Oliver Stainforth, head of PR and content at digital marketing agency Go Up, shares his views and predictions for the world of content in the years to come.
We’ve had inklings of AI’s potential in the past few years with more content-generation tools cropping up on the market, but none of these were powered by anything as smart as OpenAI’s language models. Since ChatGPT went mainstream, the extent of AI dominance in content creation has really taken everyone in marketing by surprise – and judging by how fast it’s developed in the past year alone, I think we can expect AI to infiltrate all areas of content creation in the very near future.
For example, better multimedia integration is definitely on the horizon. ChatGPT will evolve to process and generate not only text, but other modalities like images, audio, and video. Lots of online tools are already allowing users to integrate new formats with ChatGPT, and these will only improve and grow more popular. AI is also being increasingly integrated with AR and VR tech to create immersive consumer experiences. These new integrations open up new opportunities in the marketing sphere like virtual product demos, interactive brand events, or even personalised virtual shopping – which to me, sounds like a surefire way to earn conversions.
We’ll also see more personalisation. Marketers will be able to leverage AI to analyse individual customer preferences and deliver content that’s even more targeted than what we’re doing already. Businesses can now create content that speaks directly to its audience, enhance engagement, and create a loyal customer base.
There will also be more topical specialisation. Future AI models may be trained on more specific domains and able to provide more detailed information on complex topics, like law or medicine.
Looking to the future of marketing, 2033 holds the promise of a revolution shaped by AI – and I think ChatGPT will play a central role. The whole industry is poised to undergo major transformation, presenting both challenges and unprecedented opportunities for businesses worldwide.
Predicting the exact state of the marketing industry in 2033 involves a degree of speculation. Personally, I expect future iterations of ChatGPT to resolve some of the key issues that have limited its accuracy and quality so far:
For one, we can expect real-time information. AI solutions are only as strong as the quality of the data they are trained on, and no matter how technically advanced a tool is, the responses it generates will be low quality if the data that powers its algorithm isn’t accurate and representative. Currently, ChatGPT can only source information up to 2022, so its responses are sometimes inaccurate or lacking in context from the present day. I imagine future language models will be able to produce content with better accuracy and an up-to-date awareness of current events.
Another development will be in ethics and bias mitigation. As humans, we experience biases all the time – our brains are hard-wired for it. But when AI models are trained using human data, these same biases are reflected in AI-generated content, leading it to unintentionally perpetuate biases. Come 2033, developers will have refined AI models to better address ethical considerations and mitigate biases. This could involve improved methods for recognising and avoiding biased language as one of the main issues with ChatGPT to date.
