Ask The Experts: ChatGPT & PPC
The word on the tip of everyone’s tongue at the moment is ‘ChatGPT,’ and there’s no surprise as to why.
Since it was launched by Open AI on November 30th 2022, it has been dubbed the ‘best AI chatbot ever released’ by the New York Times, become the fastest growing app in the world by accruing 100m users in just 2 months of launch, and even inspired Google into releasing it’s own chatbot, Bard AI.
But just how reliable and capable can ChatGPT and other advancing AI be when it comes to PPC? We spoke to some of our PPC experts on how they think AI will impact PPC management as advancements continue, and people become more intrigued by the possibilities that AI possesses.
‘AI is the car, we are the drivers.’
“If automated tools like ChatGPT and AI are the car, then we as marketeers need to focus on laying the road, filling the car with petrol, and smoothing over potholes in order to allow automation to drive efficiently and in the direction we want it to go.
Just like a Tesla, it might be able to drive itself, but it doesn’t mean that it’ll do everything right each time without human intervention. PPC management from actual humans will still be needed to inspire overarching strategy.“
Meg Wilson-Taylor, Operations Manager
‘Use AI to assist, not to take over.’
“As the saying goes, there are two sides to every story. One the one side, ChatGPT and other AI tools will absolutely become beneficial when it comes to monotonous, time-consuming tasks. On the other hand, access to, and total reliance on, these tools, will highlight ‘lazy PPC’ through usually avoidable and clumsy mistakes.
Either way, advancements in AI should be something that PPC experts look to enhance their work – not completely take over.“
Ahmed Chopdat, Commercial Director
‘AI isn’t quite ready to rule the world.’
“ChatGPT and other similar tools can be used in everyday life, but they have flawed limitations including information accuracy and algorithmic bias, which signals that further improvements are needed. Currently, these limitations feel quite significant, but equally, these tools represent a huge step forward in development.
It’s doubtful that ChatGPT and AI in general will ever reach a state of ‘perfection,’ but I’d like to believe that future developments will help find solutions to the existing limitations, making these tools even more beneficial to those who use them.“
Inny Vaiciute, PPC Executive
In addition to the benefits that ChatGPT possesses, there are also a number of disadvantages that come with the program, such as being unable to access the internet, relying on training data that is cutoff at 2021, and threats to cybersecurity and higher education due to it’s ability to create both convincing phishing messages and research papers. (Source: TechCrunch)
Similarly to the threats that ‘deep fake’ videos posed, which saw existing images and videos replaced with other people’s likeness, ChatGPT has been reported to be able to ‘imitate’ the writing style of famous personalities, posing the danger of both identity fraud and misleading the general public, which if left unsupervised, could lead to some catastrophic consequences.
Across both the PPC industry and other marketing industries, ChatGPT and AI should be used to improve the way we work, and even as a supplement for spending long periods of time on more mundane, long-drawn-out tasks. However, reports so far tell us that it’s not quite ready to be taking over anytime soon.
Read more about why AI doesn’t stand a chance against humans when it comes to ad copy here.
