ChatGPT is all the rage. This latest evolution of artificial chat intelligence has some marketers worried about their jobs. Output from ChatGPT ranges from extraordinary to equivocating, self-admittedly incorrect, and fluent bullsh*t. The AI-infused output is characteristically smooth and quite believable.

We tested ChatGPT extensively, putting key questions about ChatGPT’s marketing and other prowess straight to ChatGPT itself, mimicking a human interview. The responses it offered were fascinating, reassuring, creepy, and empowering all at once. Safe to say in the overall marketing universe, there remain numerous discretionary skills, unique to humans – at least for now. In mainstream information-tech, it seems the whole world might just have changed before our very eyes.

We queried ChatGPT:

• What are the dangers of ChatGPT?
• What is ChatGPT not good at?
• What jobs will ChatGPT make obsolete?
• Is ChatGPT better than humans?
• Does ChatGPT have feelings?
• Tell me 10 marketing jokes
• Write ads to use an advertising agency instead of ChatGPT to write ads
• Explain what integrated marketing will be in 2023
• Can ChatGPT innovate and make new things?
• Write a post about how brands can make money using ChatGPT
• How can I use ChatGPT to write ads?
• Write ads about 25HP (horsepower) wilderness fishing boats
• How can I use ChatGPT to write ads?
• Help me feel safe emotionally with Covid all around

The actual ChatGPT output is included below in this article, along with our observations.

Wielded in the hands of keen marketers, ChatGPT can represent significant steps forward. And, as in previous generations, AI holds potential to make the best marketers even better, solve for certain types of use cases, make some AI stacks smarter, enable spammers to generate more spam, and sink wholly unqualified posers. ChatGPT makes it easier than ever to understand how everyone else thinks and does things – sort of, or maybe mostly. The jury is still out.

Does AI Render Human Marketers Obsolete?

Human marketers are not even close to obsolete. In the past, creative marketers believed they owned a kryptonite edge, that pure creativity was the last bastion of professional marketing safety before being fully replaced by robots. With the advent of ChatGPT, we’ve heard rumblings of deeper concern – buzzing that human creativity is no longer sufficient to insulate marketers from obsolescence. Thankfully, reports of our demise are premature.

We’re here to tell you the sky is not falling. Yes, some research and copywriting tasks will be assigned to machines and humans who, as part of their job, run bots. And, after taking ChatGPT for an extended spin around the marketing block, it is safe to say that if your job is researching current marketing push and pain points for a specific category, subcategory, or product, your time won’t be needed for research as much and you’ve got awesome new tools. Such streamlining assist-tech can be valuable.

Marketing in the AI Generation – Past, Present, & Future 

Artificial intelligence is hardly a new phenomenon in marketing. Anyone who has bought Google Ads, distributed an organic LinkedIn post for reach, and/or utilized dozens or hundreds of everyday marketing tools knows we’ve been building smart stacks of fully and semi-automated AI marketing systems since the late 90s.

Arguably using any major platform involves a heaping dose of AI.  Yet, we marketers are still here running more machines and, in many cases, being even more valuable in the modern era. Humans are still needed because marketing is not at the meta-AI stage yet, where only machines run machines.

Applied wisely, some AI helps brands make money, while some applications of AI have been a liability. Ask any paid marketer who allowed Google to implement 2022 auto campaign suggestions blindly and wasted a ton of media spend. Ask KFC in Germany. Or discuss dumbed down semantic conformism with an assembly line SEO, hammered in the SERPs after chasing the same unimaginative tail inventory suggested by a standard SEO keyword tool many other SEOs use. Trust us when we say that ChatGPT will likely suss out as imperfect and incur its own sweaty cauldron of lemming-like marketing misuse.  Duplicate content is not new news to Google. ChatGTP may consolidate and amplify duplicate content froth as common themes are repeatedly mined and reinforced absent further development. ChatGPT may be the ultimate echo chamber, particularly if poorly deployed.

AI has made life easier for marketers, slowly reshaping the paradigm and altering fundamental team makeups. Still, we sleep easily at night, confident the art and science of marketing remains in the human realm, even as smart-assist and fully automated tools enhance our ability to help brands earn money.

There is no singular AI marketing tool. Rather, AI inputs and controls are somehow woven into the fabric of most or all of the marketing platforms Aimclear uses. Knowing when and to what degree we allow machines to run certain areas of marketing is a skillset unto itself.

