Giovanni Pupo thinks ChatGPT is that smart, underpaid marketing assistant everyone’s always wanted. You can train it to do great things, as long as you’re prepared to supervise and check its work. After all, you need to know how to drive the machine yourself before using its outputs.

As the Head of E-Commerce Media Europe at LIPTON, Gio looks after ROAS across the continent. He uses ChatGPT for brainstorming and copywriting, but he also thinks there are reasons not to trust it too much. Here are his reasons for picking it as his Shiny New Object.

Finding patterns and new ideas

ChatGPT is a great “second pair of eyes” for copywriting or idea generation, according to Gio. He doesn’t trust it completely, of course. But, often, when looking for patterns or coming up with content, it’s useful to present your findings to ChatGPT and ask it to tell you what you’re missing. Out of 5 answers, one may be worth a deep dive and could lead to a new and useful idea.

When it comes to data driven marketing, Gio thinks that ChatGPT’s data analysis is “disastrous.” It may look good at first glance, but 80% can be wrong and you wouldn’t know it if you didn’t have any knowledge of the field. So, caution is advisable for these types of work.

Why we still need a human touch

ChatGPT is changing the way we search and also the way we’re creating. Creativity, however, requires a human touch. As Gio puts it: “in order to drive the machine you have to know how to do the work yourself.” This way, you can criticise the output and guide it for better results.

In the future, the increased use of AI to create content faster and cheaper will ultimately work in favour of those who are experts in their field: “In a world where it’s easier to fake it, it will be much harder to make it.

Listen to Gio’s top tips for work/life balance, his advice on the importance of reading data for marketers, and the way he works with ChatGPT, in the full episode.

The host of the Shiny New Object podcast is Tom Ollerton, founder of Automated Creative.