ChatGPT For Marketing Communications: Friend or Foe?

Main Article Content

Heidy Arviani
Ririn Puspita Tutiasri
Latif Ahmad Fauzan
Ade Kusuma


The release of the ChatGPT chatbot in November 2022 received significant public attention. ChatGPT is an Artificial Intelligence (AI) powered chatbot that allows users to simulate human-like conversations with AI. GPT stands for Generative Pre-trained Transformer, a language processing model developed by the American artificial intelligence company OpenAI. These innovations and technologies are changing business interests, revolutionizing marketing communications strategies, and enhancing the consumer experience. ChatGPT is a powerful tool for marketers, but we need to understand the risks and place realistic expectations for the moment. The author uses data collection techniques using literature studies and observations on ChatGPT about their potential and impact on marketing communications. Authors analyze brand information, data search, reference services, cataloging, content creation, and ethical considerations such as privacy and bias. Result of this study, ChatGPT can provide and support creative content creation or copywriting, improve customer service, automate repetitive tasks, and support data analysis. However, humans are irreplaceable for examining outputs and creating marketing messages consistent with a company's strategy and brand vision. With good marketing strategies, ChatGPT can effectively enhance and support marketing processes.

Article Details

How to Cite
Arviani, H., Tutiasri, R. P., Fauzan, L. A., & Kusuma, A. (2023). ChatGPT For Marketing Communications: Friend or Foe?. Kanal: Jurnal Ilmu Komunikasi, 12(1), 1-7.
Original Research


Brady D. Lund and Ting Wang. (2023). Chatting about ChatGPT: How may AI and GPT impact academia and libraries? Library Hi Tech News., January, 1–23.
Brockman, G., Cheung, V., Pettersson, L., Schneider, J., Schulman, J., Tang, J., & Zaremba, W. (2016). OpenAI Gym. 1–4.
Consult, M. (2023). AI-Powered Search Engines Driving Concerns Over Accuracy, Bias.
Devlin, J., Chang, M. W., Lee, K., & Toutanova, K. (2019). BERT: Pre-training of deep bidirectional transformers for language understanding. NAACL HLT 2019 - 2019 Conference of the North American Chapter of the Association for Computational Linguistics: Human Language Technologies - Proceedings of the Conference, 1(Mlm), 4171–4186.
ENTREPRENEUR. (2023). How Can Marketers Use ChatGPT? Here Are the Top 11 Uses. ENTREPRENEUR.
George, A. S., George, A. S. H., & Martin, A. S. G. (2023). A Review of ChatGPT AI ’ s Impact on Several Business Sectors Partners Universal International Innovation Journal ( PUIIJ ) A Review of ChatGPT AI ’ s Impact on Several Business Sectors. February.
Julian. (2023). Can I Use ChatGPT for Marketing and Branding? Use Cases, Examples, and Considerations. The Branding Journal.
Kevin Tran. (2023). TikTok Really Is Becoming Gen Z’s Google, and More on How Gen Z Gets Its News. Consult, Morning.
Kirmani, A. R. (2023). Artificial Intelligence-Enabled Science Poetry. ACS Energy Letters, 8(1), 574–576.
Liu, X., Zheng, Y., Du, Z., Ding, M., Qian, Y., Yang, Z., & Tang, J. (2021). GPT Understands, Too.
Resume Building. (2023). 1 in 4 companies have already replaced workers with ChatGPT.
Reuters. (2023). ChatGPT sets record for fastest-growing user base - analyst note. Krystal Hu.
Statista. (2023). Threads Shoots Past One Million User Mark at Lightning Speed. Katharina Buchholz.
Tempo.Co. (2023). 6 Kelemahan ChatGPT yang Membuktikan Tak Bisa Gantikan Tugas Manusia.