While the entire Internet was being overwhelmed by ChatGPT and its potential, the first media houses were already adopting it.

In a recent Webinar, INMA explored its possibilities and limitations. Promising results from ChatGPT can only be expected if a good prompt is formulated, where the context is explained and a clear command is given. For this post, let’s look at its utilisation and prompts of marketing, newsroom, and product.

ChatGPT in marketing 

ChatGPT can be used for ideation, planning, and campaign optimisation. If you are running a campaign, it is a helpful tool for researching keywords, creating ad text, and building a landing page. It can also give you an idea of how to analyse your competitor’s Web site. 

The benefits of ChatGPT compared to traditional methods are enormous. Time-saving, discovering new ideas, and more focus on the actual fun part of the word, while automating tasks that might be less fun. I am confident, in the long term, it also contributes to the overall happiness of employees, with the job itself and better results. 

ChatGPT in the newsroom

Integration into ChatGPT within a newsroom is slightly limited, especially when we think of it as a generative tool. Newspaper articles are also being used to train ChatGPT algorithms, and they feed ChatGPT, so to speak. Its role is to be an AI editor’s assistant.

The other usage is mostly connected with pre-processing (such as ideation and initial research before writing a story) and post-processing (such as creating posts for social media, summaries, and optimisation of a story).

Time saved with proper usage of ChatGPT while pre-processing and post-processing of the article writing can be used for deeper article research and better quality of the content. 

ChatGPT occasionally makes factual mistakes, so it’s crucial to be aware of that and not overlook fact-checking.

ChatGPT for the product team

The role of ChatGPT on the product team is mostly connected to ideation and research, with the potential to replace Google in the future. Since the product department is usually responsible for bringing new ideas, brainstorming with ChatGPT can be also a good idea.

What to expect with ChatGPT

The world of AI is moving forward very quickly. What was new yesterday is old today. I believe the media industry should be watching these three developments:

• GPT-4 release: As of January 2023, a new version — GPT-4 — is expected to launch soon, using 500 times more parameters than the current version. It will most likely skyrocket the capabilities and usage by news media publishers.
• GPT is incorporated in Bing search, and Google is likely to follow: I believe the way we search and find information will also change, with higher accuracy and better UX. 
• AI subscriptions: AI will likely be monetised via subscription or incorporated into paid services. 

The full impact of generative AI on journalism remains to be seen. But one thing to keep in mind: AI algorithms will continue to develop with the help of quality content from newspapers.

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