What impact does ChatGPT have on future marketing?

ChatGPT is currently a hot topic, and we are only talking about the application of marketing and marketing management here. The current project initiated by OpenAI uses the natural language processing technology of GPT3.5, which can easily “speak human words”, predict context and manage logic. We will discuss the impact of ChatGPT on future marketing.

Even if you are not an insider of artificial intelligence, you must have been using ChatGPT continuously since the end of last year. There are a lot of molesting ChatGPT content on the Internet. As a serious marketing media, this article only briefly introduces what ChatGPT is.

What is ChatGPT?

ChatGPT is a large-scale language model chat robot developed by OpenAI based on GPT-3.5. It has a remarkable ability to interact in a conversational dialogue and provide a surprisingly human response.

ChatGPT is a large language model (LLM). Large language models (LLMs) are trained using large amounts of data to accurately predict the next word in a sentence. Large language models perform the task of predicting the next word in a sequence of words.

Reinforcement Learning with Human Feedback (RLHF) is an additional training layer that uses human feedback to help ChatGPT learn the ability to follow instructions and generate human-pleasing responses.

ChatGPT was created by OpenAI, a San Francisco-based artificial intelligence company. OpenAI is best known for its famous DALL E, a deep learning model that generates images based on textual instructions called cues.

Before the birth of ChatGPT, we felt that although NPL had many applications, it was still far from digital marketing. But now we should have a clearer picture of what the future of digital marketing will look like.

Trend 1: making content easier

Although there were many manuscript washing tools before ChatGPT, these works were often fragmented and difficult to read. When we usually use Baidu, we are likely to open these incomprehensible spam web pages.

What ChatGPT can bring is highly close to the content written by people. These are organized and answer the topic correctly.

Even if content workers do not need to rely entirely on ChatGPT to generate content, ChatGPT can greatly reduce the difficulty of content generation.

We will see the information on the Internet once again reach a climax of a fountain, which is not generated by more Internet users, but by more robots. At the same time, the content wars for attention are entering their final phase, and most content will not be read. Marketers need to convert text content into content of other genres including video and audio as soon as possible.

Trend 2: Contextual Ads Are More Precise

Teacher Ma divides advertising positioning into three types: intent targeting, context targeting, and crowd targeting. Among them, the targeting of people restricted by privacy protection will be weakened for a period of time in the future, and the accuracy of contextual targeting will increase because artificial intelligence can better understand the context of media content and the services and products launched by advertisers. A substantial increase.

Contextually targeted ads will be more precise, and may even lead to new forms of automatic insertion of contextual text link ads. This new form of advertising will be superior to the form of inserting advertisements in new paragraphs that appear on web pages or in WeChat articles. Like this: Want to learn more about ad styles?

Trend 3: SEM advertising is smarter

Search engine users can enter more complex search terms, and the evolved artificial intelligence will automatically select matching advertisers and automatically generate advertising copy according to the intent of the search terms.

This will mean that we will officially bid farewell to the keyword matching advertising method, and intent matching will become the core method of search advertising matching.

Trend 4: the crowd positioning is more “advanced”

Due to the impact of privacy protection, the way of marking people with tags will gradually be replaced by “biographical” marking. This means that we will have more rhetoric to describe anonymous individuals.

On the other hand, advertisers will use natural language to describe products and services. A DMP with natural language processing and understanding capabilities will better judge the match between the individual and the advertiser’s product or service, so that the DSP can use this to optimize the bid.

Trend 5: Reshuffle of search engines

Not long ago Microsoft revealed that it would enable ChatGPT capabilities in Bing in March. Microsoft invested $1 billion in OpenAI, a move that will dramatically improve Bing’s capabilities.

When combined with ChatGPT, the proportion of search engine results pages without clicks will increase significantly. Some search engines have chosen to maintain old product designs in order to prevent the erosion of advertising revenue. This will provide opportunities for new engines, and the search engine industry may usher in a real reshuffle.

Summarize

ChatGPT still has many shortcomings, such as the accuracy of the answers, and its knowledge range is only until 2021, so it cannot answer who the Qatar World Cup champion is. But when GPT is upgraded to GPT-4, we really have too much to look forward to.

With the enrichment of content generated by artificial intelligence, it is believed that artificial intelligence will soon explicitly mark the content it generates, and according to OpenAI, subsequent versions of ChatGPT will use watermarks for identification to prevent abuse.