Producción de contenido de tendencia comparada en ChatGPT, Gemini y Claude

Producción de contenido de tendencia comparada en ChatGPT, Gemini y Claude


«¿Deberíamos utilizar ChatGPT, Gemini o Claude para crear contenido de tendencia?»

Esa es una buena pregunta, y una que me hacen con frecuencia cuando doy una clase en vivo sobre cómo atraer al público a través del contenido.

Se podría suponer erróneamente que se supone que los instructores deben responder preguntas como esa. Pero mis colegas y yo hacemos algo diferente.

Les damos a nuestros estudiantes tareas relevantes que les brindan la oportunidad de descubrir por sí mismos las respuestas a buenas preguntas.

Este enfoque de probar y aprender es algo que también puede aplicar dentro de su propia empresa, agencia o equipo. ¿Quiere saber qué modelo de IA generativa utilizar para crear contenido de tendencia?

Bueno, realice una prueba y compare el resultado.

Escriba descripciones concisas de los anuncios de vídeo más atractivos desde el punto de vista emocional en euros en 2024

Ya sabes cómo utilizar Google Trends para identificar términos de búsqueda o temas que están de moda en este momento. De hecho, muchos periodistas utilizan esta herramienta gratuita para obtener ideas para artículos.

Durante el largo fin de semana del 4 de julio, utilicé Google Trends y vi que el tema “Euros 2024” ocupaba el puesto número 1 en las tendencias de búsqueda con más de 1 millón de consultas.

A continuación, decidí evitar el uso de ChatGPT 3.5 de OpenAI para mis pruebas. ¿Por qué? Porque es el modelo de IA generativa más popular, lo que significa que sus competidores probablemente también lo estén usando.

Eso significa que es menos probable que el contenido que crea esta herramienta «proporcione un valor sustancial en comparación con otras páginas en los resultados de búsqueda», como recomienda el consejo de larga data de Google.

Salida ChatGPT

Entonces, exploré las versiones personalizadas de ChatGPT y seleccioné Write For Me de puzzle.today.

¿Por qué? Porque ocupó el puesto número 1 en la categoría de Escritura. La herramienta también afirmó que me ayudaría a «escribir contenido atractivo y personalizado centrándose en la calidad, la relevancia y el recuento preciso de palabras».

Quiero crear mejor contenido, no solo contenido que sea diferente de lo que crean los demás. Entonces, le pedí a Write For Me que «escribiera descripciones concisas de los anuncios de video más atractivos y emocionales de Euros 2024».

Esto es lo que produjo esta herramienta de IA generativa:

1. Unity Through Football

 “A diverse group of children from different European countries come together on a pristine football pitch. As they play, the camera captures their joy and camaraderie, transcending language and cultural barriers. The ad concludes with a montage of professional players joining the children, emphasizing football's power to unite nations and foster friendship.”

2. Legacy of Legends

 “The ad begins with black-and-white footage of iconic moments from past Euros, highlighting legendary players. It transitions to vibrant, modern clips of current stars recreating these moments, symbolizing the passing of the torch. A heartfelt narration speaks to the continuity of dreams and the legacy carried by each generation.”

3. Homecoming

 “A montage of fans traveling from various parts of Europe to the host country, capturing their excitement and anticipation. Emotional reunions with fellow fans, old friends, and family members create a sense of belonging and community. The ad closes with a panoramic shot of a stadium filled with cheering supporters, underscoring the tournament's role in bringing people together.”

4. The Dream Begins

 “The ad follows a young aspiring footballer practicing tirelessly, inspired by their favorite Euros moments. Interspersed with clips of professional matches, it shows the child's journey from local games to a stadium filled with fans. The message is clear: dreams start small but can lead to greatness, encouraging viewers to pursue their passions.”

