In a rapidly evolving digital world, the way we search for information is shifting. With the rise of artificial intelligence and conversational tools like ChatGPT, traditional search engines such as Google are no longer the sole option for finding answers. But this doesn’t mean it’s time to ditch Google in favour of AI. In fact, the smartest move is using both. Each platform offers unique advantages that, when used together, can enhance productivity, improve decision-making, and offer deeper insights.
At Datum, we constantly explore the tools that help us and our clients work smarter across creative, print, and digital disciplines. Here’s our breakdown of how ChatGPT and Google differ, and why your digital strategy should incorporate both.
The Strengths of Google Search Google remains the go-to for real-time information, website indexing, and authoritative search results. It excels at:
- Up-to-date news and data: Whether you’re looking for today’s headlines, stock market stats, or train times, Google provides instant, credible updates.
- Website discovery: Searching for a new supplier, a local service, or a competitor’s site? Google is unmatched for sourcing and ranking websites.
- SEO relevance: As a cornerstone of digital marketing, Google is essential for visibility. Optimising your website for Google is still crucial.
- Trust signals: Users can check reviews, view multiple sources, and assess the credibility of information.
Where ChatGPT Shines ChatGPT offers a different, more interactive approach. It’s like having a conversation with a subject expert who can explain, brainstorm, or summarise complex ideas. Key strengths include:
- Deep contextual understanding: ChatGPT interprets complex queries and provides coherent, well-rounded responses.
- Content creation and editing: From drafting social media posts to reworking blog intros, it can jumpstart creative processes.
- Ideation and brainstorming: Need campaign slogans, email subject lines, or visual concepts? ChatGPT is a great sparring partner.
- Time-saving summaries: It can digest large texts or documents into bullet points or executive summaries.
When to Use Google vs ChatGPT Here are a few examples to illustrate when to use which tool:
| Task | Best Tool | Why |
| Find a reliable hotel in Manchester | You get recent reviews, maps, and booking options | |
| Create five subject line options for an email campaign | ChatGPT | Fast creative suggestions tailored to your audience |
| Check if a company is hiring | Live job postings and company pages are indexed | |
| Write a summary of a 12-page document | ChatGPT | Concise and efficient content distillation |
The Sweet Spot: Using Both Together The real magic happens when these tools are used in tandem. For instance:
- Use Google to research a topic, then ChatGPT to draft your blog post.
- Use ChatGPT to generate ideas, then validate facts or find supporting sources on Google.
- Use Google to browse trending topics, then ChatGPT to shape them into content for your audience.
What This Means for Datum Clients For our commercial and education clients, this dual-tool approach supports smarter working:
- Education sector: Research-heavy tasks, policy analysis, and content writing are enhanced when teachers, administrators, or marketers use both tools.
- Commercial sector: From pitch decks and campaign planning to SEO research and content marketing, blending AI with search data improves both speed and quality.
Our digital team regularly combines Google and AI to produce standout work across SEO, PPC, social media content, and digital strategy. And our creative studio leans on ChatGPT for initial ideas, while always adding the human touch to ensure brand alignment.
AI Isn’t Replacing People – It’s Enhancing Them There’s still no substitute for human insight, creativity, and nuance. What tools like ChatGPT and Google do is remove the heavy lifting, giving you more space to think, refine, and deliver. At Datum, we view these platforms not as a choice between A or B, but as parts of a joined-up toolkit.
In Summary Rather than ask “ChatGPT or Google?” the better question is: “How can I use both more effectively?” Whether you’re working on a marketing strategy, managing school communications, or launching a brand campaign, blending search with AI gives you a digital edge.
If you want to explore how AI and digital tools can enhance your marketing, branding, or website strategy, we’re here to help. Speak to our digital team today on 01707 251222
