This past July, OpenAI announced the debut of their new agent, a tool which synthesizes their Deep Research and Operator’s features and can autonomously perform prompted multi-step tasks such as ordering food, planning a vacation, or even creating and executing a marketing campaign. Currently available to Pro, Plus, and Team users, this feature is intended to make the transition between research on ChatGPT and implementation more seamless.
OpenAI envisions this agent allowing people to save time and energy on laborious, tedious tasks, such as wide-scale data collection and compiling. One writer even used it to plan a date night, from booking to coordinating childcare and sending off visually-compelling invites. For those concerned that the agent may have too much power, ChatGPT states that their agent will ask permission before taking “actions of consequence” like buying flights or emailing your boss a presentation without your explicit approval. It also has safeguards implemented against malicious actors that prevent it from autonomously executing dangerous tasks.
With the release of the agent, questions are rising about the impact that it will have on marketing. We’re here to break down the way that agents may impact you in the workplace.
What this Means for Companies:
It’s no question that AI is changing the way that marketers need to build and hone their media strategies. Should agents become a mainstay in the research and customer conversion process, marketing teams will need to be aware of the impact that this has on their work.
Currently, ChatGPT and similar AI platforms focus on the context surrounding a product, service or organization — not just on the keywords that the company or brand has associated with it. They rely on user reviews, online commentary, popularity and actual relevance to what the user is looking for, making traditional SEO and keyword-based optimization less important than it once was. Understanding your target market and generating clear traction around the unique benefits of your product, service or organization is more critical than ever.
For this reason, it’s important to specify marketing campaigns and materials as much as possible. The ChatGPT agent can aid you in scraping your data, such as reviews or member surveys, to best understand your base and the behavior that drives their behavior. This agent can even then put together and execute a multi-step marketing plan that provides insight on current trends, enhancing and personalizing the consumer experience.
Looking Forward:
Other artificial intelligence companies, such as Anthropic and Google, have released similar products. Working with these AI agents can undeniably improve company efficiency by providing extra hands for research, data compilation, and planning.
With that being said, it’s important to remember that these agents are tools and rarely ample replacements for human creativity and critical thinking. While an AI can sift through vast amounts of data and suggest a campaign, it’s a human marketing team who bring the emotional intelligence and genuine understanding to truly connect with an audience, allowing you to make the most of your marketing efforts.
At Washingtonian Custom Media, we’re ready to work alongside artificial intelligence and your team to amplify your brand message. Connect with us today to learn more about the power of custom media in driving brand awareness and connection.