Why ChatGPT and the Google Bard plugin are the next big opportunity for marketers

The next big app store will come from what Matthias Keller, chief scientist at travel website Kayak, calls ChatGPT.

Since its launch, ChatGPT has exceeded 100 million registered users in the first two months, with more than 13 million daily visits, successfully becoming the "fastest growing application in human history". This explosive growth provides online brands with an opportunity to reach high-intent consumers with a personalized customer experience unlike anything seen since Google first launched AdWords in 2000.

With the launch of the plugin, we can expect more users to flock to ChatGPT, as approximately 73% of consumers describe themselves as “channel agnostic”. These add-ons provide the contextual and engaging digital experience that these users are looking for throughout their entire journey.

The ChatGPT plugin has the potential to be a perfect revenue source and testing ground for marketers. Not only are sites that attract users early on likely to be the most innovative, but the new plugin interface encompasses the three most important shopping pillars that today’s consumers are looking for.

The first pillar is the company’s personal touch. The ChatGPT plugin makes users feel like they are getting an experience tailored to them. This creates an engaging and memorable user experience. Consumers want to feel that the online interface they use is tailored to their specific needs and preferences, and in return this will help consumers feel connected to the brand and increase their engagement with the product or service, as They have a positive experience and find what they want more easily.

Customers can sense their location and goal direction at any time during the search process. This is the second key element - context/situation. Contextual experiences can help make an online interface or plug-in more convenient and easier to use, and over time, as the plug-in/ChatGPT understands the user's context better, it will provide more targeted and personalized recommendations or services.

Ultimately, users are looking for a unique, tailor-made journey with a brand or shopping experience. This creation allows users to have a seamless, personalized, and fluid experience throughout their journey across channels. They'll want to repeat such a positive shopping or search experience the next time they search. When a brand leverages this technology to demonstrate its understanding of user context and provide relevant and personalized recommendations or offers, it can create more positive emotional responses and increase brand loyalty.

However, while OpenAI’s new plugins create huge opportunities for brands to grow revenue while exploring new customer experiences, they also create another siled measurement platform for brands. As with any new marketing tool or platform, it needs to be customized to the platform.

These relatively new marketing avenues, like TikTok and Discord, require trial and error to be successful. Additionally, in a world where the average home has more than 20 connected devices, capturing the full picture of the customer journey and lifetime value across devices and platforms is critical to driving growth. Any brand planning to grow with ChatGPT should be aware that this is a tool that could potentially generate a huge revenue stream for them, but they need to work hard to understand how to measure success.

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