At this point everyone and their mother (Hi Mom!) is using Chat GPT. It managed to cross 1 million users within 5 days of its launch and currently has 1.6 BILLION users.
I have begun to see it in social media posts, comments, blog posts, outbound emails, website copy. You name it and someone is trying to figure out a way to have Chat GPT do the work for them.
But if being in marketing for as long as I have has taught me anything it is that when everyone zigs you zag.
It goes without saying Chat GPT is incredibly powerful and has a ton of amazing use cases. If you aren’t exploring what those are and how it can help you on a daily basis you are missing out.
That said using it to build your brand is not one of those use cases.
How are companies using Chat GPT to build their brand you ask?
For years marketers have said “Brand is not just your logo or colors. Brand is every interaction people have with your company and how you make them feel.”
Well if you subscribe to that, and I do, why in the world would you use Chat GPT to automate all the interactions that make up your brand? You have made every opportunity to have a real unique and meaningful interaction with a prospect generic and devoid of personality.
So if every company is going to rely on it to build their blog content, create their social content, generate images, respond to posts, write sales emails, then what humans (aka the people who buy your products) will crave more than anything is realness.
Real human takes and perspective on nuanced topics on social.
Real in depth content, not just fluffy SEO AI generate content.
Real people to talk to when they have a problem.
By outsourcing all those tasks to Chat GPT you gave away your biggest opportunity to stand out in a crowded market for the sake of speed in a race to the bottom.
In a world where every marketing team is running towards AI - run towards creating experiences you can have real interactions with your prospects or customers.
That is what will help your brand stand out.
Now is the time to Zag.
Thanks for reading!
In this specific instance. It’s critical to run in the opposite direction.