With algorithms controlling more and more aspects of our lives, algorithm-generated marketing copy is the web’s future. The GPT-3 killer app could help advertisers entice clicks and manipulate Google rankings.
Facebook chooses which posts appear on our newsfeed, Google displays the results of our searches using a complex ranking algorithm, and Amazon suggests things based on our previous purchases. It’s no surprise, then, that algorithms are increasingly used in online marketing to generate excellent content. So, what does the future hold for the internet—will machines take over marketing, or will human innovation always be required?
Cue in Jasper. Jasper can create content for Facebook advertising, marketing emails, and product descriptions, among other things. It’s one of a slew of firms that have repurposed OpenAI’s GPT-3 text-generation technology to satisfy one of the internet’s oldest needs: Writing marketing copy that attracts clicks and ranks well on Google.
Marketing copy creation has proven to be one of the first large-scale uses for text-generation technology, which advanced in 2020 when OpenAI revealed the commercial version of GPT-3. Jasper alone has over 55,000 paying customers, while OpenAI boasts that one of its competitors has over a million users.
ContentEdge, like many of its competitors, works as a standard online text editor, but adds functionality that Google Docs lacks. The software can recommend keywords needed to rank highly on Google for a given title in a sidebar. From a title and a brief summary, a lightning bolt button generates whole paragraphs or proposed outlines for an article. The text comprises phrases culled from Google’s top-ranked pages.
Before uploading, ContentEdge and its competitors recommend that users update and fact-check their content. Although OpenAI’s technology is typically used to generate original content, it can also regurgitate text found in its web-based training data. Customers can use plagiarism checkers from Jasper and other organizations to ensure they aren’t accidentally copying preexisting text.
Spammers and social bots have tarnished auto-generated text, but businesses developing marketing tools based on GPT-3 say it may help people improve their writing skills and the web as a whole. ContentEdge’s founder, Ryan Bednar, claims that his service helps businesses develop more meaningful content and distribute it to the proper individuals.
Recent updates to OpenAI’s service make it more accurate and adaptable to specific jobs, making it better suited to text generation for online education, tutoring platforms, and customer assistance, where responses must be correct the first time. OpenAI’s technology is also used by GitHub, which introduced a popular system for generating computer code last year.
While these advancements are definitely exciting, it does make us wonder whether we’ll need copy editors and copywriters in the future, or if these programs are making our human jobs obsolete.
In other interesting news, here’s how TikTok’s algorithm really works.