Gemini implications, Bard vs ChatGPT, SI AI Scandal (AI Corner Dec 2023 Week 2)

0:00All right. So we are going to talk about here's our AI corner. So I'm going to start it off first and then we're going to go back and forth. So first and foremost, what I find interesting. this is a big one Gemini was just released earlier this week as of this recording and the way Gemini is being marketed is it's stronger than GPT-4 it's multimodal which means it can track it's able to look at images look at audio it can look at video and I watched some of the videos I don't know if you've probably seen some of them too Neil but for example with podcasts yeah they had a fake demo but like with podcasts like you can go you can go back like if I'm listening to a podcast in hindi for example it can actually be i can say hey can you translate to this this for me like i don't understand it so there's a lot of implications for creators as well because now maybe it's like real-time translations that can happen and i can see the more even a higher proliferation of content using gemini and the thing is like um it's still very early days right now the demo that they showed is is that that's that is kind of fake there's a lot you can do with it i can show you like two balls of yarn for example and say hey like here's one in pink, here's one in green.

1:07What can I do with this? And I'll show you the different things you can make with it and give you a picture of it. So it's, and then you can have like conversations with it in real time. And you can even plan like your kid's birthday party for you as well, which I think will be very helpful for Neil. So, so I think it's exciting. I think this is a good discussion for us to have here in terms of implications. I think right now what's happening is you got Bard, you got ChatGPT, Grok is getting traction. I'm not sure how good or bad it is. We'll start running tests on it. But the reason Grok's getting traction is because it's Elon.

1:38At least people are talking about it. And it's going to be a crazy race to see who has better AI. But I think who's the winner right now won't necessarily be the winner three, four, or five years from now. Because there's just so much crazy advancement that's going to happen in the next three, four, or five years. Here's what I think. I think the 10 blue links that we're used to for the last – we've been used to for the last 30 years or so, I think that's going to change. Not immediately. I think it's going to start to change quite a bit. They're going to need to figure out because here's the thing.

2:11I don't know about you, Neil. I find myself using BARD and ChatGPT more to ask questions because I have full-on conversations, right? Remember that thing I showed you about the private jet with that tweet, right? And I was like, explain this in a full in-depth post, right? And it wrote it out all in depth. It explained everything, you know, and I'm just like, man, I think it did a really good job. Last week I was asking about like put options and things like that. Right. And it's hard to do it in Google. It just, the user experience is easier when it comes to just working in a chat. And I think Google will figure out, are they going to add links in there?

2:47Are they going to add like ads in there? Like, I don't know how it's going to look, but you can bet that I think they'll get there. but we're not seeing we we have a lot of analytics data and search console data over a million websites we're not seeing search traffic or impressions you know from google's and really go down too early right now but it's not that what we're seeing is more people typing in longer tail stuff the thing you would use chat gpt for is not what you would end up using google for in many cases i think what google's trying to do with bart is get it so what you would use chat gpt for you would also use Google for?

3:22I just think the experience is going to change. It's too old. I just think it has to change at some point. It's too risky for them to change it out the gate, like as a company, but something's got to give. So hey, by the way, we'll come back to this clip in like 10 years and we'll see who's right. No, but they've been changing the experience of Google a lot. Yes, it's still search, but they've been slowly tweaking it based on user research. If you look at what you're using chat GBT for versus BARD, you can't have a chat like interface for everything. If you're just looking for, you know, red running shoes, that chat GPT interface is terrible.

3:58Is it? Yes. Try going to figure out what type of running shoes or try to buy something based on doing research on chat GPT versus a Google search. We've tested this a lot. You get your answer on what you're looking for way faster in Google. If you're just trying to buy something like transactional, then chat GPT. On the flip side, if you have detailed in-depth questions, I'm not talking about long tail search phrases that are two, three, four words. Technically, two words wouldn't be, but like four or five word searches. I'm talking about, you know, when people use Google, typically they're searching for one word phrases, two words phrases, three, four, five, six, etc.

4:35But it's not really going to like 10, 12, and or whole sentences. And what we're seeing is the people who are using chat, GPT, and bar, they're typing in really in-depth questions or prompts to get a specific answer. And that's a very different use case than Google. But what we're also seeing at the same time now, because again, we have a lot of search console data, people are starting to type in longer tail searches within Google that we've never seen before. Like we're seeing people type in sentences, and this was very rare years ago. we have data that goes back a long time. They're not mutually exclusive, right?

