There’s no doubt about it: technology is really pushing the boundaries of what artificial intelligence (AI) can do.
But how, and at what cost?
With the recent release of ChatGPT 3.0, an AI-powered chatbot featuring breakthrough natural language processing (NLP), it’s a question many businesses are starting to ask themselves—and for good reason.
Below, we explore the transformative impact of ChatGPT on the business landscape, the key to competitive success in a rapidly evolving world of work, and how to ensure your content delivers value instead of AI-generated noise.
What ChatGPT Means for Businesses and Content Creators
ChatGPT can provide some surprisingly human answers to any question, like how to debug your code if you’re a programmer or how to change a diaper if you’re a new parent.
Perhaps more impressively, it can even write entire essays in seconds. The underlying technology is trained on a massive amount of text data from the Internet to decode the intricacies and patterns inherent in human language.
But if you’re a business looking to attract new customers via generative AI like ChatGPT, it’s a double-edged sword that could inadvertently skew your marketing strategy.
The power of ChatGPT means you’ll have an easier time creating content, but its quality isn’t guaranteed. It may even be completely wrong. As a content creator, that’s one of your biggest concerns. You’ll need to be especially careful when leveraging the technology for thought leadership.
It is not capable of generating original ideas or creative content— biggies in content marketing. It relies on the data supplied to recognize patterns and generate relevant text. It doesn’t look outside the information it’s being trained on. So if you’re aiming for original content that’s never been published before, ChatGPT isn’t your best weapon.
More of the same content will hit the market faster, which likely means increased competition. Remember: anyone can do it, but not everyone can do it thoughtfully.
While its algorithmic foundation is certainly impressive, ChatGPT still can’t understand the true meaning and context of a given conversation or text. And, as we all know, great content marketing is about building meaningful connections with the people you’re trying to help.
The potential of ChatGPT and generative AI, in general, is remarkable, but the excitement it’s currently generating is obscuring its actual long-term value.
Here's what we think is the best path forward instead.
So, What’s the Key to Staying Competitive?
ChatGPT is taking entire industries by storm, but it underscores another important reality: Companies need to revisit their content marketing playbooks.
AI’s increasing utility and user-friendliness mean companies must create better, smarter, and more insightful content to attract readers amid fierce competition.
A key part of the new content landscape will be interactive and immersive content that effectively combats the text-centric nature of ChatGPT by featuring videos, photos, audio, slide shows, feedback forms, e-commerce widgets, and more.
It’s content that is immersive and sticky.
It’s content that engages readers with more than just simple text.
It’s content that provides them with the options they need to make informed decisions, reflecting well on a brand’s value proposition.
People don’t read everything on the internet. Instead, they scan for information that matters to them. That’s where interactive content truly shines. And unlike content produced by ChatGPT, interactive content:
Encourages readers to actively, not passively, engage with it
Easily motivates potential customers to take action, like booking a hotel after taking a 360-degree video tour of it
Deepens a customer’s connection to a brand, regardless of industry
Converts prospects into leads more often
It can be personalized to suit a prospect’s unique needs better
Allows brands to start two-way conversations with their audience
That’s not to say we’re discounting the viability of ChatGPT and other generative AI technologies entirely.
Those companies that combine interactive content with artificial intelligence to drive engagement, distribution, and promotion will succeed.
That means adopting a two-pronged approach that minimizes business content bottlenecks while maximizing its value for consumers.
Fortunately, there are solutions that can help.
Gaining the Competitive Content Edge with Joomag
Joomag is the all-in-one digital publishing and performance platform that’s helping over 1,500 businesses worldwide create, publish, and track high-value interactive content with ease.
With it, businesses can create digital magazines, newsletters, reports, presentations, proposals, white papers, catalogs, brochures, training materials, product guides, and more.
They can also add interactive elements such as video, audio, slideshows, third-party widgets, games, quizzes, polls, and feedback forms—further immersing consumers in the brand experience.
Like ChatGPT, Joomag is a tool that can fit perfectly into any business’s existing content ecosystem. More importantly, they can leverage it alongside AI to make their content initiatives more successful.
ChatGPT can support content creation by making processes more streamlined, seamlessly integrating with workflows and avoiding disruptions in the process.
For example, it can be used for basic research, idea generation, content frameworks, and headlines, but not to generate high-quality content.
For now, ChatGPT only generates generic content. Humans will still play an important role in high-level strategic planning, ideation, and content production.
Once an initial framework has been developed, companies can use Joomag to transform their static content into lean, mean, interactive lead-generation machines.
Analyzing content performance will play a critical role as having quantifiable numbers can make achieving business objectives much easier.
What Does a Post-ChatGPT World Look Like?
ChatGPT’s ability to generate human-like responses to complex questions has prompted suggestions that it could replace various professions in the future.
Others have claimed it will render less-skilled staff obsolete while setting top talent apart even more.
But we’re strong believers in the power of original, interactive content. And it’s our opinion that you can create it with people and AI working together.
ChatGPT will change the content development landscape, but it will also make platforms like Joomag more important by highlighting the need for interactive, engaging, and sticky content.
AI will drive content research and ideas while making it easy to generate commodity content (like ad copy) and more generic content.
But you’ll always need people to emphasize the human element of the content —and there’s no better resource for original, thoughtful, and creative content than that.
If you’d like to learn more about the potential implications of ChatGPT on your industry or how to infuse interactive content into your marketing mix successfully, get in touch with us by following the link below.