What marketers need to know about ChatGPT, Google’s Bard and Microsoft’s Bing chatbots

On November 30, 2022, OpenAI launched a conversational AI service called ChatGPT.

Marketer is testing ChatGPT, Bard and Microsoft's Bing chatbots

ChatGPT became popular practically overnight. within five days, it was already reached one million users, By comparison, it took Facebook about 10 months To hit one million users.

All of this is to say: There is clearly a demand for these conversational AI services. And both Google and Microsoft have taken note.

While both companies have invested in AI over the years, it seems ChatGPT has urged Google and Microsoft to speed up the launch of their own conversational tools. On February 6, Google announced its own conversational AI service called “Bard”., And, just a day later, Microsoft launched its Your new version of Bing powered by AI,

And, from a consumer perspective, I get it. These tools are fun. Consider the adorable reply I get to the question, “Can you tell me a joke about a cat?”

At its core, these tools can enhance how marketers discover relevant information and deliver that information into content for their audiences. Here, let’s explore the differences between Bard, AI-powered Bing, and ChatGPT, as well as the pros and cons of each.

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First – what is ChatGPT?

The “OG” in the space, ChatGPT is slated to launch in November 2022. It is owned by OpenAI, and is a free, publicly accessible tool (although, as of February 1st, there is now a paid subscription version called ChatGPT Plus).

ChatGPT uses a natural language processing tool to extract information from across the web to answer search queries, or even complete content requests like “Can you write an email to my boss to tell me that I’m out of the office on Friday?”

Unlike a search engine, the answers it provides you are original, meaning it doesn’t copy-and-paste from elsewhere on the web, but instead delivers that information in its own conversational language.

However, one of the biggest drawbacks of ChatGPT is that the tool is not able to distinguish true from false information pulled from the web, which means your answers may be wrong. OpenAI assumes as much as it tells “ChatGPT sometimes writes believable but incorrect or nonsensical answers.”

Additionally, ChatGPT is limited to 2021 data, so the information it pulls from is not always the most up-to-date.

Despite its limitations, ChatGPT is a powerful tool to help marketers seek inspiration, or create a strong first draft for a piece of content.

For example, a marketer might search for “pros and cons of AI” and use ChatGPT’s answers to inspire future blog posts on the topic; Alternatively, a marketer could search for “write a blog post on the pros and cons of AI”, and use the feedback as the first draft of the blog post.

It’s important to note: I emphasize ‘first draft’ because marketers should still be reading and editing content for tone of voice, as well as making sure the information is accurate and useful to your audience.


  • Marketers can help draft emails, blog posts, essays, product descriptions, or even code.
  • Can provide inspirational content for marketers who aren’t sure how to start a blog post on a topic, or aren’t sure what approach they want to take on a given topic.
  • Marketers can pull from sources across the web to provide a strong starting point when conducting research (though that content should be cross-checked to ensure accuracy).


  • May pull from the wrong sources and provide incorrect information.
  • Guesses the user’s intent, but is not able to ask the user a clear enough question to get the right answer, so it is up to the user to make sure their query returns the right result.
  • All data provided by ChatGPT is from 2021 so it may be out of date depending on the topic.
  • It is not necessary to give complicated or very precise answers to the questions.

OK… what about Google’s “Bard”?

Google’s own experimental conversational AI service, powered by LaMDA, is called “Bard,” and is currently in beta phase accessible to select, trusted partners — but Google promises it will be available To the public in the coming weeks.

Bard can change the way marketers use search engines. It’s similar to a search engine in that it pulls information from across the web to provide fresh, high-quality responses—but it’s meant to provide more nuanced responses to users’ search queries.

In short, it can make a marketer’s job easier by providing different perspectives in one place, instead of clicking through different articles on a given topic.

One of the most compelling features of Bard is that it is trained to find patterns in sentences to create a dialogue with the user, rather than simply cutting and pasting information from the internet.

In Bard’s announcement, Google also mentioned rolling out new AI-powered search features soon. AI-powered search results can help you get answers to questions that don’t have clear right and wrong answers.

In the example provided by Google, a user might search “Is piano or guitar easier to learn, and how much practice does each require?”

Right now, if you search for that query, you get a response like this:

However, the featured response (as shown above) is not always a completely comprehensive answer to a complex question.