5:13So I would say, sure, I do believe that people are probably typing in longer queries, but I'm just looking at the experience right now in Bard, like it's going to get better over time. And my base case is this is going to change a lot in the next five to 10 years, not immediately, but it has to change. It's time to change. So that's where I'm coming from. Yeah. And I agree with you in which search is going to change because for a lot of queries, just like it, when you type in, what's the weather in Los Angeles, California, I don't care to go to weather.com to show me the weather. And I think for certain queries, the interface is going to change because it's not transactional.

5:50People just want the answer. It's a very different type of query, but on the flip side, if someone wants to buy a red bike, you know, I don't think chat, the chat GPT interface, and we've, we've done a lot of tests on this. It just takes longer to get what you're looking for. Yeah, like I said, it's too early right now. And I, my base case is still is going to change. Like, I don't disagree that, hey, like the data is like people are typing longer queries. Also, their search generative experience, right? Like people are like following up with it as well. But still, it's like the Brad Gershner put it in a real, real good way.

6:22So he has a he has a crossover fund called Altimeter Capital. And he's like, look, the monopoly that Google has had in the past, like it's, it will no longer be a monopoly. We're talking in the next five to 10 years. So that's where I'm coming from. I think there's a lot to be excited about with Gemini. I'm just looking at it, right? Like there's, okay, for example, here's another one, Neil. If Gemini over like a lunch break can do, it can look at 200 ,000 scientific papers and it will be able to tell you like, hey, here are the key insights and it'll help you. You can have a graph. It'll help you extend the graph too based on the data.

6:57So there's gonna be some cool stuff that you can pull there. Yes, but what you're talking about, because you mentioned how you think. I've moved on. I've moved on. Yeah, but that itself is a very different use case for what most people use. Yeah, but I'm not talking about the same thing. I've moved on. You get what I mean? I get that. I'm trying to tell people this is why I think both will exist, just in different formats. And I do think whether it's Gemini or Grok or ChatGPT, they're going to continually level up AI and make it more better for end users. Peter Thiel talks about last move advantage.

7:33Google wasn't the first search engine, right? There was a lot of others before them, but yet they're the biggest. Apple wasn't the first cell phone maker out there. If you look at Facebook, they weren't the first social network, right? TikTok wasn't the first one either. And a lot of people are last movers advantage. They learn from everyone else and they figure out how to make it better and adapt to what people really want and need. Yeah. Let me be really clear from my side here. So I think 10 blue links are not going to go away completely. I think there's going to be less and less use cases, and I think it's going to adapt.

8:08Like, look, Apple's got the Vision Pro coming. That's still like a five - to ten-year interface in the future, right? Chat GPT, I do agree. It's not for everything, but I think we're going to get more used to that UI, right? It's just things change over time. So, Neil, let's move over to your topic. What do you got? 10 blue links. A lot of search queries actually don't have 10 blue links anymore. You kill what I mean. It's just like a bunch of links. No, I'm saying they're already moving to what you're saying, right? Yes. They're already adapting to what you're going towards in which they're adapting to what users want, and that won't always mean 10 blue links.

8:42They slowly have been starting that for years, and you're going to see more and more of it, just like you're saying. Got it. All right. What do you got, Neil? So we did an interesting test on chat GPT versus bar to see which one produces better content. I'm going to pull it up. And we analyze more than just that. We ended up analyzing duplicate content first. And then we started asking people more and more questions. So in essence, what we did is we took 1000 prompts, and we ended up putting it into ChatGPT to have them create content around those topics. We did the same thing for BARD. Of course, you adjust it based on what BARD prefers because the interface, it's a little bit different on when you're doing prompts for chat GPT versus BARD.

9:28But in essence, we had the same thousand articles produced. And what we ended up finding is we took the articles. We ended up running it through Copyscape, right? And we did this on what I call the private internet. We didn't just publish it all to the web, even though you can get it on a live URL. We weren't trying to do this for SEO traffic. But what we found is when we ran it through Copyscape, Bard had 85.1 % unique articles. ChatGPT had 81.4. And the duplicate content on ChatGPT was 18.6 versus Bard being 14.9%. In most cases, it was only a sentence or two that was duplicate. And in some cases, it was a paragraph, but that was more so rare.

10:13and then we started asking people, which one do you prefer? So we asked individual people to read the article from ChatGPT and then we showed the counterpart from BARD. Now we did it in both orders. Sometimes it was the ChatGPT one first or the BARD one first. And we also didn't tell them that it was written by AI. So they didn't know it was actually written by ChatGPT or Bard. And when we ran this, Bard won 188 times out of 249. And that means ChatGPT won 61 out of 249 times. In other words, people prefer the content from Bard much more than they're preferring the content from ChatGPT. Neil, what do you think the takeaway is for this for people?

