ChatGPT, AI and Search Engines: My New Perspective and Advice for You

Neal Schaffer: 0:00

chat GPT unless you have been living under a rock the last few weeks, this keyword, this company, this technology has unleashed itself on blogs on podcasts, including this one now, in mass media, the world is going crazy around chat GPT and its potential implications. Today, I want to give you a new perspective that I have on how chat GPT AI and search engines are going to evolve in the not so distant future and what you need to do today to prepare on this next episode of The your digital marketing coach podcast. Digital social media content influencer marketing, blogging, podcasting, blogging, tick talking LinkedIn, Twitter, Facebook, Instagram, YouTube, SEO, SEM, PPC, email marketing, who there's a lot to cover, whether you're a marketing professional entrepreneur, or business owner, you need someone you can rely on for expert advice. Good thing you've got, Neil, on your side, because Neal Schaffer is your digital digital marketing marketing coach, helping you grow your business with digital first marketing one episode at a time. This is your digital marketing coach, and this is Neal Schaffer. Hey, friends, Neal Schaffer, here I am your digital marketing coach, and welcome to my podcast. For new listeners, I am really passionate about covering all things digital content, influencer, social media marketing, I have a broad range of topics that I cover, because as a marketer, as an entrepreneur, as a business owner, well, there's a lot you need to know. And every week, sometimes the solo episode like today, sometimes it is an interview with an author, an expert that can unleash a new learning, not just for you, but for me as well. I try to find timely people, timely topics. But every time I am driven to give you a positive ROI of each and every episode of this podcast, if you've been a loyal listener, subscriber, thank you, I really appreciate it. And if you had a chance to click that five star button on Apple podcasts or Spotify, well, let's just say the karma that you will receive is going to be incredible. I'm always trying to be creative as to how I pitched that. But hey, you know whether you're a new listener, you're a longtime listener, either way, I really, really appreciate your listening. And, man, let's get right into the topic, shall we? Chat GPT. So for those of you that have listened to this podcast, you made a smart decision, obviously. And it was back in April 7 of last year, episode number 260. When I first began talking about this, the name of the episode is this is what AI Generated Content sounds like. And I urge you if you want further interest to go back and listen to that and listen to the example. And then today, experiment with Chuck GPT. And another tool I'm gonna introduce you to and see how that's evolved. I'll let you be the judge. But AI, as part of content creation for marketers has been around for more than a year, I use a tool called Jasper, go to Neal schaffer.com/jasper. It's an affiliate link, but you'll get a special deal. And it is a tool that I use with my own content ideation, content planning, and some content creation. So smart marketers have already been using these tools. There are a host of tools. And there are SEO tools that also include these AI content creation content, ideation aspects. Another tool that is part of my marketing technology tool stack, as I talked about a few episodes ago, is phrase.io. Go to Neal schaffer.com/phrase. We will put all these links in the show notes, as you can imagine, but they also have this AI component. So even tools like notion, notion is like Evernote, it is a note taking tool. They introduced an early beta that I got invited to where they include an AI tool in side notion, which is a note taking tool. We have Microsoft saying they are going to invest billions of dollars into chat GPT we have Google calling in its founders to say hey, what how do we approach this? What do we do with the emergence of chat? GPT. So I mentioned this on today's podcast because I recently did a keynote for American marketing Association's kickoff virtual conference in January and And I had already planned with my colleague there, that I was going to cover three trends that I think make or break your marketing, digital social media marketing, in 2023. If you are subscribed to my newsletter, you would have gotten a summary of what I presented on. So if you're not go over to Neal schaffer.com, just fill out one of the contact places, contact forms, what have you, and you'll get informed of that. But it's funny because I developed well, I should say, we agreed on topic back in December. And I found myself as I presented and I presented on January 26. So this just last week, that I could not talk about these three trends without mentioning chat GPT, it has become that important. I'm going to tell you what I told them at the end of this episode. But needless to say, I think it is not important for you to know. And I feel very passionate that this is the topic that I need to speak about here. And now. So I mentioned this company Jasper, they're actually putting on the first AI conference. They call it a generative artificial intelligence conference. Fortunately for you, if you listen to this in time, it's called Gen a conference join gen.ai That's J i ngn. Got AI, it will be in San