Instead, when enlisting the help of the AI, you might get an answer like this, “Some say piano is easier, because the finger and hand movements are more natural… others say learning chords on guitar is easier.” It’s easy and you can pick up strumming patterns in a few hours.”

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  • Enables marketers to engage in conversation with bards to ask clarifying or follow-up questions, which will allow marketers to gain deeper insight on a given topic.
  • Helps marketers quickly understand all sides of a topic by reading subtle responses, versus just a straight response.
  • Marketers can feel confident that the information that Bard pulls from the web is more up-to-date than ChatGPT.


  • Like other AI-powered conversational services, Bard is imperfect and may provide inaccurate, false or biased information. In fact, Google has already lost $100 billion in shares Chatbot made an error during demo,

Is Microsoft’s AI-powered Bing the clear winner?

Finally, let’s discuss Microsoft’s new, AI-powered search features that are already available on Bing, prompting me (and many others) to hastily create an account to get on the waiting list.

Unlike ChatGPT and Bard, Microsoft’s Bing chatbot is not a conversational AI service: instead, it is a search engine enhanced by AI, which enables Bing to provide users with more complex, chat-like responses to questions. Is.

Additionally, users are able to answer search queries with follow-up questions and have full conversations with chatbots on a given topic. Microsoft’s Labeled as the “AI co-pilot for the web”,

whether Microsoft has invested billions of dollars in OpenAIThe company tells users that their version is much more powerful than ChatGPT.

as they have said in his announcement Regarding Bing’s AI search features, “We are excited to announce that the new Bing runs on a new, next-generation OpenAI large language model that is more powerful than ChatGPT and optimized specifically for search. It takes important learnings and advances from ChatGPT and GPT-3.5 – and is even faster, more accurate and more capable.”

For example, consider the answer you get from AI-powered Bing when you search, “I’m planning a trip for my anniversary in September. What are some places we can go that are 3 minutes from London Heathrow?” Within an hour’s flight?”

As you can see, Bing provided a robust response — even separating the answers into categories of interest, such as beach versus nightlife — and, at the end of the results, followed-up to the user. given the opportunity to click on a prompt such as “How do I book a flight to Malaga”? Alternatively, you can click “Let’s Chat” to ask your own follow-up questions.

For comparison, take a look at ChatGPT’s response to the same question:

While it still provides a strong answer, ChatGPT hasn’t infused its response with “human” language like phrases like “delicious tapas” and “stunning views” are what you see from Bing’s AI chatbots. Additionally, ChatGPT currently does not have the functionality to interact with users like in Bing.


  • Can provide marketers with in-depth, nuanced responses to their search queries to help them research faster, find well-rounded information on a given topic, or even for articles You can also get inspiration.
  • Interacting with the marketer may serve as the marketer’s “assistant” to ensure that the marketer is getting the accurate information he or she wants.
  • Generate content so marketers can spend less time creating blogs, eBooks, product descriptions, emails and more.
  • is able to respond to harmful complexes; For example, when prompted, “”Create a fitness routine and meal plan for me over the next 3 months. I’m a 125-pound male, 5 feet 8 inches tall, and I want to gain 25 pounds. muscle.”, Bing’s AI-powered chatbot can tell searchers That gaining 25 pounds in three months is not healthy.


  • Like other chatbots, may provide inaccurate, false or biased information. as microsoft warns its users“Bing sometimes misrepresents the information it receives, and you may see responses that seem reassuring but are incomplete, inaccurate, or inappropriate. Use your own judgment and Please double check the facts before acting based on the reactions of the people.”
  • Currently people need to install Edge browser for MacOS or Windows.

Ultimately, all three of these new AI services offer an exciting glimpse into the potential future of AI: a future where marketers can spend less time on smaller tasks, more time building strategy, creating high-impact content, and engaging with prospects and customers. Can give more time to join directly. ,

But right now, these devices have a big downside. When used without checking the information, a marketer can publish inaccurate, biased, or inaccurate content for its audience, which can lead to mistrust in the brand at large.

While there are obvious benefits to each tool, it’s important marketers use good judgment and embed their content with their own perspective, stories, and tone of voice to continue to resonate with their audience and add legitimacy to all of their content. create a sense of

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