ChatGPT, Midjourney, Bard: what is the impact of AI on a marketer's daily life ?
TRENDSFocus on artificial intelligences with Benoit Cappelletti, Head of Social.
What is your perspective on recent technological advancements (LLaMA, My AI, ChatGPT) ?
B.C : “It’s a revolution for everyone, but particularly for our professions. As a social media expert, advising on the creative approach of campaigns occupies a significant part of my daily life. The performance of our media strategies relies primarily on the quality of visuals and content. However, Midjourney is a real asset for creating easily and high-quality content. Similarly, a simple query on ChatGPT can generate scripts or find the best way to develop a media approach. It’s revolutionary, but these technologies also raise new challenges for our professions.”
Do artificial intelligences now play an integral role in your work ?
B.C : “Our team is becoming more interested in them, but we don’t use them on a daily basis yet. Recently, we used ChatGPT for a campaign setup. It turned out to be a huge time saver and even more effective than traditional internet research.”
Do you think using an AI will change your job ?
B.C : “It will change things, of course. But beyond ChatGPT, social media platforms like Meta are increasingly integrating advanced algorithms that require less thinking. Today, we let Google reach the right people with the right dynamic and advertising ads through tools like Performance Max, for example. However, artificial intelligences are not perfect machines. The whole challenge is to provide the right information to save time so that we can analyze and gain a broader perspective on our campaigns.”
Is the emergence of such technologies slowly killing marketing professions ?
B.C : “I hope these algorithms will transform professions rather than kill them. It will be up to us to adapt, think, and support our clients to the best of our ability. If we don’t provide the data and rules to the AI, it can highlight anything to anyone. This is a concrete example of the evolving nature of our professions. It will result in less hands-on work, but much more in-depth analytical thinking to help clients achieve their business goals.”
Can AI be considered a new member of your team ?
B.C : “I think it can be a tool to use on a daily basis, but I wouldn’t call it a team member. We need to pay attention to how all these technologies evolve so that they always remain a support tool and not replacements. We need to adapt to them, take an interest in them now, and perhaps think with the platforms about a new way of working to avoid being swept away by this wave of AI.”