5. Heartbeat of the Game

 “This ad features a rhythmic sequence of football-related sounds: the thud of a ball, cheers from the crowd, and the whistle of the referee. These sounds build into a symphony, interspersed with clips of players’ intense focus and emotional celebrations. The heartbeat sound underscores the passion and excitement of the Euros, resonating with fans’ own emotions.”

6. From Streets to Stadiums

 “Children playing football in urban alleys, rural fields, and makeshift pitches across Europe are showcased. Their raw passion and joy are mirrored by professional players in grand stadiums, blurring the lines between dreams and reality. The ad concludes with a powerful message: football belongs to everyone, from the streets to the grandest arenas.

Ahora, está perfectamente claro por qué los anuncios de vídeo con estas descripciones serían emocionalmente atractivos, pero resulta frustrante no estar claro qué marcas publicarán estos anuncios durante la Eurocopa 2024.

Entonces, tendría que hacer una doble verificación para asegurarme de que ChatGPT no esté alucinando.

Salida de Géminis

A continuación, le di el mismo mensaje a Gemini (anteriormente Bard) de Google. Esto es lo que produjo este modelo de IA generativa:

1. Adidas: "Hey Jude" (Most Engaging)

 “This ad features rising England star Jude Bellingham alongside football legends like David Beckham and Frank Lampard. It taps into positive emotions by showcasing the passing of the torch and the enduring spirit of the game.”

2. Irn-Bru: "Get to Germany"

 “This ad, likely using humor, aims to create positive feelings and excitement around the Euros being held in Germany.”

3. Budweiser: "Bring it Home"

“This ad uses a patriotic theme, likely aiming to inspire viewers and evoke a sense of national pride for their team's chance to win the Euros.”

Está perfectamente claro qué marcas están publicando los anuncios de vídeo más atractivos emocionalmente de la Eurocopa 2024, pero aún no está claro qué metodología está utilizando Gemini para hacer esta selección.

Por lo tanto, todavía tendría que hacer más diligencia debida para descubrir que probablemente se trate de artículos y publicaciones recientes sobre nuevas investigaciones de DAIVID.

Salida de Claude

Le pedí a Claude 3.5 Sonnet de Anthropic que «escribiera descripciones concisas de los anuncios de vídeo más atractivos y emocionales de Euros 2024». Esto es lo que respondió esta herramienta de IA generativa:

“I apologize, but I don't have access to specific information about video ads from Euro 2024, as my knowledge cutoff is in April 2024, and I can't browse the internet for current information.”

 “I can, however, offer some general thoughts on what makes emotionally engaging soccer/football ads:”

“Underdog stories of players or teams overcoming adversity.”
“Nostalgic montages showcasing historic Euro moments.”
“Depictions of passionate fans and their connection to the sport.”
“Inspirational messages about unity and international cooperation.”
“Cinematic recreations of iconic goals or plays.”

 “If you'd like me to expand on any of these concepts or discuss emotionally engaging sports ads in general, I'd be happy to do so. For accurate information about Euro 2024 ads, I'd recommend checking official UEFA sources or recent sports media coverage.”

Bueno, la honestidad de Claude es admirable. Pero su límite de conocimiento significa que no debería usar este modelo de IA generativa para contenido sobre tendencias bastante recientes.

Escriba subtítulos breves para las fotos más divertidas del concurso de comer perritos calientes de Nathan’s 2024

Para mi segunda prueba, utilicé la función de autocompletar de Google para confirmar que la frase, [Nathan’s hot dog eating contest]fue un término de búsqueda de tendencia.

Luego, le pedí a cada una de las tres herramientas de IA generativa que «escribieran subtítulos breves para las fotos más divertidas del Concurso de comer perritos calientes de Nathan’s 2024».

