In a previous article, we introduced Custom GPTs as a way of adding tailored AI functionality to ChatGPT. These Custom GPTs’ low barrier to entry makes them especially helpful for organizational implementation.
If you work in a marketing-related role, you’ll appreciate the following insights on where and how you can start making use of Custom GPTs for productivity and impact.
Harnessing GPTs: Effective Marketing Use Cases
Increasing output and delivering content that resonates with target audiences remains a top priority for marketing leaders. In fact, 67% of CMOs are exploring personalization through Generative AI (GenAI), with content creation (49%) and market segmentation (41%) being the next most important use cases.
To that end, GPTs built for optimizing content, communications, and productivity rank among the 20 most popular Custom GPTs in ChatGPT.
Here are other use cases for Custom GPTs that are worth exploring:
- First-Draft and Idea Generation: GPTs can accelerate the content creation process by helping marketers overcome the initial hurdles of drafting. Models like "Write For Me" and "Copywriter GPT" are useful for generating complete drafts or brainstorming ideas for social media.
- Task-Oriented Assistance: Custom GPTs can save time on repetitive tasks like copy-editing, writing code, analyzing data, or creating SEO metadata.
- Text Editing: GPTs can assist with basic copy editing by improving grammar, clarity, and conciseness. For internal communications, managers can use GPTs to rework bullet points or adjust the tone of drafts: this helps ensure they resonate with their intended audience, streamlining time spent on editing.
- Research Assistance: Rather than spending people’s time synthesizing large amounts of information, Custom GPTs can pull from specific databases or research sources to offer deeper insights. Businesses can use GPTs to analyze customer data or feedback, providing valuable insights for market segmentation and customer engagement strategies.
- Data Visualization: Custom GPTs can analyze large datasets to identify trends, sentiment, and customer behavior, helping marketers stay ahead of emerging patterns. 77% of marketers believe that Generative AI helps uncover insights from data that would otherwise be missed.
- Customer Support: Custom GPTs can be highly effective in enhancing customer support by learning from user feedback. These tools can automate responses, continuously improve over time, and scale to handle large volumes of inquiries, improving user satisfaction and brand perception.
Given GPTs are trained on vast amounts of publicly available internet data, it is crucial for marketing and communications teams to maintain human oversight to ensure accuracy in the use cases mentioned above
How to Create a Custom GPT in ChatGPT for Marketing and Communications
Custom GPTs are straightforward to set up and deploy. To get started building your own tailored version of ChatGPT, follow these simple steps:
- Access the GPT Builder: Log in to your ChatGPT account and navigate to the "Explore GPTs" section on the sidebar. From there, click on "Create" to access the GPT Builder interface, where you’ll start crafting your Generative AI model tailored to a specific marketing or communication use case.
- Define Your Objectives: In the GPT Builder, input clear instructions for what you want your GPT to do. This could be - "Create a GPT that drafts social media posts for our product launch" or "Build a GPT that automates email responses for customer support inquiries." You’ll see a live preview as you adjust these instructions.
- Fine-tune Your GPT: The GPT Builder will guide you through questions to fine-tune your model’s behavior. You can input specific guidelines such as: adhering to your brand’s voice, using a conversational tone, or following specific formatting rules for reports or marketing content.
- Configure Key Settings:
- Name and Visuals: Choose a custom name and profile picture for your GPT, reflecting its function (e.g., “Marketing Copy Pro” or “Customer Support Assistant”).
- Brand-Specific Instructions: Set detailed instructions to ensure the GPT aligns with your marketing tone, brand voice, or messaging strategy. For instance, you might instruct the GPT to avoid certain jargon, or adhere to compliance guidelines for external communications.
- Upload Knowledge Files: Upload key marketing resources, such as brand style guides, customer data, or recent campaigns. This ensures the GPT has direct access to relevant information and can tailor its outputs accordingly.
- Test and Iterate: Test your Custom GPT by running sample tasks, like creating social media posts or drafting a customer newsletter. Use the preview panel to see how it performs in real-time. If the results do not meet your needs, continue refining its instructions or uploaded data.
- Advanced Options for Marketing Use Cases: For more advanced marketing needs, you can integrate external services including:
- Web Browsing: Enable browsing to allow your GPT to pull in real-time data for reports or competitive analysis.
- Actions: Connect external APIs (e.g., analytics platforms or CRM systems) so the GPT can interact with tools used by your team, automating tasks like pulling analytics or customer segmentation.
- Save, Publish and Deploy: Once you’re satisfied with the GPT’s performance, click Publish. You can choose to keep it private for internal team use, or share it with a wider audience by publishing it on the GPT Store.
- Ongoing Edits After Publishing: After publishing your Custom GPT, you can still return to the GPT Builder to make updates and adjustments as you use it. This flexibility allows you to continuously improve its performance and adapt to new campaigns, ensuring that your GPT stays aligned with your goals.
Beyond Custom GPTs: Exploring Advanced AI Agents for Marketing
Custom GPTs have unlocked new possibilities for marketing teams, enabling them to streamline content creation, optimize workflows, and ensure brand consistency—all without the need for technical expertise. These tools are a powerful entry point for integrating Generative AI into marketing or communcations team operations.
As teams look to scale their AI capabilities further, the next step is to explore custom AI agents. These advanced models—such as simple reflex, model-based, goal-based, and utility-based agents—provide even greater autonomy and control. With enhanced capabilities for deeper integration and multi-platform interoperability, AI agents offer marketing teams a path to more sophisticated, adaptive, and scalable solutions.
AI adoption and enablement is a journey. Speak with a Sequencr consultant for a discussion on where you are on the road to success with generative AI.
