The release of ChatGPT has generated a lot of excitement among users from various backgrounds. People have been utilizing the AI tool for a range of purposes, such as programming code writing, language translation, and even writing book reports. In the field of online marketing, there is a growing interest in the use of artificial intelligence (AI) tools among freelancers and digital marketing agencies. They are curious about how AI can streamline their work processes and how it may impact future job opportunities.
However, along with the excitement, there are also ethical considerations. During a social media marketing class in Zamboanga, a participant raised concerns about submitting a newspaper column piece that was entirely generated by ChatGPT. An English tutor teaching children how to write expressed worries about losing the “voice” and authenticity of their work when relying heavily on AI-generated content.
Fleire Castro, one of the founders of Cebu startup DashoContent, shares these concerns. She will be attending the Dashcon 2023 event in October and November, where she aims to explore ways to improve the content creation value chain through AI experiments. Castro believes that AI can help marketing departments and small and medium businesses (SMBs) overcome budget limitations by augmenting or automating tasks to improve efficiency.
As a startup founder herself, Castro utilizes AI tools like Perplexity AI, ChatGPT, and Midjourney for research and ideation. She finds them valuable for conveying ideas and facilitating delegation within marketing teams. Castro also uses AI to analyze customer trends and behaviors, which helps inform decision-making and optimization strategies.
While AI has proven to be a useful marketing tool, Castro acknowledges the ethical concerns surrounding data privacy. She advises users to be cautious about the data they input into commercial large language models like ChatGPT. Castro suggests that using enterprise-level accounts for these AI apps can address some of these concerns.
Beyond ethics, the accuracy of information generated by AI tools remains a significant issue. Marketing leaders and business owners have a responsibility to establish guidelines for the appropriate use of AI in their processes. DashoContent has taken steps to create a Responsible AI Policy to ensure the responsible and beneficial use of AI among their internal team and partner creatives and writers.
When it comes to measuring the success of AI-powered digital marketing campaigns, Castro emphasizes speed and efficiency as key metrics. She suggests considering factors such as reduced time in hiring content partners, improved content quality, decreased production errors, and faster deployment of marketing campaigns. These metrics can provide valuable insights when evaluating the effectiveness of marketing strategies powered by AI.
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The product team at DashoContent is particularly excited about the potential of natural language processing for brand voice detection and generative adversarial networks for data training. These advancements could enhance the quality and efficiency of AI models, benefiting both systems and humans alike.
While experts predict that artificial general intelligence may be achieved within the next 5-10 years, Castro believes that humans will need to adapt and transform themselves across various industries and tasks. DashoContent is well-prepared to embrace the future of digital and content marketing by leveraging AI as a tool.
