The ChatGPT phenomenon

In early 2023, the ChatGPT phenomenon took the news and debate by storm. On its own, this Artificial Intelligence succeeded in bringing back into the spotlight a subject that had been sidelined by new topics such as cryptocurrencies and NFTs. But why? This subject is not new (1956, almost 70 years old) and its current version (GPT-4) is not even connected to the Internet, and “only” has a database as of the end of September 2021.  So why not ask ChatGPT?

Here is the answer we received back, condensed into in 5 key points:

1. Answer a variety of complex questions.
2. Multi-language capability to interact with a global audience.
3. Provide accurate and relevant information.
4. Growing popularity of chatbots and virtual assistants.
5. Open-source for use and continuous improvement.

As you can see, ChatGPT was able to give us an answer that was complete, concrete, in English, in the desired format and, above all, an answer that made sense. And that’s one of the main reasons for ChatGPT’s success: relevance, quality and speed.

And if we zoom in on digital marketing, ChatGPT is just the tip of the iceberg. Some AIs can generate designs (Midjourney or Dall-E), create content, write mails or posts for social networks (Kasper or ChatGPT), conduct market research and even develop an end-to-end marketing too, and even develop a piece of code, for example.

AI remains just a tool

At this point, you’re probably thinking “Ah, this will quickly replace a graphic designer, content writer, marketer or developer!”

Well, no! Or at least not right away, and not the best. Despite all the quality answers and ease of use, AI is still just a tool! A tool that can boost your productivity with the right prompts (the way you go about asking questions) by giving you access to key information very quickly. However, this tool, like any tool, has its own limitations.

Creativity, empathy and context are very important assets in digital marketing that AI can’t (yet?) replicate.

So why all the excitement? Because AI enables 2 important things in digital marketing:

1. Make low-value-added tasks accessible to everyone.
2. Create more quality content for the most creative people.

In both cases, it drives the production of more value and therefore better quality.