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Bing Chat vs. ChatGPT: Which AI chatbot should you use?

By Jessica Lau · October 19, 2023
Hero image with the ChatGPT and Bing Chat logos

I've been using ChatGPT ever since OpenAI launched it in 2022. It's helped me write meta descriptions for blog posts, create simple code snippets, and generate outlines. Heck, I've even used it to help me design my dog's Halloween costume

But I've been keen to try out Microsoft's new Bing AI chatbot to see if it lives up to the hype. With Bing Chat, you're able to chat, compose content, generate images, and get summarized answers to complex questions—all in one interface. It's supposed to be a far more advanced version of ChatGPT, so I was excited to see how their features stack up. 

Here are the main differences I discovered while comparing Bing Chat vs. ChatGPT. 

  • Bing Chat is part of search, while ChatGPT is an isolated interface

  • Bing AI is integrated into a web browser, which allows for more tailored outputs

  • ChatGPT has more powerful integrations and plugins

  • Both chatbots can generate images using DALL·E

  • ChatGPT makes it easy to share conversations, while Bing Chat offers a clunkier sharing experience

ChatGPT vs. Bing Chat at a glance

Before we start, it's worth mentioning that Microsoft is an investor in OpenAI, so it's no surprise that both chatbots are powered by OpenAI's model, GPT. But if you want free access to GPT-4 (OpenAI's most advanced and more powerful language model), Bing Chat is currently the way to go. You can access GPT-4 via ChatGPT Plus, which is a paid subscription, but Bing Chat gives you free access via Microsoft Edge, Google Chrome, and Safari.

Beyond that, here's the main difference between Bing Chat and ChatGPT:

  • Bing Chat is built into Microsoft Edge, so it's a more integrated, tailored way of searching for answers. 

  • ChatGPT—though a more isolated app experience—offers more powerful integrations and plugins, and lets you easily collaborate on conversations.

I'll walk through some of the core differences between ChatGPT and Bing Chat in depth in the coming sections, but here's a quick breakdown of how they compare.

Bing Chat


Language model

OpenAI's GPT-4

OpenAI's GPT-3.5-turbo (ChatGPT Plus: GPT-4)


Integrated with Microsoft's search engine; Google Chrome and Safari

Standalone website or API; iOS and Android apps

Internet access

Can perform web searches and offer links and recommendations 

Web-browsing feature powered by Microsoft Bing (available only to ChatGPT Plus and Enterprise users)

Image generation

Can generate images using DALL·E 3

Can generate images using DALL·E 3

Conversation sharing

Can copy or export blocks of text

Can share links to entire conversations; anyone with the link can continue the conversation

Usage limits

Users get to ask 30 chats per session and 300 total chats per day

Unlimited conversations per day; ChatGPT Plus users get 50 GPT-4 messages every three hours 



Free; ChatGPT Plus is available for $20/month

Bing Chat is part of search, while ChatGPT is an isolated interface

Both ChatGPT and Bing Chat use OpenAI's language models. ChatGPT's web-browsing feature is also powered by Bing. This means that, for the most part, they generate very similar results. But when I used the chatbots to browse the web for specific articles, ChatGPT took longer than Bing Chat to spit out what I needed. 

Both AI chatbots distill the latest information from across the web and cite their sources when answering your prompts. Bing Chat takes it one step further, though, and generates a list of relevant links, pulls in visuals, and offers recommendations on what to search for next. 

Here's what ChatGPT told me when I asked it for the local weather. 

Conversation in ChatGPT that was generated using the web-browsing feature.

And here's what Bing Chat told me when I prompted it with the same question. 

Conversation with Bing Chat which includes relevant links, visuals, and recommendations on what to search for next.

If you scroll down on the Chat page, Microsoft will return you to its Search page with a link to the most recent question you asked the chat, seamlessly integrating your research across tools. (Note: This only works in Microsoft Edge.) 

Recent Bing Chat topics displayed at the top of the search page in Microsoft Edge.

As a whole, using Bing Chat feels like working with a research assistant who's eager to go above and beyond, whereas ChatGPT is the assistant who does strictly as it's asked.

