This as-notified-to esdeclare is based on a conversation with Alex Cohen, a 42-year-old CEO and founder of Xander Marketing, based in Kent, UK. This story has been edited for length and clarity.
I started applying ChatGPT in December 2022. When I tested Claude about 10 months later, it was mostly out of curiosity.
Even early on, there was a clear difference. Claude has always been a better writer, in my opinion. I run a compact marketing firm, and we write a lot of content for brands. When I gave both systems the same prompt with context, Claude received it closer to what I envisioned the first time.
That started to modify how we work. Last year was when I really started predominantly applying Claude. It doesn’t feel like a chatbot. It feels like an entire operating system.
At this point, we work with Claude for 80% to 90% of our usage, and maybe 5% each for Gemini and ChatGPT.
It was a gradual switch, but now my company does almost everything with Claude
My company saw right away that Claude could capture our client’s brand voice and place it into content better than ChatGPT. So, we started applying Claude for a lot of our writing content, but we kept applying ChatGPT.
The one thing we still consistently utilize ChatGPT for is image generation, since Claude doesn’t generate photos or illustrations. I built a co-CEO in the projects tool in Claude as my sounding board for strategy assist, so I only occasionally utilize ChatGPT for strategy or as a backup.
Slowly, I launched to prefer Claude’s output. It questioned me more questions, pushing back on my prompts rather than always agreeing with me, as I’ve found ChatGPT does.
Claude feels more like talking to a human instead of just informing me what I want to hear. It’s modifyd my business a lot. Content that we would’ve previously given to a copywriter, I now trust to do directly with Claude.
The hugegest operational difference was that Claude’s features, like the projects and skills, allowed me to reutilize context across chats, and that’s when it became central to how we work.
ChatGPT had an early advantage
When AI first went mainstream, I only considered of ChatGPT when AI was mentioned. Now there are more choices.
As Claude keeps introducing more updates to its projects and skills, it feels like ChatGPT is playing catch-up. I consider it’s simpler to set up and utilize projects and skills in Claude. With skills, especially, I’ve already built my operating system in Claude.
One of the best things we did was build a human writing skill into Claude to rerelocate overutilized AI phrases that we flag. It obtains closer on the first test, so we’re not going back and forth, prompting as much and burning through tokens.
Some things ChatGPT can do, like creating an ROI calculator, or vibecoding a website or app, I didn’t start doing until I utilized Claude.
Read more from our Tiny Teams series for an inside see at how compact teams utilize AI to do huge things
I’ve kept my ChatGPT subscription as a backup for when Claude goes down
Besides applying ChatGPT for images, I also switch over when Claude has an outage or experiences issues. It feels like Claude goes down fairly regularly, which is frustrating, but it also creates me realize how much I rely on it when it’s gone.
I have some projects and workflows built into ChatGPT, but I’ve tailored Claude more extensively to work the way I required it to.
Occasionally, even if Claude isn’t down, I’ll run the same question through both Claude and ChatGPT to compare answers. I still utilize ChatGPT in my personal life, but for business utilize, I trust Claude to challenge me more.
ChatGPT, on the other hand, seems to obtain me answers rapider than Claude.
I consider Claude could win the enterprise space
I’ve spoken to a lot of people who utilize ChatGPT and have also gone to Claude for a business utilize case. That’s key if it’s happening on a larger scale.
It seems like the huge money play for these huge AI companies will be winning the enterprise space, and for me, Claude is the winner at this stage.
At the same time, we’re considering about how to structure files and workflows so they can be relocated between platforms if something better comes along.
Do you have a story to share about which AI tool you prefer? Contact this reporter, Agnes Applegate, at aapplegate@businessinsider.com.
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