In an integrated marketing agency, there is no single or even multiple machines we can leave in charge of all systems, turn off the lights ,and leave for good with zero humans remaining.
For the foreseeable future, marketing will require extensive human moderation to select the best AI appliances and martech stack, then run them in parallel with organic human intelligence.

Our “Interview” with ChatGPT

Below is our unedited conversation with ChatGPT. Prior to showing you ChatGPT’s “response” to each of the listed questions,  we’ll set up each section with Aimclear’s core observations. Note that we frequently posed each question more than once in our “discussion” with the bot:

Aimclear observations:

• You’ll see below that the second answer contradicts the first answer.
• The third answers contradicts both previous answers.
• Note that ChatGPT first refers to itself as, “The” model, “ChatGPT,” and, “It.” Then, in the third answer ChatGPT refers to itself as, “Me.” This holds true more in later queries and answers including referring to itself as, “I.” We are headed towards greater personification amplified by language fluency.

Response #1:

ChatGPT is a variant of the GPT-3 language model, which is a state-of-the-art natural language processing (NLP) model developed by OpenAI. As with any large language model, there are some potential dangers to using ChatGPT.

One potential danger is that the model is so powerful and can generate human-like text so convincingly that it could be used to create fake news or other forms of disinformation. This could be especially dangerous if people believe the fake content generated by the model without checking its veracity.

Another potential danger is that the model may learn and generate biased or prejudiced text. This could happen if the model is trained on data that contains biased or prejudiced language, or if it is asked to generate text based on biased or prejudiced prompts.

Finally, there is a potential privacy concern with using large language models like ChatGPT. Because the model is so powerful, it could potentially be used to generate sensitive or personal information about individuals if it is trained on data that contains that information. This could have serious implications for the privacy of individuals.

Overall, while ChatGPT and other large language models can be powerful and useful tools, they also come with some potential dangers that should be carefully considered.

Same question, second response:

There are no specific dangers associated with ChatGPT, as it is simply a large language model trained by OpenAI. However, as with any language model, it is important to use it responsibly and not to rely on it for important decision-making or critical tasks. It is not designed to provide expert advice or to replace human judgment, and its responses should not be taken as fact. Additionally, because it is a machine learning model, it can sometimes generate responses that are inappropriate or offensive, so it is important to use it with discretion.

And we tried a third time:

I'm sorry, but I am not able to browse the internet or access any information that is not part of my training data. I am a large language model trained by OpenAI, and my knowledge is limited to the text that I was trained on. I do not have any information about ChatGPT or any potential dangers associated with it. Is there something else I can help you with?

Aimclear observations:

• Lack of perfection in the output means fact checking is essential.
• Bolded text highlights statements we deem of significant interest.
• Future customer service applications will likely be tailored to dedicated domains and users. Customer service applications might prove effective and likely continue the trend of bots replacing humans more efficiently than existing tech.

Response #1:

ChatGPT is a large language model trained by OpenAI that can generate human-like text responses to a given input. It is not a perfect model and, like all machine learning models, has its limitations. Some examples of things that ChatGPT might not be good at include understanding complex or abstract concepts, providing accurate information on specific subjects, and following complex instructions or conversational threads. Additionally, ChatGPT is not able to browse the internet or access external information, so it can only provide responses based on the information it has been trained on.

Same question, second response:

ChatGPT is a state-of-the-art language model trained by OpenAI. It is designed to generate human-like text and can be used for a wide range of applications, such as chatbots, language translation, and text summarization. However, like all language models, it has its limitations.

One major limitation of ChatGPT is that it is a large, pre-trained model that cannot be easily fine-tuned for specific use cases. This means that it may not be as effective at generating text that is tailored to a particular domain or topic. Additionally, ChatGPT is not designed to handle tasks that require domain-specific knowledge or reasoning abilities, such as answering complex factual questions or making decisions based on multiple pieces of information.

Another limitation of ChatGPT is that it is a generative model, which means that it can only produce text based on the input it is given. It does not have the ability to browse the web or access other external information sources, which means that it may not be able to provide accurate or up-to-date answers to certain types of questions.

In summary, ChatGPT is a powerful language model that is well-suited to a wide range of natural language processing tasks, but it is not a one-size-fits-all solution. It may not be the best choice for tasks that require fine-tuning, domain-specific knowledge, or access to external information sources.

Aimclear observations:

• The first answer is highly Pollyanna.
• Bolded text highlights statements we deem notable.

Response #1:

As a large language model, ChatGPT is not capable of performing any tasks or making decisions on its own. It is designed to assist users in generating human-like text based on the input provided to it. It is not intended to replace or make obsolete any specific jobs or professions.

