« Devrions-nous utiliser ChatGPT, Gemini ou Claude pour créer du contenu tendance ?
C’est une bonne question – et on me la pose fréquemment lorsque je donne un cours en direct sur l’engagement du public à travers le contenu.
Vous pourriez supposer à tort que les instructeurs sont censés répondre à de telles questions. Mais mes collègues et moi faisons quelque chose de différent.
Nous confions à nos étudiants des missions pertinentes qui leur donnent l’opportunité de découvrir par eux-mêmes les réponses aux bonnes questions.
Cette approche de test et d’apprentissage est quelque chose que vous pouvez également appliquer au sein de votre propre entreprise, agence ou équipe. Vous voulez savoir quel modèle d’IA générative utiliser pour créer du contenu tendance ?
Eh bien, effectuez un test et comparez le résultat.
Rédigez des descriptions concises des publicités vidéo les plus engageantes sur le plan émotionnel de l’Euro 2024
Vous savez déjà utiliser Tendances Google pour identifier les termes de recherche ou les sujets qui sont actuellement à la mode. En fait, de nombreux journalistes utilisent cet outil gratuit pour trouver des idées d’articles.
Au cours du long week-end du 4 juillet, j’ai utilisé Google Trends et j’ai constaté que le sujet « Euros 2024 » se classait n°1 dans les recherches de tendances avec plus d’un million de requêtes.
Ensuite, j’ai décidé d’éviter d’utiliser ChatGPT 3.5 d’OpenAI pour mes tests. Pourquoi? Parce qu’il s’agit du modèle d’IA générative le plus populaire, ce qui signifie que vos concurrents l’utilisent probablement aussi.
Cela signifie que le contenu créé par cet outil est moins susceptible de « fournir une valeur substantielle par rapport à d’autres pages dans les résultats de recherche », comme le recommande le conseil de longue date de Google.
Sortie ChatGPT
J’ai donc exploré le versions personnalisées de ChatGPT et sélectionné Écrivez pour moi par puzzle.aujourd’hui.
Pourquoi? Parce qu’il s’est classé n°1 dans la catégorie Écriture. L’outil affirmait également qu’il m’aiderait à « rédiger un contenu personnalisé et engageant en mettant l’accent sur la qualité, la pertinence et le nombre précis de mots ».
Je veux créer un meilleur contenu, pas seulement un contenu différent de ce que tout le monde crée. J’ai donc demandé à Write For Me « d’écrire des descriptions concises des publicités vidéo les plus engageantes sur le plan émotionnel de l’Euro 2024 ».
Voici ce que cet outil d’IA générative a produit :
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.Maintenant, il est parfaitement clair pourquoi les publicités vidéo avec ces descriptions seraient émotionnellement engageantes, mais il est frustrant de ne pas savoir quelles marques diffuseront ces publicités pendant l’Euro 2024.
Il faudrait donc que je revérifie pour m’assurer que ChatGPT n’hallucine pas.
Sortie Gémeaux
Ensuite, j’ai donné la même invite à Gemini (anciennement Bard) de Google. Voici ce que ce modèle d’IA générative a produit :
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.”Il est parfaitement clair quelles marques diffusent les publicités vidéo les plus émotionnellement engageantes de l’Euro 2024, mais on ne sait toujours pas quelle méthodologie Gemini utilise pour effectuer cette sélection.
Il me faudrait donc encore faire preuve de plus de diligence raisonnable pour découvrir qu’il s’agit probablement d’articles et de publications récents sur nouvelle recherche de DAIVID.
Sortie Claude
J’ai demandé à Claude 3.5 Sonnet d’Anthropic de « rédiger des descriptions concises des publicités vidéo les plus émotionnellement engageantes de l’Euro 2024 ». Voici ce que cet outil d’IA générative a répondu :
“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.”Eh bien, l’honnêteté de Claude est admirable. Mais son manque de connaissances signifie que je ne devrais pas utiliser ce modèle d’IA générative pour du contenu sur des tendances assez récentes.
Écrivez de courtes légendes pour les photos les plus drôles du concours Nathan’s Hot Dog Eating 2024
Pour mon deuxième test, j’ai utilisé la fonction de saisie semi-automatique de Google pour confirmer que l’expression (le concours de dégustation de hot-dogs de Nathan) était un terme de recherche tendance.
Ensuite, j’ai demandé à chacun des trois outils d’IA générative « d’écrire de courtes légendes pour les photos les plus drôles du concours Nathan’s Hot Dog Eating 2024 ».
Sortie ChatGPT
Voici ce que Write For Me a généré :
“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?"D’accord, j’avoue que beaucoup de ces légendes sont drôles. Mais il est difficile de dire si elles appartiennent à de vraies photos ou si cette version personnalisée de ChatGPT a halluciné toute la liste.
Et ne me demandez pas d’obtenir l’autorisation d’utiliser des photos existantes. Bien sûr, je pourrais toujours utiliser DALL-E 3 pour transformer le texte ci-dessus en images.
