This article was written entirely by GPT-3 via prompts generated from Snazzy AI (machine learning for marketers).
The next revolution in artificial intelligence is upon us, albeit without a great deal of fanfare. Finally, GPT-3 is capable of generating high-quality text. With applications in translation (also a business that Google is starting to penetrate), and creating general text like blog posts and headlines, this machine learning tool is already becoming utilized.
That doesn’t mean, however, that it will be widely-received by the market as content marketers. GPT-3 is poised to change the way marketers create content, and ultimately, deliver content to their audiences.
Let’s take a quick look at the benefits and limitations of GPT-3:
The benefits of GPT-3
The question is often asked: “When are we going to reach artificial intelligence?”. Well, for those of you that are fans of Elon Musk, he believes the long-awaited event will take place in a few years’ time. We’re still a ways off from the AI singularity, but we have machines that can create original text. A testament to this is the GPT-3 engine, which is capable of creating new text using its own reasoning, without being fed and inputted with previous text. Machine translation powered by GPT-3 has already shown positive results.
The output of GPT-3 is incredibly high-quality text, which will make it possible for companies that don’t have a huge budget to make sure that their content is linguistically accurate. No longer will businesses have to rely on native-English speakers to make sure the text their audience receives is accurate.
The limitations of GPT-3
As great as GPT-3 is at creating text, we can’t forget the reason it was created: to replace human translators. Even though GPT-3 is powered by AI, that doesn’t mean that it is capable of the things that humans are capable of, such as domain expertise and a general understanding of business. Those capabilities may still be necessary when it comes to content creation, regardless of the power of AI.
Businesses using GPT-3 to power their marketing efforts need to make sure that they’re aware of the limitation of this technology. It can make a great content creator, but it is limited in its ability to be creative in other areas of business, especially the interpretation of business and other financials.
As great as AI-powered translation is, content marketers and other businesses should remember that GPT-3 doesn’t necessarily produce the best content. For those companies that want to make sure that their content is accurate and on brand, they still need to hire someone to take a look at the output of the machine translation to make sure that the final product is the same as if a person had created it.
The consequences of GPT-3 on the marketing industry
Even though GPT-3 is a technology that is improving at an exponential rate, it is a tool that is limited in its potential. It doesn’t have the creative or analytical capabilities to take the place of people. And while many marketers will use this technology to take on more creative marketing roles, such as curating and developing content, there will always be a need for quality content creators.
The implementation of GPT-3 into a marketing company doesn’t mean that content marketers can rest on their laurels. As previously mentioned, even though the technology is capable of creating high-quality text, it is limited in its ability to make sense of business and financial data. It doesn’t have the creativity or the analytical capabilities that make a great content creator. These abilities are essential to creating effective marketing content.
However, while content marketers should still rely on the capabilities of the humans around them, they do have to be aware that there will be more people with less ability to create great content. This is due to the previously-mentioned limitations of GPT-3. At the end of the day, marketers should be happy that this technology has been created, as it will make things easier for them. While GPT-3 will continue to improve and become better at creating text, it won’t ever fully replace the power of the human brain and its creativity.
AI is great, but it is important for businesses to remember that it is limited in its ability to make sense of business and is limited in its ability to use creativity. In those cases, marketers still need to rely on humans to do the heavy lifting, especially when it comes to content creation.
Businesses should not think that they are free from the need to make sure that the content they’re delivering to their audience is relevant and on brand. They need to be aware of the limitations of GPT-3, and remember that they need to employ human creators to create high-quality content. AI is great, but at the end of the day, it is a tool that requires human input.