Being replaced by ChatGPT in digital marketing — a legitimate worry?

AI will not replace the people of digital marketing: its output still has to be supervised, and on the relational side the machine is still far from rivalling us. The real question is complementarity between human and machine.

The replacement of human beings by artificial intelligence, and by ChatGPT in particular, is a subject that has already been covered many times.

But since we work in marketing, we wanted to enquire specifically into AI’s place in this sector.

After experimenting with the tool and taking the time to read around it, here is our view.

It has to be said that ChatGPT greatly simplifies certain tasks, and shortens them along the way. Through its remarkable ability to summarise and explain any subject, and its aptitude for writing code, a sales page or even a whole article, there are few requests to which the AI would struggle to give a satisfactory result.

In efficiency or in return, there is no contest. The text is generated almost instantly and the tool costs little. Its place therefore becomes indispensable in everyone’s armoury, if only to fight on equal terms and survive by making the most of the time and energy it saves.
The crafts tied to creating content for websites, posts on social platforms, or writing marketing emails and sales pages will doubtless be the most affected.

But the result generated is, as written above, “satisfactory”. Do not expect it to write you text or code usable as it stands. For now, supervision and changes by a competent person remain necessary. Whether errors slipping into code, mistaken information or faults in reasoning, the AI’s output is still far from universal truth.

What is more, on relational matters, the machine is still far from rivalling a human being.
Every word that comes from an algorithm rings hollow, because it is carried by lines of code and not by any real intent. No conviction and no empathy, therefore no sincerity.

The current version of ChatGPT is by definition unable to stir the slightest emotion, through the coldness and softness inherent in its neutrality of tone and of commitment.

That is why the crafts tied to communication and influencer marketing will struggle to be entirely replaced by an AI: communication does not lie in a simple exchange of facts.
And that is doubtless what makes replacing the human very complicated. Most people, in countless cases, will always prefer a social contact that supposes a degree of empathy and sensitivity, and that often gives rise to a rewarding exchange built on the vision and the convictions that come from a life of one’s own.

Will AIs replace the people working in digital marketing? The answer is no. Three years later, Perspective 5 put the question differently: there, AI stopped being a threat and became an architecture.

But even though this text generator is still far from perfect, we believe it is crucial for anyone working in digital to develop a craft built on complementarity between human and machine. That both raises your productivity sharply and lets you use your skills and your sensitivity to fill the AI’s gaps. It is that principle our Creative Performance offering applies today to producing advertising assets.

So let us concentrate instead on the tasks where it saves us time.

Such as explaining a subject, paraphrasing text, or generating a base of text to rework and check:

• subject ideas
• email
• article
• post on social platforms

Analysing an industry quickly

• Porter’s five forces
• PESTEL analysis
• SWOT matrix
• defining an audience, personas
• identifying keywords

As a bonus, to make ChatGPT more effective still, here are a few Google Chrome extensions and a reminder of best practice, so as to use it to its full potential — in marketing or in any other field.

Our top three extensions to install in Google Chrome:

WebChatGPT: it gives ChatGPT access to information published after 2021, by taking the content of the first 3, 5 or 10 Google search results into account when generating its answers, while naming the source it rests on.

ChatGPT for Google: on a Google query, the extension generates ChatGPT’s answer in a panel to the right of the Google results.

AIPRM: the extension adds an interface — a toolbox — to ChatGPT, including a library of prompts sorted by theme and ranked by community rating.

There are of course hundreds of others, but the three above are among the essential extensions available today.

Now to a few reminders about the tool itself:

Do not simply copy and paste text generated by ChatGPT

• Text detected as plagiarism or as AI-generated can have a negative impact on your SEO, or may contain errors

Update, September 2026: content generated by AI, then read, corrected and enriched by human expertise, can perfectly well be indexed and rank well; it is content produced without supervision that offers little value.

You can reach a Premium version for $24 a month, which secures:

• priority access when the servers are overloaded
• greater speed in generating the text
• access to GPT-4, and to new developments

Be as precise as you can in a request

• Use AIPRM, mentioned above, for suggestions of complete, specific prompts
• Give it context: begin your request with “Act as”, followed by what you want
• Specify the platform it will be posted on, who it is for, the structure (bullet points, longer or shorter text, and so on)

In conclusion, learn to use ChatGPT as you would any tool, and use the time saved to concentrate on the tasks that call for social intelligence and creativity. In doing so, the quality and the quantity of what you produce will be greatly lifted, and your professional place will have fine days ahead of it.