Anyone who is even remotely online has heard of ChatGPT. Saying this tool and its ChatGPT capabilities have taken the world by storm would be an understatement.

College students, marketers, therapists, engineers, musicians, and everyone in between have tried it. Some love it, others hate it, and yet others are undecided. Both the technology itself and the humans using it are still learning how to coexist.

What is it about ChatGPT that even after two months of its release (two months is a long time in the ever-shifting world of technology), we can’t stop talking about it? A lot! Let’s dive in.

chatgpt capabilities

What is ChatGPT?

It is a chatbot. A pretty smart chatbot.

Built by OpenAI, the chatbot has been trained using supervised and reinforcement learning techniques. The capabilities of ChatGPT, enhanced by internet data and human assistance, enable it to answer user questions in a conversational manner.

In the past two months, people have used the tool to write articles, blog posts, school papers, songs, poetry, code, and more. They have even used it to get relationship advice, consulted it on side hustles, and even trusted it to give them weight loss guidance.

Should professionals and businesses worry about ChatGPT replacing them? Will Google’s dominance in search weaken significantly?

The jury is still out on this, however, the technology is still nascent and both, ChatGPT and humans are learning how to best use its potential.

In the meantime, here are a few things we know about this tool:

ChatGPT Features and Capabilities

ChatGPT Can Write

Through the countless iterations people have tried, It has mostly produced good text. When it receives a prompt like, “Please write 500 words on something you enjoyed today,” the chatbot’s response is accurate.

Not only does it write 500 words and stick to the topic, but it also follows basic writing principles such as building a logical structure and transitioning from paragraph to paragraph. Importantly, it does this within a few seconds.

However, despite the key capabilities of ChatGPT, the content it produces is uninspiring. It doesn’t move someone to act, and most of what we’ve seen didn’t even compel us to read. The absence of personality is striking.

ChatGPT Can Proofread

Any writer worth their salt will tell you stories about embarrassing typos! When you may be writing hundreds and thousands of words daily, there is no getting around it. It is a good tool to deploy as your proofreader.

The chatbot can quickly fix grammatical errors, spelling mistakes, and also make suggestions to simplify your writing.

Limit your reliance on it, though. Understanding what ChatGPT is capable of doing is important, as the tool is prone to producing incorrect information quite confidently, so you shouldn’t rely on it to fact-check your copy.

ChatGPT Can Create Outlines and Headlines

Often, writers may struggle to come up with catchy headlines or create a strong outline for their articles and posts. ChatGPT, when given clear, descriptive prompts, does a good job of coming up with headlines and outlines.

Not only can this help writers speed up their work, but it also helps them develop new ideas or build on existing ones.

ChatGPT Can Be Used As A Brainstorming Tool

Another common writer’s struggle is ideation. As an eCommerce copywriter or marketer, you’ll encounter creative blocks, struggling to generate fresh content ideas.

ChatGPT’s capability makes it a great brainstorming buddy, helping you generate, explore, and fine-tune ideas.

This is a smart way to come up with fresh concepts and save time.

For instance, the tool can mine your current content for new angles on old ideas.

Here’s an example of a prompt we like to use for this: “This is a blog post I wrote on garden lighting. After scanning it, think like a marketer and generate a customer profile of the target audience’s pain points, what they care about, and ideas for an engaging intro paragraph most likely to appeal to the customer and target reader.”

Once ChatGPT and its capabilities analyze your content, they can help you discover new audience concerns and strategies to engage readers. We also love how it generates ideas to overcome writer’s block.

chatgpt capabilities

Its Limitations

It’s Powerful But Not Ready to Take on High-Quality Writing Yet

Some of the biggest critiques of ChatGPT have been around quality, redundancy, and incorrect information. In its own words, the tool says some of its responses may not be accurate.

While at first glance it’s content may seem “good enough”, delving deeper into a piece will reveal its flaws.

For instance, when prompted to distinguish between two technologies or products, you’ll notice that the responses may seem superficial due to the ChatGPT memory limit. At the same time, it might highlight one or two distinctions, much of the content tends to be repetitive and inaccurate.

This isn’t to say that the chatbot doesn’t have the potential to create better quality content pieces. It just isn’t there yet. While anything is possible in the future, we don’t see it replacing skilled writers any time soon.

ChatGPT Lacks an Important Brand Asset, Tone of Voice

The tone of voice is one of those things that we only miss when it’s absent. The tone of voice gives brands an identity. Some may be friendly, others may be funny, and others may be scholarly.

At present, the tool’s responses may seem somewhat robotic, reflecting its reliance on internet data for generating answers, highlighting ChatGPT’s limitations. While it might attempt a humorous fact, it often requires human assistance to craft memorable content convincingly.

All online content has been sounding similar for a while. Something that brands and marketers are trying to change. This is especially not great when it comes to eCommerce businesses.

With competition heating up and distinction or novelty cooling down, it’s important for businesses to identify and build their own tone. Content from the tool will only add to the noise online for now.

