It seems that we have officially entered the technological twilight zone, and in the year 2023 the machines have officially taken over. No one seems to be spared from the AI uprising, least of all those in the marketing space. The list of potential hits to the industry is ever- growing but is it all bad? Looks like this is a question on many people’s minds when looking at the effect that AI has on the advertising landscape.

The new kid on the block: ChatGPT

Released in November, 2022, by OpenAI ChatGPT is a large language model that is trained on a massive dataset of text-based data. It has been trained on text-based data comprising social media posts, articles, blogs, and even books in order to learn the structure and pattern of the human psyche to give a human-like answer. ChatGPT’s claim to fame is providing dynamic and rich human-like responses, unlike other chatbots. This is possible because of Generative Pretrained Transformer 3 (GPT-3), a very potent model trained by OpenAI.

It now threatens to overthrow Google’s hitherto total dominance of internet search. In the process, it also became a $29 billion dollar organization, seemingly overnight. Microsoft, OpenAI’s largest stakeholder, will reportedly receive the lion’s share of OpenAI’s profits for years to come.

But that’s not even the biggest implication of ChatGPT. In February, 2023, OpenAI and Microsoft announced that an even more robust AI than ChatGPT was embedded into Microsoft’s floundering search engine, Bing. And just like that—Microsoft now poses a credible threat to Google’s previously uncontestable dominance of search.

This latest addition to the list of chatbots has also attracted applause and criticism in the marketing space. A lot of people believe that it will transform the industry by improving the efficiency of digital marketing, whereas others find ChatGPT and other AI’s alike overrated and a threat to already shrinking job pool.

A look at the pros and cons may help make things clearer.


  1. Phrase Usage Makes It Detectable As Non-Human

Researchers studying how to detect machine-generated content have discovered patterns that make it sound unnatural.

One of these quirks is how AI struggles with idioms.

A lack of idioms within a piece of content can be a signal that the content is machine-generated – and this can be part of a detection algorithm. This inability to use idioms contributes to making ChatGPT output sound and read unnaturally.


  1. ChatGPT Lacks Ability For Expression

An artist commented on how the output of ChatGPT mimics what art is, but lacks the actual qualities of artistic expression. Expression is the act of communicating thoughts or feelings. ChatGPT output doesn’t contain expressions, only words. It cannot produce content that touches people emotionally on the same level as a human can – because it has no actual thoughts or feelings.


  1. ChatGPT Is Too Wordy

A research paper published in January 2023 discovered patterns in ChatGPT content that makes it less suitable for critical applications. The paper is titled, How Close is ChatGPT to Human Experts? Comparison Corpus, Evaluation, and Detection. The research showed that humans preferred answers from ChatGPT in more than 50% of questions answered related to finance and psychology. But ChatGPT failed at answering medical questions because humans preferred direct answers – something the AI didn’t provide.

ChatGPT tends to cover a topic from different angles, which makes it inappropriate when the best answer is a direct one. Marketers using ChatGPT must take note of this because site visitors requiring a direct answer will not be satisfied with a verbose webpage.

  1. ChatGPT Is Biased To Be Formal

ChatGPT output has a bias that prevents it from loosening up and answering with ordinary expressions. Instead, its answers tend to be formal. Humans, on the other hand, tend to answer questions with a more colloquial style, using everyday language and slang – the opposite of formal. ChatGPT doesn’t use abbreviations like GOAT or TL;DR. The answers also lack instances of irony, metaphors, and humor, which can make ChatGPT content overly formal for some content types.

  1. ChatGPT Is Still In Training

ChatGPT is currently still in the process of training and improving. OpenAI recommends that all content generated by ChatGPT should be reviewed by a human, listing this as a best practice.


The pros

  1. Refined customer engagement

ChatGPT can enhance customer engagement by providing real-time responses to customers’ concerns and queries. This will eventually result in higher customer satisfaction and loyalty, leading to higher revenue generation and better conversion rates.

  1. Enhanced personalization

ChatGPT can be immensely helpful for digital marketers in personalizing campaigns and content to meet the requirements of individual customers. ChatGPT can analyze customer data and offer tailored recommendations to address specific preferences and needs using its machine learning and natural language processing capabilities.

