides in conversational technology.
But there’s still ample room for improvement before it can be used as a customer-facing resource. At the moment, responses users may get from the platform may not be factual or timely. This is largely due to their sourcing from the internet. In addition, there’s far more room for error since it’s not as easy to implement guardrails as is the case for rule-based-labeling chatbots. But the potential is there, and it will be exciting to see how businesses make use of this new tech to enrich the customer experience.
It’s important to stress that language AI isn’t a people replacement, it’s a people enhancer. Emerging tech has the ability to help businesses scale and streamline their product—and content is no different. Content is the currency of today’s modern world, but it can also be at the expense of human capacity.
Burnout has been a recurring topic among content creators and marketers. Marketers are constantly looking for ways to maximize their time. Tools like these could be revolutionary in this field because they can help creators increase content velocity with minimal effort, enabling them to become a multiplier. As was true with email, the telephone and the internet, businesses that lean into emerging tech stand to be those that succeed.
This article was originally published on Forbes.com.