11:01uh the big takeaway is to test multiple platforms because just because chat gpt is getting all the buzz doesn't mean that bard uh can't be better or even grok and who knows what's going to happen six months from now or five years from now or even three months from now you got to continually test because one platform could get better than the other all these guys are really really wealthy not rich, wealthy. You know, I define wealthy as someone can end up buying a sports team and it doesn't work out if you can just keep buying. Wait, wait, wait, who are you talking about here? I'm talking about the corporations.

11:37Oh yeah. Twitter, you know, Elon, Bard, you know, Microsoft being chat GPT. But if you look at these organizations, like extremely wealthy, right. And I know some of them are owned by individuals, but like, it doesn't matter. They can blow$10 billion and still have more than enough money to do whatever they want with. And for that reason, you could bet that they're going to do whatever to try to create the best system. And it's not about the cash. It's about waiting for them. So keep trying and iterating. But the big lesson from all of this, and Eric has talked about this and I talk about this.

12:11It doesn't matter if you use chat GPT or BART or anything. Make sure you continually modify the content and have a human in there because then you're adding the E, experience, expertise, authority, and trust. and that's what makes the content really shine. Yeah, actually, I mean, the human in the loop thing cannot go understated enough. I think people are over-automating right now and they're losing the human aspect, right? And so we're not saying, hey, we're not being specious or anything like that. It's just like, it just works better at the end of the day and that it is what it is. Anything else on this one, Neil?

12:42The last thing I wanna mention when we're talking about AI is imagine yourself reading CNN, BBC, New York Times, et cetera. and now imagine reading those sites but all the content is written by AI. Some of it you're going to like, you're going to have no issues with it. But AI is creating a lot of regurgitated content based on what's already out there in the web, at least in its current form today. And when you want to just put tons of AI content in your website without modifying it, you're just going to have a lot of crap content. And in our last episode, Eric ended up showcasing the stats on SignalGrain and how he's generated over 17 ,000 clicks in a matter of months through AI, which is really impressive.

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15:32Ready to build a site that looks hand-coded without hiring a developer? Launch your site for free at framer.com and use code MS to get your first month of pro on the house. That's framer.com, promo code MS, framer.com, promo code MS, rules and restrictions may apply. So, and by the way, that was a little experiment that we were running, right? And now we're looking at tripling it down. So the way you want to look at experiments is like, hey, if the graph is starting to go a little parabolic, then maybe you should double and triple down on it, which is what we're trying to do. Neil, did you hear about this, the Sports Illustrated AI scandal?

16:03No. Let me tell you, I just read this. The amount of useless stuff you guys do is staggering. So basically, they can two executives. I think one's like a president and someone's like pretty high up there, but they were doing some stuff. Okay. So look, one week after sports illustrated suffered an embarrassing artificial intelligence scandal, the latest leader of the company that operates SI laid down the law for his new employees. Um, so, so you guys do a lot of useless stuff, stop doing dumb stuff. PowerPoints declared PowerPoints are illegal, blah, blah, blah. Um, I want to get into the AI scandal.

16:36So the AI scandal here was that there were people that that were using AI to create fake articles using fake people. And then Sports Illustrated tried to blame it on somebody else. But then I think everything's still traced back to the executives at the end of the day. And so this just goes to show you that, yeah, you should have a human in the loop and don't be doing dumb stuff. I'm confused. So what did they use the AI to do? They used AI to create... It's like fake content. It wasn't even relevant content. and then they use fake authors as well. And then it was like on the sports illustrated domains.

17:12Fake sports content, right? Not just random content to get SEO traffic. You're talking about like fake sports content. They're making up news using random authors just to get traffic. Correct. Here, let me get a little more details here. So the browser blocked. Okay. So I'm reading it and the magazines. That's going to hurt their brand. yeah oh their stock dropped uh 20 i didn't even know they're publicly traded yeah well you know right now okay so oh my god cnn is like the worst reporting i'm trying to try to pull from that website doesn't work but anyway you guys get the point um no i have to get it okay however i got it i got it

18:00no i don't got it these these public this is another thing with publishers they all suck at getting to the point. And so therefore, we're just going to end this episode. So please don't forget to rate, review, and subscribe. This helps us grow, and we'll see you tomorrow.