If you have any role in digital marketing or content creation, you will have heard of ChatGPT by now. From writing short emails for a large-scale campaign to creating complete blog posts, the platform allows users to create copy in a range of languages to attract customers throughout the sales funnel.

However, some professionals aren’t sure whether ChatGPT will entirely replace content creators, or simply enhance their work. Learn more about the role of ChatGPT in Chinese digital marketing, including some of the advantages and drawbacks of AI implementation.

Will ChatGPT replace general content strategies?

As a general rule, ChatGPT won’t replace your content marketing strategies. This is because ChatGPT, whilst a relatively intelligent tool, doesn’t quite have the same flexibility that a human writer does. People are able to actively include references to pop culture and relevant news events, where many artificial intelligence systems are trained on relatively old data. This outdated training information limits the utility of the system, stopping marketers from providing prompts based on the latest data. Whilst some of the most recent systems and AI services can respond to ongoing events, ChatGPT runs on relatively old data.

In response to this, content marketing is at its best when it combines artificial intelligence such as ChatGPT with human inputs in one cohesive system. Whilst the platform can help to provide a basic foundation of content, having an effective copywriter editing the outputs to be more appropriate for your audience is a must. This is especially true when your content needs to be factual, as there are recorded examples of the system inventing academic references that have no real-world basis. ChatGPT needs to be kept in check to keep your company’s copy relying on accurate facts and data.

How does Chinese digital marketing differ?

There are a few ways that Chinese users interact with the digital market in comparison to Western customers. Adapting to these differences can have a big impact on your content’s performance, with some of the main differences between markets including:

Brand image

Brand image and the way that a company establishes itself is one of the first differences between the markets. Western organisations look to use their products and prestige on a global scale when presenting themselves to customers, with Chinese audiences paying more attention to the brand’s image and brand story. Having a cohesive narrative behind a brand can be more important and build interest in Chinese markets, requiring a shift away from the specific copy that you use in the West.

Authenticity

Chinese audiences pay attention to companies that have a high degree of authenticity. Where Western customers look for value and quality in their products, marketing in Chinese sectors introduces a further requirement for a company to be authentic. This means retaining business values across several years of operation, sticking to promises that the company makes to customers and having a greater degree of consistency. If a company’s communications feel inauthentic or artificial, you could risk pushing customers away as they prefer alternative brands.

Hyper-generational

There are significant generation gaps in any market, but those in China are particularly notable due to the country’s political history. The history of the country under the CCP in recent years is one of more liberalisation, with younger generations being increasingly exposed to Western culture by studying internationally. Consider blending Western and Chinese marketing methods for younger age groups as these have been exposed to a greater level of Westernisation, with digital marketing for older generations targeting primarily Chinese principles.

How to adapt your ChatGPT use for Chinese markets

There are a few steps that you can take in your use of ChatGPT to make it more appropriate for Chinese markets, such as:

Increasingly personal prompts

ChatGPT works by providing the platform with a series of prompts before the platform creates content based on those prompts. China’s preference for a more authentic service means that a greater level of personalisation is ideal, prompting more loyal customers that are satisfied with the product. Make your prompts specifically refer to your customer and their history with the company, as this indicates that the company cares about them as a person rather than simply a revenue source.

Use human oversight

Running an artificial intelligence program is all well and good, especially when it creates copy much more quickly than a human alternative, but having some level of oversight over the process is a must. Some AI text is detectably written by software rather than a person, which can make the company appear artificial and inauthentic. This is highly unattractive to a Chinese audience. By using a human proofreader you not only eliminate any factual errors from the piece, but you can adjust the tone and pacing of the message so it comes across as more human. Attracting and retaining Chinese customers is far simpler when you do this as it removes the risk of inauthenticity.

Implement data

Companies have more and more data surrounding their customers in recent years, from information about their past purchases to demographic data. Use this information in your messaging to target the user’s specific preferences. For example, if they bought a product recently, consider recommending some of the accessories that go with the product. The more you target your messaging to someone’s specific circumstances, the more likely they are to interact with your company and continue to buy your products.

Will ChatGPT replace your Chinese digital marketing strategy?

Ultimately, ChatGPT isn’t in the position to completely replace your digital marketing strategy in China. The preference for authentic communication makes complete automation unfeasible, but it can be a useful tool for your team. Trial ChatGPT as an integrated part of your workflows over time to improve the way that you interact with your Chinese audience and secure a foothold in a market that is expected to be growing for years to come.