Large language models (LLMs) like ChatGPT represent a significant shift in how AI can be used in business. Unlike traditional rule-based systems, these models leverage generative AI to understand and process natural language, enabling them to generate human-like text based on input. This breakthrough in natural language processing (NLP) unlocks huge potential in various fields, from customer service to creative writing. To break it down:
NLP is a subfield of Artificial Intelligence (AI) concerned with how computers understand and process human language.
LLMs are powerful AI models trained on massive amounts of text data.
They learn statistical relationships between words, allowing them to generate text, translate languages, write content, and answer questions.
ChatGPT is a chatbot based on a LLM from the GPT family of generative AI models developed by OpenAI.
Generative AI (also called GenAI or Gen AI) is a branch of artificial intelligence that focuses on creating new data, such as text, images, or code.
ChatGPT for Marketing
Marketing professionals and content creators can benefit from the efficiency and creativity that ChatGPT and other generative AI services bring to the table. Knowing how to leverage Gen AI is a valuable skill for marketers, enabling them to create innovative marketing assets using NLP. This article dives into the practical applications of ChatGPT, showcasing real-world examples of how companies have leveraged its capabilities to tackle common marketing challenges, like generating consistent content, providing good customer service, writing creative ads, and creating social media posts.
Content Creation (Text)
Company: A B2B software company needed to create a large volume of high-quality blog posts to educate potential customers about their product.
Challenge: Hiring enough human writers to consistently produce engaging and informative content was expensive and challenging.
Solution: The company used an AI model to assist their human writers by:
Generating outlines, suggesting relevant keywords and topics, and even drafting initial content sections, allowing writers to focus on refining the content and adding their expertise, resulting in an increase in published blog posts while maintaining quality.
Suggesting relevant keywords and meta descriptions, improving Search Engine Optimization (SEO).
Maintaining brand voice and consistency using the company's existing content to train the AI model.
Even with the help of AI, the responsibility for the information in your articles lies with you.
Treat AI-generated text as a draft. Edit for grammar, clarity, potential bias, and accuracy.
Make it authentic by adding your own experiences and personal anecdotes; AI can't capture warmth and personality like a human can!
Pay Per Click (PPC) Ad Optimization
Company: An e-commerce store selling handcrafted jewelry struggled with low click-through rates on their PPC ads.
Challenge: Their ad copy lacked the creativity and personalization needed to grab attention in a crowded online marketplace.
Solution: The jewelry company leveraged an AI tool like ChatGPT to:
Generate multiple ad variations with diverse headlines, descriptions, and calls to action tailored to different customer segments.
Analyze the performance of each variation and identify which resonated most with their target audience based on metrics like click-through rate and conversion rate.
Continuously refine their ad copy based on the tool's suggestions and A/B testing results.
After prompting, one result might be:
Target Customer Segment 1: Value Seekers
Headline 1: Unique Jewelry at Affordable Prices
Description 1: Discover handcrafted treasures without breaking the bank. Shop our latest collection now! Free shipping over $50.
Call to Action 1: Shop Now & Save
Headline 2: Everyday Luxury for Less
Description 2: Elevate your everyday style with handcrafted jewelry. Sustainable materials, ethically sourced.
Call to Action 2: Explore Affordable Luxury
Social Media Content
Company: A local bakery known for its delicious and creative pastries wanted to increase engagement on their social media platforms.
Challenge: Coming up with fresh and engaging content ideas consistently was difficult, and their posts often lacked the spark to capture attention and encourage interaction.
Solution: The bakery turned to an AI tool like ChatGPT to:
Generate a list of trending topics related to baking, food, and local events.
Craft catchy captions and questions to spark conversation in their posts, like "What's your favorite way to enjoy a croissant?" or "Weekend baking project ideas: share yours in the comments!"
Develop outlines and storyboards for short, visually appealing videos showcasing their unique creations or behind-the-scenes glimpses of the baking process.
With Google Gemini, you can craft a detailed prompt and let Gemini create a detailed storyboard draft that you can personalize even more: The Inside Story
Scene 1:(Close-up) A baker's hands expertly knead dough, pulling and stretching it with a satisfying rhythm. Flour dusts the air, creating a soft glow in the warm light. Upbeat music plays.
Scene 2:(Close-up) Freshly baked goods come out of the oven. A golden croissant emerges, its layers perfectly separated. A rich chocolate cake is frosted with a swirl of decadent frosting.
Scene 3:(Wide shot) A baker carefully places the baked goods on a cooling rack. The bakery counter is filled with a variety of colorful and delicious creations.
Text Overlay: "Made with love, from our hands to yours."
Ethical Considerations of ChatGPT
Understanding the potential of ChatGPT also comes with a responsibility to use this technology ethically. As generative AI becomes more powerful, educating individuals on ethical considerations, bias mitigation, and the potential societal impact of AI applications is crucial. For more information on Ethical AI, read our Ethics and Artificial Intelligence article. In addition, Accelebrate provides private, customized training on AI Security, Compliance, and Explainability.
A Comparison of Large Language Models (LLMs) Used for Marketing that are Similar to ChatGPT
Gemini (by Google): Pros: Free to use, excels at factual language tasks and citing sources, integrates with other Google products. Cons: Still under development, may not be as creative as ChatGPT in storytelling or writing different kinds of content. How it is like ChatGPT: Similar conversational interface, capable of generating different creative text formats, and can answer your questions in an informative way.
Jasper.ai Pros: User-friendly interface with templates for various content types (e.g., blog posts, marketing copy), strong focus on marketing and sales content creation. Cons: Paid subscription required, may not be ideal for open-ended creative writing or factual tasks. How it is like ChatGPT: Offers creative text generation like ChatGPT, but with a specific focus on marketing and sales content.
Writesonic Pros: Free tier available, offers multiple features for content creation including video ideation, product descriptions, and landing pages. Cons: Free tier has limitations, may require more user input for creative content compared to ChatGPT. How it is like ChatGPT: Shares the ability to generate different creative text formats, but with a focus on writing marketing materials and website copy.
Ryter Pros: Free tier with generous limitations, offers a long-form content editor, and supports over 30 languages. Great for crafting marketing copy variations and website content. Cons: Free tier limits the number of characters and creative text formats you can generate. May require more user input for complex content creation compared to ChatGPT. How it is like ChatGPT: Shares the ability to generate creative text formats, but with a particular focus on marketing materials like website content, social media posts, and ad copy variations.
MarketMuse Pros: Ideal for content strategy and SEO optimization. Analyzes existing content and suggests improvements based on competitor research and search intent. Cons: Paid subscription required and has a steeper learning curve compared to simpler AI writing tools. Less focused on generating creative writing content. How it is like ChatGPT: Both leverage AI for content creation, but MarketMuse prioritizes data-driven content strategy and SEO optimization, while ChatGPT offers broader creative writing functionalities.
Gen AI models like ChatGPT are not simply tools, but rather powerful partners for modern marketers. By harnessing their efficiency and creativity, marketers can unlock new possibilities, reach wider audiences, and drive significant growth for their businesses.
Generative AI Training by Accelebrate
Why not get the most out of LLM-based services like ChatGPT for your team? For private, customized training, browse all our Generative AI Training courses.
Learn to leverage ChatGPT for human-like text generation.
Anne is the web content specialist and instructor manager at Accelebrate. She manages digital marketing initiatives and search engine optimization, makes regular updates to the website, and oversees all instructor travel.
Content Creation (Text)
Social Media Content
