Prompted: The State of AI in Marketing Two Years After ChatGPT

ChatGPT is turning two! As new parents know, a lot can happen in two years. The tool became the fastest-growing digital platform in history, accumulating more than 100 million users in its first two months. OpenAI, the creator of ChatGPT, amassed investments from some of the biggest companies in the world and earned a valuation of more than $150 billion. An AI arms race was unleashed between top tech companies and ambitious startups. Robots took over the world (okay, not quite).

At Tier One, we love a good prediction. So we’re marking the two-year anniversary of this industry-transforming technology by revisiting what journalists initially predicted about ChatGPT’s impact on marketing — and seeing how those forecasts hold up today.

Past Prediction: AI Will Take Over Content Creation

AI’s potential to transform content creation for marketers was obvious from the start. Initial coverage focused on how ChatGPT could churn out believable marketing copy, such as social media posts, emails, blogs, and more. And it’s no surprise this prediction quickly came true. A recent survey from Salesforce found 3 out of 4 marketers use generative AI tools for creating content, with 76% using AI for writing copy and 62% for generating images. 

But AI-generated content hasn’t exactly caught on with consumers. Half of consumers still view advertising created with AI as a turn off. Image and video generation especially is sure to be met with backlash. (Just take Coca-Cola’s recent AI-generated holiday spot as an example.) While AI has the power to transform content creation, it’s still up to marketers when and how to use the tech in tandem with their own creative expertise to build the right type of engagement with target audiences. 

Past Prediction: Regulation Will Protect Us From AI’s Harms

When ChatGPT was launched, we were promised regulation was coming soon. The risk of all-powerful AI systems kept technologists and journalists up at night — so much so that a six month pause on AI development was called for just a few months after ChatGPT was released. Regulation would keep tech companies in line and protect users from AI misuse and abuse. 

Now, we’re still waiting. While some AI protections have been passed, the U.S. has no formal, federal AI policy. Earlier this year, a potentially precedent-setting bill was shut down in California, sending us back to the drawing board. Now, with a new presidential administration coming in that’s likely to deprioritize any kind of tech regulation, it doesn’t look like major legislation is coming any time soon.  

Past Prediction: AI Will Unseat Google’s Search Throne

Early coverage of ChatGPT saw its potential as a Google competitor right away. But its inability to connect to the active internet initially held it back. Now, OpenAI has unleashed its own search product while Google has transformed its search engine into an AI-powered ecosystem. 

There’s evidence Google’s search dominance is already slipping. The Wall Street Journal reported that Google’s share of the U.S. search ad market will drop below 50% next year for the first time, meaning brands are seeing more value in advertising on other search platforms. 

Now, marketers are looking for ways to optimize their content for the new world of search. The AI search boom introduced a new phrase of marketing jargon we’re sure will be commonplace soon enough — GEO, or generative engine optimization. 

Past Prediction: Human Jobs Will Be Replaced by AI

While marketers embraced AI and its ability to enhance productivity right away, the fear that the tech will replace human jobs also lingered. Similar to automation’s disruption in the manufacturing world, AI has the power to automate knowledge workers out of their jobs. 

We’re giving this prediction a “yes, but…” AI has already led to layoffs in the marketing world. Payment tech brand Klarna, for example, laid off large chunks of its workforce and replaced them with AI technology. Duolingo cut 10% of its workforce to hand translating and content creation jobs to AI. But with continued experimentation, it’s clear AI isn’t ready to take over the marketing world just yet — nor will it ever be the full solution. Hallucinations, inaccuracies, the inability to perform complex tasks, and a lack of real human creativity will continue to hold it back from ever fully automating humans out of their jobs.

Looking Ahead

2022’s predictions about AI are both insightful and incomplete. While AI has revolutionized content creation, disrupted the search landscape, and reshaped the workforce, it hasn’t entirely fulfilled all of its initial promises — or fears. Looking ahead will bring a new set of opportunities and challenges as marketers live in a world where AI isn’t just a future disruptor, but a part of our everyday reality.

Stay up-to-date with the latest AI tips and trends with Prompted, our biweekly blog series bringing you relevant updates and insights on how to strategically add AI-driven solutions into your marketing toolkit.