Bing is integrated into a web browser, which allows for more tailored outputs based on what you're doing

If you're using the Microsoft Edge browser to access Bing, Bing Chat is integrated into the sidebar, and it includes additional features: Chat, Compose, and Insights.

Open conversation with Bing Chat in the sidebar of a Microsoft Edge browser.


You can chat with Bing Chat directly from the sidebar without having to go to the Bing Chat webpage. The best part is that when you're on a website full of information, it answers questions from that page contextually

Reading a complex article and want the key takeaways? Done. Need to understand a complex concept in simpler terms? Done. 

Microsoft Edge browser with an article and the Bing Chat sidebar open side by side. The Bing Chat conversation includes a summary of key terms from the article.

This can be pretty helpful when you need an AI assistant while going through information-dense internet research.

Note: If Bing Chat is unable to generate page summaries or answer contextual questions, you may need to first change your settings. 

  1. In your Microsoft Edge browser, click Settings and more, which looks like an ellipsis (...). 

  2. Click Settings

  3. In the Settings menu, click Sidebar

  4. In the App and notification settings section, click Bing Chat

  5. Click the toggle beside Allow access to any webpage or PDF

Now Bing Chat should be able to analyze any webpage. 

ChatGPT, on the other hand, requires you to copy and paste a link to the article you want to summarize or analyze (or if you're on the free version, the text you want to summarize), which makes for a disjointed research experience. 

Example of ChatGPT summarizing an article with incomplete information.

One thing worth mentioning: when I asked Bing Chat to generate a list of terms from the article I was viewing, it generated a complete list on the first try. When I did the same thing with ChatGPT, it repeatedly produced incomplete lists, making its summary less reliable. 


With ChatGPT, you have to be extremely specific in your prompts; otherwise, the output will be pretty vague and most likely won't tick all your boxes. 

ChatGPT offering a generic suggestion

Bing's Composition feature steers you more toward getting the specific output you want by giving you ready-made options. Inside the text box, you can write out your prompt, set the tone you're after, select the format (blog post, email, etc.), and set the length. It feels more like an AI writing generator in that way.

Compose page in the Bing Chat sidebar of a Microsoft Edge browser.

This is pretty handy if you're not sure how to create prompts that will get you what you're after, but you can just tell ChatGPT these same things in your prompt, and it'll do a decent job. 

And if you find yourself prompting ChatGPT with the same instructions every time you interact with it—e.g., "Write in a professional tone" or "Keep the response concise"—you can add custom instructions so that it automatically considers them without having to prompt it every time.

While not as convenient as choosing from Bing's ready-made formatting options, ChatGPT's custom instructions will save you a lot of time in the long run. 


Bing has an Insights tab that'll give you even more information about the page you're on. It surfaces things like a Q&A, key points, page topics, and related articles. 

Example of Bing Chat insights for an article in the Microsoft Edge browser.

Depending on the content, you can scroll all the way down and get a quick overview of analytics about the website you're visiting (like domain name, hosting service, and even traffic rank). This is something that ChatGPT doesn't have, as it's primarily focused on text generation. 

ChatGPT has more powerful integrations and plugins, transforming it into a highly efficient assistant

While it's true that Bing Chat has started to roll out plugins to users, you can count them all on two hands (for now), and they're available only in Microsoft Edge. ChatGPT, on the other hand, offers a wider range of plugins that let you combine AI with other apps to unlock more varied use cases.

For example, you can install the Zapier plugin to automate workflows directly inside the ChatGPT interface. Need the AI to write an email, then save it as a draft? It'll do it within a matter of seconds. The options are endless: add events to your Google Calendar, update your Slack status, or do anything else that involves your tech stack, straight from ChatGPT.

ChatGPT also integrates with Zapier outside of the plugin, so you can connect it to thousands of other apps and access ChatGPT from the apps you use most. Learn more about how to automate ChatGPT, or you can get started with one of these examples.

