To date, SPM Group strategists have leveraged ChatGPT in various functional ways, like information gathering, building a consideration set (with pros and cons), as a dictionary and thesaurus, for how-to instructions, brainstorming and riffing ideas, developing outlines and initial drafts, and abbreviating content. While it’s proven eerily and expeditiously informative, it’s certainly not a one and done solution… yet. As SPM Group’s Pat Barry put it, “AI is like a puppy. From the beginning you have to feed, train and watch over it to get it to the point of being more independent.” To that end, the human touch is vital to the ethical and successful utilization of AI:

• Fact-checking: Sometimes, the information that Generative AI provides is downright inaccurate and ChatGPT currently doesn’t cite its sources. So it’s critical to validate its output.
• Brand stewardship: AI-generated content requires diligent human review and refinement to ensure that it is reflective of the brand’s desired guidelines, tone and voice.
• Content authenticity: If everyone relies on AI alone for development, we collectively run the risk of creating similar, generic content.
• Clear direction: A ChatGPT prompt is like a communications brief… the clearer the direction you provide, the better the output you receive back.

There are still many unknowns about how Generative AI will impact the industry from an SEO, SEM and analytics perspective as new models are constantly emerging and optimizing, as are the regulations around them. This will be particularly true for healthcare, as questions about health and medicine, including symptoms and treatments, are reportedly among those most frequently asked on ChatGPT. What we do know is that SPM Group will be monitoring developments in the AI race and that it’s already changing marketing workflows, so we encourage you to check it out if you haven’t already!