ChatGPT, Claude, and Gemini enter a cage match...

AI is reshaping the advertising landscape. Kevan Yalowitz, Global Software and Platform Lead at Accenture, shares his comparative analysis of leading AI models including ChatGPT, Claude, and Gemini. He demonstrates how each platform excels in different use cases—Gemini for broad data integration, ChatGPT for deep reasoning and research, and Claude for nuanced copywriting—revealing how marketing teams can leverage complementary AI strengths rather than relying on a single solution. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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  The Martech Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iHereEverything.com.

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  From advertising to software as a service to data, across all of our programs and clients, we've seen a 55% to 65% open rate.

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  Getting brands authentically integrated into content performs better than TV advertising.

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  Typical life span of an article is about 24 to 36 hours.

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  If we're reaching out to the right person with the right message and a clear call to action, then it's just a matter of timing.

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  Welcome to the Martech Podcast, a member of the I Hear Everything Podcast Network. In this podcast, you'll hear the stories of world-class marketers that use technology to drive business results and achieve career success. Here's a host of the Martech Podcast, Benjamin Shapiro.

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  I'm Benjamin Shapiro and joining me today is Kevin Yalowicz, the Global Software and Platform Lead at Accenture, who is going to explain how AI is reshaping the advertising landscape. All right, get ready for my favorite question of the day. If ChatGPT, Claude and Gemini were in a cage match to the death, who would win?

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  I don't know that I could say there would be a winner. I know that's a terrible answer, but to be honest with you.

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  You're a natural born consultant, you gotta give me one.

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  I think that the money would be on the player that probably would actually win the match.

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  Well, let's talk through this a little bit. You have, let's start with Gemini. I think the incumbent, it's got all this backing, they've got all the data in the world, it's supported by Google, they've been doing artificial intelligence and machine learning for a long time. You've got ChatGPT, who in this case has a first mover advantage, very well backed, has all the momentum in the world. And then you have Claude, who seems to be a specialist and understands sort of the human tone, which might actually be what matters the most when it comes to artificial intelligence. So with that framing, where you have the backing of data, the first mover advantage, or the general ethos of what people want, which one are you picking?

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  I've been very impressed with the breadth of Gemini. I've been quite impressed with the depths of ChatGPT. But I will say, the one player that has surprised me on its answers to really complex questions where I want to see deductive reasoning is Claude. So as you asked me two weeks ago, I would have said Claude may have been the winner here. But what's interesting is we now see deep research modules, actually from both players. And it's pretty compelling. I don't know. If I had to bet on all three, I might do it.

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  I created a podcast strategy using all three LLMs yesterday.

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  Did you?

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  Okay. Yes. And I used all three. And I think that here, the use cases where they became interesting. One, I started with Gemini, because Gemini has access to emails and all my docs, and it was easier to upload. Also, huge context window. So I can feed all of my transcripts for all of my conversations with this client, and all of the onboarding docs and everything. Just, hey, here's a huge data dump. And I need to create a master brand doc to feed to all the other LLMs to do everything. Then I took the consolidated data that Gemini spit out after I gave them all of my context, and fed it to GPT and said, okay, here's the context of the podcast I'm trying to produce. Now, let's do some

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  deep research, because I think the reasoning for GPT is best in class. Analyze the podcast industry. Help me figure out what the media sources I should be looking at for to figure out what's relevant. Help me figure out my competitive set. Like, go through the internet, do all the really hard work, and then come back and take all of that. And then I feed it to Claude, and I say, here's all the information in the world that you need about this podcast. Write the podcast description, right? Claude's the best copywriter. And so I do think if we're talking about a cage match, where you say, well, I think I, two weeks ago, I'd say Claude, the end result for me was Claude. But I do think that they all jump from the top rope to use the cage match, and they kind of land in the same pile together. All three of them are necessary.

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  The interesting part of this, though, is it also defines what the cage match fight is based off of. Because if it's based off of broad adoption, to be very clear, Gemini is the most used model. If you just take Google search summaries by Gemini, it is the most used model. Now, we both know that ChatGPT has more paying subscribers than anyone else. So there's an angle there. So I think it's a complex question.

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  I call BS on that. Gemini is the most used model, but people aren't going to Gemini to use the model. Google is replacing their existing features with Gemini. So you're using the installed base.

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  True, but objectively, this is a multifaceted debate, for sure.

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  Yeah, we could have done a whole podcast on this. And that wraps up this episode of the Martech Podcast. Thanks for listening to my conversation with Kevin Yalowicz, the Senior Managing Director of Global Software and Platforms at Accenture. If you'd like to get in touch with Kevin, you can find a link to his LinkedIn profile in our show notes or on martechpod.com, or you can visit his company's website, which is Accenture.com. If you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feed, hit the subscribe button in your podcast app or find us on YouTube and we'll be back in your feed every week. All right, that's it for today. But until next time, my advice is to just focus on keeping your customers happy.

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  Thanks for listening to the Martech Podcast, an I Hear Everything production. Looking to launch or scale a podcast like this one for your brand? Then visit ihereverything.com.