ChatGPT and its uses for B2B Growth Marketing

ChatGPT is here to stay!

AI is growing exponentially. According to this article published in McKinsey, the introduction of powerful capabilities to non-technical users with less time spent on application development, generative AI and other foundation models is revolutionizing the field of artificial intelligence.

The use of chatbots for automating customer service, conducting online transactions, and even acting as virtual friends have grown in popularity in recent years. While chatbots can be designed to use a variety of artificial intelligence (AI) techniques, including rule-based systems and decision trees, one of the most powerful approaches is to use natural language processing (NLP) models that are capable of understanding and generating human-like language.

ChatGPT, a version of OpenAI’s GPT (Generative Pre-training Transformer) language model, is one such NLP model. In order to produce text that resembles that of a human, chatGPT uses a sizable deep-learning model that has been trained on a large amount of data. However, chatGPT has been specifically designed and optimized for the task of chatbot dialogue, and it has several unique features that make it particularly well-suited for this application.

In this article, we will describe the architecture and training of chatGPT, as well as its key features and capabilities. We’ll go over chatGPT’s shortcomings as well as how it stacks up against other NLP models that are frequently applied in chatbot applications.

So, what is ChatGPT??

GPT (Generative Pre-training Transformer) is a language model created by OpenAI that can produce text that resembles human writing in a variety of formats and styles. It was trained on a dataset of more than 8 million web pages and has been used to produce everything from news stories and poems to computer code.

GPT is based on the transformer architecture, which is a type of deep learning model that was introduced in the paper “Attention is All You Need” (Vaswani et al., 2017). The transformer architecture is particularly well-suited for NLP tasks because it allows the model to process input sequences of variable length in parallel, rather than processing them sequentially as most other deep learning models do. This makes the transformer architecture much more efficient and allows it to process large amounts of data quickly.

An adaptation of the GPT language model called ChatGPT was created with chatbot applications in mind. It is a transformer-based model that is trained on a sizable dataset of human language, just like the original GPT. However, chatGPT has several unique features that make it particularly well-suited for chatbot dialogue.

The capability of chatGPT to “remember” previous conversations is one of its key features. This is achieved through the use of context-aware encoding, which allows the model to keep track of the context of a conversation as it progresses. This allows chatGPT to generate more coherent and natural responses that are tailored to the specific conversation it is having.

ChatGPT’s capacity to infuse responses with “personality” is another crucial aspect of the program. The model learns style tokens during training, enabling it to produce text in a variety of styles and tones. Style tokens are used to achieve this. For example, chatGPT can be trained to generate responses that are more formal or casual, depending on the desired personality of the chatbot.

ChatGPT is a variant of the popular language generation model GPT-3 (short for “Generative Pre-training Transformer 3”) developed by OpenAI. It is specifically designed for generating text that sounds human-like and natural in a chatbot context. In this article, we will explore the background, architecture, and capabilities of ChatGPT, as well as its potential applications and limitations.


GPT-3 is a neural network-based language generation model that was first introduced by OpenAI in 2020. It has since become one of the largest and most powerful language models ever developed, with 175 billion parameters. GPT-3 can generate coherent and fluent text in a variety of languages and styles and has been used for tasks such as machine translation, question answering, and content generation.

The success of GPT-3 has sparked interest in using it for chatbot applications, which require the ability to generate natural and engaging responses to user inputs in real-time. However, the size and complexity of GPT-3 make it impractical for use in most chatbot scenarios, which typically require low latency and low computational cost.

To address this issue, OpenAI developed ChatGPT, a variant of GPT-3 that is optimized for chatbot use cases. ChatGPT is smaller and more efficient than GPT-3, but still maintains a high level of language generation capabilities.


Like GPT-3, ChatGPT is based on the transformer architecture, which was introduced in the paper “Attention is All You Need” (Vaswani et al., 2017). The transformer architecture uses self-attention mechanisms to process input sequences in parallel, rather than in a sequential manner like traditional recurrent neural networks (RNNs). This allows the model to capture long-range dependencies and perform well on tasks such as machine translation, where the order of words in the input and output languages may be different.

In ChatGPT, the transformer architecture is modified to better suit the chatbot context. Specifically, ChatGPT introduces a “history” component to the model, which allows it to take into account the previous exchanges in a conversation when generating a response. This helps ChatGPT generate more contextually relevant and coherent responses, and makes it more effective at maintaining a consistent conversational style.

Another key feature of ChatGPT is its “personality” component, which allows the model to generate text in a specific style or voice. This can be useful for creating chatbots with distinct personalities or for adapting the model to different domains or languages.


