Not just in terms of content generation, but also in a number of other areas, ChatGPT seems to have an impact on the field of digital customer experience. ChatGPT and associated services may have an impact on everything from chatbot implementation to SEO.
However, to a certain extent, ChatGPT’s influence acts as a spur for tendencies that already exist. Over the past few years, AI-powered services have been slowly becoming better, and the recent success of ChatGPT has made more people, especially senior management, aware of how far AI has come and its potential.
Conversational interfaces and chatbots
The usage of conversational interfaces and chatbots for customer experience has been around for a while and is expected to continue expanding. Gartner anticipated that by 2027, a quarter of all firms will use chatbots as their “main customer care channel.” In the meantime, the chatbot software market is expected to grow quickly according to a number of estimates and some startling facts regarding its compound annual growth rate.
However, ChatGPT3 feels like a huge improvement in the level of sophistication and quality of conversational responses a chatbot can provide, and it may hasten the deployment of conversational interfaces for improving customer experience. For digital teams in charge of deployment as well as in terms of customer usage, it has the ability to increase awareness of and acceptance for the use of chatbots. Additionally, ChatGPT3 raises the bar for what is feasible, and it seems probable that it will serve as a catalyst for the emergence of more chatbots on websites and e-commerce platforms.
Generating Content Using AI
ChatGPT’s influence on content creation has been extensively covered in literature. With the development of numerous firms and services focused on content production, generative AI has become more advanced, but up until now, professional usage hasn’t necessarily felt widespread. In the ChatGPT era, this is obviously likely to change as content generation is likely to become increasingly partially automated or even fully automated — whether that means starting off an item that is then edited by a human being or even fully generating and publishing copy as an end-to-end process. (That strategy has a unique set of difficulties.)
It will be interesting to observe how this develops and what benefits automation has to offer. Brands must think carefully about how to employ automation to create content while maintaining tone of voice, although services can surely be trained to write in a specific manner.
Authenticity is another potential problem, particularly with content that has been associated with a certain person. Will readers eventually develop the ability to tell when a piece of work has been produced by ChatGPT or another automated service? And will focus be placed on material that is entirely human-produced as a good brand attribute? Apps created expressly to identify content produced by ChatGPT already exist, as well as services that can tell if a piece of writing was produced by AI and whether it can harm your SEO.
Right now, it appears that the best way to use ChatGPT and AI-driven content generation is as a springboard for enhancing and speeding up the human-driven writing process without compromising engagement through brand identity, authenticity, and strong writing. That might alter when ChatGPT develops version 4 and gets more complex.
Hyperpersonalization and Marketing Automation
With the potential to instantly create hyperpersonalized content based on unique customer journeys and interactions, ChatGPT’s content generation could prove to be particularly beneficial in the area of marketing automation.
Marketing teams typically lack the time to respond personally to every connection, but ChatGPT systems may be able to produce complex responses at the individual level to deliver efficient marketing automation at scale.
Solutions with Little or No Coding
For both frontend and backend development, ChatGPT and related services like GitHub’s Copilot (which is also powered by OpenAI) offer coding suggestions as well as the ability to verify bugs, clean up code, and other things. This could work in conjunction with low-code/no-code solutions to offer non-IT professionals coding recommendations, perhaps more for straightforward stylistic adjustments, additions, and templates, such a recommendation for a JSON sample.
While there are a variety of problems associated with automatic code suggestions for non-IT professionals, these may be circumvented by the product’s design or even constrained inside its confines. For instance, a marketer may specify the style they were after, get code back, and have this deployed on a page within their DXP or CMS system in a matter of seconds.
Platforms for Digital Experiences
Digital experience platforms (DXPs), eager to incorporate potent generative AI services into the framework of major features, may also be impacted by ChatGPT. DXPs are already being impacted by AI, although thus far only in the areas of marketing automation and personalisation. More AI in the area of content creation could be added to ChatGPT, for instance:
creating information that can be immediately included into a certain layout template
Automated, individualised suggestions for content marketing responses.
While an additional out-of-the-box chatbot may also be incorporated as part of a DXP’s set of capabilities, low-code and no-code platforms may also potentially produce code to enable non-developers. We should anticipate some acquisitions of specialised AI providers in this space over the coming year or two given that DXPs are eager to deliver new SaaS services and capabilities as part of a composable architecture paradigm.
Optimization for search engines
In contrast to how it will affect content creation, ChatGPT may not have a significant immediate influence on SEO, but it may have a long-term effect on the medium. Undoubtedly, it appears plausible that certain content will be identified as coming from ChatGPT. Similar to how some blatantly autogenerated content today can affect your rankings, some AI-driven businesses will be penalised.
However, today’s SEO experts are already employing ChatGPT for their research, offering particular keyword suggestions and even aiding in the comprehension of search intent. When SEO services are integrated with a layer of ChatGPT intelligence, they may begin to offer more automated services to enhance content for SEO and make optimization accessible to both novices and non-SEO specialists.
