ChatGPT developed by OpenAI and publicly released in late November 2022, and now a new chatbot tool from Google dubbed Bard are advanced language models that have the capability to generate human-like text. With their impressive language processing abilities, these tools are poised to make a significant impact on several industries, including Marketing, PR and journalism.
Hina Bakht, Managing Director of EVOPS Marketing and PR, elaborates on how ChatGPT and Bard will shape the future of the marketing industry by delivering more effective communications.
What makes ChatGPT and Bard game-changers for the marketing and PR industry?
ChatGPT is one of the biggest disruptors of our times and had an immediate impact on Google’s core product – online search. Google was quick to respond and has just unveiled Bard that seeks to combine the breadth of the world’s knowledge with the power, intelligence and creativity of Google’s large language models.
The ability of these tools to generate human-like text can automate many routine and time-consuming tasks, such as content creation, social media management, and customer service.
This will allow marketers and PR experts to focus on more strategic tasks. Their capability to understand and analyse large amounts of data in real-time will provide our industry with valuable insights into consumer behaviour and preferences.
How will ChatGPT and Bard impact the role of PR professionals?
By automating many routine tasks, ChatGPT and Bard will augment the role of PR professionals. With the help of these tools PR professionals will have more opportunities to focus on high-level, strategic tasks, such as building relationships with journalists and influencers, and developing creative campaigns. Additionally, ChatGPT's and Bard’s ability to generate human-like text and analyse data will enable PR professionals to make data-driven decisions and deliver more effective communications.
Can ChatGPT or Bard replace human journalists in the future?
A3. While ChatGPT and Bard can produce text they are not designed to replace human journalists. The role of a journalist goes beyond writing and reporting. Journalists bring a unique perspective, critical thinking skills, and ethical standards that cannot be replicated by a machine. Instead, ChatGPT and Bard will likely be used as tools to assist journalists in their work, such as fact-checking, data analysis, and generating story ideas.
What impact will ChatGPT and Bard have on marketing agencies?
It is true that some tasks typically performed by marketing agencies, such as copywriting, can be automated to some extent by AI models like ChatGPT or Bard. However, AI cannot replace the human creativity, strategic thinking, and cultural insights that are essential for effective marketing. Marketing agencies provide a range of other services including strategy, creative, and execution, which require human expertise and judgment that cannot be done by AI alone.
ChatGPT or Bard do not have the ability to make decisions or perform actions on their own. Therefore, it is more likely that the role of marketing agencies will evolve, as they leverage AI tools like ChatGPT or Bard to augment their existing services and deliver even better results for their clients. The impact of AI on the marketing industry is likely to be one of augmentation and evolution, rather than replacement.