ChatGPT has been shown to generate human-like text that is fluent and coherent in a variety of languages and styles. In evaluations, it has outperformed other chatbot models in terms of language quality and relevance to the conversation.

One of the main strengths of ChatGPT is its ability to generate responses that are contextually relevant and maintain a consistent conversational style. This is made possible by its history component, which allows it to take into account the previous exchanges in a conversation when generating a response.

ChatGPT is also able to generate responses that are appropriate for the specific context of a conversation. For example, it can recognize when a user is making a joke and generate an appropriate humorous response, or recognize when a user is being sarcastic and generate an appropriately sarcastic response.

In addition to generating text, ChatGPT is also capable of performing a variety of natural language processing tasks, such as named entity recognition, part-of-speech tagging, and sentiment analysis.

Uses for Marketing

Content ideas and copywriting

There are many ways that ChatGPT can be applied to the marketing sector. From personalized automated responses to customer inquiries, to content creation, copywriting for email marketing campaigns or social media marketing campaigns, or helping customers with the purchasing process. And what other ways can marketers use ChatGPT to their advantage?

Here is a list of nine significant uses for the tool that marketing professionals make. It can be difficult to develop distinctive and appealing ad copy for hundreds of marketing campaigns. This task is easier to manage with ChatGPT.

To increase productivity, this most recent generative AI tool can provide ideas for the copy and structure of an advertisement. Additionally, it can be used to create engaging emails that increase conversions for cold leads.

A strong name, title, and/or headline are necessary for a piece of content to perform well on search engines, making this a significant advantage of generative AI tools like ChatGPT. Marketers can also make use of the potential of this conversational AI to create intriguing titles for blogs, podcasts, and webinars.

Support in conversion and lead nurturing processes

AI-based ChatGPT enhances the functionality of customer service chatbots to deliver more insightful comments that improve customer experiences, enhancing thus, the quality of customer service so marketers comprehend and address customers’ pain points and solve issues such as delayed responses, predictable and boring chatbots responses, unsuitable agent conduct, lack of accessibility and trustworthiness of marketing and communication channels, etc.

Chatbots have long been considered the best method for developing leads and moving them along a company’s sales pipeline. This is getting better now with ChatGPT. In order to quickly and effectively turn leads into customers, marketers can take advantage of its special features, such as its ability to remember previous user comments and provide follow-up corrections in almost-human ways.

Great help for keyword research

By locating synonyms for root keywords, ChatGPT can assist marketers with their keyword research, for example researching for geo and language targeting, similar keywords research, synonyms, generic keywords, competitor research, Google Ads, Facebook Ads headlines creation, and ad descriptions, including translations, segmentations, audience targeting, customers follow ups templates or any other company’s templates, grammar correction, sentiment check, and so on.

ChatGPT will help marketers strengthen their on-page optimization strategy by including these in landing pages, blog posts, and Pay Per Click (PPC) campaigns.

On-the-go information search

To assist marketers in streamlining their promotional efforts and enhancing customer experiences, ChatGPT can search the Internet for particular user requests and offer a concise summary of pertinent data. Additionally, ChatGPT’s multiple interactions can save customer service representatives time and effort.

A/B testing in Marketing

Split testing, also referred to as A/B testing, is a marketing experiment where marketers separate their target market to test different campaign iterations and determine which one performs the best. They might, for instance, show version A of a marketing content draft to half of their audience and version B to the other half in order to determine the overall effectiveness.

A/B testing experiments can also be automated by ChatGPT to produce insightful campaign data. This can help marketers select the version that is most suitable for a particular campaign.

In conclusion, the field of creativity, which was once thought to be solely the domain of the human mind, is now being expanded by generative AI. The technology uses its inputs (the data it has taken in and a user prompt) and experiences (interactions with users that help it “learn” new information and what is correct/incorrect) to generate completely new content.

In order to create interesting and pertinent content for their target audience, content marketers will likely focus on using artificial intelligence and natural language processing technology in the future. To create content that is tailored to the particular interests and needs of their audience, content marketers will need to comprehend and make use of these technologies.

The average number of artificial intelligence (AI) capabilities used by businesses has doubled over just four years, from 2018 to 2022, according to the McKinsey 2022 State of AI review. In order to assist businesses in developing a consistent and effective content marketing strategy, marketers will need to be adept at researching and curating content from various sources.

The role of marketers will probably continue to change as AI technology develops toward utilizing these technologies to increase the effectiveness and efficiency of content creation and distribution.

While arguments over whether this truly qualifies as creativity will continue to rage at dinner tables for some time to come, most people would probably concur that these tools have the potential to stimulate more creativity by providing people with starter ideas.

Do you want to learn more about the topic and find out how we can assist you in adding value to your current marketing strategy? Let’s talk!