The last 40 years of technological progression have been astounding.
We've seen the advent of the internet, the rise and fall of countless Silicon Valley behemoths, the floppy disk, the CD, the iPod, the iPad and the iPhone.
Cellular connection reaches as high as Everest and as remote as Antarctica.
We can stay connected with family whilst simultaneously being entertained by social media sites that know us better than some friends.
Whilst we've been busy, enjoying the fruits of such technology, a quiet revolution has been unfurling in the background.
This is, of course, Artificial Intelligence (AI).
You don't need any more of an introduction; you will have seen it everywhere.
ChatGPT 3.5, launched back in November, and has brought the conversation around this technology to the fore for seemingly everyone with access to LinkedIn.
With so much commentary we've stayed out of the conversation... until HubSpot announced ChatSpot and Content Assistant; two tools that use the ChatGPT language model to help marketers increase efficiency and efficacy HubSpot.
With new use cases popping up everyday, and advancements on existing models ever present, we decided to ask our digital team (and ChatGPT), what they make of all this AI noise.
Where is the digital industry heading? What do these advancements mean for their role? What other AI tools have they used?
Let's get into it.
Social Media Specialist
As a social media specialist, Alex has been using AI, specifically ChatGPT extensively since its launch back in November.
"I think it's great... I've been using it to provide a base for engaging social posts."
“I'll share the key points with ChatGPT and ask it to write platform-specific posts around my points, which I can then tailor to ensure they perfectly match the style and tone of voice."
However, Alex does note an air of caution around its use for social media managers at the moment.
There is still a formulaic pattern ChatGPT will default to when producing copy, Alex explains, even when tone of voice has been included in the prompt.
Alex's use of AI doesn't stop at ChatGPT either.
More recently, she has used Lately, an AI ideation tool that will look at your specific industry and suggest topic themes that are relevant.
"I've also been playing around with the AI podcast tool 'Podcastle'. The user starts by inputting 70 sentences into the system. Users can then write a script and enter this into the system. Together, the tool will create a fully edited Podcast episode... It's brilliant.”
For Alex, the social media industry will change massively over the next few years:
"This technology is going to fundamentally change our roles and the industry writ large."
"Having said that we're seeing a trend towards "authentic" social again, people valuing real experiences and opinions, a move away from the influencer boom. I think these technologies will only push the thirst for authenticity and human centric connectivity further, so we're safe...for now.”
Jaime, a custom integrations and web development specialist, has also found significant value in the recent AI boom.
"I just see ChatGPT and similar language programmes as a more advanced Google."
"If I have a really niche code problem that I need an answer to, I can just use ChatGPT to get an immediate answer, rather than digging around in the various forums, or attempting numerous searches to get the answer I want."
"There's been a lot in the media (social and legacy) recently about the incoming job replacement threat AI poses. Some have speculated on the future of back-end developers... Jaime isn't concerned."
"People who say that back-end developers are going to be replaced by AI, in my opinion, really misunderstand what a back-end developer actually does...
Because people can't see the work they assume AI will be able to cover all bases, it's just not true. Tools will proliferate and our lives will get easier, but they'll always need a human eye to guide.”
UX and Digital Designer
As a digital designer, Markus used DALL-E (ChatGPT's image-generating sister) to create a logo when it first launched.
"I inputted pretty extensive commands, and was quite disappointed with the results to be honest."
“I could have predicted what it would have spat out... I really haven't used it since.”
Despite this, Markus has seen the developments in recent months, and has been particularly impressed with the images generated through Midjourney, a tool that has risen to prominence with hyperrealistic photos of a Gangsta Pope and Boris Johnson in cuffs.
"Seeing those images is scary to be honest, the technology is only going to evolve faster, it is weird to think how drastically this will change the design industry.”
Although there's none of note, AI UX tools are sure to make a splash at some point...
"UX is partly based around empathy, right? Understanding emotion. Empathising with the user."
“I think we're a long way off that in terms of AI, but I can see a real use case for an AI tool that can predict intent, map it out and increase conversions through UX suggestions... that will be incredible for marketers.”
Performance Marketing Executive
Mona, our performance marketing executive, recognises the use for AI across the industry, but isn't convinced of its use for her specialist area yet.
"I've seen the use for ChatGPT, keyword research, copy and bid strategy -. there's a lot out there to help us target and optimise campaigns too - but to be honest, the output, in my experience, has been super formulaic.
Reporting, and looking at the bigger picture is so central to performance marketing. Interpreting the data and communicating that effectively to clients is always going to need human influence."
Mona is actually holding out for better AI tools in PPC (pay-per-click).
"Ad platforms, like facebooks, are so slow and technologically inept to say they are Silicon Valley companies, I think the use of AI on these platforms would be great!"
So, we've heard from the experts... but it's only fair we give AI some representation.
We asked ChatGPT whether or not it agreed with the Karman team. Here's what came back.
“The digital services industry has already been revolutionised by AI, particularly natural language processing (NLP) and machine learning.
AI tools like ChatGPT and Lately have enabled professionals to automate certain tasks, generate creative content, and provide personalised experiences to their customers.
While AI is changing the digital services industry, it is important to approach it with caution and acknowledge its limitations. AI is not a replacement for human expertise, but rather a tool that can enhance it.
Therefore, professionals in the digital services industry must balance the use of AI with human oversight to ensure that AI-generated content meets their standards and remains free of bias. In doing so, they can ensure that AI remains an asset in the industry's ongoing evolution.”