I thought this was an appropriate headline since everything I am reading about these days is the power behind ChatGPT, a company called OpenAI now owned by Microsoft. So, I waited in line for hours to access ChatGPT – as a side note, see these hilarious memes about waiting for ChatGPT.
I asked ChatGPT a straight up question. Can you give me the pros and cons as to why a brand and digital advertising agency like My Left Foot should start using ChatGPT? Glad you asked responded ChatGPT. As a tool for an advertising agency, it can have several pros:
- Efficiency: ChatGPT can quickly generate and analyze large amounts of data and text, allowing for faster and more efficient production of advertising content.
- Creativity: ChatGPT can help generate new and unique advertising ideas by providing insights and suggestions based on data analysis.
- Personalization: ChatGPT can aid in creating more personalized and targeted advertising campaigns by providing insights into consumer demographics and behavior.
However, there are also some potential cons to consider when using ChatGPT for an advertising agency:
- Cost: Implementing and maintaining ChatGPT technology can be costly for an agency. This felt like a cliff hanger as the product is still free.
- Lack of human touch: While ChatGPT can generate creative and personalized advertising ideas, it may lack the human touch and emotional connection that is important in advertising.
- Dependence on data: using ChatGPT heavily relies on the availability and quality of data, if the data is not accurate or complete it could lead to poor performance or wrong insights.
It ended by covering and saying it is important for an advertising agency to weigh the pros and cons before deciding to use ChatGPT as a tool for their business.
I’ve read some great articles on Medium on how ChatGPT has helped a writer make money, how ChatGPT wrote a WordPress plugin and it got it right on the first try. I’ve also followed some threads on my local Facebook advertising groups where creatives are up in arms with the tool. How will we survive! I can’t lower my hourly rate to produce what it does in mere seconds!
So far, I love the tool. I’m also not immediately impacted so this is easy for me to say. The sense of anticipation after entering a question while you wait for the feedback is like when you pull on the arm of the slot machine and hope for a Jackpot. I’m not saying I’m getting triple sevens each pull but I have gotten a few payouts to help me out in my day to day.
And that’s what I want to underline. It’s a tool. It helps you in your day-to-day activities. I’ll use it to generate base copy headlines for sales pitches. I’ll use it to help me pin-point results instead of weeding through Google. I’ll use it to help fill in some our blog articles with strategic SEO keywords.
But what it is missing, is of course a human touch. One of my copywriters who I have lovingly classified as an Angry Scott, has a sharp wit and temperament but also a secret soft side. I’ll never get headlines that tap into that type of personality and intellect from ChatGPT.
I’ll admittedly say, ChatGPT really is only as good as the driver. Maybe my directional cues could be more concise to generate better results? Probably. I see the value in the tool, and I’ll keep using it, but that said, I would rather invest my time in becoming a better critical thinker and idea generator, building relationships with my colleagues and clients than chatting with a GPT all day. That said, there is no question that as the AI gets better there will be less reluctance for clients and agencies to adapt it for pure cost efficiencies.
P.S – as I write this draft in Word, I love that Microsoft itself hasn’t updated its dictionary to acknowledge ChatGPT as a proper noun.