last week’s deluge of news about new AI models from all the major players, it’s easy to become overwhelmed with the options and new features each AI platform offers and which one is best suited for you and your company’s work and budgetary needs.
All businesses are facing the same questions, and many analysts predict that the GPT a company uses will ultimately come down to where a company’s data is housed: if it’s on Amazon AWS, the company will use Anthropic/Claude (which Amazon has invested billions in); if the data is hosted by Microsoft’s Azure, CoPilot/Azure will do the analysis; and Google Cloud-hosted data analysis will be powered by Gemini.
For the sake of seeing the differences in these AIs, below is a chart of the different results to the same query and the differences that emerge as the query becomes more specific. Each engine currently provides (almost) radically different verbiage with the same facts. As the query becomes more specific, the results become more sophisticated.
The results are fascinating.
Regardless of the engine used, it’s important to remember four things with AI queries.
1. Each AI engine has a different “personality,” and all want to please the user. According to Ethan Mollick at the Wharton School, Claude is the most intellectual, Gemini is the most accessible, and ChatGPT is the most useful. Use the AI that best fits your needs.
2. To optimize your results, give a personality to the AI Engine. Specify who it is and the problem you’re trying to solve. Tell it to be “the world’s funkiest writer” or “on a deadline.” Don’t be afraid to use emotions; research indicates these inclusions will actually affect output.
3. “Query Optimization” is a relative skill. How you optimize your query in Spring 2024 is different and probably more difficult than how you will do it next year or five years from now. AI advancement is exponential, and these engines are closer than ever to discerning actual user intent.
4. If you optimize your query and don’t like the results, optimize again, change the AI engine you use, or wait for the upgrade. ChatGPT 5.0 will be out before you know it!
I’d love to know your thoughts. chris@jacobsmedia.com
Here’s an exercise showing how slight changes in queries to AI engine alter the results, using an example of a PD writing copy to encourage younger listenership of the station’s PM drive show.
Remember that AI is not like a search engine: results will vary every time. But you can see that — just like in brainstorming — as you add conditions to the query the output is tweaked, and in this case, it becomes more sophisticated. Also notice how the “brainy” Claude model is the most verbose, while Gemini provides more punchy slug lines.
| ChatGPT 4.0 | Gemini 1.0 | Claude 3.0 Haiku |
|---|---|---|
| Query: Write a liner to encourage 30-somethings to listen to All Things Considered. | ||
| “Stay curious, stay informed, and elevate your conversations with NPR’s All Things Considered—where depth meets diversity in news that matters to you.” | “Stuck in the afternoon news cycle rut? All Things Considered offers analysis, not just alerts. Tune in and unwind with the stories that matter to you.” | “All Things Considered is perfect for those who want in-depth, thoughtful coverage of the day’s top stories. With its nuanced reporting and diverse range of perspectives, it’s an engaging listen that will keep you informed and intrigued.” |
| Query: You are the world’s best copywriter who is able to sway people with words. Write a liner to encourage 30-somethings to listen to All Things Considered. | ||
| “Unlock your world—join NPR’s All Things Considered for the stories that shape our times, designed for the discerning ear of the modern thinker.” | “All Things Considered: News for the Life You’re Building.” | “Step away from the doom-scrolling and tune in to the captivating conversations of All Things Considered. This isn’t your grandparents’ NPR – it’s a smart, substantive podcast that speaks directly to curious, thoughtful people like you. Pop in those earbuds and get ready to have your worldview significantly widened – you’ll come away from each episode feeling more informed, more engaged, and more empowered to make a difference. All Things Considered is the adult version of learning you actually want.” |
| Query: You are the world’s best copywriter who just got a job at a public radio station and who is able to sway people with his words. Write a liner to encourage 30-somethings to listen to All Things Considered to increase the station’s TSL. | ||
| “Amplify your daily journey with NPR’s All Things Considered—immerse yourself in compelling stories and insightful discussions that resonate with your world, right here on your public radio. Tune in, stay longer, and transform your commute into an adventure in understanding.” | “All Things Considered: Unplug the Noise, Plug into the Story.” | “Elevate your news consumption with the captivating conversations of All Things Considered. This acclaimed NPR program delivers unparalleled depth and analysis on the day’s top stories, leaving you informed, engaged, and empowered to make a difference. Tune in now and experience journalism at its finest – where every angle is explored and the full context is always provided.” |
Finally, I asked ChatGPT to analyze the responses from all three AIs. Here’s what it thinks of the responses:
Simplicity: ChatGPT 4.0 tends to provide straightforward, clear responses which are generally simpler.
