May 5, 2021 6 min read
The opinions expressed by the entrepreneur’s contributors are their own.
The AI-powered language model GPT-3 caused a sensation when it was launched in the world in 2020, but few know that this AI could become a real game changer in the business world and especially in the marketing industry.
This AI language model, developed by Elon Musk’s research company OpenAI, was created with 175 billion parameters, more than ten times as many as Microsoft’s closest competitor, Microsoft’s Turing NLG.
What impressed so many people about GPT-3 was its ability to generate text that was virtually indistinguishable from human writing. Until it was first introduced, most computer-generated text sounded unnatural at best and incoherent at worst.
Please try this recipe that I made with a copywriter and the American cookbook (1938). pic.twitter.com/X0NgV6FOTb
– Jamie Brew (@jamieabrew) February 4, 2016
However, GPT-3 can deceive people and even emulate sounds from voice, writing styles, or specific authors.
The biggest glitch, however, may not be due to the discovery itself, but rather to the fact that OpenAI decided to make it commercially available.
Numerous apps are already being developed around GPT-3, many of which promise to revolutionize business functions that depend heavily on content creation, such as: B. Marketing.
Related: The Use of AI in Advertising, Commerce, and Marketing
Why GPT-3 is a game changer for marketers
One of the most obvious uses of GPT-3 is automated copywriting, and marketers have quickly taken advantage of this opportunity.
For example, several companies have already developed GPT-3 tools that can help:
Content creation and text creation
For brief displays or descriptions, GPT-3 can be a great automation tool. It can also be used to write short passages such as introductory paragraphs, product descriptions, and email content.
Idea generation, brainstorming and structuring
Marketers and copywriters are always faced with the challenge of constantly developing new ideas for their campaigns. Certain platforms based on GPT-3 were designed to overcome this obstacle. For example, Copysmith includes features for generating ideas for articles, structuring blogs, creating lists, and much more.
GPT-3 is not a professor, but with the right inputs it can control its output and provide marketers with information to help with research. Through targeted queries in Copysmith’s list function, for example, the actors of certain films, Python commands, physics formulas or even step-by-step instructions for creating a WordPress site can be listed.
Perhaps one of the most amazing achievements of GPT-3 is the ability of GPT-3 to generate not only native language but code as well. Developers are experimenting with converting English sentences into Linux commands, HTML pages, or even entire apps.
https://twitter.com/sharifshameem/status/1282676454690451457 (embed Twitter card if possible)
Text and speech generation is just the beginning, however – OpenAI has also announced a new AI model that generates images from brief text descriptions.
In the meantime, Google has also trained its own language model with 1.6 trillion parameters, the purpose of which has not yet been announced.
How will GPT-3 change the role of marketer?
Automation has been one of the most disruptive forces in the marketing industry, and GPT-3 will take that automation to the next level.
In turn, more automation has a variety of implications for everyone in the marketing industry, including content writers, copywriters, marketers, and developers.
In the coming years, GPT-3 and similar models will produce the following results:
A stronger focus on strategy
Regardless of the industry, automation reduces the need for technicians. In marketing, GPT-3 can handle technical tasks like writing metadata, writing headlines, posting social media, repetitive SEO-related tasks, and other “grunt” tasks. The result will be a stronger focus on the marketing strategy than on the technical implementation of that strategy.
Increased pressure on high quality information and content
Even if marketers around the world have easy access to affordable AI-generated content, marketers don’t need to differentiate their brands, become trusted authorities, build thought leadership, or create engaging content.
More pressure for digital transformation
As automated content creation tools become more prevalent, they will lead to performance improvements that can create a competitive advantage for early adopters. These digital leaders, in turn, will gradually pressure the rest of the industry to implement the same tools. Over time, we shouldn’t be surprised if AI-powered language models become as commonplace as marketing automation tools are today.
The ongoing automation of technical marketing tasks will ultimately accelerate the transformation of the marketing department and the roles it contains. With the help of AI, for example, tomorrow’s copywriter may be able to cope with five times the workload that he can cope with today.
At first glance, this trend may seem worrying – after all, many people are concerned about automation and job relocation.
While it may be difficult to imagine using AI to create content as simply as we use keyboards, this move to AI could actually “democratize” high quality marketing content by making it so much more affordable for small businesses.
Related: How Artificial Intelligence Is Changing the Landscape of Digital …
Limitations of GPT-3
In order to get the most out of the marketing tools based on GPT-3, it is important to understand the limitations of the language model.
GPT-3 for example:
Because GPT-3 has learned from human language, it can create sentences or paragraphs that sound natural and are well-written. But the platform doesn’t really understand the meaning of these words. This becomes clear when reading longer passages that are often logically incoherent. AI should therefore nurture rather than replace human marketers and writers.
Can create inappropriate or biased content
Unfortunately, since AI models are trained on real data, they can reflect human prejudice and easily generate inappropriate or even hateful content. Steps are being taken to mitigate such distortions. However, this shows yet another reason why marketers need to carefully review auto-generated content before posting.
Can output content that is protected by intellectual property laws
As mentioned above, brainstorming is an excellent use case for GPT-3. However, depending on the circumstances, the generated text may contain proprietary names or terms. For example, asking for character name or product name ideas could result in character names from existing creative works or names from existing products.
Fortunately, such hurdles are easy to avoid as long as marketers structure their posts appropriately, review content, and do their due diligence. Over time, we can also expect tools based on GPT-3 to add more security mechanisms to minimize the risks covered here.
In the meantime, forward-thinking marketers should seriously research these tools and consider experimenting with them. After all, early adopters are better positioned for the future of marketing, which will undoubtedly be driven by AI.
Related: Artificial intelligence and marketing, the new engine of business