Francisco. And it will be let's see here on February 14. Valentine's Day, so I will be there. I'd love for you to spend Valentine's Day with me if you're going to be in the area. I believe right now the ticket price is $450. It is a full day event and Zach King, incredible YouTuber has at last count the most popular Tik Tok video of all time, an incredible filmmaker and content creator is going to be talking about entering an age of wonder, we have Kevin Roose, who is an award winning tech columnist with The New York Times. And yes, Peter, well, under the VP of product and partnerships for open AI, the creators of GPT will be there. We have an AI educator and PhD candidate at MIT Jordan Herod, she is going to be talking about improving AI literacy. This is going to be the first of its kind and really amazing events. And I think those that are going to be there are well, they're going to be a little bit ahead of the curve when it comes to AI and really how to leverage it for your business. So that's the background. And to give you an idea, chat. GPT is a product created by a company called Open AI open AI also created something called Dally and dally two, which is a visual API that allows you to basically say a few things, and it will create a stock photo for you. But it's not a stock photo, it was generated by AI. And you could say I want, I want a picture in Monet impression, the style of a panda sitting on top of the moon eating a carrot with Saturn in the background, and it won't be able to create that for you in 510 seconds. That is how far the technology has come. So open AI is sort of considered the leaders in this technology and chat. GPT is just another iteration, another evolution, the improvement of this technology, and they offered it for free for a limited time, it's probably still free, you can create a free account, whereas Jasper has been working on this technology and bringing in other API's and AI and natural language processing libraries to create a product for marketers and businesses. So chat GPT and open AI is really that incredible r&d. And I think the commercializing of the technology, the productizing of it is where Jasper comes in. And I think they're really good at it, which is why I mentioned them. But I want you to think about this. And I mentioned at the very beginning, I want to talk about Chuck GBT now you know, it's it's the latest blend of AI, very conversational, able to create content, that's also as conversational as the inputs that you give it. And you don't even have to give him any inputs for it to give you good information, like Jasper has been able to do for some time, but i i regress. So the thing here is that technology all around us has always been using some type of AI. And some of it is machine learning, which is sort of a predecessor to AI. But you know, when I am looking for a hotel to book for San Francisco for this conference, and I go, I go to my Hilton account, and then because I'm a Hilton honors member, and I go and see what's there, and I go to the checkout screen, but I don't check out. So they have now basically created an AI, some automation. Now the AI part really is artificial intelligence. So there's really no intelligence here other than personalize it with my name triggering or an email, maybe how depending on how I respond that email it's going to send me something else. This is more automation than AI I. But let's look at the search engine aspect of this. So the search engine aspect is, they are trying to use all their tools and all their knowledge and artificial intelligence, based on keywords that you enter, to try to give you the best results. That is what Google and search engines are in the business of doing. Because if not, you're not going to go to them for information. This is why some people for YouTube looking for information. And as I talked about, in the keynote, one of the three trends, obviously short form video 40% of Gen Z, go to Tik Tok, and use it as a search engine. Now, more and more recently, search engines like Google have these featured snippets. So they assume if you're looking for this, they are just going out scouring the internet finding an answer, and then boom, that becomes a Featured Snippet. This is the answer to your question. And they're also saying, Well, if you ask this question, you're probably interested in these other questions. And you see, these people also asked, and for each of those, they're also giving a recommended answer. To me, if you understand this, you're already halfway to understanding Chet GPT. And the way these AI tools work is you're giving them an input, and it's giving you an output, and the output is defined by information that's available on the internet. Now Google is linking this information with the Creator. They're basically giving a link that says if you want to find more information go here. But if we were to type a question into the AI, I'll give you two examples. One is more of the way that you can use AI and these come from Jasper comes from their website of how you can use them for topic ideation based on AI and natural language processing. So the question is generate a few book titles about a cat who likes to paint. And the Jasper answers were paint by pawns a cat's journey through art. Another one was perfect paintings De Pere bien por put intendant obviously, perfect paintings, a feline