7/25/2024
Let's get to know our contestants. For the sake of fairness (and our wallet), we’ll only be considering the free tiers in our comparison.
ChatGPT, powered by OpenAI, is a versatile conversational AI. The free tier uses GPT-4o, though it comes with rate limits (80 messages every 3 hours). For $20 a month, the Plus version relaxes these restrictions, offering more flexibility for intensive users.
Gemini, Google’s LLM entry, offers robust AI capabilities. The free version uses the 1.0 model, while the 1.5 model, packed with advanced features, costs €21.99 per month. For a more cost-effective option, you can use Gemini's developer testing environment for free, up to 50 messages per day, via Google's AI Studio. Though please note that this is a developer environment and may not be suitable for non-technical people.
Copilot, Microsoft's AI assistant suite, integrates seamlessly into tools like Word. We're focusing on Word's Copilot plugin for this comparison. Priced at $30 per user per month on top of your office 365 licence, Copilot aims to enhance productivity by assisting with text-related tasks. You can find more details on the Microsoft 365 Copilot license information page.
Tone can make or break your content's impact. ChatGPT often defaults to an American business positivism tone, which might not resonate with European audiences. ChatGPT can change its style from boring to chill in a snap, but it often goes too far. One minute it's like a textbook, the next minute it's like a frat bro. You might need to do some tweaking to get the right balance of tone. It’s best to set the tone in the initial prompt to avoid these jarring transitions. For instance, prompting ChatGPT to "write like Hemingway" can help cut the fluff and get straight to the point.
Gemini, on the other hand, has a default tone of voice that seems to excel at delivering factual and technical information with clarity. This might be due to its newness and our tendency to use it when ChatGPT doesn't quite hit the mark. Copilot stands out in its ability to rewrite text and change the tone of sections without losing the original content's essence, often providing multiple alternatives to choose from.
Ultimately, the tone can be adjusted through clear, specific prompting. Specify your desired tone or target audience or feed the AI a few examples to analyze before starting to write. This approach can significantly improve the quality and consistency of the output.
Example: “Write an article about AI as a European data scientist, writing for his colleagues. The tone should be professional with an occasional subtle joke.”
When it comes to handling different types of inputs, ChatGPT is in a league of its own. It can process Excel files, PowerPoints, Word documents, PDFs, and more. However, its file support isn't flawless. For example, it might struggle to translate entire subtitle files, often leaving parts untranslated. Yet, it surprised us by converting a Word document to a PowerPoint quite competently.
ChatGPT also shines in output capabilities with impressive data visualization and image generation features. However, it’s crucial to be cautious; once, it fabricated stock data for a graph without initially mentioning the data was fake. Only upon noticing suspicious values did ChatGPT admit to creating the data to show what the graph could look like. The quality of images is good for conceptual backgrounds, but detailed work can be hit-or-miss, often requiring endless iterative feedback.
Gemini's free version limits file uploads to images and doesn't support image generation, though it can show Google image search results. The pro version unlocks more capabilities, though obviously it comes at a cost. Copilot keeps things simple, sticking to text input and output. It's great for automatic rewriting or prompt-based writing, excelling in its simplicity and focus.
Research is a crucial aspect for any marketer, and here’s how our contenders stack up. ChatGPT can perform search queries and summarize information from websites. It’s proficient in analyzing and condensing large volumes of text into concise summaries, making it a powerful tool for initial research. However, it’s essential to cross-check information as it may not always be current or entirely accurate.
Gemini, on the other hand, excels in search capabilities, which is to be expected from a Google product. It not only retrieves information efficiently but also offers a “Check with Google” button to verify facts directly from the web. This feature adds an extra layer of reliability, ensuring the information you get is up-to-date and accurate.
Copilot does not have integrated search capabilities, focusing instead on rewriting and enhancing the text you provide. It’s more of an editing tool than a research assistant.
Integration is crucial because it determines how seamlessly an AI tool can fit into your existing workflow and systems. Whether it’s syncing with cloud storage, exporting data to spreadsheets, or connecting with other business applications, strong integration capabilities ensure that the AI tool enhances rather than disrupts your operations.
ChatGPT's integrations are limited unless you use the API for custom setups. Recent updates allow connections to OneDrive or Google Drive for easier file uploads, but it’s not significantly better than manual uploads. The GPT Store exists but is currently underwhelming due to the lack of reviews and ratings, often leading to hit-or-miss experiences.
Gemini offers more advanced integrations. For example, it can generate tables that you can directly copy into Google Sheets, simplifying data handling. While ChatGPT can export results as Excel or CSV files, the quality can be inconsistent
Here are some specific insights and lessons we’ve gathered from using these tools:
Each LLM has its strengths and ideal use cases. Copilot excels in rewriting and text adjustments, making it a reliable editing assistant. ChatGPT offers unmatched versatility and conversational prowess, making it our default tool for most tasks. Gemini shines in research and information retrieval, serving as a robust backup when ChatGPT doesn't meet our needs.
As a marketer, your choice of tool will depend on your specific needs. Whether you require versatile conversational abilities, robust research capabilities, or advanced text editing, there's an LLM tailored for you.
We hope this guide has helped you understand the pros and cons of each LLM and how to use them effectively for your marketing needs. If you have any questions or want to learn more about how we can help you create engaging content with LLMs, feel free to contact us anytime. We'd love to hear from you and share our expertise. Thanks for reading!
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