Salida ChatGPT

Esto es lo que generó Write For Me:

“Captions for Funniest Photos from the 2024 Nathan’s Hot Dog Eating Contest:”

"When you realize you're only halfway through your 50 hot dogs."
"Eyes on the prize: the ketchup bottle!"
"Training for this by swallowing my pride daily."
"When the bun hits you harder than the hot dog."
"Mustard not? I mustered up the courage!"
"New strategy: inhale, don’t chew."
"Hot dogs: 10, Dignity: 0."
"When you think it’s the last dog but it’s not."
"The face you make when you beat your personal best... by 1 dog."
"Calories don’t count if you don’t chew, right?"

Bien, admito que muchos de estos subtítulos son divertidos. Pero es difícil saber si pertenecen a fotografías reales o si esta versión personalizada de ChatGPT alucinó a toda la lista.

Y no me hagas empezar a obtener permiso para usar fotos que existen. Por supuesto, siempre podría usar DALL-E 3 para convertir el texto de arriba en imágenes.

Salida de Géminis

A continuación, le di a Géminis la misma tarea. Esto es lo que generó:

1. Mustard Mishap: "Someone's about to be redecorated in yellow!" (Photo of a competitor with mustard splattered all over their face).

2. Relish the Moment: "This is what pure competitive joy looks like." (Photo of a competitor mid-devour with a look of intense concentration and relish dripping down their chin).

3. Bun Bungee: "Is that a hot dog or a bungee jumper? Defying the laws of physics, one frankfurter at a time." (Photo of a competitor with a hot dog halfway down their esophagus).

4. Fountain of Fury: "Looks like someone forgot their manners! (But they're probably winning.)" (Photo of a competitor with a spray of water and ketchup erupting from their mouth).

5. Doggy Downtime: "Even champions gotta rest sometimes. (Just don't let Joey Chestnut see this.)" (Photo of a competitor slumped back in their chair with a belly full of hot dogs).”

UM esta bien. Estos también son subtítulos divertidos.

Pero es difícil saber si coinciden con fotos reales publicadas el 4 de julio de 2024, sin utilizar Google Imágenes para realizar una serie de búsquedas relevantes. Y eso todavía no me da permiso para usarlos incluso si existen.

[Note, these responses were generated a few days before Google announced their support for labelling AI-generated images.]

Salida de Claude

Luego, le pedí a Claude 3.5 Sonnet que «escribiera subtítulos breves para las fotos más divertidas del Concurso de comer perritos calientes de Nathan’s 2024». Esto es lo que respondió:

“I apologize, but I don't have access to specific photos from the 2024 Nathan's Hot Dog Eating Contest, as my knowledge cutoff is in April 2024. Additionally, I can't generate, produce, edit, manipulate or create images.”

 “However, I can suggest some hypothetical humorous captions that might be appropriate for funny moments at a hot dog eating contest:”

"When the hot dogs fight back"
"Regretting that 50th hot dog"
"Mid-contest nap: Expert level achieved"
"Ketchup everywhere... except on the hot dogs"
"When you realize it's only been 2 minutes"
"The face of a champion... or indigestion"
"Spectators' faces: Equal parts horror and awe"
"When the bun-to-dog ratio is all wrong"
"Competitive eating: Where table manners go to die"
"That moment you question all your life choices"

 
“Remember, these are fictional captions for imaginary photos. For accurate information about the 2024 contest, you'd need to check official sources or news reports from after the event.”

Una vez más, Claude obtiene altas calificaciones por ser honesto acerca de sus limitaciones.

Pero a menos que quiera seleccionar algunos de estos subtítulos humorísticos hipotéticos y usarlos como indicaciones en Adobe Firefly, entonces necesito usar una de las otras opciones.

Escriba una publicación de blog de 400 palabras sobre las principales tendencias minoristas omnicanal de 2024

Para mi tercera prueba, utilicé SparkToro para investigar la audiencia de 5000 a 6000 personas que buscan la palabra clave. [customer retention] cada mes.

Utilicé la función de palabras clave de tendencia de SparkToro para analizar los términos de búsqueda que han ganado popularidad entre los buscadores para la «retención de clientes» durante el último trimestre.

