It has now been over 2 months since OpenAi took the world by storm by launching ChatGPT. With everyone still talking about it, tech giants like Google and Baidu have been quick to react by launching their own AI chatbots in the form of Google Bard and ERNIE Bot. The hype around AI has everyone reconsidering what the future holds for different industries like programming, journalism, and education. However, there is an industry that might be most affected than any other: marketing.
The reason why AI has an increased potential to change marketing forever is simple: It is all about data. So far, AI fields like machine learning have proven incredibly useful in the world of marketing by facilitating the acquisition, management, and, more importantly, the analysis of vast sets of data. This made it possible for marketers to increase the accuracy of their predictions by making use of predictive analytics, taking marketing to a new era.
Now, Chatbots like ChatGPT, ERNIE Bot, and Google Bard, will not only expand these models' capabilities in terms of data acquisition but also allow them to act based on their analysis and predictions. Marketers could very easily integrate Chatbots that use these systems to provide personalized support and recommendations, all while learning more about the potential customers and facilitating the conversion.
While ad targeting certainly is one of the areas that will benefit from AI the most, it is not the only one. With AI becoming increasingly good at mimicking human behavior and language, marketers could also integrate them to make websites and platforms more dynamic than ever before. A system like ChatGPT could be used to generate personalized prompts and product descriptions in real time based on data acquired during the same user session, creating an experience that would feel more personal and be completely different from that of any other user.
One of the pioneers of using AI in marketing has been Rudy Mawer. Known in the space as the "Man in Red", Rudy has taught over 40k students in more than 150 countries how to develop successful marketing strategies, managing over $200 million in revenue across clients, and building two multi-million dollar marketing businesses. Rudy has already been integrating AI with Facebook Messenger for years but he is now looking to further develop more powerful marketing strategies and tools.
"AI is quickly becoming an instrumental feature of digital marketing, revolutionizing the way businesses market their products and services," says Rudy, about the significance of increasing competition in the Chatbot space and its implications for digital marketing. "Chatbots will revolutionize how people communicate with brands online. Now that chats and websites aren't just automated pre-set responses, businesses will be able to help clients and customers faster, with more accurate information."
As with many other revolutionary technologies beforehand, fear has been one of the many responses to the recent development in the world of AI. Media outlets and people in social media have been quick to speculate that systems like ChatGPT could be putting millions of people out of jobs by allowing anyone to use such tools to achieve the same results. However, as anyone who has played around with these chatbots and other AI tools knows, this fear is not yet warranted.
While AI systems like ChatGPT and Midjourney are great at generating text and art respectively, they still require specialized knowledge to create results that can compete with the quality of the one created by an expert. Google Bard, for example, has been in the spotlight for providing incorrect information in an official Google ad, causing the value of the company's shares to drop significantly.
This means that instead of considering these systems as replacements for experts, they should be thought of as tools at their disposal. Jason Allen, who won an art competition back in 2022 by using AI, compared the use of Midjourney to the use of a paintbrush, stating that it took "many weeks of fine-tuning and curating" to generate the winning piece.
"The internet did not replace marketers; instead it amplified their capabilities and reach", says Rudy in this regard. "AI is going to be a powerful tool for people with creativity and expertise to perform their job with greater ease and possibly take on projects that were previously out of their reach."
