{"id":117408,"date":"2023-04-05T20:22:00","date_gmt":"2023-04-06T01:22:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/chatgpt-threats-opportunities-and-a-new-challenger-to-google\/"},"modified":"2024-12-31T05:53:30","modified_gmt":"2024-12-31T10:53:30","slug":"chatgpt-threats-opportunities-and-a-new-challenger-to-google","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/search-optimization\/chatgpt-threats-opportunities-and-a-new-challenger-to-google\/","title":{"rendered":"ChatGPT: Threats, opportunities\u2026 and a new challenger to Google?"},"content":{"rendered":"

If you have read any of your favorite digital marketing blogs regarding 2023 plans, predictions, and what to watch out for, we guarantee that AI (Artificial Intelligence) was on the list.<\/p>\n

ChatGPT 3.0 by OpenAI<\/a> was released November 30, 2022 and less than two months later it had certainly made waves across the digital marketing industry, SEO community, and even into the educational realm. According to the AP, the New York City school system blocked this controversal writing tool<\/a> and issued warnings about its use. But why? Let’s take a closer look at “the most profound technological development since the internet itself” (in the words of our intrepid podcast<\/a> hosts!).<\/p>\n

What, exactly, is ChatGPT?<\/strong><\/h2>\n

ChatGPT<\/a> (Generative Pre-trained Transformer) is a natural language processing tool driven by AI and data and built on the Transformer<\/a> network that Google invented and open-sourced in 2017. Users interact with it in a conversational way by asking it “things”. Anyone can create a free account, right now, and access ChatGPT by visiting chat.openai.com<\/a>.<\/p>\n

We ran a poll across Twitter, LinkedIn, and Mastodon asking users if they are actively using ChatGPT. Surprisingly, out of the 25 responses, 52% said they are already actively using ChatGPT.<\/p>\n

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Many people over the past month, myself included, have been testing the application to see what it can and can\u2019t do. Warning \u2013 you can have a very unproductive day having a \u201cchat\u201d with this tool asking it all sorts of questions\u2026do aliens exists? Is there a God? And on and on.<\/em><\/p>\n

It’s an incredibly powerful tool which you can ask\/tell to write and fix code, help on Excel formulas, or even compose a ’90s-style rap songs about SEO. You’re welcome!<\/p>\n

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ChatGPT can also write content\/blog posts\/essays, which is why the NYC school system is already blocking it. You can literally ask ChatGPT to write about any topic and it will almost certainly pump out a very well-written piece of content.<\/p>\n

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What’s interesting is that if two different users ask it the same exact query, ChatGPT will produce two unique pieces of content.<\/p>\n

What can\u2019t ChatGPT do?<\/h2>\n

ChatGPT is a powerful tool that can be used for many things\u2014if used correctly. Human interaction with the “content” created is still needed.<\/p>\n

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  1. \n

    ChatGPT is not connected to the internet<\/h3>\n

    As of today, users are not able to get things like directions to places or find things “near me”. You can’t get real-time information relating to current events, the weather, etc. (If we learned anything from Marvel’s Avengers: Age of Ultron, .maybe we should keep it that way?)<\/li>\n

  2. \n

    There are no hyperlinks, references, or imagery<\/h3>\n

    ChatGPT’s output is text-based and does not include any references. In response to some queries, ChatGPT will tell you where to get more information, but there is no hyperlink to take you there. Ultimately, users don’t know where OpenAI is getting the data to answer queries and generate responses.<\/li>\n

  3. \n

    Data only goes back to 2021<\/h3>\n

    If something significant has changed in your topic after 2021, there’s a good chance ChatGPT’s output will be outdated and inaccurate.<\/li>\n

  4. \n

    Information accuracy still an issue<\/h3>\n

    We tested some conspiracy theories and thankfully ChatGPT refrained from parroting misinformation: The Earth is indeed spherical, we did land on the moon, and Joe Biden is President of the United States! As you can see in the example below, ChatGPT answers the question correctly, then explains why people may disagree, then supports the correct answer with real evidence\u2014but still no links or references.<\/li>\n

  5. \n

    There are no refinement possibilities<\/h3>\n

    At present, ChatGPT declines to ask any clarifying follow-up questions. Think of the way Google pre-populates as you type in the search bar, or appends “Did you really mean\u2026” or even “People also ask…” to related searches. In fairness, though, ChatGPT does remember what users say earlier in the conversation, allowing them to provide follow-up details, corrections, and requests.<\/li>\n<\/ol>\n

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