What could Artificial Intelligence like ChatGPT mean for car dealers?

January 13, 2023

As a company that is ultimately tech-driven, we’re naturally interested in the magic of constantly evolving technology, and that includes AI (Artificial Intelligence). So when we heard about ChatGPT, a chatbot from OpenAI that’s making waves across the internet (quite hard to do these days), we were intrigued enough to see what it could potentially do for our dealers…  

What is ChatGPT? 

In essence, ChatGPT is a chatbot, and chatbots have been around for a while; it’s not a new notion within marketing. Have you ever ‘spoken’ to a chatbot on a website when you need help with a query? This is a concept that ChatGPT has supercharged, building on OpenAI’s language model called GPT3, so that it can ‘speak’ to you conversationally as if it were a real human being typing away.

As you can imagine, this opens up a world of possibilities, thanks to the breadth of knowledge this internet-sweeping technology has access to, and the speed at which it can communicate it. 

Whilst we’re not afraid to admit that we (and what feels like everyone else that occupies the tech space) are still getting our heads around everything it’s capable of and how it actually works, what we have discovered is that it can write. And it can write well

How can ChatGPT help out a car dealership? 

This is a question we’d ask of any technology that dazzles us, as that is, after all, all that we’re interested in. The somewhat niche aspect of ChatGPT that really piqued our curiosity was the way in which it could produce vehicle descriptions. Just take a look at the example below:

We tried this a number of times, and each time it came up with something different. Not just that, but each one was true, readable, and engaging. It’s almost hard to believe, isn’t it? 

Now, while we wouldn’t suggest blindly copying and pasting these descriptions into your vehicle listings without at least checking that they’re grammatically and factually correct first, it is a starting point. And it certainly saves a heck of a lot of time! 

Marketers across all industries are watching with interest to see how this technology could increase efficiency. This could be in areas like the aforementioned product descriptions, to other activities such as:

  • Blog and page content
  • Keyword research
  • Paid advertising creatives
  • Job descriptions

So, can ChatGPT replace real writers? 

We thought you might ask that. In short: no. While ChatGPT can indeed produce copy that reads well and is, by and large, accurate, we’re not quaking in our boots as content marketers, and here’s why; nothing can replace the understanding, perception and talent of a human writer. 

As advanced as this technology is, it can’t understand the nuances of your businesses and your customers, which informs the tone of all your written output to the world, how it’s optimised for search engines and the natural creativity that human writers bring to the table.

First and foremost, content needs to be engaging and fit for purpose, and customers can spot anything that jars with this from a mile off. Can a chatbot make you memorable? We’re inclined to say that at this point, it’s a no. 

Here at 67 Degrees, we would suggest using programmes like ChatGTP as a starting point; as inspiration for your vehicle descriptions, blogs, social media content and the like. 

We write unique content for 67 Degrees dealers daily, so we’re never short on things to say, but if you’re going it alone, something like ChatGTP would bring you up to a good standard without having to learn a whole new skill. 

Can I use ChatGTP? 

At the moment, ChatGTP is so popular that it’s currently displaying an ‘at capacity’ message on its website. This is likely due to the fact that, since its launch in November 2022, usage has been FREE, but developers have dropped some heavy hints that it will be monetised in the future – and we’re not surprised. 

We’d recommend checking back onto the site in case it becomes available for new users, as we think it’ll seriously impress you, and it might just help out with freshening up your vehicle listings. 

For now though, if you’re keen to get serious about your online activities, it’s the humans at 67 Degrees who can change the game for you, with a brand new website, and unique, well-researched page and blog content crafted by our un-artificial but very intelligent content writers. 

Bringing you the latest news on developments within the technology industry that could benefit UK car dealers is what we do, so we’ll be keeping an eye on all things ChatGPT as it no doubt goes from strength to strength. 

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