If you’ve recently been wondering whether you should switch from ChatGPT to Claude, you’re not the only one. Claude is receiving a great deal of attention right now, as millions of people are sharing comparisons online and every second marketing influencer post seems to suggest that everyone is moving and that you’re falling behind or somehow missing out if you don’t. But you’ve already put your eggs in the ChatGPT basket! So, what should you do?
Claude may be brilliant, but I promise you, you don’t need to move platforms simply because it’s currently the one everyone is talking about.
Before you decide whether it’s the right move for YOU to switch, make sure the real problem isn’t the information, context or instructions you’re currently giving (or NOT giving) the tool you already use.
Is Claude better than ChatGPT?
Perhaps—for some people and for some jobs.
One person might prefer Claude for working with long documents or developing written ideas. Another might value ChatGPT’s voice tools, memory, projects or connections with other apps. Someone else may use Copilot because it fits with the Microsoft tools their organisation already uses.
The real question isn’t, “Which AI tool is best?”
It’s, “Which AI tool is most useful for what I’m trying to do?”
You don’t need to choose one platform and declare lifelong loyalty to it. You can try Claude without abandoning ChatGPT. You can use different tools for different jobs. You can also continue using the tool you already know while the technology develops.
In any given week here at B is for Brand, we’re likely to use between 3 and 6 different AI tools as we go about our work! Chat GPT is our ‘home’ platform because it knows the most about us and we’ve been working with it the longest. So we’re able to get the most from it, but we’re equally able to get ‘on brand’ work from our other AI tools too.
A new AI tool won’t automatically produce better work
If ChatGPT is giving you generic, repetitive or slightly disappointing results, moving the same prompts to Claude will not solve the problem.
AI tools work with what you give them. If the AI tool you’re working with doesn’t understand your business, brand, customers, offers, priorities or tone of voice, they have to fill in the gaps, and that’s when your content starts to sound like everyone else’s, no matter which tool you’re using.
At any given point, one tool might be technically capable of producing better work, but it still needs useful source material and clear instructions. Otherwise, switching platforms can simply give you a slightly different version of the same problem.
What does your current AI tool know about your business?
Before moving from ChatGPT to Claude, look at how you’ve set up the tool you already use.
Does it know:
- what your business does and who it helps?
- what makes your business useful, distinctive or valuable?
- how you want your brand to be understood?
- what you sell and how your offers differ?
- the questions and objections your customers regularly have?
- the words, phrases and tone that sound like you?
- the language you don’t use?
- what good work looks like in your business?
- what you’re currently trying to achieve?
And what’s more, have you collected this information (and more) into s single place to act as in independent ‘Brain’ for your brand?
If your honest answer is “no, not really,” the problem may not be ChatGPT.
Create a Brand Brain for your business
A Brand Brain is a useful collection of the knowledge, decisions and source material an AI tool needs to support your business properly.
It might include your brand strategy, customer information, offers, tone of voice, examples of previous content, frequently asked questions, case studies, testimonials and current priorities.
The exact setup will depend on the platform you use. You might create a specific project, a customised agent or assistant, or an organised collection of source documents.
The name of the feature is less important than the principle: don’t expect AI to understand your business from a handful of disconnected prompts.
Give your tools something useful to work with. A Brand Brain. That’s when you’ll really start to get what you want from AI – no matter which platform you’re using.
Make better use of the tool you already have
AI platforms are developing quickly. Features appear, improve and change all the time – almost on a weekly basis. You can be absolutely guaranteed that some highly paid people on the team at YOUR favourite AI tool are keeping a close eye on what’s being developed by all the other AI tools. If a feature you admire in another AI platform isn’t available on your platform yet, just have a little patience!
Meanwhile, you may already have access to useful capabilities you haven’t explored and your platform may have been first to market with some other exciting feature.
Your existing tool may be able to work with your documents, remember relevant preferences, research current information, analyse files, create images or connect with other business tools.
Before paying for another subscription or rebuilding your setup elsewhere, ask:
What am I hoping another tool will do that my current tool can’t?
Be specific.
If Claude has a particular feature or produces noticeably better results for a job you do regularly, there may be a good reason to use it. But “everyone is talking about it” isn’t a business reason.
You can use Claude without moving everything
Trying out Claude for certain features doesn’t require a dramatic departure from your other platforms.
Choose one genuine task and compare the results. Give both tools the same source material, context and instructions. Look at what each produces and decide which is more useful.
You may discover that you prefer Claude for a particular kind of writing. You may prefer Claude altogether. Or you may realise that the AI tool you already use is perfectly capable once it has the right information.
It’s also worth knowing that many of the recent claims about Claude being “better” weren’t simply about the quality of its writing. They were about its ability to work across files and tools and complete larger, multi-step tasks.
ChatGPT Work can now do many of those things too. It can gather information from your files and connected apps, carry out research, work through a task in stages and create finished documents, presentations and spreadsheets.
That doesn’t prove that ChatGPT is better than Claude. It does mean that some comparisons may already be out of date, and that you should compare the tools based on the work you actually need them to do.
The aim is to make a thoughtful decision based on your business and the work you need to do.
When should you move from ChatGPT to Claude?
Moving may make sense if you’ve tested both tools properly and Claude consistently works better for your most important tasks.
It may also be worth considering if the features, pricing, privacy arrangements or ways of working suit your business more closely.
But remember that changing platforms may mean rebuilding projects, instructions, source material and established ways of working. That doesn’t mean you shouldn’t move. It simply means the decision should be worth the effort.
Before you switch, improve the input
If you’re asking, “Should I switch from ChatGPT to Claude?”, start with a smaller question:
Have I given the AI tool I already use enough information to do good work?
Improve the source material. Add the missing context. Give clearer instructions. Show it examples. Explain what you like, what you don’t like and what the work needs to achieve.
Then test Claude too, if you want to.
You’re not choosing a football team. You’re choosing tools for your business.
Use the ones that help you make better decisions, communicate your brand more consistently and do better work.
If you’d like help creating a Brand Brain and using AI tools around a clear business and brand strategy, this is exactly the kind of work we do in Brand School and in our three-part programme, The Brand-Led Business.
Find out more about Brand School.
