CMOs are enthusiastically adopting the technology, according to the 2023 CMO Survey by Chief Outsiders, an “executives as a service” firm, Media Post reports. CMOs see the most important task for ChatGPT as content creation and management, which respondents rated an average of 7.37 on a scale from one to 10, according to the study. That’s followed by market research and competitive insights (6.1) and digital marketing (5.6).

Localization and personalization will be key to ChatGPT’s emergence across marketing, according to a blog post by the CMO Council. “The inherent value lies in its assist to increase marketing performance at scale, and to create opportunities for more intimate conversations with customers,” the blog post reads. The CMO Council cites content creation as a particular area where ChatGPT can help smaller brands.

In January, Ryan Reynolds’ Mint Mobile generated buzz when it unveiled an ad written by ChatGPT, as Insider Intelligence reports. Mint Mobile CMO Aron North said that while the wireless internet company won’t be shifting away from humans for its ideation just yet, marketers should view ChatGPT as they do social media. North emphasized consistency, creativity and authenticity.

For a recent set of online video ads, genealogy website Storied used ChatGPT to manufacture backstories for a fictional family, as AdWeek reports. Elsewhere, software company DealTale’s newly introduced Marketing Co-Pilot tool offers a ChatGPT-like interface for marketers to receive answers about performance data, as The Drum reports.

Still, ChatGPT’s possible pitfalls go beyond its widely reported factual errors. Jessica Apotheker, global CMO of the Boston Consulting Group, told Psychology Today about ethical issues within the AI as well. “If you ask ChatGPT, ‘what is the ideal shape of a female body?' it will answer with a neutral disclaimer—clearly an overwrite, and not what the algorithm would have yielded,” Apotheker is quoted as saying.