Create blog outlines with ChatGPT from submitted Airtable forms

Create blog outlines with ChatGPT from submitted Airtable forms
  • Airtable logo
  • ChatGPT logo
  • Google Docs logo
Airtable + ChatGPT + Google Docs

Generate summaries of your leads inside your CRM with ChatGPT

Generate summaries of your leads inside your CRM with ChatGPT
  • Salesforce logo
  • ChatGPT logo
  • Salesforce logo
Salesforce + ChatGPT

Create Notion tasks using ChatGPT conversations generated from new Slack reactions

Create Notion tasks using ChatGPT conversations generated from new Slack reactions
  • Slack logo
  • ChatGPT logo
  • Notion logo
Slack + ChatGPT + Notion

Start a conversation with ChatGPT when a prompt is posted in a particular Slack channel

Start a conversation with ChatGPT when a prompt is posted in a particular Slack channel
  • Slack logo
  • ChatGPT logo
  • Slack logo
Slack + ChatGPT

Zapier is the leader in workflow automation—integrating with 6,000+ apps from partners like Google, Salesforce, and Microsoft. Use interfaces, data tables, and logic to build secure, automated systems for your business-critical workflows across your organization's technology stack. Learn more.

Bing Chat and ChatGPT can generate images using DALL·E, but Bing lets you do it for free 

Bing Chat and ChatGPT can generate AI images without you having to go through another AI image generator. This means you can do everything—search, create copy, get images—all in the same interface. Ask either chatbot to create a pic, and it delivers three to four options at a time. 

Since Bing AI and ChatGPT use DALL·E to generate images, the results are comparable. Here's what ChatGPT produced when I asked it to create an image of a Pekingese puppy wearing sunglasses in the style of Picasso. 

Example of ChatGPT using DALL·E 3 to generate images in a chat.

And here's what Bing Chat gave me. 

Example of Bing Chat using DALL·E 3 to generate images in a chat.

The key difference is that only ChatGPT Plus and Enterprise users can ask ChatGPT to create AI images, whereas Bing Chat lets any of its users do the same for free.

ChatGPT makes it easy to share conversations, while Bing Chat offers a clunkier sharing experience

With Bing Chat, there's no straightforward way to share your conversations with friends and coworkers. Instead, you can only copy or export blocks of text, then paste and share as you normally would. 

ChatGPT, on the other hand, makes it easy to share entire conversations. Whoever you share the convo with can then carry on chatting to ChatGPT, and ChatGPT will remember all the context you originally gave it. 

How to share a conversation in ChatGPT.

This is particularly handy if ChatGPT gives an excellent response you want others to see or if you want to collaborate on a prompt.

Say, for example, you gave ChatGPT a lot of context on a specific customer to generate personalized sales emails. If you want your coworker to then tweak the copy or create more options (using the memory of your original conversation), you can share the entire conversation with that person, saving you from copy-pasting or sending screenshots—and saving that person from having to train ChatGPT on what you've already trained it on.

You can also rename any conversations you have in the side panel on the left-hand side so you can easily track all of your stored conversations for work purposes.

Note: Sharing ChatGPT conversations with images in prompts or AI-generated images is not yet supported.

Bing Chat vs. ChatGPT: Which should you use?

Both ChatGPT and Bing can be handy writing and research tools—but the better one depends on your actual use case. 

If you want a powerful research tool that's integrated with a web browser, Bing Chat is your best bet. 

If, however, you want to have an AI-powered personal assistant that can perform actions for you in different apps, there's no contest: ChatGPT wins because of its suite of plugins. And because ChatGPT makes it easy to share conversations, it's the better option for collaboration. 

The best way to know what works for you? Try them both out.

Bonus: Build your own AI chatbot

If ChatGPT and Bing aren't doing the trick, and you want a chatbot that feels tailor-made to meet your needs, try Zapier's free AI chatbot builder

Zapier will combine your data with the power of OpenAI models to generate on-brand responses. You can even train your chatbot using your own knowledge sources, restrict it from using outside data sources, and even enter custom responses—all without writing a single line of code. Then, you share the link or embed the chatbot on your website.

Related reading:

  • ChatGPT vs. Bard: What's the difference?

  • The best AI chatbots

  • What is Llama 2 and why does it matter?

  • What is Microsoft Copilot?

  • AI will change how you search—here's how

This article was originally published in May 2023 by Elena Alston. The most recent update was in October 2023.

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A Zap with the trigger 'When I get a new lead from Facebook,' and the action 'Notify my team in Slack'