Category Digital Marketing News

People and businesses are quickly discovering the power and productivity of OpenAI chatbot assistants like ChatGPT. However, in their embrace of the new AI, they may accidentally overlook the danger of copyright infringement. In this article we discuss some of the amazing things ChatGPT can do, how it does it, and how one can avoid stomping on someone’s copyright protections while using the AI.

Tools for creating outputs based on descriptions are not new. We can find tools to create music midis or even generate drawings based on cave paintings. The types of works generated by algorithms can be broken down into different categories depending on the vision we want to explore, but the aspect that seems crucial to us, for the scalping of different situations, is interconnected with the categorization of the intensity of the input human in creating an AI-generated work. Only in this way is it possible to identify or not a legitimate author and owner of these works.

Copyright legislation was undoubtedly designed for human creations. It is evident that humans can use tools that help their creation, however, his creative expression must be included in his result. It is enough to think of a brush, a pencil, or a camera, to consider that the author is the one who wrote, drew or photographed. The problem with this software is that it blurs the differences between creative and non-creative human input.

To guide our reasoning, we must bear in mind that an idea is not protectable. When I ask an algorithm to write a novel about a love triangle, I am not the author of the resulting piece, since I only expressed an idea and not the way it unfolds. Therefore, from the outset, an output generated by ChatGPT is neither susceptible to protection by the user, nor by the company that owns the algorithm.

Another issue concerns derivative works and their respective infringements. A derivative work is a work that contains creative expressions of earlier works. They contain identity fragments of previous works that can be manifested in new works. It is not clear who can be held liable in case of infringement of these earlier rights.

One of the processes will involve investigating the training data and checking whether it has been fed with the work in question. If this is the case, it must be analyzed further to determine whether this is a limitation to the use of a work.

Everyone is familiar with the recent assault on TikTok in Congressional hearings within the United States. This assault has created some doubt on how much one can rely on the platform for future marketing efforts. Influencers are being threatened as well as companies who promote their offerings to the multitude of users. Already a large swath of government workers are no longer permitted access to the app on their government issued devices.

Between the most recent news that TikTok executives can choose which posts go viral using the platform’s heating feature, and the ticking time bomb in the shape of potential TikTok bans on both sides of the Atlantic, the sheen could well be fading on the well-polished narrative around the short-form video app. But as always, when it comes to TikTok, marketers seem unfazed and continue to be enthralled by the platform.

With that said, it’s never a good look for any platform when the feature that supposedly makes it special is called into question.

“On its own, the revelation [of TikTok’s heating feature] isn’t likely to cause much upheaval, but it certainly isn’t great optics,” said Jasmine Enberg, principal analyst at eMarketer. “It’s also the first in a series of dominoes that will fall for TikTok this year, as the app will likely have to make some major concessions to appease U.S. regulators.”

But the idea that even a small number of TikTok employees can manually push content to users suggests there’s more going on behind closed doors — and it feels somewhat murky.

Jamie MacEwan, senior media analyst at Enders, explained that TikTok execs’ use of heating (which is boosting videos into users’ “For You” pages to achieve a more ideal number of views), confirms the TikTok team’s awareness of some of the drawbacks of having a very aggressive personalization engine — its lauded special algorithm — and so this is a way for them to account for those drawbacks in some way.

“The heating feature highlights that it’s not as perfect a system as ‘good content will always win,’ but I don’t think many marketers are naïve enough to believe that money wouldn’t play a part eventually,” added Matt Moorut, director analyst at the Gartner for Marketing Leaders practice.

After all, it was always expected that TikTok would give its closest partners the opportunity for a leg-up, such as by giving previews of upcoming products or, in this case, boosting videos, noted MacEwan.

And in the grand scheme of things, this heating tool is still only a small part of total views on the app (though specific numbers have yet to be confirmed), so it’s unlikely to impact marketers’ organic content.

But with a snafu like this coming to light, the credibility behind TikTok’s algorithm doesn’t feel as solid as it once was. Talk of banning the app from political circles, on university campuses and potentially entire countries only fuels those underlying concerns.

In fact, regulation is the real existential threat for TikTok, more so than this viral pushing by staff,  according to MacEwan. As such, this news is unlikely to create any new TikTok skeptics among lawmakers or convince them TikTok has crossed a line in any way.

“Of course, that could change if it turned out TikTok staff had been promoting problematic content or upholding editorial lines relayed by managers in Beijing, which might involve heating or other tools,” he added. 

From the outset, it appears marketers have had a higher level of skepticism for TikTok than other social platforms. But according to Moorut, that’s largely because the app can supposedly provide incredible viewership but still hasn’t managed to build analytics to truly trace that through to conversions in the same ways as other platforms.

Yet despite those flaws, which have yet to be ironed out, TikTok will likely see this latest issue as nothing more than a bump on the road to greater monetization opportunities. But as a scaling short-form video app, it still has a long way to go until the platform works for regulators, policy makers, brands, creators and consumers. 

“Until there’s a radical shift in the regulatory environment or a truly massive scandal, I don’t see the compounding dissatisfaction affecting the fact that this will be an important channel for both brands and creators,” Moorut said.

Expect to see and hear more of TikTok and its influencers in the future.

Chatbots, and ChatGPT particularly, are all the rage right now in marketing. We covered marketing trends for 2023 in our December, 2022 article and A.I. was at the top of our list. But artificial intelligence tools come in many shapes and sizes. Chatbots are just one segment of A.I. and the now famous ChatGPT is just one particular iteration in that segment. So let’s take a deeper dive specifically into ChatGPT to see what makes it unique and how it could help businesses.

The topic of chatbots has become increasingly relevant in recent years as businesses look for ways to improve their customer support and engagement with their audience. Chatbots, such as ChatGPT, use natural language processing and artificial intelligence technology to provide quick and accurate responses to customer inquiries, making them a valuable tool for businesses looking to improve the customer experience. However, content marketers can also use ChatGPT to generate A.I. assisted content.

What is ChatGPT?

ChatGPT is a chatbot designed to assist with customer support, conversation, and information gathering tasks. It uses natural language processing and GPT-3 technology to generate responses that are tailored to the user’s input. ChatGPT can handle a wide range of queries and provide answers in real-time, making it a valuable tool for businesses looking to improve their customer support experience. ChatGPT was initially released in 30th November.

ChatGPT can be used for a variety of customer support and conversation tasks, such as answering frequently asked questions, providing product information, and helping customers navigate a website or mobile app. It can also be used for information gathering, such as gathering user feedback or conducting surveys. Additionally, ChatGPT can be used for conversation tasks, such as providing conversation prompts or engaging in social media conversations. One of the best ways ChatGPT can be used is for content marketing.

How Can Companies Use ChatGPT for Content Marketing?

Companies can use ChatGPT for content marketing by utilizing its natural language processing and GPT-3 technology to generate engaging and relevant content for their target audience. ChatGPT can help businesses create content that is tailored to the specific interests and needs of their audience, making it more likely to grab their attention and drive engagement. Additionally, ChatGPT can assist with researching and curating content from various sources, helping businesses create a consistent and valuable content marketing strategy.

As a content marketer, it is important to understand how ChatGPT can assist with creating and curating content. ChatGPT’s natural language processing and GPT-3 technology allows it to generate engaging and relevant content based on specific input and user interests. This can help content marketers create content that is tailored to their target audience, boosting the chances of engagement and directing traffic to their website or social media channels.