OpenAI’s ChatGPT (a version of GPT-3) tool went viral for its ability to write myriad posts from only a small amount of input text. By now, more than a million people have used the free artificial intelligence (AI) and machine learning tool to make jokes, write TV episodes, compose music, write blog posts and more. But in the wake of its amazing capabilities, however, many questions are arising.

What Is GPT-3?

Put simply, GPT-3 is a language prediction model. With nothing more than a short input, the tool scans the internet, analyzes the language it finds and generates a high-quality “answer” eerily similar to what a human might write or say. To date, the tool has accepted zany assignment requests from people eager to witness its capabilities, made medical diagnoses, created games, written college-level essays and even simulated Linux commands.

Is GPT-3 a Threat to Marketers?

It’s human to question how this fast-growing technology affects the future of digital marketing. What does this mean for content? Does this make content marketing agencies and writers obsolete? While imagining a computer taking over all your tasks and working with a chatbot to satisfy content needs may be unsettling, it doesn’t have to be the case. Instead, marketers can adapt and use AI to their advantage to propel the content they create.

Because the tool scrapes the internet for what collective audiences are saying, GPT-3 can be helpful when conducting research for custom writing. It can generate ideas or inform content strategies. Marketers can also use it to produce content quickly, but that doesn’t come without tradeoffs.

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Pitfalls of GPT-3 Technology

As with any new technology, it’s essential to be aware of its bugs and setbacks before embracing it with open arms. If using GPT-3 tools for professional work, there are some important quality concerns to consider.

Plagiarism, Inaccurate Claims and False Statements 

Because GPT-3 AI tools comb the internet and pick up bits and pieces from different sources, these automatic writers may misuse facts or plagiarize someone else’s work. Any output generated by these tools should always be run through an originality checker to be sure nothing has been lifted or too closely resembles already-published work. The time you may save on writing will need to be devoted to extensively fact-checking to prevent errors.

Not only will you need to keep an eye out for inaccurate claims and false statements, but another drawback is the admitted bias of AI tools. The internet is a double-edged sword, full of helpful information at your literal fingertips, but it is fraught with sexist and racist language. While GPT-3 is less likely to author a blatantly offensive comment without prompt input, unconscious bias can still seep through its writing.

Loss of Your Brand, Tone and Voice

A lack of inclusive marketing violates one of the most important rules of success: Know your audience. When your content is unoriginal and riddled with bias, it will not resonate or land with your target audience, which defeats its intended purpose.

It’s also important to note that these tools will not be aware of your brand guidelines, mission statement, goals or any other background knowledge of your brand’s story. By publishing unoriginal content, you will endure a loss of your brand, tone and voice, making it difficult for your audience to connect with it—and making your efforts a waste.

Does GPT-3 Have a Place in Your Marketing?

As with any technology, the first iteration is rarely without flaws. GPT-3 has shown some interesting potential, but it’s not ready for marketers to truly rely on it. While using it as an idea generator may be helpful, you should never take its output at face value. Make sure you’re continuously checking for accuracy and originality and that anything it produces aligns with your brand standards. If not, GPT-3 technology could introduce misalignment and disjointed efforts into your marketing strategy.

Tried and True Ways to Increase Efficiency with AI

AI can be a great complement to your marketing efforts, saving you time, money and resources. If you’re looking for some low-risk ways to add AI to your marketing, check out our post 4 Ways to Use AI in Content Marketing (Plus Examples).