Use of ChatGPT in Digital Marketing: Applications, Benefits and Limitations

Abstract

In the current era of digital marketing, the adoption of latest technology has become very crucial for businesses to stay ahead of competition. Among these technologies, ChatGPT emerges as a promising tool, where engaging customers effectively is key to business success. Large language models (LLMs) like ChatGPT are at the forefront of this change, offering a unique set of capabilities that can be leveraged to enhance marketing strategies. This research paper explores the use of ChatGPT in digital marketing along with its limitations.Because of mastery of natural language processing (NLP) techniques and deep learning, ChatGPTbecomes a important tool for marketers by generating realistic human-like conversation (Singh, 2023). It streamlines content creation, personalizes customer interactions through chatbots, and identifies audience preferences for targeted marketing campaigns but it has its own limitations also.Content generated by ChatGPT may lack originality and require human oversight. Additionally, LLMs can perpetuate existing biases present in their training data. Despite these challenges, ChatGPT finds extensive applications in customer service, personalized marketing communication, lead generation and nurturing, content creation and curation, and social media management. By using ChatGPT effectively, businesses can elevate their digital marketing efforts, fostering deeper connections with customers and driving sustainable growth in today's dynamic marketplace.