Welcome to the Future of Marketing Technology series, derived from the words, sentiments, and emotions of global marketers. 

This is the second post in a short series of studies about Future of Marketing Technology Series.

The first post, Disappearing Cookies, we tackled the questions, "How are experienced marketers dealing with Google’s decision to phase out third-party cookies? Are marketers approaching first-party data in new ways?"

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For Marketers, is ChatGPT Friend or Foe?

Three Key Findings:

• 44% of professional marketers in the US have already either used ChatGPT for work tasks or experimented with it. And another 19% of them have read extensively about ChatGPT.
• 80% of marketers think ChatGPT or similar systems will “significantly impact” their work over the next five years.
• Despite significant concerns about job loss, marketers overall are ‘interested’ (19%), ‘loving’ (19%), ‘excited’ (18%), ‘joyful’ (16%), and ‘optimistic’ (13%) about ChatGPT at work.  They’re ‘cautious’ (9%) and ‘unsure’ (10%) too but at much lower rates!

Glimpse is here to help with all of these challenges. Our ambition is to put the best of ML/AI capabilities to work for marketers, in the service of enhanced human insights and creativity. Stay tuned for our upcoming ChatGPT integration announcement!

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The Article

The bottom line: If you’re a marketer and you think you can wait to learn more about ChatGPT, you’re wrong. Your colleagues are already using it at work! 

The challenge for marketers is making ChatGPT (and other approaches to generative AI) valuable tools instead of misunderstood threats. 

ChatGPT and other chatbots built on large-scale generative language models are here to stay. Hundreds of thousands of people have already experimented with ChatGPT and the media is equally besotted. 

The jury is still out, however, on how extensively technologies like ChatGPT will transform the economy. (Or even whether the intense focus on ChatGPT is distracting all of us from more fundamental developments in the field of Machine Learning/Artificial Intelligence.) 

As William Gibson famously said, “The future is already here – it's just not evenly distributed.” In this case, it’s not at all clear which jobs, tasks, and processes will be impacted by ChatGPT. But it’s a safe guess that professional marketers will be at the vanguard of change, grappling with the risks and challenges and seizing the opportunities. 

Glimpse recently launched a study to 100 professional marketers in the US, seeking to understand their emotions, sentiments, behaviors, and top-of-mind thinking when it comes to ChatGPT and similar technologies.  

In the three months since the release of ChatGPT, 44% of professional marketers have already experimented with it, and about half of those experimenters have already used ChatGPT at work.

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When describing their workplace experiments with ChatGPT, marketers had 100% positive sentiment in their open-ended responses, with very few expressing any disappointment at all. 

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Here are some representative examples of what marketers are doing with ChatGPT right now:

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This Marketing Associate from Tennessee is using ChatGPT to save time:

This Marketing Manager from Maryland is already using ChatGPT at work on behalf of their organization:

This Marketing Technology Manager from Pennsylvania is using ChatGPT to fix code at work:

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 A full 80% of professional, US-based marketers think that ChatGPT or similar systems will “significantly impact” their work. 

Here’s how:

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This Marketing Associate from Ohio, along with around 20% of her surveyed colleagues, thinks that the most important application will be customer-facing chatbots: 

This Vice President of Marketing from Florida is encouraging all other marketers to dive into the ChatGPT pool:

This Marketing Associate at an advertising agency from Georgia also identified consumer chat as an opportunity area but went on to share a common concern about job loss:

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When it comes to their organizations, marketers did share a wide array of potential threats along with possible opportunities:

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Here are the most representative concerns:

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This Marketing Associate from Ohio is worried about jobs:

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This Marketing Director from Massachusetts is concerned about the integrity of organizational data:

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This Manager in an Advertising Agency from California is concerned about lack of ChatGPT accuracy:

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This Marketing Consultant from Georgia is concerned that the loss of a human touch might become apparent to audiences and customers:

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The bottom line: If you’re a marketer and you think you can wait to learn more about ChatGPT, you’re wrong. Your colleagues are already using it at work! 

The challenge for marketers is making ChatGPT (and other approaches to generative AI) valuable tools instead of misunderstood threats. 

At Glimpse, we believe that listening to the words, emotions, and sentiments of audiences is one of the best ways to generate actionable and predictive insights about the world. Stay tuned for more Glimpse studies on global political and economic trends, the vicissitudes of brand performance, and the state of the marketing and communications industries.

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