{"id":29271,"date":"2023-01-11T13:29:24","date_gmt":"2023-01-11T13:29:24","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2023\/01\/11\/chatgpts-rising-reach-in-b2b-marketing-the-ai-revolution\/"},"modified":"2023-01-11T13:29:24","modified_gmt":"2023-01-11T13:29:24","slug":"chatgpts-rising-reach-in-b2b-marketing-the-ai-revolution","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2023\/01\/11\/chatgpts-rising-reach-in-b2b-marketing-the-ai-revolution\/","title":{"rendered":"ChatGPT\u2019s Rising Reach In B2B Marketing & The AI Revolution"},"content":{"rendered":"

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\"ChatGPT\u2019s<\/p>\n

How is ChatGPT artificial intelligence (AI) chatbot technology poised to revolutionize B2B marketing in 2023, and what dangers do marketers and brands need to navigate in order to make the most of it?<\/p>\n

For a prototype that launched a mere two months ago, ChatGPT \u2014 which is short for generative pre-trained transformer<\/i> \u2014 has initiated a surprising explosion in how people are putting the technology to use.<\/p>\n

It\u2019s also raised new questions that touch on the very fabric of online communication.<\/p>\n

Let\u2019s take a look at the technology ChatGPT and various offshoot programs offer, including some of the very real benefits it offers to B2B marketers, along with an assortment of pitfalls to avoid.<\/p>\n

1 \u2014 What Does ChatGPT Technology Offer B2B Marketers?<\/h2>\n

ChatGPT<\/a> was rolled out in November 2022 by the OpenAI<\/a> AI research organization founded in part by Elon Musk, and takes the form of a website interface where users type in questions and receive written responses.<\/p>\n

The old computer adage of \u201cgarbage in, garbage out<\/i>\u201d still applies even with ChatGPT, however part of the reason that it\u2019s generated so much interest lies in its ability to give answers that are much more human-like than previous chatbots. In some cases this has caused people to raise an eyebrow with worry, contemplating how the technology might be misused.<\/p>\n

Two of the key parts driving the success of ChatGPT and other AI technologies are providing a large and accurate collection of data to train the software on, and prompting it with finely-tuned questions \u2014 or prompts, as they\u2019re more often called in the world of AI.<\/p>\n

When AI technology is trained on a collection of inaccurate or outdated information, it will still produce human-like output, but with flawed conclusions.<\/p>\n

The other challenge that B2B marketers using the technology face is crafting the best prompts for a certain task. Thankfully refining prompts is relatively straightforward, and some in the industry have envisioned job titles dedicated entirely to the practice, which means it\u2019s likely we\u2019ll soon see \u201cChatGPT & AI Prompt Specialist\u201d and variants popping up.<\/p>\n

We\u2019ll take a look at some of the areas of ChatGPT use where a cautious approach may be wise, however let\u2019s begin with a quick rundown of some of the many ways that the technology can provide real benefits in the B2B marketing environment.<\/p>\n

Before we begin, a recent work by marketing cartoonist Tom Fishburne<\/a>, a.k.a. the Marketoonist \u2014 \u201cAI Tidal Wave<\/a>\u201d \u2014 pokes lighthearted fun at how some professionals are feeling about the swift recent rise of AI.<\/p>\n

\"Marketoonist<\/p>\n

21 Ways that AI Can Help B2B Marketing Content Creation & Optimization<\/h3>\n
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  1. Blog post creation and research<\/li>\n
  2. Blog post topic idea generation<\/li>\n
  3. Social media message idea generation and creation<\/li>\n
  4. Keyword usage optimization<\/li>\n
  5. Infographic topic idea generation<\/li>\n
  6. Infographic creation and research<\/li>\n
  7. Newsletter creation and research<\/li>\n
  8. Case study topic idea generation<\/li>\n
  9. Case study research and creation<\/li>\n
  10. Podcast and webinar topic idea generation<\/li>\n
  11. Podcast and webinar transcription and derivative blog post creation<\/li>\n
  12. Event presentation topic idea generation<\/li>\n
  13. Competitive research data analysis and comparison<\/li>\n
  14. Landing page creation and research<\/li>\n
  15. Website content analysis and optimization recommendations<\/li>\n
  16. Key differentiator research<\/li>\n
  17. Refreshing existing content and creating derivative assets<\/li>\n
  18. Identification of potential industry creators and influencers<\/li>\n
  19. Website content optimization research and suggestions<\/li>\n
  20. Email marketing content analysis and creation<\/li>\n
  21. Combining separate content into topical power pages<\/li>\n<\/ol>\n

    These are only simple examples of how B2B marketers and brands can use ChatGPT technology, as its capabilities to ingest and analyze text-based content offer opportunities far beyond this list.<\/p>\n