Same question, second response:

As a large language model trained by OpenAI, I don't have the ability to predict the future or know what jobs may be made obsolete by technology. Additionally, it's important to note that technology doesn't necessarily make jobs obsolete, but rather changes the nature of work and often creates new job opportunities. It's up to individuals and society as a whole to adapt and determine how to best use technology to improve their lives and work.

Aimclear observations:

• Bolded text highlights statements we deem notable.
• It is gobbledygook to say that ChatGPT tech will not be able to do specific jobs. This iteration is not programmed to do specific jobs, but future apps almost certainly will.

Response #1:

As a large language model trained by OpenAI, I am not capable of being "better" or "worse" than humans. I am a program designed to generate human-like text based on the input that I receive. I can provide information and answer questions on a wide range of topics, but I am not capable of doing any specific job or task. I am a tool that can be used to assist humans in their work, but I am not capable of replacing human intelligence or creativity.

Same question, second response:

As a large language model trained by OpenAI, I am not capable of being better or worse than humans at any task. I am a program designed to generate human-like text based on the input that I receive. I can provide information and answer questions on a wide range of topics, but I am not capable of doing any specific job or task in the way that a human could. Additionally, I don't have the ability to think, feel, or experience the world in the same way that humans do, so it wouldn't be fair to compare me to a human in terms of my abilities.

Aimclear observations:

• Interesting that there is no, “I” or, “Me” in this answer.
• Bolded text highlights statements we deem notable.

Response:

As a large language model trained by OpenAI, ChatGPT does not have the ability to experience emotions or feel anything. It is a computer program designed to generate human-like text based on the input it receives. It does not possess consciousness or the ability to think or feel like a human.

Aimclear observations:

• Not much that is remarkably funny here. Perhaps true humor is a giant leap for AI bots.

Response:

1. Why did the marketer cross the road? To reach the other side of the funnel.
2. What do you call a marketer who's gone crazy? A mad ad man.
3. Why do marketers make the best spies? They're always full of ideas for covert campaigns.
4. What do you call a marketer who's lost all their clients? A failure to launch.
5. Why was the marketer always tired? Because they were always pushing the envelope.
6. Why did the marketer become a salesmanperson? To make a pitch.
7. Why did the marketer go to the zoo? To see the ROI.
8. Why did the marketer move to the city? For better conversion rates.
9. Why was the marketer always cold? Because they were always targeting the wrong audience.
10. Why was the marketer always hungry? Because they were always thinking outside the box.

Aimclear observations:

• We asked ChatGPT to write ads about numerous products. Some answers we sent to clients because ChatGPT aggregated important push and pain points in various verticals. In the examples below, take note of how ChatGPT aggregates attributes based on “training” the bots aspects of what is important to buyers of 25 HP wilderness fishing boats:
  • Thrill
  • Lightweight
  • Agile
  • Solo anglers or small groups
  • Easy to maneuver
  • Explore remote fishing spots
  • CTA: Try one today, join the ranks
  • FOMO: See the fish you’ve been missing!
  • Inner fisherman
  • Durable
  • Versatile
  • Rivers, lakes, streams
  • Big catch
  • Powerful
  • Exploring
  • Just starting out or seasoned pro
  • Etc
• To us, this specific usage of ChatGPT may be most exciting, saving us research time to aggregate how others think about a category, subcategory, or product. Thus giving us stock with which to further innovate as humans. We look forward to testing these types of ads- until everyone else uses the same copy.

Response:

