ChatGPT is one of the most widely used AI tools in 2025, with 501 million monthly users and a 74.3% share of the AI search market. Marketers turn to it for quick ideation, content drafts, and campaign support.
But new research reveals a twist: ChatGPT boosts individual creativity but can reduce the uniqueness of ideas during group brainstorming. When everyone leans on the same tool, creativity may suffer.
So when should marketers use ChatGPT to brainstorm and when should they step back?
How Marketers Are Using ChatGPT in 2025
ChatGPT has become a standard tool in marketing workflows. Data shows:
- 61% of marketers use AI tools
- 44% rely on AI for content creation
- The tool now ranks as the 28th most visited website globally, with 1.4 billion monthly visits
Companies like HubSpot report that 75% of their customers are already using ChatGPT, prompting the launch of new AI research features.
The integration has become so seamless that companies are building entire workflows around ChatGPT. As Neil Patel demonstrates, sophisticated prompts can generate comprehensive customer research, uncovering both questions and problems that target audiences face. This approach has proven more effective than generic "give me 10 content ideas" requests.
How ChatGPT Works Best in Brainstorming
Speed and Efficiency
ChatGPT stands out for its speed. Marketing teams can quickly generate content ideas such as blog topics, social media posts, and campaign concepts in minutes rather than hours. It also helps create detailed customer personas from basic demographic data. For example, one fashion brand, FashionForward used this feature to personalize their campaigns, which led to higher engagement and increased sales.
Objectivity
Unlike traditional brainstorming sessions that can be affected by groupthink, ChatGPT offers unbiased suggestions. It does not favor certain voices or office politics, often providing ideas that human teams might overlook.
Proven Results
- A health (Health Plus) brand used ChatGPT for blog topics ("healthy living in a modern world") and saw 35% more traffic.
- A tech company used it to design market surveys, leading to a winning smartwatch launch.
- Small teams especially benefit it’s like a free, instant research assistant.
Where ChatGPT Falls Short
A 2025 study highlighted a major limitation of ChatGPT in brainstorming. When participants were asked to create toy ideas using a brick and a fan, 94% of the ChatGPT-assisted ideas were similar. In fact, nine participants independently named their creation "Build a Breeze Castle." In contrast, ideas from human-only groups were completely unique.
Common Drawbacks
| Drawback | Description |
|---|---|
| Accuracy Concerns | The free version of ChatGPT sometimes provides plausible but incorrect information, which can be risky for brands. |
| Generic Content | It often produces repetitive or uninspired content that may dilute a brand’s unique voice. |
| Limited Strategic Value | ChatGPT cannot offer strategic insights based on market trends or business objectives. Instead, it recycles existing patterns from its training data. |
ChatGPT is a valuable tool for generating quick drafts, overcoming creative blocks, and conducting basic research. However, it should not be relied upon for truly original ideas, fact checking, or strategic planning. The most effective approach is to use ChatGPT as a supplementary tool while relying on human creativity and judgment for final decisions.
What the Experts Say
Marketing experts agree that success with AI tools like ChatGPT depends on how thoughtfully they are used. Neil Patel, for example, stresses the need for more sophisticated prompting. Instead of asking for broad content ideas, he recommends starting with customer research and then using ChatGPT to surface industry-specific questions and challenges. This approach leads to more focused and valuable insights.
At the same time, many caution against leaning too heavily on AI. Moz points out that while ChatGPT is useful for SEO optimization and content repurposing, over half of marketers are already relying on it to create content. The takeaway is clear: ChatGPT works best when it is used as a launchpad, not the entire solution.
For advanced applications, explore case studies on marketing AI effectiveness to understand implementation strategies.
How to Make It Work for Your Team
| Let ChatGPT Handle | Let Your Team Lead |
|---|---|
| Jumpstart brainstorming sessions | Develop truly original concepts |
| Handle routine content tasks | Ensure strategic alignment |
| Power initial research | Maintain authentic brand voice |
Conclusion
ChatGPT is an undeniably powerful tool for marketers. It speeds up ideation, improves efficiency, and offers a fresh perspective especially for solo creators or small teams.
But when used in group brainstorms, it can lead to uniformity and less diverse thinking. The trick is knowing when to lean on AI and when to trust your team’s creativity.
Use ChatGPT as your first draft assistant, not your final decision-maker. Ask better prompts. Layer in your brand’s unique insight. And always pair AI speed with human originality.
FAQs
1. Does ChatGPT reduce creativity in marketing teams?
Here's the interesting thing—it helps people come up with more ideas on their own, but when whole teams use it, everyone's ideas start to sound similar. Think of it like a helpful first draft machine, not your final creative partner.
2. How can marketers overcome ChatGPT's limitations?
Try asking specific questions about your actual customers instead of general "give me ideas" prompts. And always check the facts and use your own thoughts for strategic decisions.
3. Is ChatGPT worth the cost for small marketing teams?
Yes, particularly for resource-constrained teams. The efficiency gains in content creation and research can justify costs, but avoid over-dependence.
4. How do leading companies use ChatGPT for marketing?
HubSpot integrates ChatGPT for deep customer data analysis, while companies like HealthPlus use it for content ideation with measurable traffic improvements.
5. What's the biggest risk of using ChatGPT for marketing?
Everyone using the same tool can lead to everyone having the same ideas. You don't want your marketing to blend in when it should stand out.