Which generative AI chatbot is best for marketers? We compared ChatGPT, Gemini, Copilot, and Claude to find out

We asked four chatbots to give us their best LinkedIn post. Each had pros and cons, but one stood above the rest.

You can't go anywhere without hearing someone talk about generative AI (genAI)) - a type of AI that can create new content based on what it has learned from data. Tools for generative art, video production, and writing are being used to create high-performing content aimed right at the heart of marketers’ target audiences.

An artificial intelligence (AI) chatbots are some of the most accessible AI tools. OpenAI's ChatGPT (which recently upgraded to its GPT-4o model) is often thought of as the chatbot, but competitors like Gemini (Google), Copilot (Microsoft), and Anthropic's Claude (also recently upgraded to its Sonnet 3.5 model) have carved out a space for themselves over the last year or so. They're all user friendly and feature a similar structure, making them easy to jump into and experiment with. Marketers have begun adding chatbots into their creative process to speed up initial brainstorming or to drum up content ideas.

Our team ran a test to find out which chatbot was the "best" for marketers, according to criteria we'll explain below. We asked each chatbot to craft a LinkedIn post related to the unexpected hoops and hurdles we sometimes have to jump through as marketers (planning a last-minute team retreat, anyone?) and compared the results.

Technology changes fast, so we'll be keeping our eye on these chatbots and updating this post as they level up their game. Bookmark this page and check back periodically for the most current insights on which chatbot is the superior efficiency-boosting tool for marketers.

Our test prompt

To start our comparison, we wrote a detailed prompt asking each chatbot to craft a witty LinkedIn post calling out the extracurriculars marketers are often responsible for - but were never part of their initial job description. Our goal was to be specific and provide clear guidelines the chatbots could follow without going off the rails:

I'm writing a LinkedIn post aimed at marketing leaders. The post should be cleverly-worded and perhaps even witty, highlighting the unintended responsibilities that marketers often encounter in their roles. These tasks are typically outside the traditional scope of marketing and can be comical, like 'ensuring everyone sticks to Brand & Creative’s timelines' or 'impromptu last-minute planning of the company’s annual retreat.'

The writing style should be short, direct, and paint a picture using language - show rather than tell. The post should also include examples and solutions for navigating these humorous, unintended scenarios. Use emojis sparingly and thoughtfully, and avoid jargon or overly complex language. The intended audience is senior content marketers working in fast-paced companies. The post should be exactly 1,500 characters.

Grading criteria

We graded the chatbots and their LinkedIn posts against four benchmarks: 

1. Overall ranking 

   • Which output comes closest to delivering on the prompt instructions, in terms of relevant, witty writing?
     
     

2. Readability

   • 1-5 scale, where 1 is “written by a bot,” 3 is “undecided,” and 5 is “written by a human”
     
     

3. Unique character count 

   • How close did it get to the intended 1,500 characters? What did the chatbot think was the proper length?
     
     

4. # of AI cliches

   • Think “synergy,” “bustling,” “underscore;” you get the idea

The results

Microsoft Copilot 

• Overall ranking: 4 

• Readability: 2.5/5 

• Unique character count: 1,530/1,500 

• # of AI cliches: 4

Microsoft Copilot's crack at our prompt is a mixed bag. On the plus side, it nails the character count, coming in at 1,530 - just a hair over the target of 1,500. It also ticks the box for including hashtags, which weren’t explicitly mentioned in our prompt but are great for LinkedIn visibility.

However, the execution is a bit... stilted. The structure is clear, but it's also rather formulaic. Introduction, list of scenarios, list of solutions, conclusion - it's the kind of predictable format that just feels AI-generated. This lack of authenticity extends to the language: "unsung heroes," "embrace the chaos," and "keep shining" are the kind of motivational poster phrases we want our content to avoid at all costs.

Copilot's output hits the main points in terms of messaging, but falls flat when it comes to humor and style. It tries to be relatable, but ends up in an awkward middle ground between professional and personable that doesn't quite work for either.

