AI in Online Marketing: What is ChatGPT?
The use of chatbots based on artificial intelligence is now considered the absolute standard. They support customer service and users alike. Thanks to this success, the technology has been continuously developed. The result of these efforts is ChatGPT – an AI model that generates human-like texts and could revolutionise customer interaction.
How does ChatGPT work?
ChatGPT is a chatbot based on the machine learning model “GPT”. The abbreviation GPT stands for Generative Pre-trained Transformer. Thanks to this technology, it is possible for the AI model to create human-like texts. At the same time, however, it means that the AI must first be trained. This is because every answer or statement is based on the previously learned prior knowledge.
While the algorithm was only available in English in the past, the bot’s language capability has been noticeably developed. It now supports Chinese, German, French, Japanese, Korean and Spanish, among others.
But despite these new skills, it is of course not possible for the AI model to make its own decisions. However, ChatGPT is able to generate ideas and suggestions for decision-making. For example, it can gain valuable insights
from extensive data from SEO analysis tools and process them in an understandable way.
Chatbots in (online )-marketing: purposes of ChatGPT
ChatGPT is an enrichment for online marketing and supports companies in numerous activities:
- Content: News articles or editorial content, for example for newsletter marketing, are created quickly and effectively by the algorithm. Based on the research for search engine optimisation, AI models can also create content. For example, content can be generated for associated backlinks on other websites.
- Emails: ChatGPT can generate personalised emails and easily support email marketing.
- Recommendations: The algorithm can perfectly complement the cooperation with a professional online marketing agency like ONELINE. Since the AI model collects personalised information about the user, it is easier to create personalised product recommendations.
- Customer support: Classically, companies use this technology to answer user queries. In doing so, chatbots respond as precisely as possible to incoming customer enquiries.
- Marketing: Basically, online marketing benefits from the use of this technology in various areas. Because although the algorithm does not create professional web design on its own, it supports resource-intensive activities. This includes the creation of emails, Google Ads or the optimisation of SEO texts.
- Social media: For influencer marketing on social media, ChatGPT generates posts or comments.
Not all chatbots are created equal
Although most chatbots are based on NLP technologies, not all AI models are identical. Older chatbots usually follow a rule-based approach. This means that rule-based chatbots react based on previously defined decision trees and user input. Although they are easier to implement, they are significantly more vulnerable. This is because, unlike modern AIs, they can only deal with expected and predictable input.
In contrast, ChatGPT uses machine learning. ChatGPT can therefore also answer complex queries. The basis for this is a set of rules, but rather special training.
ChatGPT in online marketing: pros and cons
Using the ChatGPT algorithm in online marketing is one way to save important resources. If you want to decide whether AI meets your expectations, you have to look at both the advantages and disadvantages.
Advantages of ChatGPT
- Since the algorithm can conduct human-like conversations, it is a useful tool for customer service. This way, general questions can be answered outside of regular business hours.
- Those who want to provide high-quality content usually turn to an SEO agency. In addition, the algorithm can support the filtering of large amounts of data. ChatGPT can thus be used as another online marketing tool.
- AI can be used for different tasks. These include marketing campaigns as well as the implementation of targeted performance marketing.
- Because AI models can respond almost instantly to multiple responses simultaneously, the time and cost savings are enormous.
Disadvantages of ChatGPT
Besides these promising advantages, the use of ChatGPT also has various disadvantages:
- The algorithm cannot recognise human emotions. This makes it difficult to understand the meaning of statements or search intentions.
- If the AI lacks information, meaningless or illogical answers can be the result.
- Extensive training is required before using the AI model.
- If the AI is trained with inaccurate or false data, this will be reflected in poorer text quality.
- Using the chatbot is much more difficult for companies that have no previous experience with machine learning.
ChatGPT in online marketing: challenges and difficulties
1. Amount of data: For the ChatGPT model to work, a large amount of data is required. As this information needs to be of high quality, it is difficult to obtain. If the AI is to support content marketing, for example, contextual data is the basic prerequisite.
2. Integration: Integrating the new technology into existing IT systems is a special challenge. If necessary, programming, web development and the IT infrastructure must be fundamentally adapted.
3. Training: The training of AI models is computationally intensive and costly. In particular, specific topics such as online marketing require large amounts of data. In addition, the definition of hyperparameters can be problematic.
4. Expectations: AI cannot always meet the expectations of its users. The numerous limitations and restrictions can lead to a lack of the desired result.
5. Error-proneness: inconsistent or unexpected inputs can lead to errors or inappropriate responses.
ChatGPT: A groundbreaking future technology
The use of ChatGPT is currently one of the most important trends. It is therefore not surprising that further development is concentrating on different areas. In particular, the focus is on better comprehensibility, precision and natural language processing technology. For online marketing, it is also interesting that personalised and context-related responses should be increasingly possible in the future. It remains to be seen whether this further development will include the integration of image and audio data.
Nevertheless, ChatGPT is a good way to improve the user experience and the communication possibilities of modern technologies. At the same time, the algorithm is easy to implement. Despite these advantages, it is important to consider the challenges and disadvantages of AI.
