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This time we dive deeper into both AI language models and their performance. We experimented with both paid versions, because I think it matters that when you work with a language model, you also get the very best out of it.
The basic models simply need too much of your own input and correction, which costs you time and effort when creating good content.
In the second part I discuss with you, we look not only at the technical capabilities, but also at the limitations of a language model.
Been working as a marketer for a while? Or do you want to start producing content yourself as a business owner? I share essential insights and tips on how to get the most out of Gemini and ChatGPT for your content goals.
Who wins out of the two? In fact, both versions rank almost the same. The two are very close.
Here too, both tools share the same limitations. Never, ever take the content that comes out of ChatGPT or Gemini at face value. Not everything the language models produce is true.
Handle the content with care and always have it checked. Especially when it comes to coherence over the long term. The more questions you ask, the less coherent the whole becomes.
Adjust the content by using filters, so your content output is as good as possible. That way it fits within your desired framework. Â
Use your own common sense to reason through the content.
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You have no doubt worked with ChatGPT before.
A personal favourite is the use of this plugin, which loads ChatGPT into Google Sheets.
Extremely well suited to bulk actions such as rewriting, categorising and clustering.
You can also copy the data from your Sheet into the tool itself. It then gives you a detailed, structured and insightful analysis
You can upload a full spreadsheet, or copy and paste the contents of the sheet. ChatGPT will then analyse all your KPIs (key performance indicators).
Imagine you are running an online marketing campaign around a number of KPIs, CTR, CTA, CPM or whatever metric.
You feed in that data and ChatGPT structures those KPIs to give you a clear picture. That way you gain more insight into your campaigns.
Very easy to use.
The tendency to be overly long-winded with content output and to use clichéd language.
When we wrote this, ChatGPT worked with outdated information by default. Since the end of October 2024, ChatGPT searches the web live itself and adds the sources.
That is because ChatGPT is trained on data up to a certain date. The content it produces by default is somewhat dated. You can use this plugin to access URLs directly and run a prompt on them.
Think of analysing a newly launched website, for example.
The advantages of Gemini at a glance.
Good results from simple prompts. Also the fact that Gemini is directly connected to Google's own search engine for up-to-date information, without the need for a plugin or anything similar.
Noticeably fresher content output by default. Not real-time, but only a few days behind.
So with Gemini you can copy in a URL by default — say, a blog post — and then run a prompt on it, such as a summary.
Another handy feature is that you can ask for 3 drafts with small differences in nuance.
Also handy is the option to adjust a text by giving feedback. For example, make it simpler, longer or more professional. This depends on the nuance you want to give it.
First of all, you need to create a Google Account. That need not be a drawback, whereas with ChatGPT your email address is enough to get going.
Like ChatGPT, Gemini struggles with complex discussions.
If you start with a single question, things usually go well. The more questions, the more the language model starts to struggle. Here too, there is a tendency towards repetitive wording with clichéd language. For example, with phrases like “…the key to success…” or “…today’s landscape…”.
Something that happens quite often. With repetitive phrases like these, you quickly recognise that the content comes from a language model.
Sources on the internet can be unreliable. We all know that, think of bias and unreliable information. You can filter this out.
Gemini generally offers fewer plugins and integrations than ChatGPT.
Since we wrote this comparison, both tools have made a big leap. Both now run on new generations of models that are neck and neck on the benchmarks. In 2026, the choice is therefore less about 'which one is smarter' and more about your work. Gemini is strong with huge documents and with image, sound and video at the same time, while ChatGPT continues to excel at writing, reasoning and code. Test both on your own tasks and see which comes closest to your way of working.
More important still is what those models have become: answer engines. At the start of 2026, ChatGPT had around 900 million weekly users, twice as many as a year earlier. More and more people ask their question there straight away instead of in Google. So the question is no longer just which model you use, but whether your business gets mentioned when someone asks the AI. ChatGPT shows only a small share of the sources it reads and deliberately chooses parties it trusts. Becoming visible in that answer takes authority and clear, reliable content, exactly what we steer on with AI SEO.
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About the author
Dominic Pietersz
Your dedicated point of contact
Dominic helps SMEs grow through Google and other channels. With his international experience, he turns challenges into concrete growth.
Follow Dominic on LinkedInInspiration · Out of pure curiosity, I put Gemini and ChatGPT side by side one evening. That comparison got so out of hand that this entire piece grew out of it.
