Bard vs. ChatGPT: Who Wins the AI Content Uniqueness Battle?



In the era of AI-driven content creation, marketers are leveraging advanced language models like ChatGPT and Bard to generate content at scale. However, the concern of producing duplicate content has prompted a fascinating offline experiment. In this study, both ChatGPT and Bard were tasked with creating 1000 articles on various topics, allowing for a comparison of their uniqueness.



  1. ChatGPT:

    • Unique Content: 81.4% (814 articles)
    • Duplicate Content: 18.6% (186 articles)
  2. Bard:

    • Unique Content: 85.1% (851 articles)
    • Duplicate Content: 14.9% (149 articles)

Bard emerges as the winner in terms of producing less duplicate content. To delve deeper, the duplicated portions were analyzed, revealing that ChatGPT had 92.08% unique text within duplicates, while Bard exhibited 94.79% uniqueness.

Content Preference:

In addition to assessing duplication, a survey was conducted where 83 participants reviewed 6 articles each, with 3 from ChatGPT and 3 from Bard. The results showed that Bard articles were preferred 188 times out of 249, while ChatGPT won 61 times. Interestingly, most participants couldn't discern whether the articles were created by AI or humans.

Human Touch Matters:

Despite the capabilities of AI, the study suggests that readers still prefer content with a human touch. The importance of E-E-A-T (Experience, Expertise, Authority, Trust) was emphasized, indicating that manually written content tends to embody these crucial elements better than AI-generated content.


If opting for AI-generated content, the study suggests having a human review and modify it to inject E-E-A-T qualities. While both ChatGPT and Bard exhibit proficiency, the preference leans towards Bard, considering its slightly lower duplicate content ratio and perceived preference in the survey.



In a world saturated with AI-generated content, the study underscores the importance of balancing technology with the unique touch that only human experience can provide. The recommendation is clear: if AI is used for content creation, let a human refine it to enhance the reader's experience and maintain authenticity.

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