Sortie Gémeaux
Ensuite, j’ai confié à Gemini la même mission. Voici ce que cela a généré :
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).”Euh, d’accord. Ce sont aussi des légendes amusantes.
Mais il est difficile de savoir si elles correspondent à des photos réelles publiées le 4 juillet 2024, sans utiliser Google Images pour effectuer une série de recherches pertinentes. Et cela ne me donne toujours pas la permission de les utiliser même s’ils existent.
(Notez que ces réponses ont été générées quelques jours avant que Google n’annonce sa prise en charge de l’étiquetage des images générées par l’IA.)
Sortie Claude
Ensuite, j’ai demandé à Claude 3.5 Sonnet « d’écrire de courtes légendes pour les photos les plus drôles du concours Nathan’s Hot Dog Eating 2024 ». Voici ce qu’il a répondu :
“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.”Une fois de plus, Claude obtient des notes élevées pour être honnête quant à ses limites.
Mais à moins que je souhaite sélectionner certaines de ces légendes humoristiques hypothétiques et les utiliser comme invites dans Adobe Firefly, je dois alors utiliser l’une des autres options.
Rédigez un article de blog de 400 mots sur les principales tendances de la vente au détail omnicanal en 2024
Pour mon troisième test, j’ai utilisé SparkToro pour rechercher l’audience de 5 000 à 6 000 personnes qui recherchent le mot-clé (fidélisation de la clientèle) chaque mois.
J’ai utilisé la fonctionnalité de mots-clés tendance de SparkToro pour analyser les termes de recherche qui ont gagné en popularité parmi les chercheurs pour la « fidélisation de la clientèle » au cours du dernier trimestre.
Ensuite, j’ai sélectionné le mot-clé tendance « tendances de vente au détail omnicanal » pour ce test.
Sortie ChatGPT
Lorsque j’ai demandé à Write For Me « d’écrire un article de blog de 400 mots sur les principales tendances de la vente au détail omnicanal de 2024 », voici ce que cet outil d’IA générative a produit :
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.”Euh, d’accord. Cela fait 498 mots. Ce contenu semble conçu pour une publication en début d’année.
Le billet de blog manque de citations de sources fiables, de citations crédibles et de statistiques pertinentes, comme l’a noté l’article de Roger Montti, « Les chercheurs découvrent comment faire du référencement pour la recherche par IA », le 18 décembre 2023.
Ce n’est donc pas aussi mauvais qu’une première ébauche. Mais j’espère que les écrivains apprendront en utilisant cette version personnalisée de ChatGPT qu’ils doivent créer quelque chose d’un peu mieux.
Sortie Gémeaux
Ensuite, j’ai demandé à Gemini de s’attaquer à la même mission. Voici ce que cet outil d’IA générative a produit :
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.”Eh bien, le titre est meilleur et compte 433 mots, ce qui est plus proche de ce que j’avais demandé. Mais ce billet de blog manque également de citations provenant de sources fiables, de citations crédibles et de statistiques pertinentes.
J’espère donc que les écrivains apprendront en utilisant Gemini la même leçon qu’ils ont apprise en utilisant une version personnalisée de ChatGPT : ce n’est pas mal, mais un humain avec de l’expérience et de l’expertise peut faire mieux.
Sortie Claude
Enfin, j’ai demandé à Claude 3.5 Sonnet « d’écrire un article de blog de 400 mots sur les principales tendances de la vente au détail omnicanal de 2024 ». Voici ce que cet outil d’IA générative a produit :
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.”Le contenu de Claude compte 443 mots, ce qui est plus long que celui de Gemini, mais plus court que la version personnalisée de ChatGPT. Et Claude a généré 10 tendances, tandis que ChatGPT en a généré six et Gemini en a généré cinq.
Mais tout comme les autres outils d’IA générative, le billet de blog de Claude manque de citations provenant de sources fiables, de citations crédibles et de statistiques pertinentes.
Ainsi, Claude est également doué pour créer un brouillon. Mais j’espère que les écrivains apprendront en utilisant ChatGPT, Gemini et Claude qu’ils ne devraient pas devenir l’outil de leurs outils.
L’IA ne prendra pas votre travail
Il y a un an, Jensen Huang, fondateur, président et PDG de Nvidia, a déclaré :
« L’IA ne va pas vous prendre votre travail. La personne qui utilise l’IA va prendre votre travail.
Eh bien, un an plus tard, nous avons appris en comparant le contenu généré par ChatGPT, Gemini et Claude qu’il est toujours plus intelligent d’utiliser des outils d’IA générative pour réfléchir ou créer une bonne première ébauche.
Ensuite, utilisez votre expérience, votre expertise, votre autorité et votre fiabilité (EEAT) pour ajouter des vidéos émotionnellement engageantes, des photos accrocheuses, des citations de sources fiables, des citations crédibles et des statistiques pertinentes à votre contenu.
Pourquoi? Parce que c’est le meilleur moyen d’apporter une valeur substantielle par rapport aux autres pages des résultats de recherche.