What is ChatGPT?

You've probably heard the name 'ChatGPT', over the last few weeks. This is a new AI tool from OpenAI which has shuck the digital marketing world because of how advanced and accurate it writes. This blog will hopefully help answer some of the questions you might have and hopefully give you the inspiration to see how you can use ChatGPT in your marketing.

Written by

Will Robertson-Brown

January 2023

What is ChatGPT?

ChatGPT is a language model developed by OpenAI that is trained on a dataset of conversational text. It is based on the GPT (Generative Pre-training Transformer) architecture, which is a type of transformer-based neural network. 

ChatGPT was created to generate human-like text in response to a given prompt. For example, it can be used to generate responses in a chatbot application, to generate dialogue in a video game, or to generate the next sentence in a conversation. Additionally, ChatGPT can be fine-tuned on specific conversational tasks, such as question answering, dialogue generation, and summarisation.

ChatGPT is just a stepping stone in a race which has been gaining momentum since 2020. The worldwide Artificial Intelligence (AI) market has exploded over the last few years, and now most digital marketing services use some kind of AI to operate. In 2021, Statista did some research on the industry and found that in that year the global AI market was worth $15.8 billion. They have also estimated that in 2028 the global market will rise to be worth $107.54 billion, this is as the world integrates AI into more of its daily processes.

Statista Graph on how much the Artificial Intelligence Market is Worth

Graph sourced from Statista

What is GPT-3?

GPT-3 (Generative Pre-training Transformer 3) is a state-of-the-art language generation model developed by OpenAI. It is based on the GPT (Generative Pre-training Transformer) architecture and is trained on a massive dataset of text, making it one of the largest and most powerful language models to date.

GPT-3 has the ability to generate human-like text in response to a given prompt, and it can be used for a wide range of natural language processing (NLP) tasks, such as language translation, question answering, and text summarization. GPT-3’s most notable feature is its ability to generate high-quality, coherent and contextually appropriate text.


How can you use ChatGPT in your marketing?

There are several ways in which ChatGPT can be used in marketing:

  • Chatbot Development: ChatGPT can be used to generate responses for a chatbot that interacts with customers. This can be used to provide customer support, answer frequently asked questions, or guide customers through the sales process.
  • Content Generation: ChatGPT can be used to generate written content, such as product descriptions, email subject lines, or social media posts. This can help to save time and resources for businesses that need to create a lot of content on a regular basis.
  • Personalisation: ChatGPT can be used to personalise the customer experience. For example, it can be used to generate personalised product recommendations or to create personalised messages for email marketing campaigns.
  • Virtual Influencer: ChatGPT can be used to generate a virtual influencer that interacts with customers, creates engaging content, and shares information about your products or services.
  • Social Media: ChatGPT can be used to generate conversations on social media platforms and keep engagement with potential customers.

Keep in mind, the quality of the generated content will depend on the quality of the dataset the model was trained on and the quality of the input provided. It may be necessary to fine-tune the model on a specific dataset related to your specific industry or use case to get high-quality results. In addition, you should also keep in mind the ethical concerns of using AI to generate content and make sure to follow ethical principles like transparency and explainability for your AI-powered solution.

artificial intelligence circuit board

How can you use ChatGPT for SEO?

ChatGPT can be used in several ways to improve search engine optimization (SEO) for a website:

  • Content Generation: As previously mentioned ChatGPT can be used to generate written content, such as blog posts, product descriptions, or website copy. This can help to save time and resources for businesses that need to create a lot of content on a regular basis. Additionally, having a large amount of high-quality, unique content on a website can help to improve the website’s search engine rankings.
  • Keyword Research: ChatGPT can be fine-tuned to identify the keywords that are relevant to a specific industry or niche, and to generate new, related keywords that can be used to optimise content.
  • Meta Tags: ChatGPT can be used to generate meta tags (title tags, meta descriptions) that are optimised for SEO. Meta tags provide information about a web page to search engines and can help to improve the website’s search engine rankings.
  • Generating Questions: ChatGPT can be fine-tuned to generate question-based content which will be very useful for creating FAQs and Q&A sections, as these types of content are very useful for targeting long-tail keywords and increase the chances of being found by search engines.
  • Identifying Gaps: ChatGPT can be trained to identify gaps in a website’s content, allowing businesses to identify topics that they haven’t covered yet, which could help to improve the site’s search engine rankings.

It’s important to keep in mind that SEO is a complex and ever-changing field, and no single technique, including the use of AI, can guarantee a top ranking on search engines. It’s always important to have a multi-faceted approach and use a variety of SEO techniques to optimise your website.

Is there a need for content writers in the future with ChatGPT?

ChatGPT and other language generation models can certainly be used to generate written content, and this has the potential to change the role of content writers in the future. However, it is important to note that while these models can be used to generate written content, it does not mean that they can replace human content writers completely.

While ChatGPT can be used to generate written content quickly and efficiently, it may not be able to produce content that is as high-quality or engaging as content written by a human. Human content writers bring their own experiences, perspectives, and creativity to their writing, and they are able to understand and connect with the audience in a way that a machine may not be able to replicate. In addition, a human writer can also make sure that the content is written in a tone, style, and language that is appropriate for the intended audience.

Another important aspect is that language generation models like ChatGPT are not able to understand the context or have knowledge of the industry-specific laws or regulations and this could be a potential risk for the brand.

That being said, ChatGPT and other language generation models can be useful tools for content writers and can help them to generate ideas, identify keywords, and quickly create content for certain types of tasks. However, the use of ChatGPT should be seen as an enhancement of the content writer’s toolset, rather than a replacement for human content writers.

In summary, while the use of AI in content generation can certainly help to automate certain tasks and increase productivity, it is unlikely to fully replace human content writers in the near future. These models can assist content writers in their work but the best results come from the combination of human creativity and expertise paired with the power of AI.

Google Algorithm

Can Google spot content produced by ChatGPT?

It is possible that Google’s search algorithm can spot content that was produced by a language generation model like ChatGPT. Google’s algorithm is designed to identify and penalise duplicate or low-quality content, and it is constantly evolving to become better at identifying spam or machine-generated content.

Google uses various techniques to identify machine-generated content, such as using natural language processing (NLP) to detect patterns in the text that are indicative of machine-generated content. For example, Google may flag content that is excessively repetitive or that uses a large number of common phrases and sentence structures. Google may also detect patterns of keyword stuffing and unnatural language constructs that are prevalent in machine-generated text.

It’s possible for a language generation model like ChatGPT to generate high-quality, human-like text that is difficult for Google to distinguish from content written by a human. However, it’s also important to remember that even if the generated content is indistinguishable from human-written, there are still other issues that can arise when using machine-generated content. One such issue is that the model may have been exposed to certain biases present in the dataset used to train it. Additionally, when it comes to SEO, the use of machine generated content could backfire as the search engines are looking for unique, useful, high-quality content that will provide value to its users.

It’s important to use generated content with care and to consider the potential risks, including the possibility of being penalised by search engines for using low-quality or duplicate content. In general, it’s always advisable to have a human review and edit any generated content before publishing it to ensure that it’s of high quality, contextually appropriate and most importantly, it aligns with your brand’s tone and language.

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