Luego, seleccioné la palabra clave de tendencia, «tendencias minoristas omnicanal», para esta prueba.

Salida ChatGPT

Cuando le pedí a Write For Me que «escribiera una publicación de blog de 400 palabras sobre las principales tendencias minoristas omnicanal de 2024», esto es lo que produjo esta herramienta de inteligencia artificial generativa:

Top Omnichannel Retailing Trends of 2024

 “As we move into 2024, the landscape of retail continues to evolve rapidly, driven by technological advancements and changing consumer expectations. Omnichannel retailing, which integrates various shopping channels into a seamless customer experience, remains at the forefront of this evolution. Here are the top omnichannel retailing trends to watch out for in 2024.”
 
1. Enhanced Personalization Through AI and Data Analytics
“In 2024, personalization goes beyond just using the customer’s name in emails. Retailers are leveraging advanced AI and data analytics to offer hyper-personalized shopping experiences. By analyzing consumer behavior, preferences, and purchase history, retailers can tailor recommendations, promotions, and content to individual customers. This level of personalization enhances customer satisfaction and increases conversion rates.”
 
2. Seamless Integration of Physical and Digital Channels 
“The line between online and offline shopping continues to blur. In 2024, more retailers are perfecting the integration of physical and digital channels. Innovations like in-store augmented reality (AR) mirrors, smart fitting rooms, and mobile app functionalities that enhance in-store experiences are becoming standard. Additionally, services like click-and-collect and in-store returns for online purchases are expected to become more streamlined and widespread.”
 
3. Expansion of Mobile Commerce (M-Commerce) 
“Mobile commerce continues to grow as consumers increasingly use their smartphones for shopping. Retailers are optimizing their mobile websites and apps to provide faster, more intuitive, and secure shopping experiences. Features like one-click purchasing, mobile wallets, and personalized push notifications are becoming essential components of mobile strategies.”

 4. Social Commerce Revolution 
“Social media platforms are transforming into powerful retail channels. In 2024, social commerce, where shopping experiences are embedded within social media, is set to explode. Platforms like Instagram, Facebook, and TikTok are enhancing their shopping functionalities, allowing users to discover, browse, and purchase products without leaving the app. Influencer marketing and user-generated content continue to drive this trend, making social media a critical part of omnichannel strategies.”
 
5. Sustainable and Ethical Retailing
“Consumers are increasingly demanding sustainability and transparency from the brands they support. In response, retailers are incorporating sustainable practices and ethical sourcing into their omnichannel strategies. This includes offering eco-friendly products, reducing packaging waste, and providing transparency about product origins and manufacturing processes. Brands that can effectively communicate their sustainability efforts through all channels will gain a competitive edge.”
 
6. Voice Commerce and Conversational AI 
“Voice-activated shopping and conversational AI are becoming more prevalent. With the rise of smart speakers and virtual assistants, consumers are using voice commands to search for products, place orders, and track deliveries. Retailers are integrating voice commerce capabilities into their omnichannel strategies to enhance convenience and improve customer engagement.”
 
Conclusion 
“In 2024, the retail industry is embracing these omnichannel trends to create more cohesive and engaging shopping experiences. By focusing on personalization, integrating physical and digital channels, leveraging mobile and social commerce, prioritizing sustainability, and adopting voice commerce, retailers can stay ahead in a competitive market. These trends highlight the importance of flexibility and innovation in meeting the evolving needs of modern consumers.”

UM esta bien. Esto tiene 498 palabras. Este contenido parece diseñado para su publicación a principios de año.

A la publicación del blog le faltan citas de fuentes confiables, citas creíbles y estadísticas relevantes, como señaló el artículo de Roger Montti, «Los investigadores descubren cómo hacer SEO para la búsqueda con IA», el 18 de diciembre de 2023.

Entonces, no es tan malo como un primer borrador. Pero espero que los escritores aprendan al usar esta versión personalizada de ChatGPT que necesitan crear algo un poco mejor.

