Using AI The Right Way

The buzz in marketing these days is AI. Whose job is it going to replace? How do we use it ethically? What are the legal considerations? Who owns content generated by AI? 

These are all questions we're paying attention to as we watch and learn about how AI tools are evolving. What I can tell you is that we are open-minded about it. Like any disruptive technology, it will change the way we work or how we do certain tasks. Consider how computers or smartphones had a similar impact. But does this mean AI is going to completely replace the need for skilled writers, editors, marketers, or other content producers? It’s very unlikely.
 

what is it, and how exactly is it used?

AI, short for Artificial Intelligence, is a machine learning-enabled technology has been used for many years in various aspects of our day to day lives. I'm sure you're familiar with some of them...

1. Personal assistants: AI-powered personal assistants, such as Apple's Siri, Amazon's Alexa, and Google Assistant, have become increasingly popular in recent years. These assistants use natural language processing (NLP) and machine learning (ML) algorithms to understand and respond to voice commands and queries.

2. Recommendation systems: AI is also commonly used in recommendation systems, such as those used by Amazon, Netflix, and Spotify. These systems analyze user behavior and preferences to provide personalized recommendations for products, movies, and music.

3. Autonomous vehicles: AI plays a critical role in the development of autonomous vehicles, which are designed to drive themselves without human intervention. Self-driving cars rely on a combination of sensors, cameras, and machine learning algorithms to navigate roads and avoid obstacles.

4. Fraud detection: Financial institutions use AI to detect and prevent fraud. Machine learning algorithms analyze transaction data to identify unusual patterns or behavior that may indicate fraud.
    

How Is ai being used in marketing?

As for marketers, AI has been used in a variety of ways to improve targeting, segmentation, and personalization. For example:

1. Ad targeting: AI-powered ad targeting algorithms analyze user behavior and demographics to deliver ads that are most likely to be relevant and engaging.

2. Customer segmentation: Machine learning algorithms can analyze customer data to identify patterns and segment customers based on behavior and preferences.

3. Personalization: AI can be used to personalize marketing messages and offers based on individual customer behavior and preferences.

4. Content creation: Some marketers use AI-powered tools to generate content, such as social media posts, emails, and blog articles, that are optimized for engagement and conversion.
    

using chatgpt in marketing—responsibly

ChatGPT, the widespread text based form of AI, is an extremely effective tool for outputting large amounts of writing content in seconds; content that sometimes seems to take more effort typing than it does thinking. Here are just some of the ways that we—as marketers—can use this tool to our advantage, giving us more time to do the work that only our human brains can do:

• Summarizing articles or writing abstracts for lengthy research articles

• Creating meta titles and descriptions for website content

• Researching and sourcing various topics

• Writing social media posts or providing ideas for social content

• Generating ideas for video scripts, blog posts, or other long-form content

• Writing email subject lines or article headlines

• Visualizing data for better user experience

• Analyzing large amounts of data quickly

In fact, according to ChatGPT, here's how you can use the tool for data analysis:

1. Text analysis: think: customer reviews, social media posts, or surveys; use it to identify patterns and themes in the data, providing valuable insights into customer sentiment and preferences.

2. Image analysis: it can analyze images and video data, identifying objects, people, and activities within them. This can be useful for analyzing brand exposure in social media posts or monitoring product usage in customer reviews. I have yet to figure out how to use this, but I'm curious.

3. Language translation: translate text data from one language to another to analyze data from multiple regions or countries.

4. Sentiment analysis: use ChatGPT to determine the sentiment of customers or social media users by analyzing text. This can help gauge customer satisfaction and identify areas for improvement.

5. Predictive modeling: ChatGPT can build predictive models based on historical data, identifying patterns and trends that can inform future marketing strategies. Again, I'm really curious on this one. Considering ChatGPT currently only looks at data up to 2021 (I believe), I wouldn't rely on this for prediction. But having it look at historical data and trends is an interesting use case.

chatgpt: the limitations

And what ChatGPT can't do? Well...here's what the tool has to say about itself:

While ChatGPT is an impressive tool with many potential applications in marketing, there are still limitations to its capabilities that marketers should be aware of. Here are a few things that marketers should NOT rely on ChatGPT for:

1. Creative tasks: ChatGPT is great at generating content based on prompts, but it is not a replacement for creative thinking. Marketers should not rely on ChatGPT to come up with groundbreaking advertising campaigns or innovative branding strategies.

2. Human connection: While ChatGPT can be used to personalize communication with customers, it cannot replace the human connectionthat customers crave. Marketers should not rely on ChatGPT to build meaningful relationships with customers.

3. Complex analysis: ChatGPT is good at analyzing large amounts of data, but it is not equipped to handle complex data analysis tasks that require specialized knowledge or expertise. Marketers should not rely on ChatGPT to replace data analysts or other specialists.

4. Unbiased decision-making: ChatGPT learns from the data it is fed, which means that it can potentially perpetuate biases that exist in the data. Marketers should be cautious about relying on ChatGPT for decision-making without thoroughly vetting its recommendations.

5. Understanding context: ChatGPT is still limited in its ability to understand context and nuance. Marketers should not rely on ChatGPT to understand cultural or regional differences that may impact marketing strategies.

Overall, while ChatGPT is a powerful tool that can be used to augment many marketing tasks, it is not a replacement for human creativity, expertise, or empathy. Marketers should use ChatGPT as a tool to support their work, but should also be aware of its limitations and exercise caution when relying on its recommendations.

How We're Using AI and ChatGPT at Four Peas

In our practice here at Four Peas, as we work with clients, we are starting to use tools like ChatGPT. It helps us work more efficiently or do things we've wanted to but never had time to previously. We're working on creating some guidelines for our own team about how we use these tools, particularly because of copyright issues and content ownership. As we learn more and gain feedback, we'll keep the Pod updated on how it's going. And as always, we'd love to hear about your experiences using ChatGPT or other AI tools! Connect with us on social or send us a message about how you're using it or not; loving it or hating it.