Can ChatGPT be an ally for marketing areas? | NTT DATA

Fri, 31 March 2023

Can ChatGPT be an ally for marketing areas?

We have an opportunity to combine the best of two worlds: the power of ChatGPT and other AI tools to draft and save time in content production and the strategic leadership and human sifting of marketing areas to set the quality and breadth of messages.

Marketing focuses on understanding consumers and creating valuable relationships with them. ChatGPT understands and produces human language with accuracy and naturalness. It uses deep learning to generate coherent responses to various questions and tasks with the ability to analyze natural language that can help companies gain valuable insights into prospects' and current customers' needs, desires, and behaviors.

Why not bring both forces to work in tandem? ChatGPT can help not only in creating relevant and personalized content but also in other aspects, such as marketing task automation. Chatbots can be used to answer FAQs, saving companies time and resources while improving customer satisfaction and extending the customer service experience to 24/7 or audience segmentation such as identifying groups of consumers with similar interests and needs.

Just as ChatGPT opens many opportunities for marketing areas, it also brings some challenges. One being the lack of human control, as it generates content and responses autonomously and without a predefined script, companies must be conscientious when using this technology to avoid mistakes, misunderstandings, or dissemination of inaccurate information.

On the other hand, ChatGPT lacks the emotional understanding a person can provide, but we do not know what may happen in the future. Therefore, relying too much on this tool is not a good idea, and it is better to find complementary skills with a personalized approach from a human marketing team. Using ChatGPT with caution and complementing it with human skills and control is vital for marketing to obtain maximum value from this solution. The best practice is to continue preparing professionals to capitalize on the benefits of ChatGPT and to "team up" with this tool.

Once again, placing people at the center and understanding new technologies as human skills enablers will help achieve the maximum potential added value.


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