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ChatGPT vs Google BARD

Sean Hegarty - MD of Jigsaw Digital, Manchester
Sean Hegarty

An In-Depth Comparison of The Two Latest Tools to Revolutionise Search

I’ve worked in digital marketing for over 10 years and nothing has excited me more than the emergence of ChatGPT. Not because of the potential, although that is incredible, I’m excited because we now have a viable competitor to Google search. With the integration of OpenAI in Bing search it’s going to change the search landscape for the better. So let’s have a closer look at two of the most popular AI tools currently being discussed: ChatGPT and Google BARD. Both tools have unique features and capabilities which I’ll cover in this latest blog. I’ll highlight what I think are the strengths and weaknesses and look at their future for digital marketers and business owners.

What is ChatGPT?

Unless you’ve been living under a rock for the last few months, there’s a good chance you’ve heard of ChatGPT. In essence, it’s an AI-powered language model, developed by the clever people at OpenAI. It uses a number of deep learning algorithms to generate (scarily) human-like text based on input data. It can perform a wide range of tasks such as question-answering, language translation, and text summarisation. However, if you’ve dabbled with it and researched it fully, you’ll know it’s probably best known for its advanced natural language processing (NLP) capabilities and its ability to respond to user requests. At the moment, the most recent data is still about 2 years out of date, so don’t go relying on it to give you 100% accurate data. But in terms of the previous versions of ChatGPT, version 3 stands head and shoulders above the there rest

What is Google BARD (LaMDA)?

Bard is Google’s AI tool to rival ChatGPT. It was developed by the boffins at Google from their Language Model for Dialogue Application (LaMDA) – not to be confused with a Llama. Unfortunately a Llama won’t help with your search. Just like ChatGPT, it’s designed to improve search results by understanding natural language queries. How does it do this? By using deep learning algorithms it is able to the context and relationships between words in a query.

When it comes to AI transformer models, Google has a rich history. The first was BERT, then we had MUM, and now we have BARD (forgive the names. For years we (digital marketers) have had to explain to clients why the latest update was called Hummingbird, or Venice or Penguin). They also have other AI technologies such as PaLM, Imagen and MusicLM which are looking at everything from language modelling and video, right through to music.

Key Features of ChatGPT and Google BARD

ChatGPT Key Features

  • Advanced NLP capabilities
  • Real-time responses
  • Multi-task capability
  • Question-answering
  • Text summarisation
  • Language translation

Google BARD Key Features (When it launches)

  • Contextual understanding
  • Improved search results (according to Google)
  • Real-time responses
  • Understanding of relationships between words
  • Improved query matching

ChatGPT vs Google BARD – How Do They Stack Up?

Ease of Use

ChatGPT has been around for a while now and one of the biggest selling points of this latest version, ChatGPT 3, is its ease-of-use. Google BARD will probably be integrated into Google’s search engine


Both ChatGPT and Google BARD are highly accurate in their respective tasks. However, the data which ChatGPT uses is from 2021, therefore it’s at least 2 years out of date (but this will change). It also doesn’t use real-time data. But if we talk about the accuracy of the AI in its understanding of a question, then they are both as good as a human.


OpenAI provides access to ChatGPT through its API, and the cost of using the API depends on the number of requests made and which model you choose. They have a number of models ranging from, ADA, which is the fastest, through to models like DaVinci, which is the most powerful. Google BARD on the other hand is likely to be integrated into Google’s search engine, so it is not directly accessible to users, and there is no cost associated with using it. I imagine if Google was to lose revenue through their ads, they would then look to create a package system similar to Open AI. Time will tell.

Future of ChatGPT and GoogleBARD

Both ChatGPT and Google BARD are at the forefront of AI technology, and their future potential is enormous. From speeding up every day tasks, to revolutionising the way we search online, AI technology is going to be an integral part of our lives now and in the future. Therefore it’s best to understand it now so that you can reap the rewards as it advances


How does ChatGPT compare to other AI language models?

As I mentioned earlier, ChatGPT is one of the most advanced AI language models available, with advanced NLP capabilities and real-time responses. Compared to other language models out there, it performs well, especially in terms of its ability to perform multiple tasks.

Can businesses use ChatGPT for customer service?

In theory, Yes. However, many businesses use a chatbot on their website to varying degrees of success. It depends on the nature of your business but I don’t see customer services jobs being lost just yet to AI

What is the cost of using ChatGPT?

The cost of using ChatGPT depends on the number of requests made through OpenAI’s API. For a full breakdown of their pricing model, visit the OpenAI pricing page.

How will Google BARD improve search results?

By understanding the intent, relationship between the words and the context behind the question, Google BARD should be able to provide searchers with more accurate results that match their intent. This has always been the case with Google, to match search requests with the most relevant content/web page.

So where does it leave us? Well in short, AI language models are not going anywhere. They’re going to be an integral part of the search market and your SEO team (internally or externally) should have a good understanding of the models. As AI technology continues to evolve, it is likely that both ChatGPT and Google BARD will continue to play a major role in the digital marketing landscape. What will be interesting to see is if any other big names, like, *ahem* Amazon, decide to enter the market. It’ll also be interesting to see how marketplaces like eBay and Amazon navigate these changes and whether there will be a drop in their grip on page 1 rankings.

The key take away is that the future is bright, and it is exciting to think about how AI will continue to help individuals and businesses grow. Regardless of which tool you choose or search engine you favour, one thing is clear: AI is here to stay, and it has the potential to revolutionise the way we do business.

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