    As we mentioned, the rub lies in taking these tasks and writing the best prompts to feed into ChatGPT and other such tools. Even when providing simple prompts, most users have found the technology impressive, which leads us to wonder what future iterations of these tools will look like.<\/p>\n

    \u201cTwo of the key parts driving the success of ChatGPT and other AI technologies are providing a large and accurate collection of data to train the software on, and prompting it with finely-tuned questions.\u201d \u2014 Lane R. Ellis @lanerellis <\/a><\/span>Click To Tweet<\/a><\/span><\/p>\n

    2 \u2014 The Great Circle of AI Content Creation & Detection: Does It Matter?<\/h2>\n

    It\u2019s not only marketing content that is part of the cat and mouse game of creation and detection, as ChatGPT is also able to cobble together working programming code, and to debug broken programs.<\/p>\n

    This has led to the inevitable use of the technology to create or modify computer viruses and malware, as Dan Goodin recently explored in Ars Technica\u2019s \u201cChatGPT is enabling script kiddies to write functional malware<\/a>.\u201d<\/p>\n

    AI has put into movement a digital perpetual motion machine, creating code that not only tries to hide the fact that it has been partially or fully programmed by AI, but is also put to use in trying to detect AI-written and obfuscated code.<\/p>\n

    It\u2019s a natural evolution of the kind of creation and detection that\u2019s been going on for decades, with hackers and security experts ever racing for the upper hand with virus and anti-virus code.<\/p>\n

    ChatGPT has become so popular with people either trying it out for various purposes or putting it to real business uses that some users have encountered messages noting that the system is temporarily unavailable due to exceptionally high demand.<\/p>\n

    As users mature in their use of ChatGPT, they tend to gravitate towards writing more complex and precise prompts, which may contribute to system slow-downs or temporary unavailability.<\/p>\n

    Many expect ChatGPT, which has been free to use, to eventually move towards a per-per-use or subscription-based model, which will likely bring more stability to the nascent tool, while other free-to-use variants are also likely to become available.<\/p>\n

    \u201cAI has put into movement a digital perpetual motion machine, creating code that not only tries to hide the fact that it has been programmed by AI, but is also put to use in trying to detect AI-written and obfuscated code.\u201d \u2014 @lanerellis <\/a><\/span>Click To Tweet<\/a><\/span><\/p>\n

    3 \u2014 AI\u2019s Impact On Search Engines<\/h2>\n

    Microsoft\u2019s Bing search engine expects to incorporate the AI capabilities of ChatGPT in order to deliver enhanced search results, stemming from collaboration the two organizations have had since 2019, Microsoft recently announced, as we covered in our Elevate B2B Marketing News<\/a>.<\/p>\n

    Microsoft has also reportedly<\/a> been in talks to invest $10 billion in OpenAI \u2014 funding that would value OpenAI at some $29 billion, and eventually see Microsoft holding a 49 percent stake in the organization.<\/p>\n

    Other reports<\/a> note Microsoft\u2019s desire to eventually include OpenAI technology in its Microsoft 365 suite of business applications.<\/p>\n

    The search engine community has seen increased interest in ChatGPT technology, such as SEO industry pioneer Brett Tabke<\/a>, founder of the Pubcon series of conferences and the WebmasterWorld message forums, who recently set up a private Facebook group to explore the intersection of AI and SEO.<\/p>\n

    Another public Facebook group \u2014 \u201cChat GPT SEO, Content Writing & Marketing<\/a>\u201d \u2014 explores some of the same search issues, while the 21,000-plus member \u201c#ChatGPT, Artificial Intelligence, Prompts, Insights for Recruitment<\/a>\u201d LinkedIn* group and additional groups on other social media platforms have sprouted up as interest in AI-generated text creation software has dramatically grown.<\/p>\n

    Google has taken a less embracing approach to ChatGPT AI technology, as the New York Times examined in \u201cA New Chat Bot Is a \u2018Code Red\u2019 for Google\u2019s Search Business<\/a>,\u201d however many believe that it\u2019s only a matter of time before it eventually incorporates its own flavor of AI-enhanced search.<\/p>\n

    \u201cI definitely think GPT and AI chat in general pose a threat to Google, but not across the board; it\u2019s a good replacement for certain queries but only a fraction of all the things people search for,\u201d Lily Ray<\/a>, senior director of SEO and head of organic research at Amsive Digital, recently noted<\/a>.<\/p>\n

    \u201c15 \u2014 20 percent of searches on Google continue to be brand new all the time \u2014 AI will struggle to keep up with real-time knowledge, Ray added.<\/p>\n

    \u201cI\u2019m actually super excited to see how this changes search in 2023. It would be super cool if Google launched its own public chatbot product but can\u2019t even imagine the implications with misinformation and E-E-A-T,\u201d she added, referencing Google\u2019s abbreviation for its quality rater guidelines core components of experience, expertise, authoritativeness, and trustworthiness.<\/p>\n

