Marketers move beyond the basics of ChatGPT with new tools

By Marty Swant

As OpenAI begins rolling out a subscription version of ChatGPT, more companies are using the wildly popular text generator to build custom marketing tools.

On Wednesday, the artificial intelligence lab invited people to join a waitlist for ChatGPT Plus, which for $20 per month, would give them early access to new features and other privileges. Meanwhile, marketers are setting their sights past the free version and integrating their own data sets with OpenAI’s large language models. Right now, the waitlist is only available for U.S. users, but OpenAI says it plans to expand to other countries and regions “soon.”

The same day that OpenAI announced its pilot subscription plan, content recommendation company Taboola announced a new beta test with ChatGPT for advertisers to generate campaigns informed by past ad performance data from past campaigns with Taboola. According to Taboola CEO and founder Adam Singolda, ChatGPT will generate content based on what people are most likely to engage with, which marketers can then select to use in ads across various websites.

Although Taboola and other companies in its category are sometimes known for creating clickbait content, Singolda said the goal is to generate ads that are more relevant and trustworthy. The feature will first be used internally to generate titles that Taboola account managers can pitch to clients, but could be available as a self-serve option in the future.

“We’re basically querying per-segment titles that we have data [on],” Singolda said. “Different segments in different formats and times have different parameters that get consumers to click… If you knew what’s a good position for your product, you would use it.”

Other companies are using OpenAI to build new chatbots powered by ChatGPT. Earlier this week, Intercom released its first chatbots powered by ChatGPT to help customer service agents with their jobs and also generate articles for website content.

How soon is now?

AI has been a part of marketing for years, but it’s increasingly playing a role in various parts of campaigns. And although AI-generated content is still fairly novel, the research firm Gartner predicts 30% of outbound marketing messages sent by large organizations will be synthetically generated by 2025. That prediction could come to fruition even sooner considering how quickly the AI space is evolving, noted Nicole Greene, a senior director analyst in Gartner’s Marketing Practice.

“It’s gone from the Wizard of Oz behind the curtain — now it’s here and we see what it can do,” Greene said. “It’s really important and hyped up right now, but we need to understand what it can do and can’t do.”

Ad agencies are also building out their own platforms powered by OpenAI. Late last month, an anonymous “AI-powered” agency called The Uncreative Agency gained some traction in the advertising world by using OpenAI to generate humanless proposals within minutes based on just a few basic inputs. Pitches are then emailed to users as a PDF that includes ideas and illustrations along with a disclaimer that says the ideas “were, obviously, not very …read more

Source:: Digiday