ChatGPT, an AI-powered chatbot launched by San Francisco-based OpenAI, has taken the B2B marketing and PR world by storm. With more than 100 million users, the platform took first place as the fastest growing web platform of all time, surpassing TikTok and Instagram.
So where does B2B communication fit in with all the glory and glory of ChatGPT? Is it real alarm clock or apocalypse? Well, there are three PR and marketing issues that will affect the AI creator's game in the coming years.
The AI creator race is on, and it certainly has people talking. Research into how professionals use ChatGPT has revealed conflicting opinions; some want to avoid the platform, others have already used it well. Let's look at three main questions.
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1) So who is copying who?
Media is everywhere at ChatGPT, but as PR and B2B marketers we need to focus on human-generated copy and the look of marketing language.
The problem is not that machines write like humans, but that humans begin to write like machines. ChatGPT should serve as a wake-up call for PR and marketing professionals to stop writing marketing jargon and start using words to convey ideas and thoughts.
From the multitude of monkeys writing Shakespeare to the WSJ's first keyword generator to GPT Chat, AI has evolved but not fundamentally changed in its core capabilities.
ChatGPT is the best chatbot. we've all read press releases and articles that spout words that sound plausible but say nothing; "I see the words, but what do they mean" is a phrase often used in my work.
Many writers, bloggers and content creators copy without caring what the copy is. A machine can do that, and it does it very well.
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2) There are still things ChatGPT can't do and never will
PR and marketing agencies need to be more than wordsmiths. Great copywriting comes from intention. we strive to deliver corporate messages in our press releases that convey more than product introductions. Compliance is not enough, communication is more complex and precise.
B2B professionals bring unique skills, perspectives and relationships that cannot be replaced with AI. Often, a piece of content needs to serve specific and specific audiences: the publisher, the buyer, and the C-level reviewer. Try telling ChatGPT that.
A tool can help you accomplish many tasks, but there are three critical components to effective PR and marketing: creativity, critical thinking, and emotional intelligence that ChatGPT lacks.
Humans are born to think outside the box, to create completely new and original ideas. Thinking outside the box is impossible for ChatGPT. this is the box
These limitations highlight the complementary nature of AI and human B2B professionals. Artificial intelligence can perform certain tasks faster and more efficiently, but the human brain brings a unique set of skills that are essential to an effective marketing and public relations practice.
Critical thinking is key to understanding causation, understanding and eliminating biases, and distinguishing between the original source and someone's personal opinion. We know that the line between our truth and theirs blurs more and more every day, but the human brain can figure it out.
New and original developments and solutions require targeting different audiences with different needs for selling copy. This requires critical thinking that robots cannot do. AI chatbots cannot "read the situation". Our human emotional intelligence allows us to understand and manage an interaction or argument that requires more emotional communication methods.
But emotional intelligence isn't the only thing ChatGPT lacks.
3) Act legally and ethically. There are complications ahead
Trust is an important aspect of ChatGPT so that the user can believe that the text they are creating is true and correct. With humans and machines creating tens of millions of new web pages every day, will using machine-generated content be essential to differentiating your organization, or will it cause copyright issues?
Google's stance on AI-generated content is clear. Companies that use AI-generated content to manipulate search engine rankings will be in violation of anti-spam policies. So where should PR and B2B marketers align?
Clearly, trust is ChatGPT's biggest weakness. Unlike Google, you don't know the source of the information, you can't make a judgment based on the type of website or the experience of the author. Google does not have a quality system based on the number of article citations. More research will be required and it will take time, so people will always come back to reliable sources and experiences.
The US Copyright Office has launched a new initiative to examine copyright law and policy issues raised by artificial intelligence (AI), including the copyright framework created by AI tools and AI's use of copyrighted material in courses. The Copyright Office says the initiative is "in response to recent dramatic advances in creative artificial intelligence technologies and their increasing use by individuals and businesses." And it starts at the input stage, not the output stage.
ChatGPT and similar programs use existing text, images and code to create "new" works. Technology has to get its ideas from somewhere, which means you have to scour the web to "train" and "earn" the content that's already there. OpenAI and similar alternatives have already faced numerous lawsuits, alleging that AI tools illegally use the work of others to build their own platforms.
As the PR Council also spoke about this issue, we have to wait for official guidelines and standards on the use of artificial intelligence in PR. At this time, communications professionals are advised to exercise caution regarding external use of ChatGPT output.
On a related topic, the AI market. overview
It's time to work together, not against.
From providing valuable data-driven insights to streamlining repetitive tasks, PR and B2B marketing professionals can definitely benefit greatly from the phenomenon of OpenAI's ChatGPT technology, and it's definitely a great option to keep innovating should the technology become obsolete.
B2B professionals should look to AI as a complementary tool to achieve higher levels of consumer engagement.
Good PR and marketing professionals must develop imagination and creativity, strategic and critical thinking, and emotional intelligence to ensure their strategy and content are ahead of the competition.
About the author
Judith Ingleton-Beer, CEO of IBA International