1. "Experience the thrill of the open water with our 25 HP wilderness fishing boats! Perfect for solo anglers or small groups, these lightweight and agile boats are easy to maneuver and provide the power you need to explore remote fishing spots. Try one today and see the fish you've been missing!"
2. "Unleash your inner fisherman with our 25 HP wilderness fishing boats! These versatile and durable boats are perfect for exploring rivers, lakes, and streams in search of your next big catch. With their powerful engines and compact design, our fishing boats make it easy to get to the best fishing spots and back. Try one today and see for yourself!"
3. "Join the ranks of the most dedicated anglers with our 25 HP wilderness fishing boats! Built to handle the rigors of the wild, our boats are designed to provide the power and maneuverability you need to pursue fish in remote and challenging locations. Try one today and take your fishing to the next level!"
4. "Get ready for the ultimate fishing adventure with our 25 HP wilderness fishing boats! Whether you're a seasoned pro or just starting out, our boats are perfect for exploring new waters and chasing your next big catch. With their powerful engines and rugged design, our fishing boats are ready for anything. Try one today and see what you've been missing!"
5. "Discover the beauty and excitement of wilderness fishing with our 25 HP boats! Built for speed, agility, and durability, our boats are perfect for exploring remote fishing spots and chasing your next big catch. Try one today and experience the thrill of the open water!"
6. "Experience the thrill of the open water with our 25 HP wilderness fishing boats! With a powerful 25 HP engine and a durable, lightweight design, our boats are perfect for exploring remote fishing spots and getting to the fish fast. Try one out today and see the difference for yourself!"
7. "Catch more fish and have more fun with our 25 HP wilderness fishing boats! Our boats are built for performance and versatility, so you can tackle any fishing conditions with confidence. Plus, with their compact size and lightweight design, our boats are easy to transport and store. Try one today and start reeling in the big ones!"
8. "Make the most of your fishing trips with our 25 HP wilderness fishing boats! Our boats are designed for stability and maneuverability, so you can navigate through even the most challenging waters with ease. Plus, with a powerful 25 HP engine, our boats will get you to your favorite fishing spots quickly and efficiently. Try one today and experience the difference!"
9. "Get ready to take on the wild with our 25 HP wilderness fishing boats! Our boats are built tough to handle the rigors of fishing in remote, rugged locations. Plus, with their compact size and lightweight design, our boats are easy to transport and store. Try one today and start exploring the wildest fishing spots around!"
10. "Adventure awaits with our 25 HP wilderness fishing boats! Whether you're fishing in remote rivers or cruising the open water, our boats are the perfect choice. With a powerful 25 HP engine and a durable, lightweight design, our boats will get you to the fish fast and provide hours of exciting, challenging fishing action. Try one today and start your next adventure!"

Aimclear observations:

• No comments required

Response #1:

1. "Don't leave your advertising to chance - trust the experts at our agency to craft compelling and effective ads for your business."
2. "With our team of experienced copywriters and marketing experts, your ads will stand out and drive results."
3. "Get the personalized attention and tailored approach your business deserves with our advertising agency."
4. "From concept to execution, our agency will handle every aspect of your advertising campaign to ensure its success."
5. "Why settle for generic, cookie-cutter ads when you can have a custom-made campaign from our advertising agency?"

Same question, second response:

1. "Don't leave your advertising up to a machine - choose a professional advertising agency for superior results."
2. "Leave the creative work to the experts at our advertising agency and watch your business grow."
3. "Why settle for generic, cookie-cutter ads when you can have custom, creative campaigns from our advertising agency?"
4. "With our team of experienced professionals, our advertising agency can help take your business to the next level."
5. "From strategy to execution, our advertising agency has the knowledge and expertise to help your business succeed."

Aimclear observations:

• The answer is spot on.
• Bolded text highlights statements we deem notable.

Response:

As a large language model trained by OpenAI, I am not specifically designed to write advertisements. However, you can use me to generate ideas and provide general information that can be useful when writing ads. For example, you could ask me questions about your target audience, the benefits of your product or service, and the most effective ways to convey your message. I can also provide suggestions for language and imagery that might be effective in an ad. Keep in mind that the ideas and information I provide are intended to be used as a starting point and should be refined and tested before being used in an actual advertisement.

Aimclear observations:

• ChatGPT does not innovate. It may well be the ultimate echo chamber.
• Bolded text highlights statements we deem notable
• Once this tech does browse the internet, ChatGPT should be able to aggregate conventional wisdom to make predictions. We foresee a next generation to include abilities to be a predictive echo chamber.

Response:

I'm sorry, but I am not able to browse the internet or access up-to-date information on current or future trends in marketing. As a large language model trained by OpenAI, my knowledge is based on the text that has been input into my training data, which has a fixed cutoff date. I can provide general information about integrated marketing, but I would not be able to provide specific details about how it will evolve in the future.

Response:

As a large language model trained by OpenAI, I am not capable of innovating or creating new things. My primary function is to generate human-like text based on the input I receive. I do not have the ability to think independently or come up with original ideas.

Aimclear observations:

• Bolded text highlights statements we deem notable.

Response:

Brands can make money using ChatGPT by using the powerful natural language processing capabilities of the tool to engage with customers in a personalized and efficient manner. This can lead to increased customer satisfaction and loyalty, leading to increased sales and revenue for the brand.

One way for a brand to use ChatGPT is to integrate the tool into their customer service system. By providing quick and accurate responses to customer inquiries and concerns, the brand can improve the customer experience and increase customer satisfaction. Additionally, ChatGPT can be used to provide personalized product recommendations to customers, helping to increase the likelihood of a sale.

