By Anna Anisin, founder at DataScience.Salon, overseeing community and business development.
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Marketing is one of the fields that I believe can significantly benefit from the power of AI tools like ChatGPT.
ChatGPT has been widely discussed among the Data Science Salon community, and that’s why I wanted you to know what it means to the field of marketing. AI has already provided many marketers with great results through solutions such as recommender systems or customer service chatbots, and tools like ChatGPT could provide even bigger opportunities for the field. This post will discuss how companies can leverage large language models (LLMs) and generative AI for marketing and what they should keep in mind when doing so.
Marketing Use Cases
Chatbots For Customer Support
Traditional chatbots give automated responses, often without a complete understanding of a user’s intent. This can make some of the answers irrelevant even when they’re accurate.
With generative AI and LLMs, you can build engaging AI assistants that can comprehend the context around users’ queries and follow up on their responses to provide human-like guidance.
The assistants could also recommend relevant products or services to help customers find what they’re searching for more quickly.
Content Generation
Whether it’s for product descriptions, blog posts, long-form articles, advertisements, sales copy or emails, LLMs like ChatGPT can generate every type of content using a given prompt.
They also have the potential to rewrite or paraphrase existing content in different tones and styles to have a wider reach without additional cost or time.
Additionally, organizations can use this tool to generate inspirational ideas: for example, by asking what type of ad design would attract a particular industry group.
New Hire Training
Selling to businesses is often more complex than dealing with B2C customers, as companies may require more informative advertisements than persuasive ones.
As such, the marketing staff must be well-trained to handle complex business queries concerning long-term contractual agreements, bulk purchases, customer-specific pricing and so on.
LLMs can quickly give marketers relevant insights to help them understand what issues business customers face and improve product or service offerings accordingly.
Market Research
AI can help marketers understand how a specific customer segment behaves and generate marketing briefs for quick execution.
Organizations can plan effective marketing strategies using such information without conducting expensive surveys or focus groups.
Challenges Of Using AI Models For Marketing
Content Originality
While LLMs can generate engaging content, there’s a question about their originality. Since these models generally train on existing content that’s available on the internet, it is challenging to identify ownership and accuracy.
The user should always fact-check and proofread AI-generated content before publishing it online. The slightest error can undermine their reputation in the business realm.
Also keep in mind that you have to be very careful when actually using AI-generated content on your website because Google discourages poor-quality or problematic AI content.
Prompt Accuracy
The output of any generative AI model is as good as the prompt a user provides. A misleading prompt could produce inaccurate results and may also provide biased information.
Giving concise, simple and clear prompts is always better, and it’s important to avoid ambiguities. But learning to do so is time-consuming.
Generative AI And B2B Marketing In The Future
AI is undoubtedly transforming the way marketers create content and engage with their target audiences.
I believe tools like ChatGPT will soon become mainstream marketing tools, which could open doors for a paradigm shift. However, marketers should be aware of the tools’ limitations and use them with caution to avoid unethical practices such as content plagiarism, bias and manipulative marketing.
