The Long-Term Consequences of ChatGPT

Last week I presented the short-term opportunities I see for ChatGPT, an AI chatbot that solves problems to questions you pose.

While I believe early adopters of this technology will see tremendous benefit in the short term, I predict it will present negative marketing consequences in the long term for generalist advisors—even those who don’t use it.

The ease with which ChatGPT creates content means that there will be more of it. And everyone who uses the AI for content will be conveying the same information. The result? It will be even harder to get noticed through your content marketing.

Another issue is that if a prospect can get their question answered using ChatGPT, they won’t need to do a Google search. This means content on your website that once attracted prospective clients will no longer be as effective.

If ChatGPT or a similar technology becomes ubiquitous, you’ll have to create content that AI can’t easily do in mere seconds. So it will be even more critical to differentiate yourself by positioning yourself as an expert in a niche.

Marketing influencer Seth Godin summed up the impact of this technology in his blog, stating: “Technology begins by making old work easier, but then it requires that new work be better.”