One Year of ChatGPT: How Has it Changed Marketing?

Following the launch of ChatGPT on 30 November 2022, AI and its affordances dominated the business world, and marketing was no exception. With ChatGPT turning one year old, let’s analyse some of the major impacts had across the industry and how you can capitalise on these new opportunities.

Revolutionised Content Creation

It didn’t take marketers long to start utilising ChatGPT to create blog posts, social media captions and other forms of content instantly from just simple commands. A vast amount of time can be saved by roughly describing your post as a prompt, then simply tailoring the output. 

This is now going beyond just copy. With generative AI, images can be created with very impressive results. The future of content creation is intertwined with AI.

Tailored Campaigns 

Marketers are increasingly using ChatGPT to produce more personalised and targeted campaigns. ChatGPT can analyse and understand the individual preferences and behaviours of consumers. Based on these insights, campaigns can be successfully tailored to the ideal customers. Resonating with the desired consumer base through personalised communications can have long-term benefits through nurturing stronger customer relationships with your brand.

Enhanced Customer Support

A unique benefit of ChatGPT exploited by a growing number of businesses is to automate customer support via the adoption of AI chatbots. These chatbots provide instant, human-like responses to almost all queries. The adoption of such tools can save marketers a great deal of money and time.

ChatGPT can also be used in this way when replying to comments and enquiries on social media.

However, it is worth noting that with all these uses, marketers must be mindful of when, where and how they should be utilised. It also falls to marketers to assess and verify the outputs. Nevertheless, it is essential that marketers adapt and adopt AI in their future marketing strategies. As Professor Richard Baldwin of the Geneva Graduate Institute recently said:

"AI won't take your job, it is somebody using AI that will take your job."

To exemplify one of the many ways ChatGPT can be used, the points covered in this article were generated by ChatGPT itself: