Talking about Artificial Intelligence and how it will change our lives is nothing new. However, it seems that in recent months there have been non-stop leaps in this technology. With each new tool and accompanying flood of news, artificial intelligence is becoming more tangible and useful for all kinds of professions. Many of the tools we’ve used so far have been fun as a preview of what’s to come. However, there is one in particular in which we have already found practical uses for marketing: ChatGPT. In this article we show what is ChatGPT and how you can apply A.I. to your marketing projects, which includes creating scripts for presentations or podcasts, writing messages for use in customer service, translating texts into other languages, among others.
In 2022, Dall-E Mini (now Crayion) allowed us to generate images based on concepts and keywords fed into the tool (with both fun and surreal results). Similarly, Lensa AI has allowed us to upload a photo and create several avatars in different artistic styles, which filled our social networks with users sharing their results. These examples are a preview of what this technology can do, given each tools’ current limitations.
What is ChatGPT
You may all be familiar with Chatbots. They have been present on the internet for years now – and particularly used for customer service. ChatGPT (which stands for Chat Generative Pre-Trained Transformer) is a mix of a chatbot with a search engine. It was developed as part of the OpenAI project and launched in November 2022. It is very simple to use: You simply input a prompt as a question or an order, and it will reply in a detailed and articulate manner across several domains of knowledge. The comparison we made of it as a chatbot/search engine hybrid is very fitting. It simply goes over large amounts of data and produces an answer in chat format.
ChatGPT has already started conversations of practical and current uses. Chris Cunningham, one of ClickUp’s founding members and a marketing and strategy expert, has outlined in a thread on his Twitter account ten ways in which you can apply ChatGPT and AI to your marketing. We tried them ourselves and summarized them for you here!
1. Create a script for a chatbot
Instructions for ChatGPT:
“Write a script for a chatbot that helps a customer find the right pair of shoes”
Our results:
ChatGPT generated the following script:
Conclusion:
The tool simulated a customer service chat interaction in a very realistic way. This looks like the perfect start for your team to program the chatbot bearing in mind the potential customer requests and how the conversation may branch off. Our suggestion: Run a few of these with different scenarios so you can program your own chatbot to handle different situations (i.e. “write a script for an angry customer”, “write a script for a customer who keeps asking for a phone number”.)
2. Draft custom interactions and comments for social media
Instructions for ChatGPT:
“Write a reply to this Tweet showing our support: “Publicis Foundation has launched ‘Working With Cancer’ to erase the stigma of cancer & create more recovery-forward workplaces.“
Our results:
Conclusion:
We are amazed by ChatGPT’s ability to read a Tweet, understand its context, and craft a reply, down to the hashtags! This result looks almost ready to simply copy, paste, and hit the “reply” button.
3. Draft scripts for marketing events (webinars, online conferences, product launches…)
Instructions for ChatGPT:
“Write the script for the launch of our new cell phone that will keep the audience interested”
Our results:
Conclusion:
The tool generated a simulation of how the presentation would [ideally] roll out. The text generated is a great start for you to customize the sections suggested to your own product and style. We reiterate our previous tip: Run a few simulations with slightly different scenarios to be prepared for everything (i.e. “script for a presentation with a bored audience”, “script for a presentation for a product that has already received negative press”).
4. Devise fun interactive marketing campaigns (tests, trivia, treasure hunts)
Instructions for ChatGPT:
“Create a set of trivia questions about photography with answers”
Our results:
Conclusion:
We are very happy with this set of questions and answers. They could, for example, be used in social networks to raffle something to whoever answers all of them correctly (by the way, we loved this idea for engaging marketing from Chris Cunningham!). As an extra note, at the beginning we made the mistake of asking only for the set of questions, which made ChatGPS give us only questions without answers. Don’t make this mistake.
5. Draft outreach messages to contact influencers
Instructions for ChatGPT:
“Write an outreach message for an influencer proposing her to collaborate based on her bio: “Official Sephora UK Ambassador. I love perfumes and flowers”.
Our results:
ChatGPT also added this final message:
Note: Keep in mind that in order to pitch a collaboration to an influencer, it is important to personalize the message and show that you have taken the time to understand their interests and preferences. Also, always make sure to comply with the laws and regulations regarding influencer marketing.
Conclusion:
We must admit that we were a bit disappointed with this one. The first paragraph looks like it’s totally written by a robot. The rest of the email is decent enough though, and with a bit of customization, you would have a solid outreach email. The most impressive part however was the final note, warning us exactly that this has to be further personalized, AND to be mindful of laws and regulations about influencer marketing.
6. Write scripts for engaging Podcast episodes
Instructions for ChatGPT:
“Write the script for a podcast episode talking about the future of Artificial Intelligence in Marketing”
Our results:
Conclusion:
Once again, ChatGPT considers “script” to be equivalent to an outline. Again, we’re not complaining. The outline is very detailed and would be of absolute use to the Podcast creator. The creator can save a lot of time and jump right into breaking down the proposed sections and researching the content for their episode. It is fascinating the level of detail that this tool puts into each topic and section, proposing real-life talking points.
7. Generate accurate descriptive content
Instructions for ChatGPT:
“Write the caption for an Instagram post showing our new pair of sports shoes made from organic materials”
Our results:
Conclusion:
We are highly satisfied with the caption and consider it is 95% ready to publish. We are even surprised by the emoji and hashtag choice! Just customize this a little bit, and it’s ready to post. We can see this saving everyone a lot of time and effort for their social shares!
8. Translate marketing messages to other languages
Instructions for ChatGPT:
“Translate the following sentence to French: Discover our new marketing and graphic design services”
Our results:
Conclusion:
Although it may appear as a 100% precise translation, our team speaks French and let us know that this works if you are using a formal tone with your customers (i.e. “vous” instead of “tu”). Maybe a prompt specifying that it should be written in the informal second person would do the trick. It seems that you cannot be detailed enough in your prompts to this tool to make sure you get the best results.
9. Lead generation (for example, write a text with a Call-to-Action).
Instructions for ChatGPT:
“Draft a call-to-action that convinces users to sign up to our newsletter”
Our results:
Conclusion:
Our team would use the result of this example to get ideas and adapt them to our particular service or campaign. For example, a discount may not apply in our case. Either way, it will save you time and resources by giving you ideas that you can adapt for what you need. It is funny that it added hashtags at the end – it would be perfect for a Tweet, or just remove them if it’s an on-site prompt that you need!
1o. Draft high-quality emails for your CRM campaigns
Instructions for ChatGPT:
“Draft an email aimed at users who have not made a purchase in the last 3 months”.
Our results:
Conclusion:
Once again, ChatGPT gives us an excellent base that we can adapt to our business or campaign, saving us time in getting ideas and writing from scratch. This is another extremely useful thing that this tool can do for your marketing – look how it even prompts the users to follow your business on social media at the end, showing that the tool understands the basics of CRM marketing!
And that’s it. We were absolutely blown away by the technology behind ChatGPT. Writing this article and testing the capabilities of this tool ourselves gave us a tangible experience of what artificial intelligence is capable of – and this is just the tip of the iceberg! Our main takeaway is that that this technology often provided us with examples and ideas that can be adapted to our needs rather than final results. We recommend that you learn marketing skills yourself, such as the best formulas to write top-notch copy, how to create a great PowerPoint presentation, or creating an attention-grabbing CV. Technology probably won’t be able to replace human labor 100% in the near future, so it’s always good to have all these skills yourself!