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AI & Marketing – Further Investigating GPT-3

Nov 18, 2020Digital Marketing0 comments

-This content originally appeared as part of my Master’s program coursework at Temple University

UPDATE: In my original post, I postured

that as AI becomes more and more integrated with marketing, I think it is going to allow us to become more strategic

Looks like a company called Snazzy has been reading my posts! “Snazzy uses the OpenAI API (which launched in beta in June) to generate copy via GPT-3 for Google Ads, landing pages and taglines.” (Marvin). If you manage your own Google Ads THINK about the time this could save you, it truly is incredible.

What are some other use cases for GPT-3 and why do they apply to marketing?

    • Building out code – as the industry shifts towards low/no code tools for marketer like squarespace and wocode, or Swing2App for apps, could we eventually see a drastic decrease in development support for marketing teams. Imagine, rather than emailing your dev team to redesign a page, you simply explain to a GPT3 tool what you want to do and it takes care of the rest!
    • Auto Captions – This already happens on some level, but GPT3 is very advanced. With the explosion of the podcast market, could we see improved process’ to get those podcasts on YouTube? Almost 40% of people say they are using YouTube4 more due to stay at home orders. This could enable publishers to get episodes out faster.
    • Chat Bots – Chat bots are just about on every website you visit these days. With GPT3 I think they could become more evolved and increase conversions for business’. An advanced chat bot would do wonders in sorting out the warm leads from the cold ones, making marketing and sales teams more efficient.
    • Impact on Medical – If you happened to read my post on IoT M.D. (catch up here), you know that Dr. Alexa and Nurse Google Home can have a massive impact on healthcare. How does GPT3 play into this. Well I think with the massive shift to telemedicine5 you may see your doctor use more advance screening questions to diagnose you prior to your telemedicine visit. After all, a doctor only has so much time on their hands

The assigned WSJ reading from last class touched on GPT-3, a language model by OpenAI, available for limited API Access. I wanted to further investigate GPT-3 and stumbled across this article1. There are a few use cases in this example that made me realize: AI can be used to allow us, as marketers, to effectively manage our time and enable us to become more efficient and strategic.

The article touches on a use case where Sapling sits the AI on top of their CRM to aid reps in handling inbound requests. Could a large company like Comcast use this to speed up their ticket turn times on the enormous amount of requests they get? What about smaller teams? Could a smaller business leverage this make up for not having as large of a customer support team? This would allow them to focus on other items of the business?

Another interesting use case presented in the article highlights how Debuild tells the AI to build a program. This was fascinating to me! We have all seen the shift to codeless interfaces in webdev (Wix, Webflow). Could marketers use this to tell the AI to write a program in python that will query data points from Google Big Query and then feed that into a BI tool? Could I tell the AI to build me a knowledge graph to use for SEO using Python2? Tell the AI to build a website ticketing program that tracks issues and SLAs?

I made the point in the breakout session that as AI becomes more and more integrated with marketing, I think it is going to allow us to become more strategic. It can handle some of the heavy lift tasks such as customer service so that we can focus more on leveraging those insights and data points into actions. AI can be a graphic designer3, it could become a coder, there are so many possibilities! I am excited for our future!


  1. Ray, Tiernan. “What Is GPT-3? Everything Your Business Needs to Know about OpenAI’s Breakthrough AI Language Program.” ZDNet, 25 Aug. 2020, www.zdnet.com/article/what-is-gpt-3-everything-business-needs-to-know-about-openais-breakthrough-ai-language-program/. Accessed 28 Aug. 2020.
  2. Hamlet Batista. “An Introduction to Natural Language Processing with Python for SEOs.” Search Engine Journal, 14 Aug. 2020, www.searchenginejournal.com/natural-language-processing-python-seo/377051/#close. Accessed 28 Aug. 2020.
  3. Macaulay, Thomas. “How an AI Graphic Designer Convinced Clients It Was Human.” Neural | The Next Web, 16 July 2020, thenextweb.com/neural/2020/07/16/how-an-ai-graphic-designer-convinced-clients-it-was-human/. Accessed 28 Aug. 2020.
  4. Izea. “Share of Social Media Users in The United States Who Believe They Will Use Youtube More If Confined at Home Due to The Coronavirus as of March 2020.” Statista, Statista Inc., 17 Mar 2020, https://www-statista-com.libproxy.temple.edu/statistics/1106313/youtube-usage-increase-due-to-coronavirus-home-usa/
  5. Statista. (November 2, 2018). Total telemedicine market in the United States from 2014 to 2025 (in billion U.S. dollars) [Graph]. In Statista. Retrieved November 18, 2020, from https://www-statista-com.libproxy.temple.edu/statistics/938551/telemedicine-market-size-forecast-united-states/Marvin, Ginny. “New GPT-3 Solutions Can Help Speed up PPC Ad and Landing Page Copy Creation.” Search Engine Land, 2 Nov. 2020, searchengineland.com/new-gpt-3-solutions-can-help-speed-up-ppc-ad-and-landing-page-copy-creation-343267. Accessed 17 Nov. 2020.O’Regan, Simon. “GPT-3: Demos, Use-Cases, Implications.” Medium, 22 July 2020, towardsdatascience.com/gpt-3-demos-use-cases-implications-77f86e540dc1. Accessed 18 Nov. 2020.“Snazzy AI.” Snazzy AI, snazzy.ai/. Accessed 17 Nov. 2020.

 

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