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Have you heard about ChatGPT? Of course, you have, who hasn’t? In just its first five days of launching it had over 1 million users — and the attention it’s continuing to get is no joke. Quite impressive, right?

But let’s get to the real question here: How will this new tech impact the creation and evolution of brands? More importantly, will the days of a brand strategist soon be numbered?

So, what exactly is ChatGPT? To put it simply, ChatGPT is an artificial intelligence (AI) language model, developed by OpenAI, that can understand and generate human-like responses to text-based conversations. It’s a beast that uses natural language processing and machine learning to understand what people say and respond accordingly.

So, can AI create a brand strategy? The short answer is yes. Platforms like ChatGPT can use data analysis and machine learning to identify patterns, preferences, and behaviours of consumers, which can help inform the development of a brand strategy. AI can also use predictive modelling to help brands anticipate market trends and stay ahead of the game.

But, here’s the kicker, there are things AI can’t do, which makes us humans irreplaceable. Let me break it down for you.

Firstly, creativity and originality. AI can analyse data and provide insights, but it has no perspective or lived experience. It just can’t think outside the box like us humans can. We’re the kings and queens of creativity and intuition.

Secondly, emotional intelligence. AI is not capable of understanding human emotions and behaviour in the same way we can. We can recognise the emotional impact a brand strategy will have on the target audience, and that’s something AI can’t replicate.

Thirdly, cultural context. AI can recognise words and phrases, but it’s difficult for it to fully grasp cultural norms, beliefs, values, and history. We humans are necessary to understand and navigate the nuances and social dynamics that can affect a brand’s success.

Fourthly, tone of voice. ChatGPT can provide human-like responses, but there’s no hiding its generic and robotic undertone. We humans have a rich understanding of a brand’s tone of voice and character, which AI can’t replicate.

Lastly, judgment. Making a “judgment call” is impossible for AI because it doesn’t have the ability to make independent moral or ethical decisions. This is where us humans shine.

So, by using ChatGPT’s power to provide insights and predictions, we can create a basic brand strategy. However, it should only be seen as a starting point. A one-of-a-kind brand strategy will always need a human touch. Our ability to adapt, empathise, and make decisions are traits that AI isn’t yet able to perform.

And it looks like ChatGPT agrees with us on this one…

Is ChatGPT the New Brand Strategist in Town?
19 April 2023

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