🚀 Marketing Leaders: The Unsung Heroes of Unintended Responsibilities 🚀

Ever found yourself in a whirlwind of tasks that have nothing to do with your job description? Welcome to the life of a marketing leader! Here are some of the unexpected (and often hilarious) responsibilities we juggle:

1. Brand Police: Ensuring everyone sticks to Brand & Creative’s timelines. Because nothing says “fun” like chasing down last-minute logo changes. 🕵️‍♂️

2. Event Planner Extraordinaire: Impromptu last-minute planning of the company’s annual retreat. Who knew you’d become an expert in finding the perfect venue and catering service overnight? 🎉

3. Tech Troubleshooter: Fixing the office printer because, apparently, “marketing” means “knows all tech.” 🖨️

4. Office Therapist: Mediating between Sales and Product teams. Your negotiation skills are now on par with a UN diplomat. 🕊️

Navigating these scenarios:

• Brand Police: Set up automated reminders and a shared calendar to keep everyone on track. A little nudge goes a long way.

• Event Planner: Create a go-to checklist for event planning. It’ll save you from reinventing the wheel each time.

• Tech Troubleshooter: Keep a list of quick fixes for common tech issues. And don’t be afraid to delegate!

• Office Therapist: Foster open communication channels and regular check-ins to preempt conflicts.

Remember, these quirky tasks are what make our roles so dynamic and, dare I say, entertaining. Embrace the chaos and keep shining, marketing mavens! 🌟

#MarketingLife #Leadership #UnexpectedTasks #MarketingHumor

Google Gemini

• Overall ranking: 3

• Readability: 3.5/5

• Unique character count: 1,037/1,500

• # of AI cliches: 4

Google Gemini's take on our prompt is short and sweet - too short, in our opinion. It clocks in at just 1,037 characters, well below our target. But on the bright side, the writing style is pretty smooth: it's got a conversational flow that feels natural, even if it doesn't quite hit the same witty highs as some of its AI peers. And Gemini gets props for including hashtags, which is a nice touch for boosting visibility on the platform. 

Overall, though, this post strikes us as fluffy and fairly generic in its messaging, and we would have liked to see a more visually engaging output. Plus, while it does manage to steer clear of those generic AI terms that can make content feel robotic, we don’t love the cliche superhero metaphor or the overused “herding cats.” Gemini’s post needs a lot of massaging to really make it sing. 

Marketing: Beyond the Brief

Ever found yourself wrangling spreadsheets instead of crafting campaigns? Or maybe you're the impromptu event planner, juggling venue bookings amidst a launch rush? Let's face it, marketers often find themselves in roles that are...well, a bit unexpected.

From ensuring everyone sticks to Brand & Creative’s timelines (a feat akin to herding cats) to impromptu last-minute planning of the company’s annual retreat (complete with questionable theme choices), we've all been there. It's like we signed up for a creative adventure, but ended up navigating a corporate obstacle course.

But amidst the chaos, there's a silver lining. These unintended responsibilities often require skills we didn't know we had—like negotiation, problem-solving, and even a knack for crisis management. So next time you find yourself deep in a spreadsheet jungle or fielding a last-minute request, remember: you're not just a marketer, you're a marketing superhero! 🦸‍♀️

#MarketingLife #BeyondTheBrief #UnexpectedRoles #MarketingHumor 

Claude by Anthropic

• Overall ranking: 2 

• Readability: 4/5 

• Unique character count: 1,727/1,500 

• # of AI cliches: 5

We like Claude by Anthropic’s style. The overall structure of the post is easy to follow, while avoiding the paint-by-numbers feel of some AI-produced content. It’s not totally cliche-free, though: there are a few phrases that feel very "AI" - "unsung superheroes," "wild world," and "orchestrating miracles" all ring false next to the post’s otherwise natural language.

Like you’ll see with ChatGPT, Claude offers pithy, useful advice without specific prompting - but like Copilot, it also veers into motivational poster territory on occasion. Claude's also a bit of an overachiever, clocking in at 1,727 characters - well over our 1,500 target. A marketer would likely want to trim it down for optimal LinkedIn performance.

Claude's output bears some obvious hallmarks of AI. But most importantly, it ranks high on readability and personality, making it a great creative partner for content marketers who don’t mind applying a little elbow grease to take their AI-assisted content to the next level.

