There are so many marketing tactics out there that you can implement nowadays. Endless choices but let’s talk about a new process that’s been developed called Service to Success, which is really around generative AI and what that means for marketers.

There’s a bunch of different platforms out there. There’s ‘’, ‘ChatGPT’, ‘’, heaps more. But I don’t think generative AI is going to replace the last bit of consulting that we do. Be cautious about letting it replace your web copy or replace your social copy because the algorithm will punish you for that.

However, it is definitely ever-changing and I think it’s going to change quicker than we imagine. For example, ‘ChatGPT’, which seems to be the market leader at the moment, is currently not open. So it hasn’t been connected to the World Wide Web. So it’s not getting real live data, it’s just predicting what can be there. I think that there are some risks involved in just throwing all your belief in it and just asking it the question and moving on from it. But it is allowing (especially with marketers) speed and structure.This is the one of the biggest takeaways I’ve had because the output on strategy is so much better now because of this helper. I think that any copywriter using a platform like this is going to supercharge their output by ten times.

So what does this mean for businesses? I think that for marketers you’ve got to know how to start using the prompts and you have to understand the power of it and to figure out where the risks are. For agencies, it means you have to meet the market because an agency that starts to charge a couple hundred bucks for a blog post, when ‘Chat GPT’ is doing the same for free, businesses will start to turn to AI. This can be a really powerful thing, but only as long as everyone is open and honest, and as long as the output is effective.

What happens when you’re charged by the word? For example, I worked with some people in the Philippines to write copy for us and when they did the work it was incredibly quick and reasonably priced. I think what they’re doing now is that they’re still probably using ‘ChatGPT’ and others, but it just means they can do ten times more. For people already in this industry, it is going to be more difficult for them to maintain a service if they are not using these services in their everyday life.

Many marketing people working in big national companies see this as an opportunity to cut costs, in the form of salaries. However there is still the role of managing the bots. Someone has to be getting the search terms right and deciding upon the output. So they save some money, but give themselves more work.

In contrast to this, we don’t have to lose any jobs and instead, people just get better at doing their job. Think about a good piece of content that has to have insight, has to be well-researched, and has to be written for the end user. Most of the time, if you’re a copywriter, you are busy, and have to cut corners somewhere. Whereas, AI allows you to plan, allows you to do a first draft and then you’ve got time to review the second draft. This in turn, gives you more time, giving you a better end result.

There are some platforms like ‘’, which are fantastic because it does a deep dive and takes an organisation’s tone and voice and changes the copy. So I often use it in conjunction with ‘ChatGPT’. You don’t need to be an AI expert, but if you tweak the copy enough then it becomes difficult for anyone to know that it wasn’t written by you. For example, I sometimes put a post into ‘Chat GPT’, then into ‘’, get it on brand and then publish. This way you infuse the emotion and the industry insights that make you different, unique and relevant.

The better you can be at asking a question, the better the results, and really informed questions come from years of understanding insights. So that’s where I think if you were a good writer beforehand and had a reasonable go at editing, something like ‘ChatGPT’ is only going to make you better.

Tony Nicholls

Tony Nicholls

Founder and Director of Good Talent Media

Tony Nicholls is an accomplished journalist who has held roles for more than ten years with the ABC, SBS and Network Ten, covering thousands of news stories across Victoria, Australia and in the international media.


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