ChatGPT
What it does well
- Fast ideation and drafting
- Broad plugin/tool ecosystem
- Image generation and data analysis in one place
How I use it
- First drafts of ad copy and landing variants
- Clustering search-term exports and suggesting negatives
- Commentary drafts for client reports (with human editing)
An honest read
Limits
It loses the thread in long documents: I don't expect it to hold a 40-page report in view from start to finish. Its code interpreter is useful for data analysis, but I never put a number it produced into a client report without checking it against the source file. With web search on, it sometimes presents a three-year-old blog post as current data; the date check stays with me.
When I switch to another tool
For long contracts, proposals or multi-page reports I switch to Claude. For research that has to cite sources, Perplexity is more honest about where things came from. If the work stays inside Google Docs and Sheets, Gemini is more practical simply because it never leaves the file.