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ChatGPT 4 vs. Google Bard AI: The Surprising Head-to-Head Results

AI: What Is It Good For?

Like many, I've been exploring generative AI to uncover key insights, such as: how creatives can integrate AI into their workflows, what tasks AI tools perform well, and the crucial question of AI limitations. Comparing ChatGPT+ and Google Bard revealed surprising discoveries.

Background and Approach

In my recent blog series, “The Great AI Content Debate: Tool or Threat?”, I championed AI as a powerful tool to be mastered by creatives. A standout quote from the series was, "AI won't take your job, but someone using AI might." In other words, if you don’t embrace and master these tools, others certainly will.

The only way to master a tool, is to use it. So, I identified five experimental tasks suitable for AI assistance:

  1. Content Brainstorming
  2. List Ranking
  3. Summarize a business website
  4. SEO Review
  5. AI Coaching Tips

I tested ChatGPT+ v4 and Google Bard beta with identical prompts using my company, The Roster, as the subject matter guinea pig. Results and winners for each round and additional observations are listed below. For the sake of navigation and, dare I say, drama, you can reveal and hide the results by clicking on the teal banners.

AI Face-Off: Battle of the Bots

The first task perfectly aligns with the strengths of both AI tools and represents a typical use.

PROMPT: Name and describe five blog article ideas that will likely rank well for searchers looking for freelance creative talent with a proven track record and a high probability of delighting clients.

Task number two is a little less common.

PROMPT: Review the following alphabetical list of freelance marketing roles and rank the top ten roles based on US demand for freelance contract work.

The next two tasks were designed to test the AIs' web awareness.

PROMPT: Review this website,, and summarize the company line of business, service offerings, and unique value proposition.

Bolstered by my growing faith in Bard, I decided to put both AIs to the test by challenging them to perform an SEO evaluation for

PROMPT: Review and critique the website for SEO.

For my final AI challenge, I gave each of the AI bots the opportunity to coach us on how to use these tools more effectively.

PROMPT: What are your top five tips to writers for getting the best results from you, ChatGPT/Bard?

Insights and Personal Takeaways

As you explore the world of AI writing tools, you'll notice that each one has its own strengths, weaknesses, and personality. It's important to approach these tools conversationally and provide as much information as possible. Think of it like giving a creative brief to a colleague, laying out your goals, tone, and other essential details.

Remember, these tools are not sentient beings but helpful assistants that can speed up the writing process and help you write more effectively. As the saying goes, "The secret to good writing is rewriting," and these AI tools can undoubtedly assist with that.

Copy Editor Use Cases:

  • One of my favorite writing prompts is "Rewrite for clarity and brevity."
  • Use AI to solve layout dilemmas by prompting it to edit copy to fit space constraints. For instance, "Rewrite to be 5-8 words shorter."
  • Another powerful use of AI is creating executive summaries. For longer texts, summarizing the table of contents might be all that is required.

Tying It All Together

In this friendly comparison, we've observed that both AI writing tools possess distinct strengths and weaknesses, making them valuable resources for various tasks — and we've barely scratched the surface.

Approaching these tools with well-defined prompts is crucial to maximizing their potential. As AI technology continues to advance, we can anticipate further improvements in these tools, but for now, they serve as helpful aids in the writing process. Whether you need assistance with content brainstorming, summarization, or rewrites, AI can help save time and enhance writing effectiveness. Ultimately, the key is identifying the right AI tool for your specific needs and harnessing its capabilities to enrich your workflow.

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