Only few months ago before Chat GPT-3 (Generative Pre-Trained Transformers) was unleashed onto the world the talk of AI ( Artificial Intelligence) seemed centred mainly around self-driving cars and the robotics industry. No one expected that a tools like ChatGPT and its latest iteration Chat GPT-4 to come along and disrupt workers everywhere almost overnight including in some of the least expected sectors for example the creative industry. Suddenly content producers ,graphic designers , film and TV writers are wondering how best to deal with this new world. It is quite astonishing for many of us to see the possibilities of AI programmes such as Dall-E and Midjourney that can generate images based on natural language input all within seconds.
Thousand of jobs have already been lost and most likely millions of workers and senior executives will have to do their jobs very differently in the next couple of years, they will need to collaborate with AI tools one way or another. There will also be brand new jobs springing up, already we have roles such as AI ‘prompters’ and ‘whisperers’ who are able to fine tune the way questions and queries are used so that more accurate and useful responses are generated from the chat bots.
Almost every day we hear of new applications for Chat GPT-4 and other AI tools, it ranges from writing emails and software code to passing university level medical exams. No one and no industry are safe and that brings us to our own – the Marketing Research Industry. We have seen so many online tools in this industry in the last few years but now Chat GPT-4 is certainly signalling a big shift in the way we will be working in the future. So, the best way to find out what could be in store for us is to ask Chat GPT-4 itself that very same question and here is its answer word for word:
‘As an AI language model, ChatGPT can potentially have a significant impact on the marketing research industry in various ways:
- Faster and more efficient data analysis: ChatGPT can analyze large volumes of data in a relatively short amount of time, making it possible to generate insights more quickly and efficiently than traditional research methods.
- More accurate insights: ChatGPT can analyze and interpret unstructured data such as customer feedback, social media posts, and online reviews, providing marketers with a more accurate understanding of customer opinions and preferences.
- Customized surveys: ChatGPT can assist in developing customized surveys for specific target groups, ensuring that the right questions are asked and the data collected is relevant.
- Reduced costs: With ChatGPT’s ability to analyze and interpret data, there may be a reduced need for large teams of human researchers, which could result in cost savings for research firms.
- Enhanced data security: ChatGPT can help to secure data by preventing human errors and reducing the risk of data breaches.
Overall, ChatGPT has the potential to revolutionize the marketing research industry by making data analysis faster, more accurate, and more cost-effective.
However, it’s important to note that AI technology, such as ChatGPT, cannot completely replace human researchers, and there will still be a need for human involvement in the marketing research industry. In fact, AI technology can free up researchers’ time and resources, allowing them to focus on higher-level tasks that require human intelligence and expertise.’
It is a good response to a general question, and it is insightful. To see it articulated this way it certainly makes us want to consider making those changes sooner rather than later. In case you have not already tried ChatGPT-4 ( accessing it through its parent company website OpenAI) it is worth doing so and very likely you will want to ask more specifics and probably find ways to incorporate it in your daily life not just simply to save time but allowing it to genuinely add value.
Unsurprisingly there have been many who have questioned these new AI tools and their potential misuse apart from them raising some serious ethical issues. But like many new technologies organizations and governments around the world will find ways to manage such risks so that hopefully AI potential can enrich and enhance our lives.
Finally, to paraphrase the famous futurist Alvin Toffler who once said ; successful workers and organizations will be the ones who are not only able to learn new skills but also ‘unlearn’ those skills and learn new ones faster. Get ready to do that again and again!
Khalifa Al Mukheini is the Excutive Director of SIMPA Marketing Research and founder of Stars Consultancy an energy and infrastructure consulting business. His other interests include Technology , AI and Digital Currencies.