    \u201cI definitely think GPT and AI chat in general pose a threat to Google, but not across the board; it\u2019s a good replacement for certain queries but only a fraction of all the things people search for.\u201d \u2014 Lily Ray @lilyraynyc <\/a><\/span>Click To Tweet<\/a><\/span><\/p>\n

    4 \u2014 AI\u2019s Impact On Trust, The Future Of The Web, & Humanity<\/h2>\n

    Will ChatGPT technology permanently erode trust, or will the way we view the integrity of written communication evolve to the point where we can appreciate the benefits of AI-generated content, while still understanding and avoiding its risks?<\/p>\n

    As someone who\u2019s worked for 39 years in online communications \u2014 starting in 1984 operating a 300-baud computer bulletin board system \u2014 I\u2019ve seen the overall trustworthiness of online content continuously dwindle, first when the Web began nine years later<\/a>, and then as some SEO practitioners began seeking to game the search engine system, yet nothing has caused me as much concern as I have now in 2023 with the rise of ChatGPT technology.<\/p>\n

    It\u2019s unlikely that we\u2019ll ever have a surefire way to show which bits of information we read online have been crafted by a human and which are the result of ChatGPT technology \u2014 imagine an all-powerful web browser extension that somehow had such a power \u2014 so acceptance of the widespread use of AI seems inevitable.<\/p>\n

    Trust is a cornerstone of B2B marketing success, and a key issue with the use of ChatGPT technology is how it can best be used without compromising trust.<\/p>\n

    A big part of earning trust in the era of ChatGPT will come from marketers who have taken AI-generated writing and spent appropriate time correcting any errors and adding human embellishments that will make content stand out from what is likely to be a sea of similar information.<\/p>\n

    If ChatGPT technology output is able to answer all our B2B product or service questions, and we can save great amounts of time in the process, what\u2019s the problem?<\/p>\n

    When we can no longer easily tell whether the words we\u2019re reading are from a human or AI technology \u2014 a milestone that is upon us \u2014 the entirety of written communication will be forever altered.<\/p>\n

    Other areas of society are also struggling with the technology too, such as the concerns of educators outlined recently in \u201cNYC schools block ChatGPT, fearing negative impact on learning<\/a>.\u201d<\/p>\n

    While certainly creating legitimate new concerns, the technology also provides unexpected opportunities, such as DeepBrain AI\u2019s offering Re;memory, which builds \u201cdigital twins<\/i>,\u201d as PetaPixel recently explored in \u201cEerie AI Tech Processes Photos to Let You Talk to Dead Loved Ones<\/a>.\u201d<\/p>\n

    Artists and video and still image professionals also face similar prospects in their visual realms, as I explored in \u201cRiding The Razor\u2019s Edge of AI in B2B Marketing<\/a>,\u201d and new non-text-based derivatives are being launched regularly, such as those covered in \u201cMicrosoft\u2019s new AI can simulate anyone\u2019s voice with 3 seconds of audio<\/a>,\u201d adding renewed interest in being able to interact with an artificial version on anyone living or dead, as the New York Times recently explored in \u201cA.I. Is Becoming More Conversational. But Will It Get More Honest?<\/a>\u201d<\/p>\n

    \u201cEarning trust in the era of ChatGPT will come from marketers who have taken AI-generated writing and spent time correcting errors and adding human embellishments that make content stand out from a sea of similar information.\u201d \u2014 @lanerellis <\/a><\/span>Click To Tweet<\/a><\/span><\/p>\n

    5 \u2014 The ChatGPT Gold Rush Effect & What\u2019s To Come<\/h2>\n

    ChatGPT AI technology has ushered in a new digital gold rush of businesses putting the tools to use in a wide variety of areas relevant to B2B marketing.<\/p>\n

    SlidesAI<\/a> uses the technology to to create presentation slide decks, Character.AI <\/a>allows for custom chatbot creation, while a new Google and DeepMind collaboration brings AI to the medical field, as Interesting Engineering covered in \u201cGoogle and DeepMind just launched MedPaLM, a large language model<\/a>.\u201d<\/p>\n

    New and improved versions of ChatGPT and other AI tools are bound to offer ever-slicker user interfaces, making it easier than ever for B2B marketers to begin using the technology. The next generation of GPT technology \u2014 GPT-4 \u2014 is highly anticipated, and AI author Gary Marcus<\/a> recently shared insight into some of the improvements it may contain in \u201cWhat to Expect When You\u2019re Expecting \u2026 GPT-4<\/a>.\u201d<\/p>\n

    \u201cShiny things are always fun to play with, and I fully expect GPT-4 to be the shiniest so far, but that doesn’t mean that it is a critical step on the optimal path to AI that we can trust.\u201d \u2014 Gary Marcus @GaryMarcus <\/a><\/span>Click To Tweet<\/a><\/span><\/p>\n

    B2B Marketers Will Ride The AI Roller-Coaster<\/h2>\n