The Short-Term Opportunities of ChatGPT

If you follow the news closely, you’ve probably heard the buzz about ChatGPT, an AI chatbot that solves problems to questions you pose. If you aren’t familiar, read “Here’s What to Know About OpenAI’s ChatGPT—What It’s Disrupting and How to Use It.”

ChatGPT is exciting from a marketing perspective because it can create original content in a matter of minutes. For example, I asked it to “write a 750-word article on the taxation of RSUs,” and it produced a great article in less than two minutes.

From testing ChatGPT, I found the articles it wrote on general topics to be quite good. For advisors who use canned content, this technology may be an acceptable, if not superior, alternative.

I believe there is also a window of opportunity for early adopters of this technology. Advisors who use it can create large volumes of content quickly. That means more original content on their website, which can increase their search engine rankings. It can also mean there is more content for these advisors to share and get noticed on social media. This window of opportunity reminds me of the same windows I observed with advisors who were early adopters of social media, SEO, and Google reviews.

While I see great opportunity for advisors who adopt this technology in the short term, I predict there will be serious marketing consequences for all advisors in the long run whether they use the technology or not. I’ll discuss that next week.