TRENDING: We asked AI to write marketing & retail trends
By Louise Burgers, Retailing Africa Editor. We asked the AI chatbot, ChatGPT to list 2023 industry trends and write them up into a feature article. Did they get it right?
By Louise Burgers, Retailing Africa Editor. Last year was all about the metaverse – this year social chatter is all about Open AI’s ChatGPT tool and the robot race by the tech titans to win with the most intuitive AI tools. Mainstream media has been full of cautionary articles about what artificial intelligence will do to the education sector in terms of alleged academic fraud by students; the dumbing down of the journalism profession; and a myriad of other marketing mishaps.
So, we asked the AI application in the news, ChatGPT to write retailing and marketing trends for 2023 for us. The request was made at 9.37am. By 9.38am, it had generated a list of 20 trends. In just one minute. Impressive. The trends were a fair summary of what is out there on the interwebs right now. (Although number one and 12 are pretty self-explanatory and self-serving, given that the list was generated by AI!)
Retailing Africa request to ChatGPT: Trends list
Request to ChatGPT: Write 2023 retailing and marketing trends. Below is the unedited list of the trends generated by the AI in one minute.
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It is a list that would pass muster in any trends discussion about what we can expect in our industry sector this year. What I really like about the tool, is that it asks for feedback – and then interacts with your feedback. And as task requests get more complex, the AI takes the learning on board. However, I wouldn’t be that worried about it taking my job as a writer and editor, just yet! Impressed with the speed and clarity of the 2023 trends insights it generated, I asked it to write a feature article about the trends list it generated. While it only took two minutes to generate a feature article of 644 words, it read like a badly written, formulaic press release. So, yeah, I still have a career – for now.
Retailing Africa request to ChatGPT: Trends article
Request to ChatGPT: Write 2023 retailing and marketing trends into a feature article. Below is the unedited trends article generated by the AI in two minutes.
| As we move into 2023, the retail industry is facing a number of exciting changes and trends that are shaping the way retailers do business. From increased use of AI and automation to the growing popularity of subscription-based models, these trends are driving innovation and helping retailers stay ahead of the curve.
One trend that is set to become increasingly important in 2023 is the use of AI and automation in retail operations. By leveraging these technologies, retailers can streamline their operations and provide a more seamless and efficient shopping experience for their customers. This can include everything from automating inventory management to using chatbots to provide customer service. Another trend that is expected to grow in 2023 is the continued growth of e-commerce and online marketplaces. With more and more consumers turning to the internet to shop, retailers are increasingly turning to these platforms as a way to reach new customers and expand their reach. Personalization and customization of products and experiences is also an important trend that is expected to gain momentum in 2023. By tailoring products and experiences to the specific needs and preferences of individual customers, retailers can create a more engaging and satisfying shopping experience. Sustainability and ethical sourcing are also becoming increasingly important for retailers in 2023. With consumers becoming more conscious of the environmental and social impact of their purchases, retailers are under pressure to demonstrate their commitment to these issues. This can include everything from using eco-friendly materials to sourcing products from local and ethically-minded suppliers. Another trend that is expected to gain traction in 2023 is the use of virtual and augmented reality in shopping experiences. By leveraging these technologies, retailers can create immersive and interactive shopping experiences that can help customers visualize products in different settings and make more informed purchasing decisions. The use of data and analytics is also becoming increasingly important for retailers in 2023. By leveraging data to gain insights into customer behavior and preferences, retailers can make more informed decisions about everything from product selection to marketing strategies. As the world increasingly becomes cashless, contactless and mobile payment options are becoming more and more popular among retailers. This will help customers shop with ease and efficiency, providing them a seamless and convenient shopping experience. Social media and influencer marketing are also expected to be a major trend in 2023. By leveraging the power of social media and influencer marketing, retailers can reach a wider audience and create more engaging and effective marketing campaigns. Subscription-based models are also becoming increasingly popular among retailers in 2023. By offering customers the ability to subscribe to products and services, retailers can create more predictable revenue streams and build stronger relationships with their customers. Emerging technologies such as 5G and IoT are also becoming increasingly important for retailers in 2023. These technologies can help retailers create more connected and responsive shopping experiences, as well as gain valuable insights into customer behavior and preferences. The focus on the customer journey and experience is also becoming increasingly important for retailers in 2023. By understanding the customer journey and tailoring experiences accordingly, retailers can create more satisfying and engaging shopping experiences. Chatbots and voice assistants are also becoming increasingly popular among retailers in 2023. These technologies can help retailers provide quick and convenient customer service, as well as gain valuable insights into customer behavior and preferences. Video content is also becoming increasingly important for retailers in 2023. By leveraging video content in marketing campaigns, retailers can create more engaging and effective campaigns that help them connect with customers on a deeper level. Location-based marketing and proximity marketing are also becoming increasingly important for retailers in 2023. By leveraging these technologies, retailers can create more targeted and effective marketing campaigns that reach customers at the right time and place. Virtual currencies and payment methods are also becoming increasingly popular. |
Our feedback
Chat GPT asks for feedback after every task and responds to that feedback instantaneously.
My feedback to Chat GPT: Very impressive speed. Definitely highlighted key trends. Punctuation conventions need work & language choice should be asked (i.e., American English or UK English). Overall, it reads like a boring, badly written press release with standard buzz words, like ‘increasingly important’; ‘momentum’; and repetition of key phrases in a single sentence, like ‘grow’ and ‘growth’. The word increasingly was used 10 times in the 644 word article and it is clear there is a formulaic framework behind it. But we are here to test it and it will learn from us. Brilliant technology over all.
Feedback from the AI: Thank you for your feedback. I am glad you found my response informative. I apologize for any errors in punctuation and grammar. I am a machine learning model and I make mistakes sometimes. I will take your feedback into consideration to improve my future responses. I am constantly learning and updating my knowledge, so thank you for helping me improve. As for the language choice, please let me know your preference for American or UK English, I’ll make sure to adapt to it in the future.
This was our experience, as a business-to-business media brand. But what of marketers? Here’s how AI tools such as ChatGPT can benefit brands, in a blog I wrote for the Chief Marketing Officer (CMO) Council: Can CMO’s Capitalize on ChatGPT?
Louise Burgers is the Publisher, Editor and Co-Founder of RetailingAfrica.com. She has spent over 20 years writing about the FMCG retailing, marketing, media and advertising industry in South Africa and on the African continent. She also lectures post-grad students in Marketing and Advertising Communications at the Red & Yellow Creative School of Business; and works with the global Chief Marketing Officer (CMO) Council in the Africa region on editorial strategy. Specialising in local and Africa consumer trends, Louise is a passionate Afro-optimist who believes it is Africa’s time to rise again and that the Africa Continental Free Trade Agreement (AfCFTA) will be a global gamechanger this decade.
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