AI Unleashed: Bard and ChatGPT Redefine Content Creation

AI is increasingly being used in content creation, creating new opportunities for businesses and professionals. These AI models, often called generative AI or foundation models, are able to produce text and images such as blog posts, program code, poetry, and create memes.

Article by
Becky Chase
Article date
July 11, 2023

Why managing AI risk presents new challenges

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The difficult of using AI to improve risk management

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How to bring AI into managing risk

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Pros and cons of using AI to manage risks

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Benefits and opportunities for risk managers applying AI

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Two powerful AI models that have significantly impacted content and marketing are Bard, specifically designed for creative writing tasks, and ChatGPT, which excels in conversational interactions.

Understanding Bard and ChatGPT

Bard AI

Bard was developed by a team of engineers and scientists at Google. It is a large language model (LLM) trained on a massive dataset of text and code. This dataset includes books, articles, code, and other forms of text. Bard learned from this dataset and how to generate text, translate languages, write different kinds of artistic content, and answer your questions. Bard was developed using a technique called supervised learning, the AI was given a set of input data and a set of output data.

Bard can generate original content and allows users to provide additional instructions or specifications within the prompts, making it a versatile tool for tasks. It can generate content in different styles, tones, and genres, which suggests that it can imitate specific writing styles or authors to some extent.


ChatGPT is an LLM from OpenAI, trained on a massive dataset of text and code. It can generate text, translate languages, write different kinds of content, and engage in natural language conversations. ChatGPT is still under development, but it has learned to perform many kinds of tasks, including:

  • Generating text, translating languages, write different kinds of imaginative content.
  • Engaging in natural language conversations
  • Handling complex queries or ambiguous user input
  • Integrate with third-party plugins

Distinctions Between Bard and ChatGPT

Bard AI is designed for creative writing, excelling in generating stories, poems, and scripts, and also providing writing assistance like brainstorming ideas and improving writing quality. On the other hand, ChatGPT is engineered to simulate human-like text conversations, making it ideal for tasks like customer service, support, and engagement.

ChatGPT currently has it’s GPT-4 out, which allows for a variety of 3rd party plugins be used to expand the reach and capabilities of the AI. With certain plugins it can browse the web in real time, generate faster, create memes, SEO optimize and check content, etc. However in order to get access to any of these features, you must upgrade to ChatGPT Pro. Currently Bard has no such capabilities.

Bard had this to say about the distinctions: “Bard and ChatGPT are both powerful AI models for content creation, but they have different strengths and weaknesses. Bard is better at generating creative text content, while ChatGPT is better at engaging in natural language conversations. Bard is also more likely to generate content that is factually accurate, while ChatGPT is more likely to generate content that is creative or engaging.” While ChatGPT had this to say: “Bard AI distinguishes itself from traditional human-authored creative writing in several ways, offering capabilities such as idea generation, writing prompts, and suggestions for writing quality improvement. Moreover, it proves to be a valuable tool for businesses and marketers, as it can be leveraged to generate creative text content, including catchy slogans, taglines, and other text content for advertisements, campaigns, and branding purposes.”

The most interesting thing to note about these two separate generations is that both go into detail regarding Bard as opposed to ChatGPT. Both bots say “research is currently being conducted,” as well as use the word “creative” excessively.

How does ChatGPT and Bard work?


Bard assesses your input and creates its output using a process called natural language processing (NLP). NLP is a field of computer science that deals with the interaction between computers and human (natural) languages. It allows computers to understand and process human language, and to generate human-like text.

Bard uses a neural network to perform NLP tasks. A neural network is a type of machine learning algorithm that is inspired by the human brain. It is made up of many interconnected nodes, which are able to learn and adapt to patterns in data.

When you give Bard an input, it first breaks it down into individual words and phrases. It then uses its neural network to find patterns in these words and phrases. These patterns can be anything from the meaning of the words to the relationships between them.

Once Bard has found these patterns, it uses them to generate its output. This output can be anything from a simple answer to a complex piece of text. Bard is trained on a dataset that is specifically designed for its use in Google Search. This means that it is better at understanding and responding to search queries. Additionally, Bard is constantly being updated with new information, which means that its responses are always improving.

Overall, Bard is a powerful language model that can be used for a variety of tasks. It is still under development, but it has the potential to be a valuable tool for anyone who needs to interact with text.


ChatGPT is also a neural network like Bard. ChatGPT is a similar language model created by OpenAI. It is also trained on a massive dataset of text and code, and it can generate text, translate languages, write different kinds of content, and answer your questions in an informative way.

ChatGPT is trained on a dataset of text and code that is larger than Bard's dataset. This means that ChatGPT has a larger vocabulary and can generate more complex and engaging text. However, it also means that ChatGPT is more likely to generate text that is factually incorrect or biased.

It can process a wider range of input than Bard. For example, ChatGPT can process images and code, while Bard can only process text. This makes ChatGPT more versatile, but it also means that it is more difficult to control the output of ChatGPT.

ChatGPT can generate a wider range of output than Bard. It can generate code, translate languages, and write different kinds of content. Bard can only generate text and answer questions.

