January 2023 | Fusion Unlimited

The AI invasion is upon us! From generating artwork, to compiling a playlist for your morning commute, AI is making huge leaps forward that could make the human experience that little bit easier. The latest advancement comes in the form of ChatGPT, a helpful tool that can generate long-form, conversational responses to help with, well… pretty much everything.

In this article we’re going to discuss what ChatGPT is and what it means for UK brands, including practical uses that can be taken to help streamline productivity.

What is ChatGPT?

Simply put: Generative Pre-trained Transformer, or ChatGPT to its friends, is an AI that can answer long-form, complex questions conversationally.

The chatbot was launched by OpenAI in November 2022 and is built on top of the company’s GPT-3 family of language models, and is fine-tuned with supervised and reinforcement learning techniques; meaning that the AI can respond to queries in a humanlike, conversational manner.

Whether this turns into a JARVIS and Iron Man scenario or the beginning of Skynet is up for debate, however currently ChatGPT is proving to be a helpful tool when it comes to streamlining workflows and boosting productivity for brands across the country.

Here are five practical uses of ChatGPT for UK brands…

1. Planning

Whilst ChatGPT has the capability to write essays and long-form content, it’s generally best not to use it for this purpose at present – mainly considering that Google’s algorithms can detect AI generated content fairly reliably, as outlined in their recent helpful content update. However, a practical use of ChatGPT would be to help identify relevant themes and topics that could support your content strategy.

Let’s say you’ve been given a brief for an article but don’t know much about the topic, you can ask ChatGPT to outline some points to write about and begin building a template to form your copy. Below I asked ChatGPT to generate some bullet points for an article titled “5 Tips For Driving in Winter”:

ChatGPT response to article plan

ChatGPT generated five points for my article and even included some copy to explain them. I was happy with the results, but my new AI friend asked if they could help further. So, I asked ChatGPT to breakdown the generated points into a template with suggested word counts:

ChatGPT response to article template

This time ChatGPT didn’t ask if it could be of further assistance but it was Monday morning and I needed the extra help. Finally, I asked my AI pal to suggest an SEO friendly title and meta description for the piece:

ChatGPT response to meta data suggestions

After suggesting some recommendations for my article’s metadata, ChatGPT AIsplained SEO best practices to me (rude, I do this for a living!). However, in the space of mere minutes, I had content for my article, a planned layout, and metadata to set me up for a morning of copywriting without having to use an ounce of brainpower!

Furthermore, ChatGPT could help formulate copy for product descriptions, informational web pages, and even social media content – alleviating some manpower and streamlining productivity.

2. Translate Content Into Multiple Languages

If you’re looking to expand your content into other regions, classically you would have to hire a translator. In more recent times you could use Google translate to do the job for you; however I’ve seen enough dodgy, misinterpreted tattoos on my peers to know that this isn’t always 100% accurate. ChatGPT can translate and write content in other languages without losing context, making the translation more accurate. To test this, I asked ChatGPT to translate the paragraph you just read into French, voilà:

ChatGPT translating into French

3. Write or Explain Code

Whether you’re a master coder or a novice, bugs in code are bound to crop up from time to time; and instead of sifting through lines looking for the problem, you can set ChatGPT on the case to find the issue. Whilst it’s not a great idea to launch generated code onto a production server, ChatGPT can even write entire blocks of functional code snippets!

4. Analyse Data

Picture the scene, it’s Friday afternoon and you’ve got sheets and sheets of data to go through to report back to your clients; ChatGPT can help streamline this.

Through natural language processing and text clarification, ChatGPT can classify text data and even extract insights from unstructured data: including customer feedback, news articles, or social media.

ChatGPT can also generate informative summaries of data and even create visualisations, as well as identify patterns, correlations, and relationships within the data. It can also be used to predict future trends and outcomes based on historical data through regression analysis or time-series forecasting.

5. Automate customer inquiries

Due to the conversational nature of GPT-3.5, ChatGPT can be used to supercharge the chatbots on your site; meaning it can help existing chatbots understand unpredictable human inputs due to its massive training base. This technology is already powering customer support for companies such as Meta, Canva, and Shopify, and for good reason.

Firstly, the automation means that ChatGPT can handle common customer inquiries, which allows customer service workers to focus on urgent and more complex inquiries. ChatGPT also doesn’t need sleep, and doesn’t have any hobbies, meaning it can be available 24/7, helping service customers and users outside of regular business hours.

