Recently, ChatGPT has gone viral on social media. Generating papers, programming, creating copy, writing poetry, making graphics, and composing music... it seems there's nothing it can't do.
With an IQ of 147, ChatGPT is known as the "most powerful chatbot on the planet". It attracted 100 million active users in just two months. In contrast, it took the mobile phone 16 years, Twitter 5 years, and TikTok 9 months to reach the same milestone.
Is ChatGPT really that good?
Will brand consultants lose their jobs to AI?
What capabilities are unique to human being which AI can’t have?
Curious and intrigued, I decided to try it out.
01 How good is ChatGPT in brand naming?
I told ChatGPT a creative brief and asked it to help me come up with some names. And here is what it generated:
Does it look impressive?
Compared with "STARLIGHT" and "DREAMWORLD" generated by Coca-Cola CREATIONS platform, do you find the ChatGPT list equally good or even better?
If we go one step further, can ChatGPT bring the same surprise in brand tagline and story creation?
Looks on brief, right?
Now that we have witnessed the outstanding capabilities of ChatGPT, so comes the question: can ChatGPT replace human being in brand naming and other verbal creation work?
02 What capabilities are unique to brand consultants which ChatGPT can’t have?
The capabilities that are uniquely possessed by brand consultants include:
Let’s take a deeper look at the brand naming case mentioned earlier. While I’m amazed by the result provided by ChatGPT, the question is which options should I propose? Which shouldn’t? What’s the reason behind?
If I pick the name “Astral Ambrosia”, I’m wondering how many people would pronounce this name smoothly? For “Intergalactic Infusion”, is it too long to be remembered? As for “Lunar Libation”, do most consumers understand the word “Libation”?
In fact, during the brand naming process, we need to evaluate a name not only from “Brand Fit”, but also from:
- Easy to read and remember
- Appealing to target consumers
- Legally available
- No negative association in key dialects and languages
Therefore, our job is to think thoroughly and identify the options that are truly worth to be considered and recommended.
Though ChatGPT is “eerily good” - it can give a perfect creative solution, as branding consultants, we still need to present it and gain final approval.
Human communication not only involves the exchange of information, but more importantly, the emotional response:
Did we have chemistry with each other?
Did we achieve the meeting objectives in the end?
03 How can we make good use of AI?
As the “most powerful chatbot on the planet“, ChatGPT is a valuable tool that can be leveraged in the daily work of brand consultants.
1）ASSIST IN SEARCH RESULTS
ChatGPT can assist us in retrieving the content from search engines, helping us efficiently obtain the required information.
Let’s try with a simple question: “What are the new consumer brands in web3 and the metaverse?”
Well, search engine did show some brands but obviously not the new ones. While ChatGPT was able to provide more relevant result and if you like, generate new ones continuously.
2）ASSIST IN CREATING CONTENT
The Language Model of ChatGPT is based on prompt words. Hence, the more accurate the keywords are, the better the answers will be. Of course, since it does not understand the full background of our task, we still need to further refine and optimize the outcome.
The science fiction writer Arthur C. Clarke, who once inspired Elon Musk, said in "2001: A Space Odyssey" that "Any sufficiently advanced technology is indistinguishable from magic."
ChatGPT is indeed "Extraordinary" and often gives people the feeling of holding a "magic wand" – your wish will come true in just a blink of an eye. And yet we don’t know how intelligent AI will be in the future.
However, at present, we still have many core competencies that would be of great value in practical work compared to AI, such as judgement and interpersonal communication skills.
Therefore, always Be Curious, and always Be Exploratory, for believing in this will lead us towards a higher state of wisdom and being.