OpenAI has recently launched ChatGPT plugins, which enable users to interact with various services through the free-language interface. Google and Bing have also made strides in rolling out generative AI chatbots that marketers can use. While many marketers have expressed concern that these new plugins threaten to replace them, they present an opportunity to amplify and revamp marketing strategies. Matthias Keller, chief scientist at travel site Kayak, has called ChatGPT the next big app store, and with over 100 million users joining in the first two months, it’s easy to see why. This explosive growth provides a chance for online brands to engage with high-intent customers using chatbots for personalized marketing and customer experiences.
Additionally, ChatGPT plugins are the perfect testing ground for marketers to explore new revenue streams, as they contain three of the most critical pillars in shopping: a personal touch, contextualization, and a unique, tailored journey. In combination, these elements make customers feel connected to online interfaces and increase engagement with products and services. Moreover, customers look for contextual and engaging digital experiences throughout their journey as they describe themselves as channel agnostic.
While these plugins create significant opportunities to increase revenue, measuring the effectiveness of these new marketing tools presents a challenge. Utilizing newer marketing avenues such as TikTok or Discord requires testing and tinkering to find success. In a world with more than 20 connected devices on average per household, capturing the complete picture of the customer journey and lifetime value is crucial for driving growth. Any brand planning to use ChatGPT should proceed knowing this is a tool that has the potential to drive significant revenue streams, but measuring success requires work.
As marketers explore and test these new tools and platforms, it is essential to enter with clear eyes and tailor success to the platform. Forbes Technology Council is an invitation-only community for world-class CIOs, CTOs, and technology executives.
