It’s both unnerving and exciting, right? But marketing is changing and there’s a new era flinging itself over the horizon.

And somehow, the latest edges of innovation feel markedly different. OpenAI technologies, like ChatGPT have bubbled to the surface of the cultural zeitgeist at a searing pace, and suddenly seem poised to spill over, forever changing the way we, as marketers, do business.

If you’re unfamiliar, the SparkNotes version is that AI neural networks like ChatGPT can help create new text from minimal input. At first the tool feels like a quirky novelty; a way to impress friends with a custom poem about bananas or an odd advert about shoelaces. But give yourself half an hour of toying through the prompts and suddenly, the potential of the tool is almost overwhelming.

And that’s because it essentially is overwhelming. There are so many potential use cases that are unfurling out each week, that to not keep abreast of the core elements is akin to floundering in a rising ocean of new tech. So we’re going to try and distil it down to the core elements, the main veins that will fuel your future marketing activity.

The capability for personalised content is huge. It’s something we’ve known about for a while, but the capability of AI to deliver augmented content is game-changing for brands seeking to build loyalty through a tailored and intuitive service. You can use ChatGPT to embed personalised touchpoints with your brand.

Now this is a contentious one, as the ideas generated through ChatGPT are an amalgamation of existing threads, rather than genuine insight. However, if you prompt the AI properly, you’ll be able to spot nuggets of ideas that you can flesh out yourself. A great tool for marketers struggling at the drawing board.