In the movie “Modern Times”, the character played by Charles Chaplin and see how their lives change upon being replaced at their jobs by a mechanical artifact. While this feature film is a critique of the dehumanization of people, the idea of being replaced by a machine is a fear that many of us still have and that with the appearance of ChatGPT many of us are facing it. 

ChatGPT it's a genuine boom in digital communication. Never before have we been able to interact in such a democratic way with an artificial intelligence language model. Chatbot of OpenAI It never ceases to amaze us with its ability to respond on any topic. 

However, its use, and especially its scope, lead us to wonder: how much can it affect ChatGPT to the Branding? 

To answer this, it's necessary to understand that in our industry, there's no "chicken or the egg" problem. Although we don't follow a linear work methodology, we always start from a common focal point: empathy. 

Thanks to empathy, we can understand what someone else feels, thinks, and desires. By exercising this emotion, we are building the solid foundation of any brand's visual, verbal, and sensory system. The more you understand people, the better you express your messages; empathy transformed into creativity. 

This means that ChatGPT is actually limited creatively and as such depends on human originality and sensitivity to take direction. In fact, we asked the application itself about this topic and this was its response:

“Although ChatGPT can be a useful tool for generating inspirationrcreative, still requires human input and guidance to develop and execute truly impactful and effective ideas. Human beings

humans are better prepared to provide critical thinking, assess viabilityand relevance of ideas and to understand the emotional and cultural nuances that are essential in branding

and marketing [...]”. 

Thus, we believe the greatest benefit of ChatGPT  it's on a neighboring lot to the Brandingthe Growth Hacking. 

For one growth hacker, Time and efficiency are gold. And ChatGPT  offers both. A text generator as advanced as this one provides a large volume of content that, in turn, drives greater speed in any business's iterative process. In other words, ChatGPT it is an excellent tool for opening and testing new growth paths with content.

So, what will happen with ChatGPT  in our industry? 

The same thing that happened with other applications: Add! We must learn to get the most benefit from it, especially now that we are dealing with artificial intelligence. Perhaps that is where the challenge to creativity lies. ChatGPT , upon knowing how to use the application. 

ChatGPT It's responsive, it depends on us, on our initiative to guide and leverage it. Something that's actually very similar to working on and developing a creative concept, where we have a clear starting point, but we shape the path according to what we need. 

For all these reasons, it is important that we value our capacity for innovation and empathy. Finally, as Charles Chaplin also discovers in “Modern Times”, no element is more determining for the future than creativity and its human factor.