The Prompt Whisperer: ChatGPT’s Rising Reach In B2B Marketing & The AI Revolution

ChatGPT’s B2B marketing revolution computerized business people image.

How is ChatGPT artificial intelligence (AI) chatbot technology poised to revolutionize B2B marketing in 2023, and what dangers do marketers and brands need to navigate in order to make the most of it?

For a prototype that launched a mere two months ago, ChatGPT — which is short for generative pre-trained transformer — has initiated a surprising explosion in how people are putting the technology to use.

It’s also raised new questions that touch on the very fabric of online communication.

Let’s take a look at the technology ChatGPT and various offshoot programs offer, including some of the very real benefits it offers to B2B marketers, along with an assortment of pitfalls to avoid.

1 — What Does ChatGPT Technology Offer B2B Marketers?

ChatGPT was rolled out in November 2022 by the OpenAI AI research organization founded in part by Elon Musk, and takes the form of a website interface where users type in questions and receive written responses.

The old computer adage of “garbage in, garbage out” still applies even with ChatGPT, however part of the reason that it’s generated so much interest lies in its ability to give answers that are much more human-like than previous chatbots. In some cases this has caused people to raise an eyebrow with worry, contemplating how the technology might be misused.

Two of the key parts driving the success of ChatGPT and other AI technologies are providing a large and accurate collection of data to train the software on, and prompting it with finely-tuned questions — or prompts, as they’re more often called in the world of AI.

When AI technology is trained on a collection of inaccurate or outdated information, it will still produce human-like output, but with flawed conclusions.

The other challenge that B2B marketers using the technology face is crafting the best prompts for a certain task. Thankfully refining prompts is relatively straightforward, and some in the industry have envisioned job titles dedicated entirely to the practice, which means it’s likely we’ll soon see “ChatGPT & AI Prompt Specialist” and variants popping up.

We’ll take a look at some of the areas of ChatGPT use where a cautious approach may be wise, however let’s begin with a quick rundown of some of the many ways that the technology can provide real benefits in the B2B marketing environment.

Before we begin, a recent work by marketing cartoonist Tom Fishburne, a.k.a. the Marketoonist — “AI Tidal Wave” — pokes lighthearted fun at how some professionals are feeling about the swift recent rise of AI.