Disclaimer: This article is not written by AI.
It took just five days for the free AI-generated text generator ChatGPT to gain 5 million users. By comparison, it took Netflix 41 months, Facebook 10, and Instagram 2.5 to achieve the same.
AI-created texts and graphics recently began flooding social media and news articles, so it's natural to question whether ChatGPT is an opportunity or a threat to marketing. Answering this fundamental question requires understanding the technology, its potential applications, its inherent value, and what we should fear, if anything.
ChatGPT is a chatbot based on a machine learning model called GPT (Generative Pre-Trained Transformer), specializing in text generation. Engineers created it using the Reinforcement Learning From Human Feedback (RLHF) method, using over 45 GB of downloaded text as a reference.
ChatGPT, like other natural language models, does not have consciousness or empathy, so it is far from "human" intelligence. Rather, it's another step in the creation of such intelligence.
To the question "what are you?" ChatGPT answers: "I am an Assistant, an artificial intelligence helper developed by OpenAI. I am a virtual assistant who can answer questions and help with various tasks. I am created using a computer because I don't have a physical form."
ChatGPT will likely support some aspects of human work in the future, or even replace humans altogether.
Currently, conversational AI, such as ChatGPT, is used primarily in customer service automation, where it is crucial to go through a specific multi-step, well-defined process to solve the customer's issue. The tool can automate responses to customer inquiries and requests, thereby increasing efficiency and reducing service costs. Banks, medical facilities, and insurers, among others, use this technology.
ChatGPT might also prove helpful in conducting automated and more efficient sales calls. It can also accurately transcribe and translate phone calls or video conferences, enabling faster and better information processing. Moreover, conversational AI can also support people in analyzing large amounts of data, allowing quicker and more precise conclusions. Simultaneously, ChatGPT can create designs based on specific requirements, increasing efficiency and reducing design costs. It is also worth noting that ChatGPT can create texts based on specific guidelines, enabling faster and more precise content creation.
AI could be better, though, despite its perceived advantages. Like any new technology, ChatGPT also has its drawbacks. First, OpenAI's language model can generate content that cybercriminals could exploit. Some claim that AI in this form could become a tool for spreading misinformation on the internet. Using such tools, we often grant an almost unlimited license to use the content we share with the application and the digital files it has generated.
From an education perspective, AI makes it significantly more difficult for teachers to test students' writing skills. Many concerns about the technology therefore arise. Will teachers be able to distinguish between text written by a student and text created by AI? Not likely.
ChatGPT is not the only AI tool that recently appeared on the market. AI can create not only text but also images. Stable Diffusions, for example, produces an image based on user-inputted words, and Have I Been Trained (HIBT), is similar to an image search engine.
Among marketers in the European market, four applications prove to be very popular, and thus frequently and eagerly tested: Lensa AI, Midjourney AI, DALL-E, and Picify.
These applications create attractive, high-quality graphics based on words or images.
Lensa AI and Picify work similarly. The user uploads 10 to 20 selfies with a visible face, and the AI creates attractive, high-quality graphics.
Midjourney AI is an image generator created based on words entered by the user. These do not necessarily have to be tags or keywords; the algorithm can process full descriptions.
DALLE-E is an intelligent technology that was about two years in the making. Its primary purpose is to support graphic designers. By using DALL-E, they can create much more and gain new ideas they can use in their work.
So will AI continue to grow? Will it be the reason for the layoffs of graphic designers, journalists and content creators?
It is clear that AI will continue to grow over the next few years. ChatGPT's owner OpenAI projects $200 million in revenue next year and $1 billion by 2024.
With technology continuing to evolve, such solutions may replace some human tasks in the future. However, they cannot replace humans in activities requiring flexibility and decision-making. Although AI is an excellent tool for automating simple tasks, humans will still be needed to solve more complex problems and make decisions in difficult situations.
The desirable and probable direction is that technology will not replace humans, but rather contribute to the creative process. In all likelihood, the world will treat AI as a tool to make people's work easier and get it done faster.
For now, the creative industry can still feel secure about its position. ChatGPT can write nicely, but it cannot distinguish truth from falsehood. It will not be able to read between the lines on par with a human being. AI cannot discern the nuances as the human mind can. We will also quickly come to the conclusion that graphics created by humans, though much more time-consuming, are more thoughtful and responsive to customer needs.