In the dynamic landscape of digital marketing, Artificial Intelligence (AI) is transforming the way brands engage with their audiences. At the forefront of this AI revolution is ChatGPT, a powerful language model developed by OpenAI. In this thought leadership piece, we'll explore the basics of AI, understand how brands are leveraging this technology today, and discuss best practices for incorporating AI and ChatGPT into the branding journey.
Even though it is not mandatory to join this trend of AI generative tools, understanding their concept and functionality is important to evaluate whether it could benefit your branding and marketing plans; and also, what your competition might be up to.
What is AI and ChatGPT?
Artificial Intelligence is a broad field of computer science dedicated to creating smart machines capable of tasks that traditionally require human intelligence. From giving directions (Google Maps), playing a song you like (Alexa/Siri), and adding a filter to your selfie (Snapchat filters), to generating images (Midjourney), and even creating complete texts for any kind of purpose (Chat GPT).
Focusing on the last one, Chat GPT is an advanced language model designed by OpenAI. Its prowess lies in generating contextually relevant and coherent text, making it useful for various natural language processing tasks.
But how does it work?
Respectively for ChatGPT, there are 3 pillars in which this tool could be used in terms of marketing:
Personalized Content Creation: AI can assist in crafting engaging content, from social media posts to even marketing campaigns.
Efficient Copywriting: Automate copywriting tasks, such as product descriptions and social media posts, which —when used properly— can help optimize time management.
Generate Marketing Campaigns: You could even develop entire marketing campaigns, including ad copy and email campaigns.
While these 3 examples might seem marvelous, it is key to remember that Chat GPT works with the prompts we give, and with its knowledge from the information it has access to, from its data. And most of the time, their ideas are more on the generic side, even if we ask for a specific solution for our brand.
So… Is There Anyone Using It?
The answer is yes, some brands are already using ChatGPT as a tool; for instance:
Coca-Cola: The world-famous soda brand has partnered with consultants Bain & Company to use ChatGPT for marketing and personalized customer experiences. In addition, they have plans to leverage ChatGPT and the generative image tool Dall-E to create personalized ad copy, images, and messaging.
Microsoft: A major investor in OpenAI, which utilizes large language models, such as GPT-3 and GPT-4, to power its Bing search engine, allowing users to search and receive results through a conversational interface instead of a traditional list of web links. On top of that, Microsoft plans to integrate ChatGPT across its software like Word and Excel.
These examples showcase how companies are utilizing ChatGPT to enhance their value proposition, and how having a grounded strategy can lead to using these kinds of tools properly.
Should I Use It for My Brand? Would It Benefit Me?
There’s not a correct answer to those questions. Using AI for your brand is something that needs to be meticulously evaluated, and given the case of having a well-structured idea that may require the use of this tool, it is then where we’ll be able to know if it results in a benefit or not.
AI presents great opportunities and somehow innovative solutions for many needs; however, it’s crucial to be diligent when employing these tools. Some advice we can provide for best practices include:
Review and Proofread: Always review, read, and proofread any content generated by AI to ensure accuracy and adherence to brand standards. It’s like when as a child you wrote your Santa’s Letter, you were to make sure there wasn’t anything left out of place, right?
Idea Generation and Brainstorming: A nice way of making use of AI and ChatGPT is for creating drafts, general ideas, and brainstorming sessions, but NOT taking the outcome as a final product.A GVG Tip: Kickstart your content brainstorming with AI-generated ideas, then refine them and apply as many twists as needed to match your brand's voice.
Maintain Brand Voice and Values: AI should enhance, not replace, the unique voice and values of your brand. Always remember: Stay true to your brand's essence; AI is a tool to amplify, not alter.
While adopting cutting-edge technologies, luxury lifestyle professionals must remain authentic. Your brand voice and values are your differentiators in a crowded market, and therefore, they must be your non-negotiables. We’d like to think of AI as a partner in the journey, which can help amplify your message and streamline processes, but it cannot and would not replace the human touch that defines your brand.
Have any doubts? Want to know if AI could suit your branding and marketing plan? Give us a call!
At GVG we’re more than glad to help our clients to find innovative and fitting solutions to cultivate a promising and unique story for their brand. We have over 20 years of experience helping luxury real estate and medical professionals, including successfully building brands for the biggest names in Hollywood, Beverly Hills, and NYC.
By Garrett McClure, Co-Founder and CEO at GVG Agency.
