Differentiating your brand in the age of ChatGPT

San Francisco-based, Open AI launched, ChatGPT has piqued the interest of brands across the globe on account of its super capabilities with regard to, as Ryan Reynolds put out, a “Mildly Terrifying” understanding of intentions and ability to create content accordingly. So much so that the website has already been witnessing a massive downpour resulting in the website being inaccessible to many on account of being at capacity!

Subsequently, bloggers/influencers and marketers around the world began conversations about similar platforms or alternatives like ChatSonic, Writier, and Rytr that can make content creation so much easier by replacing humans. And this happened while many were still recovering from the absolute delight of what platforms like Grammarly were offering. In recent years, AI breakthroughs have become a regular phenomenon. The demand for content has never been higher, and Generative AI technology has been successfully meeting this requirement. It is, therefore, obvious that content generation tools that create high-quality, making it easier to meet that demand and reduce dependency on humans, are here to stay. All of this brings us to the one big question - If everyone attains the super-power of creating high-quality content quickly and efficiently using intelligent bots, how do brands establish originality and stand out?

Backed by soft skills, humans have the irreplaceable ability to take into account emotive notions that drive their audiences. They can use this skill to tap into the emotions of their audience and establish a meaningful connection with them. Therefore, a marketer's level of contextual understanding can serve as a tool to distinguish and stand out from other brands. When backed by Generative AI like Grammarly or ChatGPT to articulate language better, these capabilities can enable a brand to create a unique and compelling brand narrative. Another key method brands can use to stand out is the ability to understand brand positioning/guidelines more than a bot eg. Zomato’s communication being starkly different from Swiggy's. Most of all, a marketer's capabilities to think critically and creatively and use one’s intelligence to be cognisant of cultural/regional sensitivities, and establish personalization a primary key to a brand’s uniqueness.

While AI can be trained over time to replicate emotions in words as a human would, this is a long way ahead. The one thing to remember is Generative Pre-trained tools like ChatGPT are not the first and will not be the last to threaten to replace humans. In fact, according to a report by The New York Times, the founders of Google are working towards counteracting ChatGPT with over 20 new AI innovations this year. So instead of trying to poke holes and compete with AI, it is time we, as marketers, learn to collaborate and use such platforms to raise the bar of creativity altogether. It's a sure win!

The article has been written by Kalpit Jain, Group CEO, Netcore Cloud