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What Distinguishes ChatGPT, Bard, and Bing in the World of Marketing

Date: 2023-06-01 | Time of reading: 8 minutes (1456 words)

What Distinguishes ChatGPT, Bard, and Bing in Marketing

The first AI-powered conversational service, ChatGPT by OpenAI, was introduced in November 2022 and immediately gained popularity. Within just 5 days, it had attracted over a million users to the platform. Similar figures were achieved by Facebook* in 10 months.

At that time, other AI-based projects were also under development. The success of ChatGPT demonstrated the market demand for such a product and inspired other players.

Three months later, Google introduced Bard to the world, followed by Microsoft releasing its counterpart, Bing, exactly one day later.

The interest of ordinary users in AI-based technologies is quite understandable. Chatbots, in addition to their functional purposes, also serve an entertaining function, for example, they can tell jokes.

ChatGPT tells a joke

The content generated by AI technologies is often catchy and appealing. Each of the three projects undoubtedly deserves attention. In this article, we will explore the features, advantages, and disadvantages of ChatGPT, Bing, and Bard.

ChatGPT by OpenAI: advantages and disadvantages

The paid version, ChatGPT Plus, was released on February 1st, while the public free version was available earlier.

The chatbot is capable of recognizing and understanding natural language questions and finding relevant answers on the internet. However, it's not simply copying information; ChatGPT processes the retrieved information and generates it as unique content.

The tool excels not only in search tasks but also in handling simple requests, such as "Write a message to my manager informing them that I won't be coming to work on Friday due to family circumstances."

A significant drawback of the system is that the bot doesn't verify the accuracy and correctness of the data. The creators of ChatGPT acknowledge this issue: "The output generated by the model needs to be checked, as it may be plausible but incorrect." The question of data relevance arises because the chatbot is limited to searching information up to the year 2021.

Despite this limitation, ChatGPT remains a powerful marketing tool, a source of inspiration, and an invaluable assistant for many marketers. For example, if an employee needs to write a post about the strengths and weaknesses of using chatbots in business, they can assign the task to the system: "Write a post about the advantages and disadvantages of using chatbots in business." The generated result can then be used as a draft for their work.

Marketers should always verify the correctness of the data, edit the text, and optimize it according to the desired tone of voice.

Pros of ChatGPTCons of ChatGPT
It simplifies the work of marketers by generating draft emails, posts, and descriptions.The information can be sourced from anywhere, including outdated and unreliable sources.
It provides starting material for blog authors who struggle to find inspiration.It cannot ask clarifying questions to provide the most accurate response to user queries.
It curates a list of internet sources for conducting marketing research.It relies on internet data up to 2021. All information generated by ChatGPT needs to be verified. Additionally, the results may not always meet expectations, as the robot may provide simplistic and cliché answers.

Bard by Google: advantages and disadvantages

Bard is currently being presented as an AI-powered dialogue system experiment. It operates based on LaMDA and is currently available only in beta version, with no general access yet.

It represents a breakthrough in search engine technology. Like many other search engines, Bard searches for answers to queries by leveraging the vast resources of the internet. The difference lies in the quality of information processing and the resulting output.

When composing a response to a user's question, the chatbot provides a summary from various perspectives. This allows specialists, including marketers, to familiarize themselves with Bard's output instead of having to read through thousands of sources to delve into the issue.

The most significant distinguishing feature of Bard is its ability to engage in conversation with humans. Thanks to AI technology, the chatbot goes beyond simply copying and pasting text snippets from the internet and instead captures patterns in human speech. Google announces that future updates will enable Bard to respond to complex, ambiguous questions and those without a definitive answer.

Currently, if you were to ask the robot a question like, "Is the piano or the guitar easier to learn, and how much practice does each need?" Bard would provide a response along the lines of:

Bard figures out about playing the instruments 1

In another variant, the response may look like this: "Some say the piano is easier to learn, as the finger and hand movements are more natural, and learning and memorizing notes can be easier. Others say that it’s easier to learn chords on the guitar and you could pick up a strumming pattern in a couple of hours."

Bard figures out about playing the instruments 2

Bard from Google has undoubtedly turned out to be more advanced than ChatGPT. However, it is important not to place too much trust in the chatbot. Once, it made a mistake in a product presentation, resulting in Google losing $100 billion in stocks.

Pros of BardCons of Bard
Engages in a dialogue with the user and can ask clarifying questions.Occasionally provides false, outdated, and biased information.
Takes into account different perspectives on the issue and offers the user to explore the problem from various angles.
Utilizes more recent and up-to-date information compared to ChatGPT for answering questions.

Bing by Microsoft: advantages and disadvantages

Bing, developed by Microsoft, is not a dialogue service but a full-fledged search engine. It demonstrates high performance as it operates on AI technology. Therefore, Bing successfully provides answers to users' complex questions.

In response to search results, users can engage in a dialogue with the AI by asking follow-up questions. This allows for a comprehensive interaction between the user and the AI, and Microsoft proudly refers to this feature as "AI for the web."

Previously, the company invested significant resources in OpenAI. However, after the emergence of Bing, Microsoft stated that this new product is more powerful and intelligent than ChatGPT. In an interview, Microsoft expressed the following about Bing: "We’re excited to announce the new Bing is running on a new, next-generation OpenAI large language model that is more powerful than ChatGPT and customized specifically for search. It takes key learnings and advancements from ChatGPT and GPT-3.5 – and it is even faster, more accurate and more capable."

If you ask Bing, "I am planning a trip for our anniversary in September. What are some places we can go that are within a 3 hour flight from London Heathrow?" you will receive an answer similar to this:

Did you evaluate the amount of information provided in response to the query? Bing even divided the data into categories. Here you will find activities for every taste. Below, the system offers you several phrases to choose from to continue or end the dialogue.

And that’s what ChatGPT responded to the same query:

ChatGPT gives a piece of advice

This is also a fairly comprehensive answer, but it lacks a human touch. Well, and you won't be able to continue the conversation with the robot.

Pros of BingCons of Bing
Carefully selects and organizes information, providing deep answers to questions.Works only with the Edge browser on MacOS and Windows.
Can communicate with users, allowing for query clarification through dialogue.May provide false, unreliable, and outdated information.
Generates unique content, assisting marketers in saving significant time and effort in writing emails, posting, and creating product descriptions.
Responds to unrealistic and dangerous queries. For example, Bing will indicate that rapid weight gain is harmful to health.

Microsoft warns users: "Always verify the information obtained from Bing. Sometimes the system distorts information. Its response may appear convincing and reliable, but in reality, it is not."

Conclusion

Each of the three digital products has the potential to greatly enhance the efficiency of marketers and other professionals. It is essential to objectively evaluate the capabilities of the robot and diligently verify the data provided. Moreover, it is crucial to adapt the information to the intended tone of voice and refrain from utilizing it in its raw, unprocessed state.

*The products of the organization Meta are recognized as extremist in the territory of the Russian Federation.

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Author: Lyudmila Kovalenko

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