The groundbreaking AI tool ChatGPT has quickly taken the tech world by storm and has left many asking the question – will ChatGPT make marketing and search irrelevant? For now, the answer appears to be no.
The launch of ChatGPT in November 2022 enables users to naturally engage with the artificial intelligence (AI) tool and provides detailed and accurate answers to complex inquiries. This new technology by OpenAI quickly gained a million users after only five days, a feat that traditionally has taken months for Spotify, Facebook, and Instagram to accomplish.
The potential disruption to both marketing and search sparked fierce competition. Google made a response to OpenAI’s advancement by launching Bard, while Microsoft used a $10 billion investment in OpenAI to create an exclusive use of Microsoft Azure and incorporate ChatGPT into the Bing search engine.
The employment landscape today stands at a crossroads with the potential implications of AI tools on job displacement, as chatbot tools like ChatGPT can replicate hundreds of repeatable tasks that were once done by humans. While it is impressive that ChatGPT can turn out quick content for simple prompts, the technology is not yet close to replacing human indicators of content quality. Instead, ChatGPT functions to better support creative production by generating content outlines that still require humans to modify them.
The effect of ChatGPT on search engine marketing (SEM) is slightly different due to the financial incentives of search. If a marketer wants to invest $25 in a product and make a $100 revenue, Google’s AI tool will use all of the $25 to encourage clicks. Humans have different motivations and will take the return on ad spend (ROAS) goal and evaluate several other options to maximize efficiency and lower the ROAS while still remaining profitable to the advertiser.
Microsoft’s search engine Bing
