Critical Overview:
The emergence of text-generation technology, specifically GPT-3, has led to a surge in startups offering marketing tools that generate content like blog posts, headlines, and press releases. These companies, including Jasper and ContentEdge, aim to create marketing copy that wins clicks and ranks highly on search engines like Google. With over 55,000 paying subscribers, Jasper is one of the more popular startups in this space, and OpenAI reports that one competitor has over a million users. The rapid adoption of algorithm-propelled writing raises questions about the future of human creativity in online marketing.
The Role of Algorithms in Online Marketing:
Online marketing has become increasingly reliant on algorithms to create effective copywriting. Social media platforms like Facebook use algorithms to decide which posts appear in users’ newsfeeds, while search engines like Google use complex ranking systems to determine the results of searches. Similarly, Amazon recommends products based on users’ past purchase history. Given this reliance on algorithms, it’s no surprise that marketing is one of the first large-scale use cases for text-generation technology.
The Emergence of Text-Generation Technology:
Text-generation technology, specifically GPT-3, has made significant strides in recent years, with the commercial version announced in 2020. Jasper and other startups have adapted GPT-3 to generate marketing copy that wins clicks and ranks highly on search engines. These companies claim to offer products that are “fast, affordable, and nearly human,” combining technology from OpenAI and IBM with in-house software. As a result, many users view algorithm-propelled writing as an essential tool for online marketing.
The Future of Human Creativity in Online Marketing:
The rapid adoption of text-generation technology raises questions about the future of human creativity in online marketing. While these tools can generate effective copywriting, they lack the nuance and creativity that humans bring to the table. Additionally, there is a risk that algorithm-propelled writing will lead to a homogenization of marketing copy, making it harder for companies to differentiate themselves in a crowded online marketplace. As such, it’s likely that human creativity will remain a crucial factor in online marketing, even as algorithm-propelled writing becomes more ubiquitous.
Conclusion:
Text-generation technology, specifically GPT-3, has led to a surge in startups offering marketing tools that generate content like blog posts, headlines, and press releases. While these tools can generate effective copywriting, they lack the nuance and creativity that humans bring to the table. As such, it’s likely that human creativity will remain a crucial factor in online marketing, even as algorithm-propelled writing becomes more ubiquitous. Online marketers should view these tools as complementary to, rather than a replacement for, human creativity.
