ChatGPT and Generative AI in Content Marketing: Reality, Hype, What’s Next, and How to Prepare

AI tools like ChatGPT and DALL-E2 can provide marketers with creative ideas, save them time, and even generate imagery and video for content. But they also present risks such as inaccuracies, copyright infringement, and plagiarism. 

Although risks are present, generative AI is on par to change content marketing forever. The areas where it has the largest impact are ideation, saving time, and generating content. In a recent 2022 Aira survey of marketers worldwide 58.9% stated that they already used AI tools to optimize existing content. The most effective ways ChatGPT and other generative AI tools have enhanced content is through repurposing it to create related content, personalize it by tracking buyer and customer behavior, creating high-ranking content by generating millions of competitive keywords, and testing content to determine which yields the best results.