We are currently in a hype cycle about what AI or ChatGPT (or GPT-4) can accomplish or how it will take over all our jobs. You can’t go onto LinkedIn without hearing about how some blockchain expert turned AI expert is declaring the death of industry X or industry Y.

In some ways, however, using AI is no different than using other technologies.

AI will make us more efficient and productive. But it can only solve your problems if you know what the problem is you need to solve. Before considering how AI will impact your business, consider the issue you need to solve.

ChatGPT is super cool, but whether it can solve your problem should determine its use. Many people will go down numerous rabbit holes for the sake of using AI. They’ll have a lot of hammers and spend too much time trying to find a nail. It’s much more efficient to figure out where the nail is first, and then the hammer becomes self-evident.

The core tenet of what makes a business strong will stay the same; you still need to bring in more revenue than you spend.

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Determine what works

Marketers are wowed by ChatGPT’s ability to generate content while simultaneously worried about what that means for their jobs.

Generative AI can generate text or images, but that doesn’t mean the images are high-quality or the text is effective in a specific context. How content or images are generated isn’t essential in content creation; part of the process is already commoditized. What you do with that content matters – that’s where the future lies.

One of the challenges with rapid democratization is that most people will use the technology incorrectly, unsafely, or inefficiently.

The old saying, garbage in, garbage out, still holds. With ChatGPT, there are additional challenges around copyright infringement and possible government regulation – both of which are still very much up in the air.

Out in the wild, in a revenue-focused world, how do you know if the content is good?

That’s where Phrasee has been focused since we launched. We are taking content generated from different avenues, whether through AI or by humans –  it doesn’t matter which – and then applying smart data and statistics to improve and optimize it to ensure it translates into clicks and revenue.

AI can help marketers with the blank page problem to get things started. But it can’t help you decide what’s going to be impactful; that will still need human intelligence. You need humans to define your messaging frameworks. However, machines do a better job when it comes to ensuring those messaging frameworks are executed highly efficiently across lots and lots of channels.

Hopefully, AI will allow marketers to be marketers again. I’ve been doing marketing for about 20 years now. And when I first started, it was exciting and creative. We were able to experiment, try all sorts of things, and think about the significant strategic elements of a marketing campaign. However, as time has passed, marketers’ jobs became managing spreadsheets and logging into 20 different platforms. By automating many repetitive tasks, AI can remove bottlenecks and a significant amount of the work most marketers don’t enjoy and make marketing more efficient.

AI will drive a massive revolution in how we accomplish our jobs. The widespread impact will take longer than people think, but there will be a revolution. It will be like the change from analog to digital and digital to the cloud. Eventually, more and more platforms will integrate AI into their stacks. But we’re just getting started; the solutions that will permeate the industry over the next several years are still a gleam in someone’s eye. And that’s what’s exciting.

Right now, AI and ChatGPT are following the standard hype curve, where people have all these inflated expectations, and everyone is running around trying to build X, Y, and Zed using the technology.

We’ve been immersed in some form of generative AI for eight years at Phrasee and have learned a lot about people’s existential questions concerning this technology. They generally fall into two camps: They are very excited about it or skeptical of it. The people excited by AI and ChatGPT will probably be disappointed; because of all the hype, we assume it can do a lot more than it can. People skeptical of it will use it in their day-to-day activities without knowing it.

We will experience AI’s true power when it becomes invisible, and we don’t think about it as AI. When you use email, you don’t think about the technology that makes it possible. In 10 years, we will be using AI without thinking about it, and no one will call it AI. It will just be embedded into what we do.

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