Web 3.0 and Beyond: Exploring ChatGPT's Role in Shaping the Future of Marketing, Sales, and CX
By Matthew Cheung
At the recent FinTech B2B Marketing conference, I was asked to share my views on the impact of generative AI on our market. In short, Artificial Intelligence (AI) is transforming the world as we know it. Alphabet CEO Sundar Pichai has said, “Artificial intelligence could have more profound implications for humanity than electricity or fire.” Google and Microsoft are going all-in with generative AI as core to their future. There is no ‘we are still early’ here, as trillion-dollar companies are shifting their whole strategy and focus.
One of the most impressive examples of generative AI is ChatGPT, a natural language processing system that can generate coherent and engaging texts on any topic. ChatGPT has attracted over 100 million users in just two months, creating what some call an “interface moment” for AI. An interface moment is when new technology becomes so easy and intuitive to use that it changes how people interact with information and each other (previous interface moments were the mobile phone and web browser).
But ChatGPT also solves a common problem that many people face: the blank page problem. The blank page problem is when you have to write something, but you don’t know where to start or what to say. Writing can be daunting and time-consuming, whether it’s an email, a blog post, a report, or a presentation. ChatGPT helps you overcome this problem by generating text based on your keywords, tone, length, and format. You can then edit, refine, or rewrite the text as you wish.
At ipushpull, we use ChatGPT to create content for our business which connects people, data and applications in real-time. We make sharing seamless by eliminating silos of data in emails, spreadsheets or file shares and integrating that data into structured workflows. In sales and marketing, we use ChatGPT as an assistant to generate and iterate ideas when we create blog posts, newsletters, social media posts, and product descriptions that showcase our features and benefits.
Another example is the post-production of podcasts I host for Work in Fintech. AI turns audio interviews into a transcript which ChatGPT uses to create summaries, blogs, SEO-optimised headlines, social posts and lots more saving hours of time. You can even create a new podcast by combining transcripts and using text-to-speech or AI avatars to create entirely new synthetic content.
On the panel, I was asked how ChatGPT intersects with web3. With generative AI already been used cross industry and deeply integrated into productivity software like Microsoft - which has more than a billion users - there will be a flood of synthetic content (i.e. AI-generated text, speech, music, images, code) which will create new challenges around IP, ownership, authenticity and provenance. This is a perfect use case for blockchain. Furthermore, tokenisation in sales, marketing and CX will enable innovate forms of ownership, access controls and analytics which will allow companies to track and reward loyal customers in new and novel ways.
Lastly, I was asked about how ChatGPT could be used in the metaverse. For enterprises, although these virtual worlds are still relatively basic, there's no doubt that the combination of ChatGPT and the metaverse offers new possibilities for interaction and education with customers through immersion and hyper-personalisation. For example, ChatGPT could be used to enhance CX by creating NPCs (non-player characters) that are trained on a company's sales, product, support documentation and company values that can interact with customers and partners, answer technical queries, discuss roadmap plans, provide feedback on use cases and generally assist customers.
The future? Pepper joined me on stage to take part in the panel discussion.
ChatGPT is a powerful productivity and creativity tool that helps us save time and generate new insights. For sales, marketing and CX it allows us to communicate better with our audience and stakeholders. We think that AI is not only transforming the world but also empowering us to shape it.