Beyond the hype on ChatGPT: Opportunities and challenges for marketing

Tom Gray

In this article, Imagination’s Tom Gray reflects on the opportunities and challenges posed by AI tools such as ChatGPT for marketing.

Hype cycles come and go, and yesterday’s supposedly world-changing technology can quickly become today’s punchline – remember the fear and excitement around the metaverse a year or two ago? So it’s tempting to suggest that the current buzz around AI is just the next turn of the handle on the hype machine.

But this one really does feel different, not only because ChatGPT has become the fastest-growing application in history, but because of the way it might change HOW the creative process and marketing more generally gets done, rather than just offering a new channel, product or...

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