Sophistication: Claude 3.0 Haiku’s responses are more sophisticated due to their poetic nature, providing depth in fewer words. Gemini 1.0 sometimes uses a more detailed scenario-based approach, which adds complexity.
Best Answer: Depending on the goal:
If clarity and directness are preferred, ChatGPT 4.0 often delivers well.
For engaging an audience that appreciates creativity and a novel approach, Claude 3.0 Haiku stands out.
Gemini 1.0 offers a good middle ground with detailed, scenario-focused responses.
AI EDGE – Headlines
Social Media Platforms Experiment with Influencer AI
Instagram The Meta-owned platform has been pitching a program called “Creator AI” to the biggest influencers on its platform which allows a chatbot to interact one-on-one influencers’ fans. The chatbot mimics an influencer’s voice after being trained on specific content. Using real humans is a variation on their previous attempt to make 100% AI avatars based on superstars like Mr. Beast and Kendall Jenner.
TikTok The massive video platform has been in discussions with advertisers about a program that uses AI-powered avatars to promote products. TikTok’s current data suggests that AI avatars generate less traffic than human influencers, but want the influencers to complement their human counterparts.
[AI EDGE Insight: Unsurprisingly, both Insta and TikTok acknowledge that their GenZ-heavy audiences are swayed far more by endorsements by humans than 100% AI avatars. Good news for our human DJ endorsers.]
SAG-AFTRA Reaches AI-Agreement With Record Labels
The union representing 160,000 entertainment and media pros reached a tentative agreement last week that puts in place guidelines for the use of AI. These guardrails require that terms like “artist” and “singer” refer to humans and provide rules requiring consent and compensation for the audio replication of a real artist’s voice.
New Macs Will Have AI Inside
Bloomberg and Apple Insider confirmed this week that the new generation of Macs and iOS18 devices will have AI that works 100% on-device without connecting to the internet, protecting user privacy. However, advanced Ai features will require an internet connection. Apple is in discussions with OpenAI and Google about licensing their AI technologies.
Amazon Adds AI Playlists
Last week Spotify released generative playlist functionality overseas; this week, Amazon plays me-too with their announcement of Maestro, another AI-playlist generator. Amazon brags that the service will create on-the-fly playlists with user queries ranging from “MySpace era hip hop” to emojis to “I want to ♻️ my boyfriend.”
AI EDGE – Tools for Broadcastersz
Content: Radio Content Pro
New from radio vet Tracy Johnson, this tool finds radio-format appropriate stories in real time from around the web and rewrites them for on-air, online, and social presentation. The system also creates social media thought-starters, on-air teases, and phone topics for each story for the DJ to use. Details here
Sales: Sybill.ai Sales Asssitant
Sybill bills itself as a sales AI tool that saves salespeople and their managers time. It also increases productivity through the analysis of communication with clients through the entire sales cycle. The tool provides call summaries and next-steps, composes follow-up emails, and evaluates buyer intent through engagement and sentiment data. The system integrates with multiple CRMs and business email systems. Sybill’s pitch is they save reps 45-minutes/day through their AI. Details here
AI EDGE – Must Reads
Axios Sees Artificial Intelligence Coming, and Shifts Its Strategy
The company’s 5-year-plan revolves around talent, subscriptions, and events.
Marketers Say AI’s ROI Isn’t Just About Financial Gain
A recent study shows marketers are big on AI for better customer relations, forecasting, and data analysis.
Along with his duties at Jacobs Media, Chris develops revenue opportunities for jācapps’ mobile apps clients.
- Ten Recent AI Stories You May Have Missed - November 15, 2024
- The AI Patrol is Ramping Up - October 25, 2024
- All-AI Radio Is Here - October 18, 2024
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