artists guide. So you can imagine that it's looking for synonyms, or weight words that people use to describe cats commonly used adjectives that describe them, or words that will replace them. And it's also finding ways in which people title books. So you can go through a library of book titles. And it can look for patterns. And it can begin to introduce based on your request these keywords into the patterns and give me this result. It's just based on what information is out there on the internet, right? Or if they are really sophisticated, they have programmed their libraries. But I mean, if you think of the internet being the the culmination of human knowledge, you can imagine that pretty much that is sufficient, I don't think you need to program anything above and beyond that, for this purpose, right? It is just regurgitating other content. Now, that is a book title. The other example I want to give you from Jasper is this. And once again, this comes from the Jasper website of actual content they created. Hi, Jasper, we are planning to roll out as a chatbot to our customers shortly. Can you give me a step by step plan on how we can do a successful rollout of your writing assistant chat functionality? Question mark? The answer, this is the AI generated answer. Absolutely. Here is a suggested step by step plan for rolling out my writing assistant Chuck functionality to your customers. Number one ensure that the customer service team is familiar with how to use the chat bot and its features. Number two, design an onboarding process that will help customers understand how to use the Chatbot for their specific needs. Number three set up notifications and reminders for customers to remind them when they have new messages or updates available in the chat bot. Number four, monitor feedback from customers and how they're using the chat bot and what features they desire most. Number five, use data driven insights to guide improvements over time, such as feature updates or changes in user experiences within the chat bot interface itself. This is how far AI has come in being able to give you something that you know, talking about brainstorming ideas or ideation it really is going to save you a lot of time as it is done here. So instead of going to Google and typing in writing, you know chatbot rollout tips chatbot lunch tips, you know, whatever it is right? And then you find all these articles. And then you got to sift through the Google results try to find the good one. And that's why Google is trying to you know recommend things with these featured snippets and you know people also asked and you know, trying to give you information, but this is already scouring the internet It is compiling the information. And it is putting it together using AI in a very, very conversational way that makes it clear that they understand how the English language works and what you're looking for. But once again, you can imagine that maybe this AI went into the top 20 search results for that search and compiled the information based on the information they found there. But the difference with the chat bot is they are not saying where the content came from, there is no linkage back to the original creator, content truly becomes a commodity. So for ideation, that's not a problem. I'm just looking for ideas, right. And it's really funny because I have a lot of guest bloggers. And I always have something called Copyscape copyscape.com. I'll put it in the show notes. It's the Grammarly, but it specifically looks for duplicate content out there on the web. And I get so many requests from people that have no LinkedIn profiles, no websites, yet, they are able to create really, really good content, sometimes the English name, which is not up to par, but the content is good, the content they're writing as if they were a specialist. And it's funny, because very early on, when I was publishing the age of influence, I did a number of guest posts on influencer marketing. And I did one that really didn't exist before. And I gave this advice on a very, very niche influencer marketing topic. And then lo and behold, a few months later, I find another post that's very, very similar to my post, instead of like 11 tips, it's nine tips. And they're given in different direction in different order, I should say. But clearly, this is someone looking at their portfolio is not an influencer marketing expert, yet they were able to write content on that expertise. That's why really, really good content writers, it doesn't matter what content you have them write for you, if they are really, really good at research. And they get a little experience in your topic in your company and your products and your industry. That content can represent you and your brand. Now, you might want to re voice it until they understand your your brand voice, right. And that's the thing. AI has no brand voice. So the confusion comes when, you know, as a search engine, using AI to deliver results like this is phenomenal. Hey, and I have yet to try this. But what are the five highest rated, you know, hotels on TripAdvisor? And hotels.com, near Union Square in San Francisco? I haven't tried this right. But I'm assuming at some point, I'm gonna get that answer. Because it's it's an internet helper. The responses are very conversational. It's excellent English, but it is it is a helper. It is a content helper. And