Klue vs. ChatGPT

Clickbait title? Nope. We pitted ChatGPT against Klue AI to build battlecards and things got… interesting. In this episode, Hunter Sones, Competitive Enablement Services Consultant at Klue, shares his findings after creating battlecards with ChatGPT, and how Klue’s sales team reacted after he sent them the results.

Top Takeaways:

  1. 1. A big concern with AI tools, like ChatGPT, is its accuracy and relevancy for building content like battlecards.

“The outputs that I ended up getting were really, really high level… and those high level points were pretty outdated because, again, the public realm was pulling from data that was prior to the clue acquisition.”

2. A human always needs to be in the loop to make sure that the insights can be made actionable.

“I remember actually writing down a few of the quotes that the sellers had when I showed it to them… the most important one to me… was the account executive had said, you know, this looks like really interesting information. I just don’t know what to do with it.”

3. ChatGPT can be useful for brainstorming and support tasks, but not for replacing in-depth, proprietary research.

“Sometimes I’ll take some of those points… and I’ll use ChatGPT to help me come up with a talk track that pulls all of these different elements together into a succinct story, and then that talk track can go into the battlecard under the act section of the Fact Impact Act framework.”


00:00 – Introduction

00:45 – The experiment: putting ChatGPT vs. Klue

02:38 – How well did ChatGPT build battlecards?

04:12 – How do you build a competitive battlecard in ChatGPT?

05:20 – The insights from a ChatGPT battlecard

06:00 – The challenges with building battlecards in ChatGPT

06:59 – The areas Klue performed better than ChatGPT

09:36 – Competitor reviews in Klue vs. ChatGPT

10:33 – Building a battlecard in Klue vs. ChatGPT

12:59 – Why you SHOULDN’T use ChatGPT to build competitive battlecards

14:37 – Ways you can use ChatGPT to build competitive battlecards

17:54 – What was the best part of doing this experiment?

Producer: Grayson Ottenbreit

Editor: Stephen Despins

Show Notes:

Follow Hunter on LinkedIn:


Watch the episode where Hunter goes over the framework for building better battlecards here.

Learn how to use the Fact, Impact, Act framework for building battlecards here.

Check out the AI in CI report where we interviewed 70+ people in The Compete Network community about how they use AI in Competitive Intelligence here.

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