Marketers, creatives, growth hackers : you are not needed anymore !

Why chatGPT is a game changer

As the saying goes, "quantity trumps quality" and in today's fast-paced, always-on world, that couldn't be more true. That's where ChatGPT comes in.

Consumers are bombarded with endless amounts of content on a daily basis, and it's become increasingly difficult for marketers and creative professionals to break through the noise and capture their attention.

ChatGPT is a revolutionary new tool that uses advanced artificial intelligence to generate vast amounts of content in a matter of seconds. This allows brands to flood the market with content, increasing their brand saliency and ensuring that they remain top of mind for consumers.

But the benefits of ChatGPT don't end there. By generating vast amounts of content, brands are able to increase the marginal utility of their content, providing consumers with a constant stream of fresh, engaging material that keeps them coming back for more.

In short, ChatGPT eliminates the need for marketers and creative professionals, allowing brands to take control of their content strategy and ensure that they remain relevant in an increasingly crowded marketplace. So why waste time and resources on expensive creative teams when ChatGPT can do it all for you?

Does it sound familiar ?

That’s because it is. The article was 100% produced by chatGPT (see screencap just 2 sentences were inverted for a better post intro). So it is just a giant statistical summary of all words it could find trying to explain why creative professionals are worthless if we can produce an endless stream of content.

The need for more and better content

That said there is some truth to it : content creation is going to be a very different game from now on and brands will have access to generic average quality content quite cheaply.

Btw don’t think this content will be automated. As the excerpt shows chatGPT might be completely wrong, for instance more content doesn't "increase the marginal utility of the content". So unless you want to risk your reputation you’d better double check the chatGPT output.

In reality, in my view, the consequences will be opposite : as generic content and ideas will flood our screens, consumers will adjust and raise the bar about the content they will engage with.

And so we will all the more need creatives to come up with genius distinctive ideas.

GPT style machines aren't fit for producing new ideas

Essentially ChatGPT and current neural network tech are giant calculators that try to guess the next word after the previous one, based on probabilities derived from all they have read during their trainings.

For instance after the word “ice” the word “cream” is very probable, especially if the word “children” is around.

Predicting what word come next, one after another doesn’t sound like a recipe for writing a great new book. You have no vision of the overall plot, character development, basically no story.

Trust me I have played with them (try Homer). This is very small scale and ChatGPT is a lot better at hiding this original flaw but at its core it’s the same.

By essence finding a great idea is not about uncovering a statistical pattern in what happened in the past. it’s about combining stuff in a way that, yes resonates with current language and culture, but precisely has never been done before.

Mozart didn’t do pattern matching of Bach.

So marketers and creatives, don’t worry about jobs, worry about upping your game fast !

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Text drafted with the help of GPT models.
Final edit by Jean-Paul Paoli, first published on Linkedin