Recently, there’s been a lot of excitement about ChatGPT – the public preview release of OpenAI’s chatbot powered by the GPT3 language model. There’s no better way to get people interested in – and perhaps worrying about – artificial intelligence (AI) than showing it in action. And ChatGPT certainly acts as a powerful demonstration of what AI can do today.
How Will ChatGPT Affect Your Job If You Work In Advertising And Marketing?
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Ask GPT to answer a question, or to create a piece of writing, and it will respond in well-structured, natural-sounding human language that most people simply would not guess has been created by a machine. Of course, this has immediately got people asking what the implications are for us humans – and one of the first professions to fear that they could be facing the chop are marketers.
This seems to be rational because many aspects of marketing and advertising involve creating text – whether it is writing copy for adverts, creating marketing emails, or just writing simple social media posts. Now that everyday machines are apparently able to carry out these tasks, is everybody working in these jobs in danger of becoming redundant?
The fact is that throughout history, we’ve seen that new developments in technology have tended to create new jobs as quickly as it makes old jobs redundant. What’s more, the jobs that are created are often more technical, creative, or highly-skilled – meaning that they are higher paying and often more rewarding.
For example, the arrival of mechanized farm equipment reduced the need for unskilled field workers but created a need for skilled engineers and technicians. And the dawn of the computing era made a lot of low-paid clerical filing workers and typists redundant but created higher-paid jobs in software engineering and data administration. Likewise, the World Economic Forum predicts that while jobs will be lost to AI, in the long-term, it will lead to job growth. So let’s take a look at how the arrival of this undoubtedly game-changing technology could affect your career prospects if you’re working – or looking to work – in the field of marketing and advertising.
Firstly – What Exactly is ChatGPT?
ChatGPT is a virtual assistant, or chatbot, that uses a field of machine learning known as natural language processing (NLP). It is an example of generative AI, because it can create something completely new that has never existed before. As well as human languages like English, it can also write computer code. ChatGPT is really a user interface for a large language model called GPT3 (Generative Pretrained Transformer 3) developed by OpenAI. Although precise details of the training data have not been made public, it’s known that it includes a massive dataset of 175 billion parameters, including books, newspapers, and research papers, and a snapshot of the internet taken in 2021. It was trained using unsupervised learning, meaning that the information it was given was not labeled. Instead, it simply records which words are used and analyzes the context and relationships between them. This allows it to then predict what words, and in what order, it should use to create the best response. Although the results it is capable of may seem amazing, the algorithms that make up ChatGPT and GPT-3 are really quite simple and are all based on statistics. The “intelligence” is all possible due to the sheer size of the training dataset and the speed at which it is …….