ChatGPT and all it can offer us: the CreaThink way

Amid the Fourth Industrial Revolution, the appearance and broad public availability of language models such as OpenAI’s ChatGPT has proved to be the Holy Grail of problem-solving for many of us: media and advertising people, tech people, analysts, customer service agents, that is, particularly white-collar jobs.

However, with hundreds of AI experts, tech entrepreneurs – you know, like Elon Musk – and scientists calling for a pause on the development of OpenAI’s language model, and even with Warren Buffet comparing it to the creation of the atomic bomb, ChatGPT, and other similar language models are said to pose severe risks (it’s not today’s news, but if you missed it, you can catch up here).

This being said, we think there’s no doubt ChatGPT is here to stay. The fact that we were here to witness the creation of an artificial companion that can answer our questions, have a conversation with us, tell us jokes or riddles, and, more importantly, enhance and complement our productivity and efficiency at the workplace, making our activities more complete in time and workflow – is truly mesmerizing.

So the question arises: do we, the minds behind CreaThink, use it daily to broaden and ease our lives, workflows, thinking, communicating, brainstorming, and so on? We would be fools not to. The more important question to ask is – how.

As AI can work in record time compared to us mere humans, providing it with just the right prompt is half of our work done in just a few seconds. Copywriting, translation, SEO, synonym-finding, emoji-compiling, data analysis, generating content ideas, article titles, angles to explore, outlines for articles, keyword analysis… you name it, we’ve asked ChatGPT to do it. It’s literally like having a personal assistant. Or an intern. It saves us an enormous amount of time, helps organize thoughts, and gives us a raw material that can be the base of our work.

But there’s only so much it can do: provide the raw material. The tools in your hand. The paint and the canvas, the needle and the textile, the chalk and the blackboard. Here’s where our work begins – based on our judgment and expertise, we draft, edit, cut, delete, add, tone down, enhance, and tailor that piece of content to our customer’s individual needs in a way so the result is something particular, something distinct, something that visibly blends all the unique traits of a client’s uniqueness. The result is high-quality content that engages and informs the audience. 

So here’s the sum-up:

Do we use it to create content such as Facebook posts, blog articles, ad headlines, hashtag clouds, emails, reports? Yes, we do. Do we rely on it solely? No, we don’t. Do we use it for brainstorming ideas? Yes, we do. Do we believe everything it puts in front of us? No, we don’t. Does it help us enormously in our everyday tasks? Yes, it does.

We believe we can declare that 

CreaThink is an AI-ready agency.

What does that mean? We not only see it as essential for us to use it to stay in the game, but we also invest resources to train ourselves to be better each day. We even have kind of an unwritten internal AI policy determining who should use it, how should use it, and to what lengths. This awareness is the result of management consensus and strategic vision, both proof that using AI is a natural and conscious extension of our business strategy, and not the bare result of the now trendy hype to use ChatGPT.

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Soon the labor market will also expect us to be able to use these generative AI tools, to know how to exploit their potential. Every one of us should have a holistic view of how our disciplines will be transformed fundamentally by AI because it will transform every discipline. Just a quick example is that Harvard has now an AI for Health Care course crafted for doctors to discover the significant change AI has to offer, allowing a shift from traditional health care to a data-driven approach.

Nevertheless, we know doctors’ work is not something to compare our marketing efforts to, but what we can promise our clients is this: using ChatGPT in marketing isn’t Bigfoot or Cruella de Vil, neither is the necessary evil we have to accept for a better outcome. It is a language model that – if used wisely – can be the quintessential of how marketing professionals use their creative minds and generative tools to create more engaging, more personalized, and more accurate content that resonates with their audience. It will never truly understand a client as we do – but it doesn’t have to. It just has to pave the way for us to do our magic.