It can also provide consistent and accurate responses, meaning less miscommunications and more customer satisfaction. ChatGPT is immensely scalable as well, meaning that it can simultaneously handle a large number of customer inquiries. And as previously mentioned, ChatGPT is multilingual, allowing customers to submit their inquiries in a language that they’re more comfortable in.

JARVIS or Skynet?

“But you see, you just can’t differentiate between a robot and the very best of humans.” This may be the case in Isaac Asimov’s I, Robot but as it currently stands, I think we can postpone the AI apocalypse for now.

Whilst ChatGPT is incredibly impressive in terms of producing content and analysing data, it needs some serious human intervention to become a staple part of a brands’ marketing function. We predict that ChatGPT will require a further 12 months of development to reach a level whereby it’s crucial to SEO, and by that time Microsoft are likely to be using it to power the Bing search engine.

We’ll be monitoring this trend closely, and assessing whether brands should start optimising for Bing in the long term- however for now, investing into Google’s ad platforms and SEO practices is still the right move for revenue-hungry brands.

If you would like to discuss ChatGPT, or your current SEO function further, please get in touch with our team for a consultation.

Affiliate marketing is a powerful tool to have in the revenue-driving arsenal of any UK brand. Via a robust, targeted affiliate strategy, publishers can reap the rewards associated with promoting products or services to new (sometimes lesser-known) audiences. Through affiliates, brands can grow sales and awareness, bring in leads, and build relationships with publishers that receive a fair commission.

A performance-based advertising method that is mutually beneficial, affiliate marketing is a must-have for brands new and established – and it fits a range of business models from e-commerce to SaaS.

Understanding the Affiliate Landscape

If you’re just getting started on your affiliate journey, there are two types of organisations to be aware of that are integral to the success and deployment of a successful strategy.

1. An Affilliate Network

Affilliate networks such as Awin, Skimlinks, and Amazon Associates, connect brands with affiliate marketers. They serve as the middle man; taking the heavy lifting out of building relationships and enabling brands to access their audiences quickly by having pre-existing relationships built out with publishers.

At Fusion Unlimited, we work with the UK’s leading affiliate networks at a range of different levels:

Our Kickstarter programme involves a shorter term agreement with key affiliate networks and no inflated costs from them for management. We amplify this approach with our 20 years of Affiliate Management experience to deliver incredible results at entry level prices.
Our Bespoke programme does what it says; it develops a more unique programme offering to clients, gaining more one on one relationships with affiliates resulting in the highest quality leads and sales. Often seeing us engaging with a private network solution, such as Partnerize to deliver the programme.

2. Affiliate Publisher Sites

The publishers that brands can access via an affiliate network can be absolutely crucial to the success of campaigns, and the potential to access commercially relevant audiences through this medium is enormous.

This relationship is highly desirable for publishers too, as building relationships with brands can prove extremely time consuming and is not particularly scaleable for small to medium-sized businesses.

So, if you’re keen to open up a new sales channel and begin on your affiliate marketing journey, where should you start?

How Could Affiliate Marketing Serve Your Business & Brand?

Affiliate marketing can be a powerful and cost-effective marketing tool when implemented properly, but it requires the right strategy and affiliate partners. It has quickly become a staple of the marketing mix for major UK brands, and the channel is highly investible given its conversion-oriented nature.

In fact, this channel itself can deliver a ROAS or CPA that is around two to three times stronger than other paid media channels; forming a key part of a well-rounded strategy.

Unlock the potential in Affiliate Marketing with Fusion Unlimited

For brands small and large, there are a wealth of conversion opportunities to jump on by deploying a strong affiliate marketing programme. At Fusion Unlimited, we’ve been deploying affililate strategies for almost 20 years, and have a tailored set of programmes to help businesses of differing sizes and budgets:

Our Kickstarter programme is a great way to get into the affiliate space, the Kickstarter programme is specialised to help small businesses dodge high setup fees and get the ball rolling.
Our Traditional programme is designed for more established brands, and provides a familiar approach to affiliate marketing. This programme helps brand see quicker returns and accelerated growth. Compared to the Kickstarter programme, this package involves slightly higher set up costs and will likely carry a monthly access fee and commission override.
Our Bespoke programme helps businesses that have plateaued or that are struggling to grow. It utilises private network technology and advanced tools that aren’t available to traditional affiliate networks. Private networks offer a more detailed view of your affiliate programme with better control to help identify opportunities and support growth.

Please don’t hesitate to get in touch to discuss how we can support you with the next step in your business’ affiliate marketing journey.

Month: January 2023

5 Practical Uses of ChatGPT for UK Brands