therefore all those people that were writing this great content, were scouring the internet, they were looking for information. And they were able to put it back together again, probably using tools like paraphrasing tools, which had been around for a while. And then I always run the content through Copyscape. And I can see sometimes which blog posts that they tried to emulate coming up with this information. But at the end of the day, I only publish Copyscape free content. And I didn't use to do that. And I think that actually might have hurt my SEO in the early days of my blog. But I don't want to go down that road. But anyway, I think you get the picture. So as a search engine, you can see why Google feels that this is going to put them in danger, because Bing could come up with this functionality and provide you this information that is at the end of the time going to give you more potentially better ideas in a shorter period of time. You don't have to do all that research anymore. And you might be thinking, Neil, this is are we breaking some law here? What about the ethics? Look, you know, when I was going to school, there was no Internet, first of all right? And the fact that anything you want information on is already on the internet. Whereas before you had to get access to information, you had to go to the library. Yes, I went through microfilm in the library. Believe it or not, I'm seriously aging myself here. But you get the picture. Technology evolves. And this is the evolution of the Internet now that it has become this powerful brain, leveraging artificial intelligence technology, instead of just the information is always there on the internet in an inconvenient way. AI is going to make it extremely convenient to us extremely quick. Now, everything I'm talking about here is the chat GPT side when you get into something like Jasper, and this is a screenshot that I showed yesterday. You know, if you want to write a blog intro paragraph, there is a formula for you that Jasper has created for that purpose. If you want to write bullets of Amazon product features, Jasper has a prompt that will allow you to do that. If you want to create 1000 words is worth a Picture, get prompt ideas for images. The Jasper has a specific, I guess they call it a recipe or template that will allow you to do that. If you want to take a piece of content and rewrite it to make it more interesting, creative and engaging using AI, Jasper has that as well. So you begin to see how this idea of doing research using AI. And now getting an output from AI that is like, hey, I can use this output as is. And it sounds good. I can use it in my content. And this is where it gets tricky. And this is where Google has said they have not said because they use AI themselves, they have not said you can't use AI. But they do not want to see a lot of AI generated content. And therefore it's a gray zone. But the whole thing is that if everybody can just create, you know, 100 blog posts in an hour using AI, who has authority for that subject who has experienced in that subject, these are signals that Google will continue to monitor before it actually gives a good ranking for that. So I do think that with the systems that Google has in place, this company is a company about, you know what, they have a water filtration tool, and all of a sudden they start talking about air pollution. And they start putting out, you know, 10 blog posts a day, that that is probably going to be a red flag to Google, that this company is artificially using AI to generate content that's not directly related to their expertise. And this really follows what Google has created, what they've invested in. So I do think that Google is, is well positioned to maybe create that search engine using AI, but only using what they think are authoritative sources to give you a better answer than a chat GPT can or even a jasper can, because I don't know how much of search engine rankings and domain authority and specific topic expertise that they are putting into play when they're creating that output that content for you. So going forward, doing research using AI, it's gonna be a time saver, trust me, doing content ideation using the AI, it's kind of a time saver, trust me, using AI for content creation, is where we have to take a step back. Now, if you're creating internal manuals for employees, on how to use things, how to use software, how to use your tools, or maybe you're creating an instruction manual for your clients, this is not public information, it's private information, you just want to make sure that you teach them how to best do this stuff. That is a great scenario, where maybe the content does become more and more AI generated. Because it's more scientific, more technical. And the information is already out there for a lot of this stuff. But when the content represents your brand, your company your personal brand, that's when it gets tricky. Because at the end of the day, even if you read these reports of chat GPT generated essays passed the Wharton Business School final exam, you read that it also got a C minus, right, you read that sometimes very, very simple math problems that couldn't do. So I do not think that as is it is usable, there's always going to be a need to not only check and make sure it makes sense, but also to rebrand it in your brand voice. And although you know