Will we become obsolete due to new technologies? Marketing and Chat GPT.
Meropi Housou is writing…
The term Artificial Intelligence(AI) explains the use of constantly evolving systems as problem solving tools in everyday life (i.e. Siri, Alexa etc) and wider issues related to education, health systems or even the economy.
Since the 1920’s when the first criticisms were made about AI in the form of art, people became concerned about the use of AI and what it would mean for the traditional work environment. People began to wonder if they’d actually become obsolete because of machines programmed to work on their behalf. It is a valid concern since right now we’re seeing these machines already overtaking specific roles in big and not so big corporations in order to increase productivity without complaints, demands and pre-agreed schedules as people would require in a workplace.
An important field that’s currently affected by this is that of Marketing, which, with the increase of AI applications could potentially put traditional marketing experts out of business since digital marketing has become integral and perhaps the most effective way of promoting a brand. These tools are able to collect data from all over the internet as opposed to the marketers mentioned before who are basing their work on academia and expertise. I guess there is still hope for compromise, right?
Right! In 2018 a new application made its first appearance: Chat GPT. The purpose of this specific AI program was to answer any questions asked by anybody on the internet using an algorithm and continuously learning from the people asking these questions.
So, I decided to have a little chat with Chat GPT about how it affects or could affect the Marketing field and whether humans and AI could potentially work together harmoniously in a work environment. Here’s how it went:
As we can understand, Artificial Intelligence apps are not meant to replace us but rather play a supportive role in our work field. There is no machine capable of replacing workers and experts on its own. It takes those who create and operate them to want to be replaced. The fact still stands: the human factor is a crucial ingredient for making businesses, institutions and societies function properly. We are part of this chain since products and services are meant to target us as people. The fear of new technologies, although perfectly reasonable, has nothing to do with the technologies themselves but with our own use of them. The responsibility lies with the user and not with the creator. As in all things, poor management of software can of course bring negative results. All it takes is for us to allow this to happen. It is therefore our choice to use these important AI tools wisely and not to consider their knowledge on issues that humanity has been researching for centuries to be true. Therefore, search and research can make us better – not overwhelm us. Machines are made by humans for people. New technologies are definitely here to stay. Are we going to use them to our advantage?
Sources:
1. “The Past, Present and Future of AI in Marketing”,(1/12/2017),Hal Conick, AMA magazine, https://en.wikipedia.org/wiki/Artificial_intelligence_marketing
2. Chat GPT,(10/5/2023), OPENAI.com, https://chat.openai.com/
3. Liye Ma, Baohong Sun,Machine learning and AI in marketing – Connecting computing power to human insights,International Journal of Research in Marketing,Volume 37, Issue 3,2020, Page 481-504, https://www.sciencedirect.com/science/article/abs/pii/S0167811620300410