Marketing Leaders: The Unsung Superheroes 🦸‍♀️

You signed up to craft compelling campaigns and drive brand awareness. Instead, you find yourself:

• Wrangling designers like a circus ringmaster, ensuring Brand guidelines don't become "suggestions"

• Moonlighting as an event planner, cobbling together the company retreat with 48 hours notice

• Playing therapist to the sales team when leads don't magically appear overnight

• Becoming a human spell-check for the CEO's "quick" product announcement

• Mastering the art of diplomatic pushback when every department needs their pet project "ASAP"

Welcome to the wild world of modern marketing leadership, where your job description is more "choose your own adventure" than clear-cut role.

But fear not, fellow marketing maestros! Here's your survival guide:

1. Embrace the chaos. Your adaptability is your superpower.

2. Build alliances. That IT guru who owes you a favor? Pure gold.

3. Master the art of the graceful "no." It's not just a word; it's a complete sentence.

4. Develop a sixth sense for looming "urgent" requests. They're coming. Be ready.

5. Find your tribe. Connect with other marketing leaders who get it.

Remember: You're not just juggling tasks; you're orchestrating miracles. Your ability to pivot, problem-solve, and pull rabbits out of hats is what sets you apart.

So the next time you're fixing the office printer while simultaneously approving social copy and mediating an interdepartmental squabble, take a moment. Breathe. You've got this.

After all, you're not just a marketing leader. You're a secret superhero in business casual. And your cape? It's invisible, but it's there.

Who else can relate? Share your unintended job titles below! 👇

#MarketingLife #LeadershipChallenges #WearAllTheHats

ChatGPT 4o by OpenAI

• Overall ranking: 1

• Readability: 4.5/5

• Unique character count: 1,390/1,500 

• # of AI cliches: 3

OpenAI’s latest model, GPT-4o, gets closest to nailing it by far. It kicks off with a grabby intro, and the language flows fairly naturally from there. With a little refinement (mostly eliminating the few AI bugbears that snuck into its copy), its output could pass for something your witty colleague whipped up over their morning coffee. ChatGPT took it upon itself to offer some straightforward and practical advice, which is a big plus. And the emoji game is strong - eye-catching, but not overwhelming. 

Surprisingly, GPT-4o didn’t include hashtags in its post, which is a bit of a miss for LinkedIn reach. But it makes up for it with a clever call-to-action at the end, encouraging audience engagement.

As a marketer, you’ll still want to edit wisely to give the post that inimitable human touch and adjust for the unique voice of your brand, but GPT 4o provides a solid starting point.

🎯 Attention, marketing maestros!

Ever feel like your job description should include “professional herder of cats”? Welcome to the wild world of unintended responsibilities. 🙃

One minute, you’re crafting the perfect campaign; the next, you’re the designated timeline enforcer for Brand & Creative. Yes, ensuring everyone sticks to that timeline is definitely in the job description… right?

Or how about that spontaneous role as the annual retreat planner? Nothing says “team bonding” quite like orchestrating a getaway while juggling deadlines. 🏖️

Then there’s the classic: “Can you just whip up a quick presentation for the CEO?” Spoiler alert: there’s nothing “quick” about it!

Navigating these uncharted waters:

1. Set Clear Boundaries: Politely remind colleagues that your marketing genius also needs time for, well, marketing.

2. Delegate Wisely: Find a trusty sidekick or two. Teamwork makes the dream work, especially when the dream is surviving a week of last-minute requests!

3. Channel Your Inner Comedian: When chaos strikes, a touch of humor can lighten the mood. Laughter not only eases tension but also creates a more collaborative atmosphere.

So, next time you find yourself donning an unexpected hat, remember: you’re not just a marketer; you’re a multitasking magician. Let’s embrace the chaos and keep the creativity flowing! 💡✨

What’s your most unexpected responsibility? Share below! ⬇️

The bottom line

Here’s the real takeaway for you savvy marketers: these AI chatbots are fantastic for kickstarting your creative process or generating a first draft when you're staring at a blank page. But they're not anywhere near ready to replace your job (breathe easy, folks).

The key is to use these AI outputs as a jumping-off point. Inject your brand's unique voice, sprinkle in some human wisdom, and don't be afraid to chop and change. After all, you're the marketing strategist - AI is just here to support your genius.

Now, if you'll excuse us, we're off to ask ChatGPT to write our out-of-office messages.

(Kidding!) 

(...Or are we?)

——

Comarketer.ai is a leader at the intersection of marketing and AI. Follow our LinkedIn page for more AI marketing content, tips, and insights. You can also visit this link to create your own AI-generated style guide for your brand or business.