All in all, the jury is out on the impact of ChatGPT on brands and communications, though I believe it is an opportunity and highlights the need to increase focus on top-of-the-funnel brand-building activities versus lower-funnel sales activation activities. Much of traditional day-to-day work can be taken over by AI, which can be a good thing.
On the flip side, an organisation’s ability to demonstrate purpose and bring that out consistently across the brand experience and all its touchpoints has never been more crucial. So whilst I am sure that sales activation and performance marketing activities will continue to become more automated, organisations should not ignore the human authenticity that is ultimately the key to building their brand.
With trust in businesses relatively high, there’s a clear opportunity to drive purpose, brand, identity, experiences, and behaviour from the inside out. After all, no AI is as authentic as an organisation’s people – well, not yet, anyway.
A version of this article has appeared on the Page Turner blog.