ChatGPT Lacks a Unique Point of View

While building and sharing a unique point of view has always been important, it has taken on a larger significance as more and more content floods online spaces, underscoring the limitations of ChatGPT in creating truly distinct perspectives.

Going forward, this unique point of view will continue to grow in importance and will become one of the biggest assets your brand has to differentiate itself from competitors.

The tool cannot, at this time, define and articulate its unique point of view. For one, the chatbot has been trained on data available till 2021. It cannot access information on the Internet in real-time.

This limits its sources and the consequent ability to build a point of view. In addition, the tool is prone to bias because it’s been trained on existing content that can also often have biases.

Lastly, having a unique point of view requires fluidity of the mind and an ability to connect seemingly disparate dots, capabilities that ChatGPT limits to prevent it from possessing at this time.

There is a Method to Prompting ChatGPT That Requires a Lot of Tests and Trials

Just like a content brief streamlines the creation process and improves collaboration, plugging examples and chained prompts into ChatGPT helps generate your desired results. However, this is far from simple. You need to enter precise, informative prompts for the chatbot to give you the information you are looking for.

You will not just want to ask the chatbot to simply write a post. You will also need to tell it how the post should sound.

Here are the ChatGPT examples of capabilities:

For instance, if you want the tool to use a sophisticated, persuasive tone while creating content, use a prompt like: “Write a 700-word backlink article on the best spring hikes in Colorado using a sophisticated, persuasive tone in the style of F. Scott Fitzgerald.” Fitzgerald’s writing often exudes elegance and keen attention to detail, making him a perfect example for this prompt.

It’s easy for the tool to become overwhelmed by complex tasks and give you precisely what you don’t want, often due to the ChatGPT output limit. To help the AI generate more concise, precise content, break up large tasks into several small steps. Here’s an example:

“What are the signs it’s time to replace an HVAC filter?”


“I want to write a blog post about the signs it’s time to replace your HVAC filter and include troubleshooting tips so the reader knows whether they need a new filter. Help me generate a post outline and some title ideas.”


“This blog will be for a client who sells HVAC filters. What’s a way to mention their products in the post so it sounds natural?”

Chained prompts act as “gutter guards” to guide ChatGPT, ensuring accurate content delivery that is aligned with your expectations.

chatgpt capabilities

How Can Your eCommerce Business Leverage ChatGPT Capabilities?

It is continuing to evolve rapidly. So are its competitors. How you use the chatbot will also change in the future. However, knowing what we do about it, we recommend eCommerce businesses use the tool to:

Write Short Social Media Copy

It’s important to keep in mind that social media behaves like a living creature. A seemingly harmless move from a brand can create an uproar.

Therefore, we recommend using this tool for creating simple social media copy, but also having someone on your team who is well-versed in online culture review it.

Brainstorm and Write Headlines

When provided with refined prompts, ChatGPT and its capabilities can generate compelling headlines that possess the potential to captivate readers and appease search engines. Headlines additionally serve as valuable tools to aid your writers in brainstorming content ideas.

Write Product Descriptions

Product descriptions are extremely important to eCommerce businesses, and they often work like salespersons. Consider using an AI tool to write the first draft of your product descriptions.

The shorter length of product descriptions reduces the chances of redundancy, which is a shortcoming of ChatGPT. However, we recommend you have a writer on your team who refine the product description so it’s unique to your brand.

Help With Market Research

Thorough market research demands meticulous planning, comprehensive data gathering, and rigorous analysis, which can consume a significant amount of time. However, leveraging the capabilities of ChatGPT can streamline these processes and enhance efficiency.

It can reduce your workload by generating lists of audience demographics, writing FAQs, and creating ad campaigns with key messages and slogans, to name a few.

Although its results should be fact-checked and taken with a grain of salt, its output can at least become a marketing strategy foundation or help you spark ideas for a marketing campaign.

Simplify Message Variation

Sometimes, finding new ways to write a familiar message is like navigating a maze. Let’s face it — after working for several years in the same domain, your well-developed ideas for ads and content can feel like they have dried up faster than a puddle in the desert.

However, its ChatGPT capability can generate variations of the copy you’ve written, offering fresh ideas and new perspectives. Here’s an example of a prompt you can use to simplify message variation: “Think like a social media copywriter and generate three variations of this social media post.”

chatgpt capabilities

ChatGPT Should Be Used As An Assistant And Not A Replacement To Good Writers

Smart marketers and business owners shouldn’t downplay the value of artificial intelligence. However, they should also not overestimate ChatGPT’s capabilities. At this time, ChatGPT and other AI tools are in the early stages and grappling with several functional and ethical questions. It is best to use these tools to aid your marketing and business efforts, but not rely solely on them.

At Clicta Digital, we help medium-sized eCommerce businesses with identifying their unique selling propositions, crafting an SEO and content strategy that is unique to your brand and product, and delivering results that impact your bottom line.

Take a look at what we’ve helped our clients achieve and schedule a consultation with us today.