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Does your Tasting Room Matter to Microsoft Bing?

  • 6 min read

The better question may be, “does Bing matter to me?”

For long-time Google users, the answer may be a definitive No. Fair. We’re not here to talk about which search tool is better. Or even switching from Chrome to Edge.

Robot call center for Bing featuring ChatGPT postToday we’re following up on our previous article about what ChatGPT – the latest version of the Artificial Intelligence Chatbot from OpenAI – means to craft beverage brands and why you should care. But first, some headlines:

Get ready to meet the ChatGPT Clones
ChatCPT and generative AI are booming, but at a very expensive price
Will ChatGPT Replace the Contact Center Agent?
The Daily: The Online Search Wars
And finally, South Park Features ChatGPT as Source and Solution to Life’s Problems

New to this topic? ChatGPT (Chat Generative Pre-Trained Transformer) is the latest attempt at optimizing large language models (LLMs) for dialogue. From OpenAI: “We’ve trained a model called ChatGPT which interacts in a conversational way. The dialogue format makes it possible for ChatGPT to answer follow-up questions, admit its mistakes, challenge incorrect premises, and reject inappropriate requests.”

New Bing invitation image for Bing features ChatGPT postSince our last article, Microsoft has leveraged its $10B investment in OpenAI by incorporating ChatGPT functionality into their Bing search tool. What does that mean to you? Users get conversational responses to search queries (what ChatGPT brings to the party) and up-to-date information (what Bing search/indexing contributes). Remember, ChatGPT was trained to respond to queries using 2-year-old data. Overlaying the tool onto Bing’s massive index of current web content adds relevance and timeliness to ChatGPT answers. The result: instead of thousands of results to the “tasting rooms near me” question, you get fewer than ten. And what’s better, they’re delivered in a conversational voice, as if you were asking a friend for their recommendations.

We were invited to beta test the new Bing functionality last week (you can sign up for the waitlist here). This was a perfect opportunity for the team at Market Your Craft to ask Bing the same questions as ChatGPT before, only this time the answers would reflect more up-to-date data. Basically, if it’s available to Bing search, it’s available as an answer in a ChatGPT-enabled Bing chat. We captured the responses before and after Bing below to help highlight the difference a 2+ year NEWER dataset makes.

Once again, each of the questions were generally entered into a Bing chat in the format:

“What breweries near Denver, Colorado, <meet some criteria>?”

