What Marketers Really Need to Know About GPTs (or Bots)

Everyone has heard of prompts, and most people have used ChatGPT, but what are GPTs exactly? And what do they have to do with marketing?

So what is the difference between a GPT and a prompt?

• A prompt is a detailed instruction that you give an LLM like ChatGPT, that is to be used once. I can also be reused by editing specific data to meet additional material. For example, your company is writing a reference story, you can edit the prompts with things like the different company names and products, etc.

• A GPT is a custom trained version of a ChatGPT. It is like building your own personal assistant with memory, structure and rules within ChatGPT. However, you can also have GPTs on other LLMs, but they are most often referred to as Bots. Essentially, a GPT is a trained assistant without having to integrate additional APIs.

For purpose of this blog, we are going to focus on the simplest form, a GPT within a ChatGPT environment.

GPTs can be accessed through the ChatGPT interface, just like normal. However, with a GPT, you are not starting from scratch every time, you are interacting with a preset personality, knowledge base and task orientation.

Think of it in the context of being able to say, "you know my target audience, "help me with xyz task".

How can a marketer actually use a GPT?

1. Turn generic content into industry specific content.

Let`s say you have a blog about your newly released products value, but your target audience covers multiple industries. A standard prompt might rewrite for HR, a GPT built for you knows your product, tone of voice, and what the retail industry HR people really care about.

The result? Scale with context.

2. Give Teams Repeatable, Reliable Systems that are Easily Accessible

With a GPT, you eliminate the need to rewrite prompts. Instead you can use it as a repeatable tool that has been trained in things such as brand voice, etc. The result is again scale, but also consistency. Structured input that delivers brand aligned output.

3. Simplified Adoption

Customer GPTs assist your team without them having to learn a new platform or tool. It is literally built into another tool that they are already using. No APIs, no engineering, just easy to use AI.

BUT, GPTs do not replace marketers - they just enable them to scale faster.

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