8 Things Every Marketer Should Know About ChatGPT

You can’t escape the ChatGPT chatter, and for good reason — it’s changing the marketing and advertising industry as we know it. And if you want to keep up with the hot shots and innovators, you need to learn as much as you can about the program so you can leverage it for all it’s worth.

If you thought we were done talking about America’s AI sweetheart after our last ChatGPT-focused blog, you’d be wrong. Because we’re back to share the eight things you might not — but definitely should — know about ChatGPT.

 

1. Wait, GPT stands for what?

The “GPT” in “ChatGPT” is short for Generative Pre-trained Transformer. To break it down, “generative” means that ChatGPT is creating its own responses based on the information it finds from other websites, rather than just copying and pasting it. “Pre-trained” means that the program went through a training period — which ended in 2021 — and “transformative” indicates that the tool can understand the context of a situation. For example, it knows that green grass is healthy, not just green in color.

What does this mean for you?

You can take this understanding of how ChatGPT works and make sure you’re leveraging the tool for purposes that actually make sense, like writing job descriptions or starting email drafts.

 

2. 2021 is the data deadline.

ChatGPT’s training ended in 2021. So — as we’re writing this blog — it can’t provide you with the most current data. While it can function as a great tool for generating mass amounts of evergreen materials, content covering more recent topics will still need to be written by your team.

What does this mean for you?

In a healthcare setting, you always need to invest in content that will help you stand out from the crowd, which is usually focused on timely subjects, like the clinical trials or research that your organization is currently facilitating. Leveraging ChatGPT to produce content on generic topics can help you dedicate more manpower, time, and money to the relevant pieces that will garner more attention for your hospital.

 

3. Wikipedia and ChatGPT: A match made in digital heaven.

So, where does ChatGPT find information? From everyone’s favorite online encyclopedia — commonly known as Wikipedia — along with a plethora of other websites.

What does this mean for you?

It’s time to update your Wikipedia page. Keeping your Wikipedia, website, Google My Business listings, etc. current allows ChatGPT to source the most accurate information possible. Even though ChatGPT doesn’t currently pull information from after 2021, making sure everything is up to date on your end will make sure you’re ready to go when ChatGPT eventually does begin pulling from more current sources.

 

4. There are people behind the machines.

Although ChatGPT sources information from the internet, said information is still reviewed and vetted by actual human beings.

What does this mean for you?

Nobody’s perfect, and neither are AI platforms or the people behind them. So while AI is a great way to gather information and generate ideas, you and your team need to remain diligent when it comes to checking ChatGPT results. 

And in the long run, it means editor roles will shift in both importance and requirements. Now, in addition to the ever-important grammar and syntax editors will have to review content for factual accuracy as well as rhetorical merit.

 

5. Does Microsoft own ChatGPT?

No, but they have invested $10 billion and currently hold the title of ChatGPT’s Top Investor. Not to mention, they’re making strides to integrate it with their products like Bing, Azure, and Outlook.

What does this mean for you?

While Google is often hailed as the Holy Grail of search ad platforms, it might be time to shake things up and test out new platforms like Bing Advertising. Or, if you’re looking for a new CMS, consider Sitecore or Drupal, which easily integrate into Adobe’s CDP Azure.

 

6. How to use ChatGPT:

If you’re wondering how this all works, remember: The output is all about the input. It all starts with a prompt, and the better your prompt is, the better ChatGPT’s response will be. Think back to the days when you were trained on how to conduct internet searches and evaluate results. 

What does this mean for you?

Remember: Garbage in, garbage out. So when you’re writing your prompts, be sure to include any requirements you have and choose your words wisely.

 

7. ChatGPT hit one million users in five days.

That’s more than a cool stat — it’s an indicator that ChatGPT’s benefits will extend past making your job easier. It’s also a tool that your patients and target audiences will be leveraging for information. 

What does this mean for you?

The best move for healthcare organizations when it comes to AI? Lean in. An audience this size can’t be overlooked, so begin developing a strategy for reaching them sooner rather than later.

 

8. ChatGPT isn’t the only new kid on the block.

Enter Bard, Google’s answer to ChatGPT. Google is actively searching for ways to integrate Bard into their search function, among their many other products. And Bard isn’t ChatGPT’s only competitor — more AI platforms are making their way onto the scene every day.

What does this mean for you?

It means you should take note. Each of these platforms operates from the same baseline functionality, so it isn’t a matter of one AI program over the others. The influx of these programs — and the major investors behind them — is a sign that this is more than a trend. ChatGPT and its contemporaries are here to stay.

So, do you feel like a ChatGPT expert yet? You should, because with these eight facts in hand, you’ll be able to set a foundation for a ChatGPT strategy that will transform the way you approach content marketing.

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