breweries near Denver, Colorado

CriterionChatGPT ResultsBing with ChatGPT Results
Dog-friendlyNo resultsDenver Beer Co
Prost Brewing
14er Brewing
PopularGreat Divide
Crooked Stave
New Belgium
Odell Brewing
Denver Beer Co
Epic Brewing
Wynkoop Brewing
Bruz Beers
Denver Chop House and Brewery
Great Divide
Would my partner likeGreat Divide
Crooked Stave
Denver Beer Co
Wynkoop
Great Divide
Our Mutual Friend
Blue Moon Brewing Company
Station 26 Brewing
Best foodDenver Beer Co
Epic Brewing
Ratio Beerworks
Wynkoop
Great Divide
Wynkoop
Bierstadt Lagerhaus
Tivoli
Private event spaceGreat Divide
Ratio Beerworks
Denver Beer Co
Epic Brewing
Wynkoop
Blue Moon
Great Divide Barrel Bar
Grandma’s House
Crazy Mountain
Must-seeGreat Divide
Crooked Stave
Denver Beer Co
New Belgium
Wynkoop
TRVE Brewing
Great Divide
Launch Pad
Danico
Blue Moon
Our Mutual Friend
Biking or hiking pathDenver Beer Co
Great Divide
Little Machine
Joyride Brewing
Zephyr Brewing
Comrade Brewing
Our Mutual Friend (near Cherry Creek Trail)
Station 26 (near Sand Creek Greenway Trail)
Not kid-friendlyMost breweries in Colorado are family-friendly, but some have age restrictions or might not be as suitable for children.Cerveceria Colorado
Declaration
Mockery
Family-friendlyDenver Beer Co
Great Divide
Jagged Mountain
Factotum Brewhouse
Prost Brewing
Denver Chophouse & Brewery
Red Rocks Beer Garden
Lowry Beer Garden
RiNo Beer Garden
Watch a football gameWynkoop Brewing
Great Divide
Denver Beer Co
Blue Moon
Bull & Bush
Jagged Mountain
Great Divide
Launch Pad
Danico
Blue Moon
Our Mutual Friend
Best sceneryDenver Beer Co – Platte Street
Great Divide
Jagged Mountain
Ratio Beerworks
Blue Moon
Prost Brewing
Seedstock
Cerveceria Colorado
Blue Moon
Live musicGreat Divide
Denver Beer Co
Ratio Beerworks
Blue Moon
Prost Brewing
Spangalang Brewery
Wynkoop
Woods Boss
Black Sky
Seedstock
Bierstadt Lagerhaus
Black Shirt
Full events calendarGreat Divide
Denver Beer Co
Ratio Beerworks
Blue Moon
Prost Brewing
Spangalang Brewery
Left Hand
Goat Patch
Sunroom Brewing
Engaged social mediaGreat Divide
Denver Beer Co
Ratio Beerworks
Blue Moon
Prost Brewing
Spangalang Brewing
There are many breweries near Denver, Colorado that have active social media accounts. One of them is 10 Barrel Brewing, which has a Facebook page with over 18k followers and an Instagram account with over 11k followers.
People talking aboutGreat Divide
Denver Beer Co
Ratio Beerworks
Blue Moon
Prost Brewing
Spangalang Brewery
New Belgium
Crooked Stave
Great Divide
Launch Pad
Danico
Blue Moon
Reverence
Our Mutual Friend
Tasting roomGreat Divide
Denver Beer Co
Ratio Beerworks
Blue Moon
Prost Brewing
Spangalang Brewery
New Belgium
Crooked Stave
Great Divide
Wynkoop
Breckenridge
Dry Dock
Popular with homebrewersHops and Pie
Brew Hut
Dry Dock
Brew on Broadway
Brewability Lab
Denver Beer Co
New Image
Great Divide
Bruz Beers
PatioGreat Divide
Denver Beer Co
Ratio Beerworks
Blue Moon
Prost Brewing
Spangalang Brewery
New Belgium
Crooked Stave
Denver Beer Co
Gibby’s
Ratio Beerworks
Black Shirt
Avery
Cerebral
Declaration
Golden City
ToursCoors Brewery
Great Divide
Odell Brewing
Denver Beer Co
New Belgium
Crooked Stave
Craft Beer Tour in Downtown Denver
RiNo Beer and Art Walking Tour
Colorado Beer With a Cause
Wild West Pub Crawl
Brews & Views Tour
Downtown Denver Food & Drinks Tour
Birdwatching and Brewery Tour
Active in the communityGreat Divide
Denver Beer Co
Odell Brewing
New Belgium
Crooked Stave
Epic Brewing
Ratio Beerworks
Comrade
Crazy Mountain
AwardsGreat Divide
Odell Brewing
Crooked Stave
New Belgium
Avery Brewing
Denver Beer Co
Epic Brewing
Great Divide
Cerebral
Comrade

In the example below, the Bing chat returns 5 results, but asks a follow-on question to continue the conversation. This allows the tool to build a profile of user preferences for the current chat session, refining the results along the way. The current version of ChatGPT-enabled Bing chat allows for ten such refinements. If the chat goes sideways, or if the user is not satisfied with the results, a new topic can be created which [supposedly] resets any learning gained from the conversation.

Bing session for Denver breweries for Bing features ChatGPT post

To better position your craft beverage business for future advancements in AI, we recommend a thoughtful, strategic approach to storytelling in this new environment:

MailChimp archive:
https://mailchi.mp/d24e975a9114/230315_bing?e=bd76eedb35
Download:
https://app.box.com/s/sgcy922i38pohq7d9cewqk1vjsvoadev