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AI Marketing Challenge: A ChatGPT Versus Bard Face Off

A couple of weeks ago, Nicole Krug and I did a fun AI marketing challenge. It was a ChatGPT versus Bard face off – who would win? 


Well, suffice it to say that I am not worried about my job as a copywriter (and I’ve already written about why here). Nicole focuses on web design, development, and visual branding, and she’s not worried either. 


Will we be worried in the future? I’m doubtful. AI tools are essentially search engines. They scrape already existing ideas and information off the internet and serve up results in a narrative form (rather than list of links that may or may not useful).


If AI tools start having emotions and experiences, copywriters aren’t the only ones who are screwed. Humanity is probably too.


Wow, that took a dark turn. 


Let’s get back to the topic at hand. 


Which AI tool is better at marketing?


I wrote up five prompts – four marketing related and one just for fun. I tested them on ChatGPT, Nicole tested them on Bard, and we discussed the results in this video


For those of you who would rather read than watch a video (that’s me), here are the answers and what Nicole and I thought about them.


Prompt 1: In one sentence, explain what copywriting is to a 10-year-old child.


ChatGPT: Copywriting is writing words that make people want to buy or do something.


Bard: Copywriting is when you write words to sell something. 


Winner: ChatGPT. We liked this explanation better because it has a little more detail than Bard’s oversimplified version. 


Would I use ChatGPT’s definition? No. I refer to copywriting as crafting messages that hit home with certain people. Besides, not all copy is meant to encourage a purchase or action. Some is just intended to inform. 


Prompt 2: In one sentence, explain the difference between website design and website development to a 10 year-old-child.


ChatGPT: Website design is about making a website look good and easy to use, while website development is about making the website actually work and do things.


Bard: Website design is like drawing a picture, and website development is like building the house.


Winner: Tie. I liked Bard’s explanation because it provided concrete examples of what those things are. Nicole liked ChatGPT’s better because it was much more detailed. We laughed about our disagreement … and moved on.


Prompt 3: Write five six-word taglines for a luxury horse boarding and training facility on an estate in New Jersey that only works with celebrities and their horses.



  1. Elite equine indulgence in New Jersey.
  2. Where horses and celebrities reside luxuriously.
  3. Unparalleled luxury for your equine star.
  4. Exclusive equestrian sanctuary in New Jersey.
  5. A regal retreat for celebrity horses.
  6. Unmatched luxury for your prized equine.



  1. Celebrity Horse Heaven
  2. A-List Equine Excellence
  3. Riding in Style
  4. Horses for the Stars
  5. A Stable of Champions


Winner: Neither. First, our prompt was apparently confusing. ChatGPT giving me six (instead of five) taglines, and Bard giving Nicole three- and four-word taglines instead of six word-taglines.


Second, we agreed that they all missed the mark. None were specific enough to use in real life.


My favorite ChatGPT offering was #4, but I’d switch out the word “sanctuary” for “boarding and training”. And yes, I realize this tagline is now eight words, but it’s more specific.


Bard’s options were so lacking in substance we agreed that they are more like subheads. 


Prompt 4: What are three things that all memorable logos have in common?



  1. Simplicity: Memorable logos tend to be simple and easy to recognize, with clear and uncomplicated designs that are easily identifiable.
  2. Relevance: A great logo should be relevant to the company or brand it represents, communicating its values and personality through visual elements.
  3. Memorability: A memorable logo is one that sticks in your mind, often through the use of unique and distinctive design elements, such as colors, shapes, and typography.



  1. Simplicity: A good logo should be simple and easy to remember. It should be able to be easily recognized at a glance, even when it is small or out of focus.
  2. Uniqueness: A good logo should be unique and stand out from the crowd. It should be something that people will remember and associate with your brand.
  3. Relevance: A good logo should be relevant to your brand and what you do. It should be something that people will understand and connect with.


Some examples of memorable logos include the Nike swoosh, the Apple logo, and the McDonald’s golden arches. These logos are all simple, unique, and relevant to their respective brands. They are also all instantly recognizable, even when they are small or out of focus.


Winner: ChatGPT. Nicole and I both agreed that a memorable logo is more important than a unique logo. 


By the way, we both chuckled over how talkative Bard is. That tool LOVES to provide much more detailed explanations.  


Prompt 5: If Monika Jansen from Jansen Communications and Nicole Krug from SocialLight went on vacation together, where would they go?


ChatGPT: As an AI language model, I do not have access to the personal preferences or plans of Monika Jansen or Nicole Krug, so I cannot say for certain where they would go on vacation together.


Bard: If Monika Jansen from Jansen Communications and Nicole Krug from Social Light went on vacation together, I think they would go to a place that is both relaxing and exciting. They would want to be able to enjoy the sun and sand, but they would also want to have some activities to keep them busy. I think they would choose a place like the Caribbean or Hawaii.


Winner: Bard. True, it’s comforting to know that ChatGPT doesn’t stalk us online … yet. But Bard actually answered the question, and Nicole and I agreed that it was accurate. 


Nicole asked Bard follow-up questions, which got hilarious (watch the video to hear what it said). 


How to use AI tools for marketing


When it comes to marketing, AI tools are great for research and ideas. That’s it. 


As I stated above, these machines are search engines. They cannot compete with your experiences and connections to your clients, and both are necessary for great content.

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