AI has permeated the digital fabric of the business landscape. It runs the gamut from ad targeting and content analysis to LinkedIn job recommendations and brand impact monitoring. AI is used to analyze social data at scale and extract insights for data to give brands a leg up in content marketing. And while it has enjoyed the spotlight for the past decade, the era of meaningful AI has just begun.
Generative AI is an emerging paradigm that is the culmination of deep learning algorithms, a semi-supervised module for generating new content including but not limited to text, digital images, code, and audio/video. Among the most distinguished agents operating at the frontiers of this domain is ChatGPT, a conversational chatbot refined through supervised and reinforcement learning techniques.
The benefits of ChatGPT and its evolved brethren are obvious for the most part. They help optimize campaigns, and aid in generating high-quality content by generating diverse and detailed content in response to human input in a short span of time. They improve workflow, eliminate human error and drive faster iteration cycles. From the abundance of use cases found on the web, one can infer the multitude of ways in which Generative AI can be employed.
But there is a downside. Users who have been using the ChatGPT AI for a while, specifically for content marketing, recognize that the AI fails to emulate a brand’s distinctive voice and branding style. Down the line, if everyone uses the same language model, at some point all social media content will resonate a uniform voice. Using ChatGPT in brand and social media content across the board would eventually result in a homogenized tone of voice for every other brand, stripping away any unique brand identity.
Another point to consider. Customers today demand hyperpersonalization in every facet of their life be it personal, professional, or online. They value and embrace uniqueness. So a lack of individuality when it comes to a brand’s digital output on social forums may be perceived as a lack of personality in regard to the brand’s identity. This could prove detrimental to a brand’s short and long-term growth as digital content ties in directly with Brand Perception and Brand Sentiment.
To illustrate, if 50 companies ask ChatGPT to write an article on “Social Media Content Strategy in 2023” then the probability that all 50 articles would have share similarities in terms of tone of voice, style, and content is pretty high. This is because the language model will refer to the same warehouse of data while curating content for these keywords. And unless every article is fine-tuned to reflect the accompanying brand, such content would have little to no value.
The content curated by deep language models currently lacks a sense of nuance, in a way that humans communicate, often in cases of sarcasm and wordplay. So while Generative AI might have traveled leaps and bounds through the black hole of anonymity to right under the critical gaze of the world forum, it still has a ways to go.