Since OpenAI’s public release of the Chat GPT (Generative Pre-trained Transformer) model, marketers and advertisers have been discussing the potential of artificial intelligence (AI), its capabilities, limitations, and whether it will eventually dominate the globe.
Testing Chat GPT and Understanding its PotentialMarch 17, 2023
What is Chat GPT?
Chat GPT is a deep learning algorithm that uses large amounts of text data to generate human-like responses to text-based prompts. The model can also analyze text-based data to generate responses based on the patterns and relationships it observes. Chat GPT is trained on various tasks, including language translation, question-answering, and text generation.
One of Chat GPT’s most famed abilities is generating human-like responses in natural language. This means that it can engage in a conversation with a user and supply responses that are typically coherent and contextually appropriate.
Limitations and potential risks of using Chat GPT in Marketing and Advertising
As with any new technology, it is important to consider the potential risks and benefits and to develop guidelines for responsible use. For instance, AI tools like Chat GPT raise important questions about data privacy and potential misuse of information.
Chat GPT is far from perfect in its current form. The model has been known to generate biased or offensive responses if not trained properly. Additionally, its quality and quantity of data training may limit its capabilities. When not connected to the “live Internet,” its dataset is rooted in the past.
Moreover, the tool may not understand the context or nuances of certain prompts, which can result in inaccurate or irrelevant responses.
Recent articles across the marketing and advertising industry show the use of AI to generate advertisements and scripts, often mocking the final products. These results can be misleading, though. The prompts given to the AI are usually vague and lacking in context, resulting in generic, lopsided, or uninspired outputs.
What’s missing is a clearer direction given to the machine to improve its results. Finessing the tool takes trial and error. In other words, practice makes perfect.
How Catalyst SEO used Chat GPT for SEO
The Catalyst SEO team recently tested Chat GPT’s capabilities by attempting to prompt the tool to compose meta descriptions in bulk. Initially, the tool tried to write the description based on the URL despite not being able to connect to the Internet to review the page.
As a result, the machine broke down the URL like a human user might and guessed a summary based on the URL structure. Using that process, the results were unsatisfactory.
We found that supplying limited data for learning in the conversation is a way to train Chat GPT, like training a junior employee.
After revising the prompt to include a command to summarize textual content and then writing a meta description with the assumed information, the results improved dramatically, with accuracy approaching 100%. We even advised the tool to include an attractive CTA in every description.
From there, we toyed with the copy, crafting the prompt to elicit a text that could slant more salesy, friendly, or professional. As we zeroed in on the exact needs of the deliverable within the prompting, the quality began to increase.
As proven in this case, prompt engineering is critical to achieving the best results from Chat GPT-like technology. With prompt engineering, advertisers can ensure that the AI tool understands their needs and creates outputs tailored to their specific requirements.
The Future of Chat GPT and AI Language Models in Marketing and Advertising
While some professionals are quick to dismiss Chat GPT for its botched outputs or liabilities, there are many applications that can be used today, especially with a little practice in creating useful prompts.
As the technology continues to evolve, we will likely see even more innovative uses of Chat GPT and other AI language models, and it would be foolish to assume that this is where its evolution will end. It may only be the beginning.