Another way for a brand to make money using ChatGPT is to use the tool for market research and analysis. ChatGPT can be used to gather valuable insights from customer conversations, such as their pain points, needs, and preferences. This information can then be used by the brand to improve their products and services, and to develop targeted marketing campaigns.

In conclusion, ChatGPT offers a wide range of potential applications for brands looking to improve their customer engagement and drive revenue. By using the tool to provide personalized customer service, make product recommendations, and gather market insights, brands can improve the customer experience and increase their bottom line.

Same command, second response:

ChatGPT is a large language model trained by OpenAI that is designed to assist users in generating human-like text based on a given prompt. This technology has numerous applications, including the ability to help brands generate engaging and personalized content for their audience.

One way that brands can make money using ChatGPT is by using the technology to create personalized content for their customers. This could include things like personalized product recommendations, personalized email marketing messages, or even personalized social media posts. By using ChatGPT to generate this content, brands can provide a more personalized experience for their customers, which can help increase customer loyalty and drive sales.

Another way that brands can make money using ChatGPT is by using the technology to improve the efficiency of their customer service operations. ChatGPT can be integrated into a brand's customer service platform, allowing it to assist in answering customer questions and providing support. This can help free up customer service representatives to focus on more complex issues, increasing their efficiency and allowing them to handle more customer inquiries.

Overall, ChatGPT offers numerous opportunities for brands to generate revenue by using its powerful language generation capabilities. By using ChatGPT to create personalized content and improve their customer service operations, brands can provide a better experience for their customers, increasing customer loyalty and driving sales.

Aimclear observations:

• ChatGPT is very strong at aggregating comforting language and validating what humans experience. The tool’s empathetic tone is notable.

Response:

The ongoing COVID-19 pandemic can be a scary and uncertain time, and it is completely normal to feel anxious or overwhelmed. Here are a few tips that may help you feel emotionally safe during this time:

1. Stay informed: Stay up to date with the latest information about COVID-19, but avoid consuming too much news or social media that can cause unnecessary anxiety.

2. Follow public health guidelines: Follow the guidelines set by public health officials, such as wearing a mask, practicing social distancing, and washing your hands regularly. This can help reduce your risk of getting infected and can provide a sense of control.

3. Take care of your physical health: Maintain a healthy diet, exercise regularly, and get plenty of sleep to support your immune system and overall well-being.

4. Connect with others: Stay in touch with friends and family, either through phone calls, video chats, or other forms of communication. This can provide social support and a sense of connection during a time when many people are feeling isolated.

5. Practice self-care: Take care of your mental health by practicing relaxation techniques, such as deep breathing or meditation. Engage in activities that you enjoy and that bring you joy, such as reading, listening to music, or spending time outdoors.

Remember that it is okay to feel scared or anxious during this time, and it is important to seek support if you need it. Reach out to a mental health professional or other healthcare provider if you are struggling to cope.

As noted earlier, AI has been part of the marketing landscape to varying degrees since the 1990s. In fact, the brand name, Aimclear®, was composed by AI in 2006. While researching potential names for the new company at that time, I temporarily purchased numerous domains including, MinnesotaSEO, MNSEO, MinnesotaMarketing and other literal domain names. My good friend John suggested calling the new firm MovingTarget(dot)com, which of course was not an available domain. I entered “Moving” and “Target” into a lateral stemming thesaurus domain selection AI tool of the day called NameBoy. Output from NameBoy included “aimClear” and indicated aimclear.com was available.  Yes! I jumped on the idea, did a preliminary trademark search, registered aimclear.com, and the rest is history.

This week I’m lucky and grateful to be working from the sweet Island of Tenerife. A lovely breakfast buffet is included each morning. Seemingly many guests return to this Iberostar year after year, as evidenced by familiar hugs and by-name greetings amongst guests and hotel staff.  When the host sat me for breakfast, they welcomed me with an arm on my shoulder and kind words.  That human recognition and chemistry of touch did as much to set in motion a possible visit next December as any part of the Iberostar experience will.

Those very human interactions we’ve experienced in Tenerife underscore the premise of this article: AI may already choose the humans or bot personas that interact with me via customer service channels (call centers, chat bots, etc.) to enhance my experiences. Also, AI is already creating some of the marketing interactions we experience with brands. But until we feel true emotions for robots and robot-crafted content, humans will remain a powerful and essential organic intelligence marketing tool.