đ€ I Like My A.I. Like I Like My People: Sentient
Unless youâve been living under a rock for the last few months, youâve probably heard all the hubbub over artificial intelligences like ChatGPT, Bard, DALL-E, and countless others. Your social media accounts have probably been flooded with really boring looking, A.I. generated paintings of your friendâs sisterâs boyfriend who you didnât even realise you followed.
But over on LinkedIn, A.I. (ChatGPT in particular) is starting to impact the way B2B marketers are approaching their work. On the one hand, itâs a quick, certainly effective way of proofreading, generating ideas for copy, writing out emails and articles (not this one, donât worry), or conducting research.
On the other hand, however, it is instilling a smidgen of fear into the hearts of B2B marketers who donât want to be replaced by a robot â can you really blame them? Obviously itâs not quite at a world dominating level yet, so donât worry too much⊠but it is all very surreal isnât it?
Letâs delve a little deeperâŠ
đ Wake up Babe, New GPT-4 Just Dropped
About a month ago, OpenAI released their new and improved, shinier version of ChatGPT: GPT-4. Whilst some were ecstatic over its existence, amazed with just how advanced and impressive it was, there were some who were, quite rightly, a bit frightened. Someone even went to ChatGPT and asked it to name twenty jobs GPT-4 could replace, along with the human traits replaced (already that sounds a bit dystopian, doesnât it? Human traits? Bloody hell). Hereâs how it replied:
The fact that it learns from human-computer interactions and generates language based on it is no doubt impressive; Iâve even seen some of my fellow co-workers, as well as other B2B marketers, use it to generate the foundations of ad copy and emails, becoming âmaster promptersâ and getting as much out of it as they can.
But will this damage our ability to take risks in the world of B2B marketing? Are we in danger of advancing future technologies to such a level that we will cease to even try and creatively challenge ourselves, remaining still and docile in our work as our abilities depressively stagnate?
Or are we overthinking it?
đ± Itâs Not All Doom and Gloom, Alright? Chill Out
There is a chance that youâre reading this and thinking, âChrist, this guy is a bit paranoid about A.I., isnât he?â Well, perhaps âcautiously optimisticâ is a more apposite phrase for it.
Lev Myskin, Head of Content at Fame, the B2B podcast agency, went as far as to say AI and ChatGPT is barely at the level people expect yet. âChatGPT is still too gimmicky and weâve already got better AI automations in place,â he told us. âWe also canât use ChatGPT because its writing style is too generic and removes the human voice from the writing. It has its use but I think the majority of people in positions like mine would be able to tell the difference.â
On the other side of the spectrum, however, Paul Roetzer, CEO of the Marketing AI institute, said at the recent MarTech Conference, âI think weâre entering a very disruptive phase for creativity for designers, illustrators, video producers and writers. I think AI came for knowledge work and creative work way faster than we were prepared for as an industry, and I think that 2023 is going to be a very hard year for a lot of people to grasp what is really possible now and what that means to organisations and writers and content teams.âÂ
Remember, folks, just because itâs going to be a hard year for B2B marketers, it doesnât mean itâs an inherently bad one. Anything disruptive gives way to change, and change is almost always a chaotic process, it just takes a lot of time.
Sam Hollis is a Writer for Fame, SaaS Marketer, as well as his own fictional short stories. He lives and works in Birmingham with his three cats and his dog (way too many pets, if you ask us)