Written by Shelby Diana-Oliaro
When I wake up, I am met with an automated alarm. Throughout the day, I verbally ask my phone questions, and at Brand Brewery we use programs such as Slack and Monday.com to communicate effectively. This allows for tasks to be automated and therefore streamlines operations within the business. The majority of websites that I visit have a message that pops up asking if I need any help; this is a customer service chatbot. All of these cases use some form of Artificial Intelligence (AI) to operate.
Technology is changing our world as we know it. It has become second nature for people to use AI and chatbots in their everyday lives, with ChatGPT at the forefront and gaining popularity. Some believe AI is out to get their jobs, replacing their expertise within their respective fields. I will be discussing what this means for video marketing and if there is any cause for concern, but first we need to understand what ChatGPT is, and where it can be beneficial.
What is Chat GPT
ChatGPT is the latest in AI: a chatbot that you can ask anything… and I mean anything!
It is an upgrade from previous AI where the language used is more natural, feeling like a human experience. This is what sets it apart from other AI chatbots. It can be fine-tuned to perform a variety of tasks and has the ability to imitate and learn how humans speak to one another, responding with different and unique answers. ChatGPT is customisable, and can be used in a variety of cases, such as customer service, supporting virtual assistants and content creation.
Advantages of ChatGPT
One of the greatest advantages of ChatGPT is its ability to learn from the vast amounts of text data it has been trained on, continuously improving its performance over time. It is more human-like and natural than its classic AI chatbot counterpart, learning and adapting as it goes. Users enjoy an enhanced personal experience and feel more connected and loyal as a result. Responses are calculated quickly, and in real time, which supports greater customer satisfaction. An intellectual technology that is constantly evolving.
Using ChatGPT in our events
brand brewery produced an event in February 2023 where ChatGPT was used in the opening of the conference. Several questions were presented to the AI and the answers were displayed on the LED screen. This was a light-hearted, interactive piece for the presenters to introduce the CEO, a great ice breaker for the audience watching. Our mission is to add more innovation into our events that will leave the audience in awe and spark some thought-provoking conversations.
Marketing and ChatGPT
In terms of marketing, ChatGPT can spit out topics, headlines, and text with the click of a button. Just type in what you need for a campaign, social media post or advertisement, and out comes some suitable topics and angles to create content. It’s a tool that can be used to get the creative juices flowing so skills can be used elsewhere more strategically. This is a great advantage and can help with prioritising work more efficiently, saving time and energy where possible.
ChatGPT and Social SEO
ChatGPT can assist with Social SEO (which is bound to be the biggest trend of 2023). Social SEO is the practice of adding text-based features like captions, alt-text, and closed captions to social posts. This will help people find your content on Social Media platforms more easily.
I know you’re wondering what this has got to do with video marketing. Well adding text to content has become common place in recent years with the rise in short form and silent videos. [Click the link to find out more about the 2023 video trends according to Exploding Topics]. I am a big fan of silent videos especially when commuting to work on the train. This enables me to still understand the content without listening to the audio (which is really helpful when you have screeching trains on the Underground and lack the capacity to hear very well).
ChatGPT and Video
ChatGPT can be used to generate text-based keywords and copy for design and video alike, however it cannot replace video as it’s fundamentally human. Video is a strong medium used to express humour and emotions that only humans can execute.
The variety of techniques such as camera shots, camera angles and choice of scenery are all delicately thought out to convey a message and add to the story. Video is about creating this narrative using imagery. Visuals are an important part of getting a message across and help make people feel a certain way. This would not be possible for ChatGPT to replicate – after all, it’s the human touch that resonates with the audience.
In conclusion, ChatGPT is ground-breaking technology focused on learning and responding to human conversations in a natural way. It has a variety of purposes such as streamlining processes, engaging customer service, supporting virtual assistants, and content creation. ChatGPT can be used to get better video content and Social SEO by generating copy and keywords to add into social posts. Video can only be created with the human touch as it is innately human and emotive. Video marketing can use a mixture of ChatGPT and human skills to create a superior product. This human and AI relationship will fast-track us into the future. That is why video marketing is the future – check out this video by thirdeyeinsights.ca for more information.