Last week, OpenAI released ChatGPT, a dialogue-based AI chat interface that makes it possible for anyone to take advantage of its GPT-3 language model to produce uncannily human-like text. The entire technology industry was quickly transfixed. Entrepreneurs and investors spent last weekend glued to computer screens, experimenting with the tool to better understand its possibilities and limitations.
“ChatGPT is one of those rare moments in technology where you see a glimmer of how everything is going to be different going forward,” tweeted Box CEO Aaron Levie. And entrepreneur and Y Combinator Co-Founder Paul Graham said “The striking thing about the reaction to ChatGPT is not just the number of people who are blown away by it, but who they are. These are not people who get excited by every shiny new thing. Clearly something big is happening.”
Marketing will be one of the first job functions transformed by the tool, because of its heavy focus on research and writing. While it is by no means perfect, if ChatGPT can cut down on even a small percentage of time it takes for a marketer to complete a task, we’ll see teams flock to the technology for a competitive advantage, and the very nature of their jobs will change permanently.
ChatGTP is already changing how I do my job; stay tuned for examples of how I used it to write this piece.
Content marketers in particular will need to develop a strong understanding of how to use the product to customize generated content so that it suits business needs—they'll need to master thoughtful editing, organizing and enriching with perspective or personality. We’ll soon see a proliferation of new courses that teach individuals how to phrase searches and set parameters to achieve the best outcomes with ChatGPT. Marketers that are masters of the technology will jump leaps and bounds ahead of their peers.
SEO will also become more exponentially complicated. Many companies develop low-quality content with keywords and linkbacks, simply to improve their search engine rankings. In 2022, Google made ongoing efforts to cut back on spam and prioritize helpful content. When used with human intervention, ChatGPT can help companies develop content that is both high-quality and SEO optimized as the technology can be used to generate text with targeted keywords and phrases.
Here is how ChatGPT responded to my question about SEO and Google’s search algorithm: