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How insurance brokers can use ChatGPT for marketing (& what not to use it for) 

The development of Artificial Intelligence (AI) has been progressing with increasing speed, impacting almost every aspect of our daily lives, from the way we shop and communicate to the way we receive entertainment, information, healthcare, and travel.

We would all be familiar with AI-powered personal assistants like Siri, Alexa, and Google Assistant, allowing users to control their smart homes, order groceries, and perform other tasks with voice commands.

So, it’s not surprising that there are now several AI-powered writing platforms, whether you are looking for natural language processing power, deep learning capabilities, or a more streamlined, or simplified platform, Bing AI, Microsoft Bard AI, and ChatGPT all deliver these features. Offering users astonishing results for writing social media posts, blog posts, summarising text, creating podcast scripts, building stories, creating beautiful captions, generating keywords, hashtags, and many more things besides.

This article is based on my own experiences of trying out the free version of ChatGPT.

What is Chat GPT?

ChatGPT is an artificial intelligence language model developed by OpenAI, which is designed to engage in natural language conversations with humans. As an AI language model, the software has been trained on vast amounts of text data and designed to understand natural language and generate responses to questions or statements.

Using natural language processing (NLP) and machine learning techniques, ChatGPT can understand and respond to a wide range of queries, from answering questions to carrying out complex tasks. I can converse on a variety of topics, including science, technology, current events, finance, insurance, and more.

What can I use ChatGPT for?

The answer is pretty much anything, you can ask it to write content, blog posts, social media posts, email templates, and podcast scripts. It can also be used to summarise a text, collate market research, teach you something, or help name a document, podcast, or blog post. I’ve even seen it used to add interesting emojis to a social media caption.

It can also write poems, songs, and text in the style of pretty much anyone you can think of, one with hilarious results - be ready for my poem about insurance copywriters, you’ve been warned!

Can Chat GPT write insurance content for me?

Yes, it can write about just about anything you want it to! As long as you phrase the questions correctly and give them enough information to create what you’re looking for.

You can ask it to write emails, captions, social media posts, summaries of types of cover, it can scope out the headings and structure for a blog post or article, and even write a press release for you.

One possible setback is there is a risk of people creating a lot of duplicate content and losing their unique voice if people are using the same prompts & getting similar responses.

What content is ChatGPT good for writing?

ChatGPT is great if you’ve created something original. You can use Chat GPT for everything from helping you optimise your content to repurposing it in different ways and on different platforms. By asking CHatGPT to create a 200-word summary of a blog post, or write 10 LinkedIn posts based on a piece you’ve written you can use AI to spread your content across a wider audience and maximise its reach.

Is there anything ChatGPT can’t write?

There are a few areas where ChatGPT can’t compete with a human copywriter and that is when creating content like;

  • Original research

  • Interview based content

  • Including specific examples relating to your experience or audience

  • Opinion-based content or thought leadership content

  • Content-based on your own experiences.

ChatGPT itself has a significant list of pitfalls in its functionality; it can’t grasp the context, business jargon, or nuance in human communication, such as sarcasm; it’s limited in its ability to handle multiple tasks. It can also hold biases or prejudices, based on the data that it’s trained on, which opens Pandora’s box of ethical issues for insurance companies. [1]

I’ve also found from my own testing that it leans towards American resources and knowledge when asking about insurance cover which is not always reflective of the UK industry, and something that needs human knowledge to edit.

The structure it uses to write blogs, social media posts, and emails are fairly generic and repetitive using a standard layout, set number of bullet points, same intro, and summary, etc which can make it easy to spot AI written content.

Will using ChatGPT impact my SEO?

In 2022 various sources were suggesting that AI-created content might be downgraded by Google and could even be read as spam but that position seems to have shifted as earlier this year Google confirmed that AI-generated content was not against its guidelines and went as far as to say that high-quality content will continue to perform well.

However, I would always favour creating original content, especially in blog and website content because we could end up seeing similar content created by ChatGPT and you could end up damaging your SEO if this position changes.

Will ChatGPT disrupt the insurance industry?

It seems with every shiny new thing people start talking about disrupters but AI has been used by insurers for building analytical models and decision-making in underwriting, claims, and operations. So the arrival of ChatGPT (and other accessible AI tools) isn’t perhaps as groundbreaking as the media would have us think, but the tech itself has a huge potential to create faster responses, understand customer service issues, and pinpoint queries using the power of data.

The insurance industry is sometimes slow to adopt new technology but there is still time to invest in the technology that will help businesses to respond faster, better, and with a more personal touch, however, if we’re thinking it will revolutionise job functions it is unlikely to replace human intervention but support the decisions it makes, and while it doesn’t have enough expertise to draft complex or technical documents, such as policy wordings there are compliance and ethical questions that need addressing and answering.

If you’d like content written by a human rather than a robot, then drop me a line and let’s have a chat about how I can help you in 2023.


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