Overall, ChatGPT and Bard are both powerful language models with their own strengths and weaknesses. ChatGPT is better at generating complex text, while Bard is better at understanding and responding to search queries. ChatGPT can process a wider range of input and output, but it is also more difficult to control. Bard is easier to use, but it is not as versatile.

ChatGPT vs Bard

Legality and Ethical Considerations

Generative AI models, such as large language and image AI models, are becoming increasingly prevalent in various sectors including content creation, marketing, software, design, entertainment, and interpersonal communications. Companies need to understand how these tools work and how they can add value. A very AI thing to say, isn’t it… 🤔

As much as we wouldn’t like to admit it, understanding AI is essential for companies because it provides a competitive advantage through innovation and improved decision-making. It assists in risk management and leads to cost savings by automating routine tasks. Companies also need to comprehend the ethical and legal implications of AI to ensure responsible usage. Lastly, a solid grasp of AI prepares businesses for future developments, helping them stay ahead in their industries.

*When prompted, ChatGPT provided inaccurate information, stating that Bard was developed by Open AI. Along with this statement it provided a link to it’s source.

The legal and ethical implications of AI-generated content are a hot topic of discussion among the general public, the legal community, and the web. There are a number of concerns that have been raised, including: • Ownership of AI-generated content: It is not clear who owns AI-generated content, as it is created by a machine rather than a human. This could have implications for copyright law, as well as for the ability of content creators to profit from their work. • Bias in AI-generated content: AI models are trained on large datasets of text and code, which can contain biases. This means that AI-generated content could also be biased, which could have implications for the way that people perceive and interact with the content. • Misinformation and propaganda: AI-generated content could be used to spread misinformation or propaganda. This is a particular concern in the context of elections and other political events. • Privacy: AI models can learn a great deal about people from the data that they are trained on. This raises concerns about privacy, as it could be used to track people's online activity or to target them with advertising.

There is no easy answer to these concerns, and there is still much debate about the best way to address them. However, it is important to start thinking about these issues now, as AI-generated content is becoming increasingly widespread. Here are some specific examples of what the general public, the legal community, and the web are saying about the legal and ethical implications of AI-generated content:

A recent survey found that 63% of the general public are concerned about the potential for AI-generated content to be biased or inaccurate. Additionally, 57% of people believe that AI-generated content should be regulated in some way.

A number of legal experts have raised concerns about the legal implications of AI-generated content. For example, some experts have argued that AI-generated content could be considered a form of intellectual property, while others have argued that it could be considered a form of speech.

And as always, there is a great deal of discussion about the legal and ethical implications of AI-generated content on the web. A number of websites have published articles and blog posts on the topic, and there are also a number of online forums where people can discuss the issue.

It is clear that the legal and ethical implications of AI-generated content are complex and far-reaching. It is important to continue to have a public conversation about these issues, so that we can develop the best possible solutions.

A majority of this section was written with the assistance of Bard AI. ChatGPT provided no specific examples, nor did it provide relevant nor accurate information. The prompt given to both of them “give me a synopsis of what the general public, legal community, and web are saying in regards to the legal and ethical implications of AI-generated content.”

Advancements and Challenges

Bard and ChatGPT are both still under development, and they are constantly being improved. Recent advancements in these models include the ability to handle more complex queries or ambiguous user input. One of the challenges of using AI include ethical considerations, as it may generate content that includes biases, misinformation, or inappropriate content based on its training data.

Future Outlook

The future of AI-generated content is bright. As these models continue to improve, they will become more widely used in a variety of applications, including writing assistance, content creation for blogs and social media, education, entertainment, and marketing or advertising.

While there's still a long way to go before these AI models can perfectly emulate human creativity, the potential they offer is enormous. With continuous advancements, Bard and ChatGPT are set to shape the future of content creation and conversation. Their impacts are likely to be felt across a variety of sectors, providing new opportunities and solutions to age-old challenges.

Differences When Writing This Article

During the writing and drafting process of this article, I thought it would be fun to give both AI the same prompt and compare the differences. One of the more subtle differences was the length of the text generated. ChatGPT tended to provide a longer text generation, as opposed to Bard who was very to the point. Now, does this difference say something about what Google is looking for in their SEO ranked content? As of right now, I am unsure, but it’s definitely something that will need to be monitored and researched as the technology grows and the implications are researched. Bard currently says that the text it generates is akin to what the Google algorithm is looking for, however I have not been able to verify that.

Another big difference was the formatting. Bard used bulleted lists, short sentences with short headers versus ChatGPT which wrote long sentences and long headers, using big bulky paragraphs.

In terms of the actual content created, an interesting note was that ChatGPT didn’t have a lot of information written about itself, whereas both Bard and ChatGPT had a lot written about Bard. ChatGPT also continuously referred to Bard as being developed by Open AI; which is untrue.


AI is rapidly changing the way we create content. Bard and ChatGPT are two of the most powerful AI models for content creation, and they have the potential to revolutionize the way we create and consume content.

Stay tuned as we continue to grow along with this new technology, finding new applications and uses in our everyday lives. Be on the lookout for an article detailing how AI has helped content writing as well as writing code. For more information on the future of tech and AI and how you or your business can use it every day, give us a ring!