ChatGPT: 3 Opportunities and Potential Pitfalls

We’ve all seen the phenomenal adoption of ChatGPT. It raced to over a million users; a milestone that took Facebook 10 months and Netflix three years.

Everyone is excited about the technology. But why? And what are the potential pitfalls?

From the varied AI conversations and debates in our offices over the last few weeks, these are the three themes that keep coming up.

Asking the right questions

We all know that capturing consumer attention is a non-stop ebb and flow. ChatGPT can help here because it allows us to research macro trends and micro signals faster than ever before. The potential pitfall? Just like Google Search, you get better information if you ask the right questions. This is a learned skill and - for now at least - ChatGPT can't match our human emotion to make non-binary choices.

The human lens

ChatGPT can churn out more alternative product descriptions or caption copy options than the world's hardest-working copywriter. The potential pitfall? You need a human lens to give ChatGPT a jump-off point and, more importantly, to filter the results to make sure they match brand guidelines and don't sound the same as competitors, for example.

Nuance and intuition

Mass media targeting often lacks nuance. That's why VaynerMedia focuses on 'cohorts' instead of less meaningful demographic segmentation. ChatGPT has the potential to create personalisation at scale, both in terms of the initial media plan and the content that is created for the different cohorts. The potential pitfall? You need a smart media planner who is tapped into the latest platform changes to take advantage of this new tool and what part of the marketing funnel it is most effective in.

In summary? 

Start using ChatGPT right now as the best way to learn about how it can help your brand is first-hand experience. Don't have time? Send me a message and let's chat as I'd be happy to share more about what we've learnt so far.

P.S. Which part of this post was written by ChatGPT?