Abstract
In the process of transforming the Internet from a global communication tool into an effective tool in the field of marketing, the industry where everything changes almost every day, and therefore requires a marketer to familiarize himself with marketing channels and chats, read online publications and develop new hard skills. This was the challenge for the fact that after GPT chat entered the market, it was almost entirely associated with the work of a marketer. Of course, it has undeniable potential: Bot can create content, generate ideas, and take over routine work. According to a survey in the US, 37% of marketing and advertising professionals said they have already used ChatGPT and other AI-based tools in their work. So, a bot can bring a lot of benefit specifically to content marketing: improving the text, creating interesting and relevant content to attract attention and attract a new audience, adapting it to the target audience, communicating with customers through round-the-clock support, automating routine tasks. In our opinion, ChatGPT is designed to help humans by performing simple and routine work, while the human beings can devote themselves to something more important and creative. The human control over the neural network proves the importance of the human factor, as the text generated by ChatGPT may not correspond to the message or interests that the company wants to convey to consumers, its data is limited to 2021, and it has no self-awareness. After all, ChatGPT is not an expert in a particular field, it can only make recommendations, and the final decision is always up to a professional. The development of artificial intelligence is causing changes in the labor market, with professions responsible for routine and monotonous duties and dangerous human labor. However, the emergence of new professions, such as: digital removalist, data detective, drone manager, chief automation officer, rewilder, human-machine teaming manager, Internet lawyer digital currency advisor, smart home design manager, and trash engineer/garbage designer all suggest that artificial intelligence will not take away jobs from people, but rather offer to replace them with more progressive areas.
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