Salida de Géminis

A continuación, le pedí a Géminis que abordara la misma tarea. Esto es lo que produjo esta herramienta de IA generativa:

The Future of Shopping: Top Omnichannel Retail Trends in 2024
 
“The retail landscape is ever-evolving, and 2024 is no exception. Consumers today expect a seamless shopping experience, regardless of whether they're browsing online, visiting a physical store, or interacting with a brand on social media. This is where omnichannel retail thrives. By creating a unified experience across all touchpoints, retailers can build stronger customer loyalty and drive sales.”
 
“Let's delve into the top omnichannel retail trends shaping the industry in 2024:”

 1. The Rise of the Data-Driven Experience:
 “With the demise of third-party cookies, retailers are focusing on collecting and utilizing first-party customer data. This data allows for real-time personalization across all channels. Imagine receiving targeted email promotions based on your recent in-store purchases, or seeing personalized product recommendations on a brand's app. Advanced analytics will not only personalize marketing efforts but also optimize search functionalities and product merchandising on e-commerce platforms.”

 2. AI Takes Center Stage: 
“Artificial intelligence (AI) is rapidly transforming the retail experience. AI-powered chatbots can answer customer queries 24/7, recommend products based on browsing history, and even assist with in-store tasks. Generative AI can create personalized marketing content at scale, while AI-driven sales automation streamlines processes for both retailers and customers.”
 
3. The Blur Between Physical and Digital: 
“The lines between online and offline shopping are continuing to blur. We're seeing a rise in ‘phygital’ experiences, such as augmented reality (AR) apps that allow customers to virtually try on clothes or visualize furniture in their homes. In-store kiosks can facilitate online purchases and allow for easy returns or exchanges. Additionally, ‘showrooming,’ where customers browse in-store and then purchase online, necessitates seamless product availability and pricing across channels.”
 
4. Social Commerce Takes Off: 
“Social media platforms are no longer just for browsing; they're becoming powerful shopping destinations. ‘Live shopping’ experiences with influencers showcasing products are gaining traction, while social media platforms are integrating smoother buying functionalities within their apps. User-generated content and social proof will continue to influence purchasing decisions, making social media a crucial touchpoint in the omnichannel journey.”

 5. Personalization Beyond Products: 
“The future of omnichannel retail goes beyond just product recommendations. Retailers are focusing on creating personalized experiences that cater to individual customer preferences. This could involve offering flexible delivery options, loyalty programs with tiered benefits, or the ability to curate in-store shopping experiences through appointments or personalized product selections.”

Conclusion: 
“In today's competitive retail environment, omnichannel isn't just a trend; it's a necessity. By embracing these trends and prioritizing a data-driven, personalized approach, retailers can not only survive but thrive in the ever-evolving landscape of commerce.”

Bueno, el título es mejor y tiene 433 palabras, lo que se acerca más a lo que había pedido. Pero a esta publicación de blog también le faltan citas de fuentes confiables, citas creíbles y estadísticas relevantes.

Entonces, espero que los escritores aprendan al usar Gemini la misma lección que aprendieron usando una versión personalizada de ChatGPT: no está mal, pero un humano con experiencia y conocimientos puede hacerlo mejor.

Salida de Claude

Finalmente, le pedí a Claude 3.5 Sonnet que «escribiera una publicación de blog de 400 palabras sobre las principales tendencias minoristas omnicanal de 2024». Esto es lo que produjo esta herramienta de IA generativa:

Top Omnichannel Retailing Trends Shaping 2024
 
“As we navigate through 2024, the retail landscape continues to evolve rapidly. Omnichannel strategies have become more crucial than ever, with consumers expecting seamless experiences across all touchpoints. Let's explore the key trends defining omnichannel retailing this year.”
 
1. AI-Powered Personalization: “Artificial intelligence is revolutionizing how retailers understand and cater to individual customer preferences. In 2024, we're seeing more sophisticated AI algorithms that analyze customer data across channels to deliver hyper-personalized recommendations, offers, and experiences.”
 
