Discussion: 7 months down the hype, is OpenAI’s ChatGPT a hype or a fad?
By Zion Rufus
Months after the initial hype that took over the entire tech landscape, the performance of OpenAI’s ChatGPT, a generative AI model, is still under scrutiny.
While projected disruptions from generative AI have yet to fully materialize, industry professionals acknowledge the vast potential and benefits of ChatGPT, especially for marketers as it has shown promise beyond being a fleeting trend, unlike some innovative technologies.
The conversation surrounding ChatGPT and the broader generative AI landscape continues as experts explore its possibilities and await further developments in the field.
Questions have also begun to arise; whether it is currently living up to the expectations or if it was overhyped, or just “another tech buzzword”
During an exclusive interview with Marketing Edge, renowned digital marketing professionals from Nigeria provided their insights on the topic at hand.
Oti Ukubeyinje, solutions manager at Meta, dismissed the notion that AI, especially generative AI, is merely a fad.
He pointed out that major consultancies like Deloitte are investing in AI, indicating its long-term significance, further highlighting how generative AI can revolutionize industries, such as advertising, by creating messaging and creative content without the need for extensive human input.
“So when you have big consultancies who are investing in AI at a scalable level, this will be translated into organizations. They will bake it into their strategies for the large organizations that they consult with and support. And you will just see AI taking center stage in a whole lot of things that we do. So I think it’s not, it should not, especially generative AI, should not be considered a fad,” Oti stated.
Stanislaus Martins, President of the Association of Digital Marketing Professionals(ADMARP) and Regional Director Meta for Africa, Ad Dynamo by Aleph emphasized that generative AI is at a stage of rapid innovation and experimentation.
Notable applications include an AI-generated movie called “The Frost” and the use of AI tools by advertising agencies to improve content quality and workflow, asserting that AI is already being embraced across various sectors, including education, entertainment, journalism, and marketing.
“Safe to assume that there is no agency that is not already embracing AI in one form or the other already. Generate AI is fueling massive innovation in the AdTech space as companies like Adobe, Meta, Canva, and Google all rush to dominate the space.”
“Many brands that might appear as not adopting AI might already be seeking professional guidance internally around implementation and navigating the complex ethical and legal landscape. The chief executive officer of any agency or brand should lead the charge for the use of AI in their company,” Martins said.
Rukevwe Toka, Category Development Manager at Nestle acknowledged the initial hype surrounding ChatGPT as customary for early adopters. However, he stressed the importance of experimentation and learning, which drives innovation and positions brands at the forefront of marketing advancements.
For Toka, the saying that “the early bird catches the worm” remains true when it comes to taking advantage of new and emerging technologies such as Generative AI.
Temitayo Ige, Global Brand Communications Lead at Beiersdorf stated “I won’t say it is overhyped. I’d rather see it as a warning for what is to come or what are the possibilities with these tools. Some of it may be exaggerated but we need to seive through all the talk and really get to the core of what matters or what is important.”
”A lot has been said but we now need to really look deep and ask ourselves: ‘what is relevant for me?,” Ige quipped.
Nelson Oshodi, VP Growth and Membership at ADMARP highlighted the impact of AI on advertising practices, noting a shift toward AI-generated copies for campaigns instead of engaging copywriters.
He told Marketing Edge, “Personally, I have experienced a significant shift in my own practices, opting for AI-generated copies for campaigns instead of engaging copywriters.”
Nelson also believes this trend will continue to streamline creative processes and decrease the demand for certain roles in the industry.
Aizehi Itua, Founder of Aimone Creative Agency, recognized the initial overhype surrounding generative AI but emphasized its long-term potential. As AI technologies mature, marketers in Nigeria are increasingly adopting AI for inspiration and faster communication of ideas.
“These systems’ capabilities are constantly being refined and expanded, and we can expect to see more impactful applications in the future. Marketers should therefore learn how to engage Al,” Itua said.
Helen Akue, a business analyst, cautioned against prematurely labeling generative AI as overhyped.
“As these developments occur, it is important to keep an eye on the field,” she stated, as she further emphasized the ongoing exploration of new use cases and the time required for technology to integrate fully into various industries and applications.
Munachi Ekpo, Chief Operating Officer at Anakle Limited, acknowledged that the true disruptive potential of ChatGPT is still being explored as teams increasingly incorporate the tool into their workflows. He compared its ubiquitous usage to that of a calculator on a phone, indicating its growing significance.
As the field continues to evolve, professionals in Nigeria remain cautiously optimistic about the long-term impact of generative AI, recognizing the need for continued exploration and application in various industries.
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