Digital marketers may need to rethink how they approach search content, as new research shows that ChatGPT and Google AI often treat the same user queries very differently. A wide-ranging analysis by BrightEdge found that when people ask how to take action, the two platforms tend to give contrasting types of answers, revealing a shift in how modern AI interprets intent.
The study looked at thousands of real-world prompts across key industries, including healthcare, education, technology, and finance. In many of those cases, ChatGPT recommended tools or apps people could start using right away. Google, on the other hand, pointed to articles and online resources designed to explain a topic before any decision is made.
That difference isn’t just technical. It affects how people search, how they decide what to do, and which types of content they end up seeing. For businesses trying to appear in both systems, understanding that split matters.
Action Queries Lead to a Split in Results
Although the two platforms often agree on general comparisons, like naming popular credit cards or education sites, they start to part ways when the question is about how to do something. When someone asks how to create a budget or how to learn a coding language, the results shift.
ChatGPT tends to respond with suggestions for specific apps or platforms, including personal finance tools or online course providers. Google usually returns a mix of blog posts, explainer articles, or reference material. One answer feels like a shortcut. The other feels like homework.
That divergence reflects how each AI interprets what a user is really trying to do. Google leans toward research. ChatGPT assumes people want to act right away.
Healthcare Shows the Most Noticeable Gap
Among the four industries studied, healthcare showed the largest difference in how each AI responded. When people searched for basic medical information, both systems returned familiar sources like the CDC or Mayo Clinic. But when asked how to find a doctor, ChatGPT mentioned platforms like Zocdoc that let users book appointments. Google directed people to hospital or clinic directories.
That 62 percent gap, measured by how often the two platforms gave different types of responses, was the highest across all categories.
The B2B technology space followed, with a 47 percent divergence. ChatGPT typically leaned into deployment tools and command-line interfaces. Google preferred articles, coding guides, or developer forums.
Education came next. Both systems named popular learning providers when asked to compare platforms. But when it came to learning a new skill, such as Python programming, ChatGPT offered course suggestions. Google listed open repositories and community tutorials.
Finance showed the smallest split at 39 percent, though the pattern stayed the same. ChatGPT pointed users toward apps, while Google pushed blog-style resources.
Content Strategy Needs to Adapt
What the findings highlight is a fundamental difference in how search AI handles task-focused queries. ChatGPT plays the role of a guide. Google takes the role of an assistant. Neither approach is wrong, but they produce different outcomes.
For marketers and publishers, that means the same piece of content may not work equally well on both platforms. A guide that performs well on Google might not show up in ChatGPT’s response unless it includes something actionable, like a tool or interactive feature. And the kind of long-form writing that drives engagement in Google search might not be what ChatGPT surfaces when users are looking for immediate results.
It’s no longer enough to optimize for one platform. Marketers will need to build content strategies that cover both paths, one based on information, the other on tools and decision-making.
A Broader Shift in AI Search Behavior
This divide may signal a turning point in how search platforms evolve. Where once the goal was simply to rank high in traditional search engines, the landscape now requires a different mindset. The content has to match not just keywords, but the type of action or decision the platform thinks a user wants to make.
BrightEdge suggests that brands should pay attention to both the format and the function of their content. It’s no longer just about what a user might click on, but how that content fits into two very different interpretations of user needs.
The research team behind the report used its AI Catalyst platform to gather the data, which tracked how frequently each AI model mentioned brands, surfaced tools, or linked to information sources. Their analysis shows that a growing number of users interact with both systems regularly, meaning a single-style approach could leave gaps.
Looking Ahead
Search behavior is no longer being shaped by one dominant algorithm. It’s being split across different AI models, each with its own logic. That creates more complexity, but also more opportunities for those who adapt.
For now, the message is clear. If the query suggests a user wants to act, ChatGPT is more likely to offer tools. If the question is framed around learning, Google still delivers deeper reading. For brands, success means writing for both, and doing so with a clearer understanding of which path their content supports.
Read next: Tiny Plastic Particles Found in Indoor Air, With Cars Showing the Highest Levels