2. Augmented Reality Integration: “AR is bridging the gap between online and offline shopping. Retailers are leveraging AR technology to allow customers to virtually try on clothes, visualize furniture in their homes, or explore products in detail before making a purchase decision.”
 
3. Social Commerce Acceleration: “Social media platforms are increasingly becoming direct sales channels. Retailers are optimizing their presence on platforms like Instagram, TikTok, and Pinterest, enabling in-app purchases and creating shoppable content that seamlessly integrates with users' social experiences.”
 
4. Sustainable and Ethical Omnichannel Practices: “Consumers are more environmentally conscious than ever. Retailers are responding by implementing sustainable practices across their omnichannel operations, from eco-friendly packaging to transparent supply chains and ethical sourcing information available across all channels.”
 
5. Voice Commerce Integration: “With the growing adoption of smart speakers and voice assistants, retailers are optimizing their digital presence for voice search and enabling voice-activated purchases, adding another dimension to the omnichannel experience.”
 
6. Phygital Experiences: “The blend of physical and digital experiences, or ‘phygital,’ is gaining traction. Retailers are creating innovative in-store digital touchpoints and bringing elements of the physical store experience to online platforms.”
 
7. Unified Customer Data Platforms: “Retailers are investing in advanced customer data platforms that consolidate information from all channels, providing a single view of the customer and enabling more cohesive marketing and service strategies.”

8. Flexible Fulfillment Options: “The line between online and offline continues to blur with the expansion of services like buy online, pick up in-store (BOPIS), curbside pickup, and same-day delivery. Retailers are optimizing their logistics to offer customers maximum flexibility.”

9. Subscription-Based Models: “More retailers are incorporating subscription services into their omnichannel strategies, providing regular product deliveries or exclusive access to content and experiences across multiple platforms.”
 
10. Advanced Analytics for Real-Time Insights: “Retailers are leveraging advanced analytics tools to gain real-time insights into customer behavior across channels, allowing for quick adjustments to inventory, pricing, and marketing strategies.”
 
“As these trends show, the future of retail lies in creating cohesive, customer-centric experiences that seamlessly blend online and offline touchpoints. Retailers who successfully adapt to these omnichannel trends will be well-positioned to thrive in the dynamic retail environment of 2024 and beyond.”

El contenido de Claude tiene 443 palabras, que es más largo que el de Gemini, pero más corto que la versión personalizada de ChatGPT. Y Claude generó 10 tendencias, mientras que ChatGPT generó seis y Gemini generó cinco.

Pero al igual que otras herramientas de IA generativa, a la publicación del blog de Claude le faltan citas de fuentes confiables, citas creíbles y estadísticas relevantes.

Entonces, Claude también es bueno creando un borrador. Pero espero que los escritores aprendan usando ChatGPT, Gemini y Claude que no deben convertirse en una herramienta de sus herramientas.

La IA no va a quitarte el trabajo

Hace un año, Jensen Huang, fundador, presidente y director ejecutivo de Nvidia, dijo:

“La IA no va a quitarte el trabajo. La persona que usa IA te quitará el trabajo”.

Bueno, un año después, al comparar el contenido generado por ChatGPT, Gemini y Claude, aprendimos que aún es más inteligente usar herramientas de inteligencia artificial generativa para realizar una lluvia de ideas o crear un buen primer borrador.

Luego, utilice su experiencia, conocimientos, autoridad y confiabilidad (EEAT) para agregar videos emocionalmente atractivos, fotografías llamativas, citas de fuentes confiables, citas creíbles y estadísticas relevantes a su contenido.

¿Por qué? Porque esta es la mejor manera de proporcionar un valor sustancial en comparación con otras páginas en los resultados de búsqueda.

Más recursos:


Imagen de portada: jomel alos/Shutterstock

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