top of page
Search
  • Writer's pictureDiane Pierson

Why ChatGPT Won't Take Your Product Marketing Job

ChatGPT is great, and will get better fast. But it won't eliminate the need for product marketers. Here's my last in a series of examples why not.


Chat GPT Doesn't Know Your Market; Doesn't Know You

Take a look at the image below. You see ChatGPT's answers to two questions: what does the market think of my green beans, and what justification is there for buying my beans versus a competitor's?

ChatGPT doesn't do positioning. If it doesn't do positioning then ChatGPT can't take your job.

The answers from ChatGPT are a big bust. It doesn't know what the market thinks of our beans, so it makes some generalized assumptions that make for terrible marketing copy. Even worse, it doesn't know why our beans are better than other beans, so it says, "try them both and decide for yourself." Not the route most of us want the market to take!


This is why ChatGPT won't take your product marketing job. It doesn't know the market, and it doesn't know your company's strategy. Without this context, the tool writes grammatically correct and largely factual copy that's a gray square of meaningless mush.


ChatGPT: It Won't Take Your Job Because It Doesn't DO Your Job

ChatGPT won't take your job because it doesn't do your job. Your job isn't putting out blobs of deadline-driven marketing copy. It's not creating gray space between the pictures of the product.


The job of a Product Marketer is to understand the buyers and what's important to them. It's using that knowledge to articulate a market position you can defend. It's to enable those buyers to find, buy and use your products better than your competition does and to change and grow as your market does. ChatGPT doesn't do any of that.


ChatGPT may respond to powerful product positioning - someday. But it won't create it. It may generate text that reflects your company's legacy positioning, but not the nimble shifts needed when a market's priorities change. And it can't make the argument why someone should buy your beans and not the competitor's. That's all you.


So get out there and innovate on purpose.


About the Author

Diane Pierson is the Founder and Principal Market Strategist of Innovate on Purpose, a consultancy enabling successful product innovation for tech companies through strategic focus and powerful go-to-market strategies. Diane is also a visiting instructor at Pragmatic Institute. Contact Diane at dpierson@innovateonpurpose.com.


Comments


bottom of page