De-generative AI? The guessing game is here.

There’s a risk that some of what you’re reading here isn’t written by a real person. And an even bigger risk that you’re not able to spot it.

I wasn’t convinced it was possible. But I am now.

It only took me ten minutes of playing around with ChatGPT, a ‘large language model’ chatbot developed by OpenAI, to have that ‘oh crap’ moment.

Ask it something, and it gives ‘human-quality’ responses. Okay, some of the responses are more convincing than others, but it’s good. Very good. McKinsey is so convinced by the potential of this new breed of generative AI, it’s already using it in Marketing and Sales for “crafting personalized marketing, social media, and technical sales content”.

It’s no surprise then that Microsoft is rumoured to be using it to reboot Bing and become a viable challenger to Google again. So how long before your LinkedIn stream is awash with AI-generated posts – if it isn’t already?

To gauge the quality of ChatGPT’s generative responses, I put a few challenging questions to it. Here are its answers, verbatim:

Question 1. What are the 5 biggest challenges faced by B2B CMOs?

ChatGPT response:

“The challenges faced by B2B Chief Marketing Officers (CMOs) can vary depending on the specific industry and business, but there are a few challenges that are common across many B2B organizations:

1. Generating leads: One of the primary challenges for B2B CMOs is generating leads that can be converted into sales. This can involve developing effective lead generation strategies, identifying the right target audience, and creating compelling content and messaging to attract potential customers.
2. Demonstrating ROI: B2B CMOs are often under pressure to demonstrate the return on investment (ROI) of their marketing efforts. This can involve tracking and measuring the performance of marketing campaigns, analyzing data, and presenting results to stakeholders.
3. Aligning marketing and sales: In many B2B organizations, there can be tension between the marketing and sales teams, which can make it challenging to effectively align these two functions. CMOs may need to work to establish clear goals, processes, and communication channels to ensure that marketing and sales are working together effectively.
4. Managing data and technology: The proliferation of data and technology has made it increasingly difficult for B2B CMOs to effectively manage and use these resources to drive marketing success. CMOs may need to invest in tools and resources to help them manage and analyze data, as well as keep up with the latest technological developments in their industry.
5. Staying relevant: In a rapidly changing business environment, it can be challenging for B2B CMOs to keep their marketing efforts relevant and effective. This can involve staying up to date with industry trends, adapting to new technologies, and continuously evolving their marketing strategies to meet the changing needs of their target audience.”

Question 2. Should I cut my marketing budget in a recession?

ChatGPT response:

“It is generally not advisable to completely cut your marketing budget during a recession, as this can have negative consequences for your business. While it may be necessary to make some adjustments to your marketing budget in order to align with changing economic conditions, reducing your marketing efforts too dramatically can hurt your ability to reach and engage with customers, maintain your brand presence, and drive sales. Instead of cutting your marketing budget completely, it may be more effective to focus on reallocating your resources in a strategic way, such as by prioritizing tactics that have a proven track record of success or that offer the best return on investment.”

Question 3. Write a poem about B2B marketing agency Earnest?

ChatGPT response:

“Earnest Agency, a beacon of light
Guiding brands through the darkest of nights
With strategy and creativity in hand
They help businesses take off and expand
From concept to creation, they lead the way
Crafting marketing campaigns that make a splash and sway
Their dedication and hard work never wane
At Earnest Agency, success is the aim
So let the team of professionals take the reins
And watch your new brand reach new heights, unchained”

Question 4. Will there ever be a boy who can swim faster than a shark?

ChatGPT response:

“It is unlikely that there will ever be a human who can swim faster than a shark. Sharks are built for swimming and are capable of reaching speeds of up to 50 mph (80 kph) in short bursts. In comparison, the fastest swimming speed ever recorded for a human is about 6 mph (9.7 kph), achieved by Olympic gold medalist Michael Phelps.

It is worth noting that sharks and humans have different body types and adaptations that make them well-suited for different types of movement. Sharks have streamlined bodies and powerful muscles that enable them to swim at high speeds, while humans are generally not as well-equipped for swimming at such high speeds.

In addition, sharks are able to swim much faster than humans over longer distances due to their endurance and ability to conserve energy. Humans would quickly tire if they tried to swim at such high speeds for an extended period of time.

Overall, it is unlikely that a human will ever be able to swim faster than a shark.”

How could you use generative AI?

There are lots of applications for ChatGPT being mooted, to list just a few:

• Researching anything and everything
• Writing and debugging code
• Content and essay writing (there’s no way I’m telling my kids about this)
• Creating content in multiple languages
• Song and poem writing

It’s scarily good. However, as my colleague Steve Spicer (genuinely a real and very nice person) commented about the responses ChatGPT spits out:

“The thing is, they’re disarmingly cogent, which is what makes them surprising and novel to read, but ultimately they’re perfunctory syntactical arrangements that fundamentally lack charm and warmth.”

In the right hands, ChatGPT could arguably do brilliant things – but let’s be careful what we wish for, because we could soon find ourselves awash with an internet devoid of original thinking, creativity and that thing which catches us by surprise – a human actually making us feel something.

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(Header photo: Eric Krull on Unsplash)

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