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Only three weeks in, it seems like 2023 already found the next big thing after Web3: ChatGPT.

At least if you look at the tsunami of articles, posts, investment announcements and changed LinkedIn job descriptions about this latest piece of AI technology. Once again, the revolution is at hand and ChatGPT will change everything — especially for marketing folks.

But please, let’s keep calm:
ChatGPT will not replace creativity.

Sure, compared to Web3, the hype seems much more real. ChatGPT is an amazing technology that is easily accessible for non-tech folks — and already has actual use cases.

People use it to:

  • Write texts of all kinds — articles, books, film scripts, novels etc..
  • Create formulas for various programs — excel sheets, notion templates etc..
  • Develop scripts in programming languages like python that really work — e.g. for trading crypto assets, websites, etc., but also for malware and viruses (of course).
  • Generate ideas and plans — e.g. for names, fitness plans, gifts.

Right now, new applications built on top of it are popping up every minute — like, a tool for creating ad ideas that seems to be the wet dream of marketing folks that like to create high volumes of content as cheap as possible.

In short: ChatGPT makes you feel like Tony Stark in Avengers — just pump out ideas and Jarvis will execute them. Especially if you combine it with other AI tools like Midjourney, DALL-E etc.


But, as always with every hype, there are also fears and scepticism:

  • Will ChatGPT replace creativity and make millions of people’s jobs obsolete?
  • Will ChatGPT devalue intellectual property?
    Will ChatGPT erode education when people don’t learn to solve problems themselves?
  • Will ChatGPT even be the catalyst to birth Skynet and start the reign of our AI overlords?

While all of these are valid and important questions we need to negotiate, we are missing an important point here: ChatGPT may feel like a miracle machine that pumps out great answers to all questions we can imagine. But:

ChatGPT will not replace the need to think for humans.

  • You need to ask the right questions first to create great answers.
    You need to ask the right questions first to create great answers. To get the AI working, you need to have an idea what you want to know or create. And provide clear instructions on how you want your output to be structured and delivered.
  • You need human judgement to evaluate if an answer is right.
    You need human judgement to evaluate if an answer is right. The AI does not really understand meaning and context, can not judge the „creative quality“ of its output, nor decide what’s the best answer to your problem or use case — it just generates results.
  • You need additional validation to check facts and assumptions.
    hatGPT creates answers out of its knowledge base — but it doesn’t understand which data, facts or theories are true (#fakenews), nor does it show sources or is liable for being wrong.

So, again:
Please keep calm and enjoy the ride.

ChatGPT is a powerful tool that opens up great new ways to ideate, create, automate. But we will still need to think creatively to use it appropriately.

Let’s use it to enrich our imagination. Do the heavy lifting with details. Or accelerate experimenting and prototyping.

And while we have fun, always keep in mind:
With great power comes great responsibility.

Alex Glasneck

Alex Glasneck is a Strategy Consultant for Brand, Digital & Experience. He advises companies on digitization and innovation - and writes about opportunities and risks of the new, digital world.

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