Jasper Chachi, pte have these things where write it like it was a seventh grader, there was an article one of my favorite musicians, Nick Cave, someone, you know, wrote song lyrics and in in the way that Nick Cave might write it's, there's like a Gary Vaynerchuk one. I mean, you could try all these different things. And it tries to find the unique writing styles of those people and to replicate it. But still, it's not you're they're not at the level, I think yet where they can replicate your brand voice. So externally speaking, this is where it gets really tricky. And I know I believe it's C NET, C n e t is a company that is starting to write completely AI generated articles. But imagine, if you're writing a completely AI generated article, it is only based on what is out there on the internet. So if it's news, and other people have already published news about something, then yes, that actually makes sense. It's gonna save you time. But at the end of the day, why would I want to read the news from CNET, when I can read it from other people that are the source of the news, rather than through an AI bot? Unless the AI bot is really really good at summarizing it and bringing in all the important points from all those other sources. And I say this was written by an AI bot. That might make sense, it might not make sense there might be ethical issues, there might not be ethical issues. This is where we are today. We are still very, very early, it is evolving really really quickly. In the semiconductor industry that I used to work and we had Moore's law that every two years or 18 months or every year, the processing power of computers is going to double or if semiconductors will will double and this is how happening even quicker and seems the capabilities of AI. So needless to say, if you're already using AI, awesome, I'd love to hear from you. How are you using things like chat GPT, and Jasper in your business? If you're not using it, my recommendation, the takeaway from today is to begin experimenting a s. AP, I highly recommend go to Neal schaffer.com/jasper, check out all the templates they have. And there's a free trial right? Check out what they have, go to chat GPT, throw in some prompts, see what you get, see how you might be able to use this from a research perspective. Instead of using a search engine using AI. From an ideation perspective, maybe use the search engine before for that you no longer need to AI becomes your search engine. And for content creation, tread carefully, but look at what you might be able to achieve. Start with very, very short content, like ad copy is a great use case example. Where I know a lot of companies have been using this type of technology for some time, you know, short 100 character descriptions of products or titles, or what have you with a few keywords, just like those titles of the book written by cats, it will spin you a lot of great ideas, and you can pick and choose the best ones. So the message for today is, don't get left behind. I'm not saying you need to stop everything you're doing fire all your writers get 100% on board that that's not what I'm saying whatsoever, although I do have. And you know who I'm talking about whoever's listening, I do have one of my friends in my digital first mastermind community who has generated more than 1000 blogs, purely using AI. And I'll probably have my next podcast to talk about that process and what he's learned. And I know he's going to be at that AI conference. So now's the time to really get up to speed. If you have men begin experimenting. Try out Jasper, try out GPT go to the Gen AI conference on February 14 in San Francisco. If not, wait for my recap, you know, I'm gonna do it right. And I hope that this perspective that I have gives you a little bit more clarity not only about what chat GPT is about what's all this you know, what's all the buzz but also how you can begin if you haven't already started to to use it in your business. Alright, everybody that I think wraps it up for another episode of The your digital marketing coach podcast. If you also want to join this community of digital entrepreneurs, it is a group coaching slash mastermind, because it seems that everyone in there is an expert right now might change in the future. Right now. It is capped at 15 people and it is at max capacity. But if you go to Neal schaffer.com/membership, you will get notified when there's an opening. And I would love to serve you we have weekly zoom meetings we have or I do a quarterly one on 130 minute call with you. I hope that you get more than your money's worth, when you join and it really becomes a source of knowledge, inspiration and, in many cases, accountability for your business. Alrighty, as always, Keep your eye on the goal, be an option, and I will see you in the same place. Same time next week. This is your digital marketing coach. Neal Schaffer signing off. You've been listening to your digital marketing coach, questions, comments, requests, links, go to podcast dot Neal schaffer.com. Get the show notes to this and 200 plus podcast episodes and Neal schaffer.com to tap into the 400 Plus blog post that Neil has published to support your business. While you're there, check out Neil's Digital First group coaching membership community if you or your business needs a little helping hand. See you next time on your digital marketing coach.