So, you can deliver an engaging and authentic result thanks to the chatbot to any client who queries you. This enables you to build a strong bond of loyalty with your customer.

  1. Automated customer service

ChatGPT can improve automated customer service operations by answering frequently asked questions promptly and also by resolving the most commonly occurring issues. This allows the company’s human customer service representative to handle complex queries and provide a higher level of service.

Once the customer service quality is boosted, the company will also be able to recognize the pain points faced by its clients.

ChatGPT is equipped to address some of the most common customer care issues, such as:


  • Delayed response time
  • Lack of personalized conversations
  • Declining inappropriate queries
  • Predictable AI-generated responses
  • Inappropriate behaviour of the representatives


  1. Advanced content creation

ChatGPT can generate high-quality content tailored according to the target audience’s requirements. The content can be anything ranging from social media posts to email marketing campaigns. This can help digital marketers save time and resources. It also helps them improve the quality and relevance of the content produced.

With the creation of high-quality content, ChatGPT has tremendous potential to improve the efficiency and effectiveness of an organization’s content marketing department.


  1. Nurture marketing leads successfully

Marketers can use ChatGPT to develop innovative marketing campaigns that can ideally resonate with the target audience. Engaging content will attract leads to progress sales efficiently.

With this ability to analyze large amounts of data and generate creative ideas, ChatGPT can help marketers create effective, efficient, and memorable campaigns.


So will human jobs be replaced by AI?

The simple answer is no.

Indeed, there are some areas where computers may outperform people. Like games with rules, intricate math, and data storage. And they do have better processing and memory capacities. But imagination and empathy are two things that artificial intelligence lacks.

Creativity. Divergence. Thinking outside the box. These are the things that are still needed even with ChatGPT or any AI for that matter.

Saying that, with the advent of ChatGPT, it’s most likely that digital marketing will be revolutionized in more ways than one. ChatGPT might become an inevitable component of digital marketing in the future, especially for customer service.

The solution is to not shy away from the new tech but rather use it with measurable unites of caution.

Here are some steps to creating a good AI partnership:

1. Establish goals.

As with any marketing strategy, it’s crucial to set clear goals from the outset, so you know what you’re looking to achieve from your effort.

Start by identifying areas within campaigns or operations that need slight improvement.

2. Select the right message.

A solid marketing strategy is a core to the success of any organisation, and targeting your campaigns to reach the right audience will give you the best results.

Through machine learning, AI can detect which messaging tones consumers have best responded to and create a more complete and nuanced user profile for different individuals. That way, your marketing teams can deliver personalised messages to users based on their specific preferences.

3. Get personal.

Consumers are moving into a new digital revolution. They expect convenience, new ways to engage, and personalised experiences.

That’s why many modern marketing messages are based on a user’s interests, purchase history, location, and past brand interactions. With a helping hand from AI, of course.

AI marketing surpasses primary demographic data to determine consumer preferences on an individually specific level. The results? Carefully selected experiences based on a customer’s unique tastes.

4. Use predictive marketing analytics.

With AI, you can develop marketing strategies that anticipate the buyer’s next move in real-time and without human intervention.

AI marketing tools allow marketing teams to go all clairvoyant in their strategy using predictive data analytics. These combine machine learning, algorithms, models, and datasets to predict future behaviour. This can help your team’s target exactly what their customers are looking for and when – and then realign their campaigns accordingly.



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Another exclusive Daytona Supercar Sunday – the creative solution


Insignia Advertising was tasked with finding a creative solution for Daytona’s famous Supercar Sunday Invite. It made sense to create a video selling the lifestyle and awe-inspiring beauty of a Supercar. The video not only the job of an invitation but also celebrates the intrinsics of the Aston Martin, captivating anyone who comes into contact with it. And most importantly, making the viewer want to attend the event.

Daytona has always set the bar high, with brands including Aston Martin, McLaren, and Rolls-Royce. They are a brand that prides itself on their ability to provide the highest levels of luxury and performance whilst continually providing world-class service. As an advertising agency, we are proud to be a part of their journey.