Why ChatGPT personality is cold and heartless – lessons for Sales and Marketers
We are seeing endless videos, news articles and pitches from people to utilise ChatGPT as the way to create new content fast and become super-efficient by using AI to write your emails, blogs and so on.
Yes, it’s true, AI can create you content, write some articles but when you read them you will notice they lack empathy, personality, and emotion, which unfortunately is what most people want. The same rules apply when utilising AI for human interacting tasks, great if you just want them to take a room booking at a hotel, or book your car in for a service, but not great when you want to chat to them about how unhappy you are about a poor experience, or how excited you are to be booking the room for your Wedding. A high IQ generally relates to one’s ability to academic success, but it does not equate to a high EQ (Emotional Intelligence) which is related to one’s ability to read and influence emotion.
Putting ChatGPT though our own Personality Profiling tools brought some interesting highlights to their personality and helps us understand what we need to consider when building out our sales and marketing interactions. If you read our previous article on ChatGPT’s personality it demonstrates that it is an IST profile or what we call a Salecology Blue personality.
A normative study conducted in 1996 by Allen Hammer and Wayne Mitchell, titled “The Distribution of Personality Types In General Population”, looked at personality and what percentage of people have the various types. This study highlighted that only 17% of the population are IST types and there is further disparity when looking at it from a gender perspective:
Overall Male Female
IST 17% 24.9% 9.2%
Knowing this is the personality style means that it will write and communicate in a style that is Logical, Data driven and structured. Founded on logic, which is great, but people buy emotion first, which should then be backed up with the logic.
If you get AI to write an article, generate an email to send to clients, create some copy about the new product, you must understand that it will be logical, factual but it will not give an opinion or provide any emotional input.
Leonard Mlodinow, author of “Emotional: How Feelings Shape Our Thinking,” explains the link between logic and emotion. “Even if you think you’re applying cold reason, you’re not.”
When someone sits down to write or produce something, their experiences and frames of reference (driven by feelings) will come out, subconsciously, in the text. That will be picked up, subconsciously, by the reader and will create an emotional response.
We have seen this over last decade with the advent of CRM sequencing and automation, and even worse now the LinkedIn trap of ‘Hi, I noticed we have some shared interests and thought it would be good to connect on here’, only to be hit with a pitch 30 seconds after accepting the connect request. Totally impersonal and creates the wrong feeling, even hostility.
Great sales people know that you have to match and mirror your customers, that means adjusting your style to match the customer. Having AI perform tasks for you, and interact with customers, will work if the customer is of similar nature, i.e. data driven, factual and unemotional. But that is only 17% of the population, 83% of your customers will not be engaged with that style, and although they may find the content interesting, don’t expect them to engage!