ChatGPT, Claude, and Gemini: AI's Impact on the Advertising Landscape

Introduction

In this thought-provoking episode, Benjamin Shapiro is joined by Kevan Yalowitz, the global software and platform lead at Accenture, to explore how artificial intelligence is reshaping advertising. With extensive experience helping executives across technology, media, and entertainment identify cutting-edge growth opportunities, Yalowitz offers valuable insights into the strengths and applications of today's leading AI models and how marketing professionals can leverage them effectively.

Comparing Today's Leading AI Models

The conversation begins with a playful but insightful comparison of today's dominant AI models: ChatGPT, Claude, and Gemini. Yalowitz notes that each platform brings distinct strengths to the table. Gemini (Google) impresses with its breadth of capabilities and access to vast data resources. ChatGPT (OpenAI) demonstrates remarkable depth and reasoning capabilities, bolstered by its first-mover advantage in the market. Claude (Anthropic) stands out for its human-like tone and surprising ability to handle complex questions requiring deductive reasoning.

Real-World Application: Complementary Strengths

Rather than positioning these AI models as competitors, Shapiro shares a practical workflow that leverages the unique strengths of each platform. He describes a recent podcast strategy development process where he used Gemini's large context window to process extensive transcript data and create a consolidated master document. This information was then fed to ChatGPT for deep research and competitive analysis, leveraging its superior reasoning capabilities. Finally, Claude was employed for copywriting the podcast description, showcasing how marketing professionals can create an integrated AI workflow that maximizes each model's strengths.

Market Adoption and Usage Patterns

The discussion shifts to examining how these AI models are being adopted in the market. Yalowitz points out that if measured by sheer usage volume, "Gemini is the most used model" due to its integration into Google search summaries. However, ChatGPT maintains the largest base of paying subscribers. This distinction highlights an important consideration for marketers: the difference between passive AI integration (users encountering Gemini through existing Google services) versus active, intentional AI usage (users specifically seeking out ChatGPT's capabilities).

Strategic Implications for Marketers

The conversation reveals several key strategic implications for marketing professionals. First, understanding each AI model's strengths allows for more effective task allocation—using the right tool for the right job. Second, the rapid evolution of these platforms (with Yalowitz noting that his assessment changed in just two weeks as new features were released) means marketers must stay current with AI capabilities. Finally, the integration of multiple AI tools into a cohesive workflow represents a significant opportunity for marketing teams to enhance productivity and creative output.

Conclusion

The cage match analogy ultimately reveals that there is no single "wi er" in the AI space—rather, each platform offers distinct advantages that can be strategically leveraged by marketing professionals. As Shapiro demonstrated with his podcast strategy development process, the most effective approach may be using multiple AI tools in concert, each handling the aspects of marketing work where they excel. For technology-led marketing operators and executives, understanding these nuances is crucial for effectively incorporating AI into advertising and marketing workflows to drive growth and achieve business success.