Marketing signed ChatGPT - Why you shouldn’t let a machine do the talking
Anne Kemp
Artificial Intelligence is everywhere with some of its occurrences being more evident than others. From opening your family group chat on Whatsapp and being confronted with the Meta AI agent to the AI Overview search results topping Google’s SERP. It’s almost as if we are being pushed to use AI and dissuaded from doing our own research.
With creating content being easier than ever thanks to AI, it is understandable that businesses turn to these tools to create their own Marketing and Communications. There are a few things you should consider, however, when entrusting ChatGPT with your external communications.
Don’t be another fish in the sea
When you use ChatGPT you shouldn't forget that you’re not the only one using it. OpenAI has reached 700 million weekly active users and your competitors are more than likely among those users. There are, for example, certain elements that keep reappearing, on social media in particular, that are telltale signs that a brand uses the assistance of ChatGPT. The overuse of certain words, take the word “elevate” for example, and the repeated application of the em dash “—” are just some of the more prominent examples.
The risk of using ChatGPT therefore is that you trade in your uniqueness, your tone of voice, for convenience. Your branding and your online presence are core elements of your brand and should never take a back seat. By collaborating with an experienced Marketing team, you can be reassured that your tone of voice is understood and respected and that the team will do everything in their power to create and maintain a branding that is unique to you.
Human Connection is King
When using ChatGPT, you are essentially asking a machine for communication tips. Although the AI agents have been trained by other humans, they lack the same level of empathy, the emotional intelligence and the human connection that only another human being can get across. Have you ever tried asking ChatGPT for a joke? The results show you that these machine-based agents clearly lack the emotional intelligence and the cultural nuance to tell you a joke that’s actually funny and the jokes usually end up cringe-worthy rather than funny.
People crave authenticity and will now more than ever detect when a social media post has been written by AI. To create an environment of trust, brands should continue writing their own communications or consult an agency that has been accurately briefed on the brand’s tone of voice and their Marketing targets. Communication should continue happening between humans as the purchasing decision, even if it may be influenced by machines, ultimately lies with the consumer.
How to use AI to your advantage
Although it might seem like it, we’re not trying to tell you to stop using AI tools altogether, but we are convinced that there is a specific way to use AI to get the most out of it without sacrificing your individuality. Everyone can use ChatGPT but not everyone knows how to write a prompt that works.
What you should aim to do is, therefore, to stop using ChatGPT as a replacement for a Copywriter or a Digital Marketing Expert and instead apply it as a tool that can assist you with your daily business. The best approach is to combine AI‑assistance with human-led control and creativity by using the skill and knowledge an experienced Marketer can bring on board.
How we can help you
Whether you’re one of our long-term clients or a new client looking for support with their communications, we have extensive experience in this specific domain and can dedicate ample time and resources to study your tone of voice and use it appropriately.
Other than the fact that our emotional intelligence and cultural context exceeds that of an artificial entity, we are also well informed about what works in the digital world and constantly keep up with the latest developments. We speak the same language as these AI tools and know how to formulate our prompts to get the most out of them. We also know when and how we can use AI and when it is best to use our expertise in storytelling and branding to convey your message.
Here at Apart, we create meaningful messages and campaigns that are built on our solid knowledge in Marketing and on our deeply rooted values of authenticity and transparency that make each communication feel real. Being a digitally driven agency, we are the ideal partner to navigate you through this AI-focused world and help you re-find your voice to make each one of your messages sound truly authentic and unique.
