Marketplace Spotlight: It’s time we talked about ChatGPT and the aviation industry

There’s been an incredible amount of chatter about ChatGPT, the generative AI tool designed to write content on your behalf – but what exactly does it do, and how might it be helpful to the aviation industry? Vincent Sider at GetInference, a company that helps organisations to employ AI intelligently across their marketing activities, explains more about the technology that could very well change the way you work.

All marketing professionals are tasked with ensuring that their communications are more engaging and effective than those of their rivals – and the aviation sector is no different. To attain a competitive advantage, new ideas, tools, and techniques can help organisations get ahead of the curve, BUT understanding and employing these new technologies is not always as easy as it seems.

Enter (with no little fanfare) ChatGPT, the all-singing, all-dancing content-creating tool developed by OpenAI that offers a range of seemingly amazing benefits that promise to enhance your marketing activities and take you to the next level.

And it arrived with something of a bang – ChatGPT saw 1 million active users within the first week of launch, and some 100 million in the first 60 days. That’s quite an entrance. But what could it mean for you?

Getting a Perspective

Let’s start with the negatives: as a large language model, its job is to predict the next credible word in a linear sequential line of text, but that doesn’t necessarily mean the prediction will be utterly reliable. Also, when ChatGPT was built, it was given prompts and asked to complete them with four different options. Then, human scorers were asked to rank those options from best to worst. So, every time a human gave their opinion, they effectively ‘voted’ for ChatGPT to express itself in a certain way.

But there’s a catch – this algorithm is just like every other algorithm, is just somebody’s opinion written in code. It’s not always the truth. So we could say that it confirms the old computing dictum RIRO – Rubbish In, Rubbish Out. And as most of us did not have a say in the voting process, we have next to no control over what it’s going to write.

Moreover, as a generative AI tool, the algorithm driving the output is designed to evolve itself over time, and even the creators will admit that that aspect of the process is opaque at best.

So ChatGPT is essentially a pseudo-democratic dictatorship – it’s going to do what it wants to do (believing it to be the correct thing to write).

Making ChapGPT Work For You

The solution to that problem is to fine-tune the model behind it, such that what it produces more accurately relates to your specific business, brand and use case. ChatGPT is not a ‘fit-and-forget’ tool, but it is a tool that just needs to be curated properly.

Now despite the drawbacks, we are confident that ChatGPT will become an incredibly useful tool for you, and that (if employed shrewdly) it could seriously improve your search, content creation, website optimization, data analysis, personalization, process automation, and customer service activities.

You just have to think of it as the tool that creates a very credible ‘first draft’ version of the final copy, and then you can fine-tune the content from that point.

Content Creation (but not creative)

Generative AI can do an awful lot of the ‘heavy lifting’ for you and incorporate a range of factors/perspectives/angles you simply may not have thought of, or considered. This can be particularly useful when it comes to creating unique content or helping develop new marketing or advertising campaigns. However, it won’t actually have the ‘BIG IDEA’ for your campaign (although it might help you get there), you’ll still have to think of that yourself.

Nevertheless, your marketing teams can leverage ChatGPT to create a variety of content including destination guides, travel tips, product descriptions, email newsletters, and even social media posts. The engine can also help with language translation, and simplifying complex information for a broader audience.

Personalized Communications

Generative AI can also be used to create personalized content for individual customers, based on their known preferences, behaviours, and other relevant data. This can help improve engagement and conversion rates, as customers are more likely to respond to messages that are carefully tailored to their specific needs and interests.

Consequently, ChatGPT can help create precisely targeted email campaigns, empower chatbots, and generate personalized website content.

Research and Planning

ChatGPT can help you conduct market research, and gather data and valuable insights that will inform the development of meaningful marketing strategies. For instance, you can ask ChatGPT to compile lists of industry trends, consumer preferences, and competitors’ activities to keep up abreast of your ever-changing commercial landscape.

Website Optimization

ChatGPT can also aid in search engine optimization for your website, by creating keyword-rich title tags, accurate meta descriptions, and pertinent landing page copy. The engine can also help to identify and resolve duplicate content issues, and in conducting A/B testing.

Data Analysis and Reporting

ChatGPT will certainly help you analyze and summarize data, including website traffic, customer feedback, and social media metrics. The engine can also assist in generating reports and setting up custom pixel conversions.

Process Automation

By automating routine and otherwise repetitive tasks, ChatGPT can free up time and resources within your marketing operations – meaning that the team can focus on higher-level cognitive-based initiatives. Tasks such as data analysis, report generation, and customer service can be outsourced to ChatGPT.

Customer Service Enhancement

Integrating ChatGPT into your customer service channels can enhance the customer experience, and increase operational efficiency. The engine can also help with resolving customer inquiries, providing information, and generating leads.

By leveraging ChatGPT’s advanced capabilities, you can effectively streamline your marketing efforts, improve the customer experience, and remain competitive. But never forget that it isn’t a panacea of all ills – of course, it will both save you time and write better content than almost all of us, BUT it’s never going to be better than something written by an experienced and knowledgeable copywriter.

And don’t forget something equally important – if everyone is using ChatGPT, how is your content going to be any different or better than somebody else’s? That’s where we can help you.

NB: In case you were wondering, this article wasn’t written using ChatGPT, but by a real human being Vincent Sider with the help of Grammarly and a kindly editor at Yocova.

A Word About GetInference

GetInference, a Yocova Partner, offers live masterclasses to professionals in the aviation industry, providing a clear learning path to demystify issues around artificial intelligence (AI) and help you focus on use cases that deliver a strong return on investment.

In addition to these live sessions, GetInference also provides an online academy where people can practice what they have learned with weekly challenges. Moreover, the company assists organizations in both scoping out and implementing AI projects – specializing in audience analysis, campaign optimization, and model fine-tuning.

And we’re proud to say that our expertise and commitment to empowering marketing professionals have already made us a go-to partner for those seeking to leverage AI technologies in their customer-facing communications.