Text AI tools beyond ChatGPT

All eyes seem to have been on OpenAI's ChatGPT for AI-generated text creation since the beginning of 2023. However, Google and Google DeepMind are catching up with Gemini and Sparrow, and Claude 3 from Anthropic is even better than GPT-4 in some respects. Evernine has scrutinised all three competing products. 

One year after OpenAI's ChatGPT astonished the world with texts that were ready to print, the news about generative artificial intelligence, or GenAI for short, is once again coming thick and fast. Smartphone giant Apple is still struggling to come up with its own effective answer to ChatGPT and is therefore in negotiations with Google to supply the new iPhones with its Gemini software.

Google is probably not satisfied with Gemini and has announced that it will invest almost 400 million euros in the OpenAI spin-off Anthropic. This is because version 3 of its language model Claude is even set to eclipse the paid version GPT-4 of ChatGPT. The ChatGPT developers are also facing competition from (Google) DeepMind and its Sparrow Bot, with others set to follow. Evernine has taken a closer look at all three ChatGPT competitor products:

 What needs to be considered with content repurposing

But what is content repurposing? With this tool, content that has already been played out via certain channels is used to create new content in modified formats and for other platforms. Marketers can thus reduce their expenditure and produce high-quality and effective content at the same time. This strategy therefore goes beyond simply updating articles (content remastering) or republishing old content (content republishing).

When preparing content, however, you should always consider the weighting and content focus of the respective channels. While the company blog is well suited to content from the areas of ‘thought leadership’ and customer loyalty, for example, content from the area of ‘branding’ should be placed on the social media channels. You can also find more information on this in this article.

 Turn long into short

Before content repurposing, marketers must carry out an audit to check which content is actually available. This is followed by an initial assessment of the resources required to process the content. Finally, target groups and corresponding channels must be analysed in order to play out content as efficiently as possible.

Specifically, long contributions, whether as a video, podcast or text, are particularly suitable for content repurposing. A long video can be split into several short videos and then published as a mini-series on social media or used as micro content in the form of memes, GIFs or snippets. Even without the moving images, the pure audio recording is suitable as a podcast episode. Intelligent tools can also be used to convert both videos and podcasts into text contributions without having to put in a lot of effort. Text can also be used as the basis for podcasts or videos the other way round.

 The three most important ChatGPT alternatives at a glance

Gemini, originally and sometimes still called Bard, is Google's answer to ChatGPT and first saw the light of day in March 2023 as a multimodal chatbot with limited capacity. Today, the programme is available in 40 languages. Multimodal means that you can enter photos and other formats such as code in addition to language. Unlike ChatGPT, Gemini was not able to create images itself until early 2024, although Google was working hard on this. This has changed in the Pro version, and at 0.000125 dollars per thousand characters compared to 0.01 dollars for 1000 tokens, Google says it is around 20 times cheaper than GPT-4 Turbo from OpenAI.

After initial problems with Bard and Gemini, the two major smartphone competitors Apple and Samsung are now endeavouring to acquire the Google product, which is certainly also due to the fact that the software is largely free. Incidentally, Google has another arrow in its quiver with its own subsidiary DeepMind:

Sparrow is a free online chatbot from the British-American Google subsidiary DeepMind, the main features of which were unveiled in 2022 and which is based on the ‘Chinchilla’ language model. The developers place particular emphasis on the practicality, accuracy and security of the dialogue process. According to DeepMind, Sparrow can provide users with accurate answers in 78 per cent of all cases, with accuracy rising to 92 per cent after additional specific training.

The competitor products mentioned, including ChatGPT, all still have problems with the accuracy of their responses, particularly in this area. DeepMind's promise for Sparrow, on the other hand, is to be free of any hallucinatory answers and also to largely exclude deepfakes and inhuman content.

As an innovation and communications consultancy with its own full-service agency, Evernine is intensively involved with GenAI for copywriting and in many other marketing areas. While others fear losing their business basis due to AI, Evernine is convinced from the experience gained so far that agencies with their comprehensive communication know-how and strong implementation expertise will even become more relevant. This is because, on the one hand, the right prompts are needed to produce the required content and, on the other hand, the content needs to be utilised profitably. This is the only way for companies to benefit from the full potential of GenAI for their communication.

Would you like to find out more about the use of AI in marketing or do you need the direct support of a full-service agency with GenAI experience? Get in touch with us!