First of all, what is ChatGPT and why the fuss about it?

ChatGPT is a chatbot or a language model which interacts with users in a conversational way, responding in real-time while simultaneously juggling translation and. This allows for major improvements in contact creation, researching ability, and transformation automation while providing a fast and engaging user experience. The reason why ChatGPT is able to do what it does is that it basically just read the entire internet before you and is able to comprise and filter all the relevant data for you.  

In terms of search engines (which is the issue that most of our clients care about) the difference is that when you search for something, ChatGPT will make that search for you, having already applied your filter and criteria through direct conversation, and giving you way faster and more accurate results than what current search engines can accomplish.

This already has started to provoke a major shift in how users want to interact with search engines. In order to understand how popular this got, all we need is to take a look at how long it took top apps to hit 100m monthly users.

  1. ChatGPT – 2 months
  2. TikTok – 9 months
  3. Instagram – 30 months
  4. Pinterest – 41 months
  5. Spotify – 55 months

ChatGPT isn’t just a phase, it’s a landmark that will completely change the functionality of search engines and what results they will provide.

How will this affect business owners? Advertising will completely change because Ads will need to function differently.

Microsoft has already announced their integration of OpenAI with Bing search engine, so you can chat with Bing and get up-to-date information. They will even implement this feature in their Edge browser directly, as a side-bar. However, by comparison with ChatGPT, Microsoft’s OpenAI is still in it’s infancy and limited to worldwide regulations. ChatGPT is an open-source, non-censored and non-complying system which is obviously more prefferable to a guidelined AI search engine.  

This is also where Google comes into play as Google has to play catch-up with all of this development. Google has been investing in AI search engines for quite a few years now but exactly because of the multitude of regulations that they have to comply with, and because of what’s expected from a Google AI search engine, their development was really slow. Meet Google’s Bard, powered by Google’s LAMDA language model. As of now, Bard is only available to internal testing. But it will be very interesting to see how Bard will directly impact advertising and web development.

So how can these new AI tools impact advertising or web development?

The reality is it impacts everything. From programmers that write code to creative roles (anything that involves writing), market research, SEO, product descriptions and even PR departments. All of these required total human intervention, the human touch that can filter, understand and put in context all the information that they have access to. Now, a lot of this information can be simply generated through a conversation with a Chatbot. Even the search itself will be more specific than ever, meaning your business will need to be digitally optimized for the AI rather than with keywords to match some search criteria. SEO as we know it might completely shift in a new direction.

There is one problem that so far Chatbots cannot solve. No matter how much creative liberty a chatbot has, it still cannot calculate nor can it develop strategies as effectively as a human can. This means that while the contents can now be generated automatically through the conversation with a Chatbot, how we apply those elements or strategize our ad campaigns is still something that only the humans can do effectively.

However, we are still only seeing the earliest iterations of this technology and a lot of unknowns are manifested in the prest, especially when looking at predictions that Google’s Bard will completely shift how the Google search engine works by 2025. That is extremely fast for such a huge change that will impact our digital world as we know it.

What this means in the end is that anyone that hopes to remain relevant and effective in the future hast to keep up with the latest developments in the world of AI. The impact of AI is inevitable and understanding when and how all of this will affect you will be detrimental to your success as a business but also as a worker in the fields of advertising and development.