Missing spark: Brand creativity study finds AI models are largely similar
(Midjourney)
A study into how AI language models perform when tasked with creative work found that there was little difference in quality between the likes of ChatGPT, Claude, and Gemini.
The study was led by AI platform Springboards, and compared 16 different AI systems developed by market leaders OpenAI, Anthropic, Deepseek, Alibaba, Grok, Meta, and Google.
Springboards gave the various language learning models (LLMs) real-world marketing challenges across 100 notable brands in 12 business categories, including Nike, McDonald’s, Dove, Amazon, IKEA, and more.
