Does your Tasting Room Matter to Microsoft Bing?

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.

Today 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.”

Since 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

Criterion	ChatGPT Results	Bing with ChatGPT Results
Dog-friendly	No results	Denver Beer Co Prost Brewing 14er Brewing
Popular	Great 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 like	Great Divide Crooked Stave Denver Beer Co Wynkoop	Great Divide Our Mutual Friend Blue Moon Brewing Company Station 26 Brewing
Best food	Denver Beer Co Epic Brewing Ratio Beerworks Wynkoop Great Divide	Wynkoop Bierstadt Lagerhaus Tivoli
Private event space	Great Divide Ratio Beerworks Denver Beer Co Epic Brewing Wynkoop	Blue Moon Great Divide Barrel Bar Grandma’s House Crazy Mountain
Must-see	Great Divide Crooked Stave Denver Beer Co New Belgium Wynkoop TRVE Brewing	Great Divide Launch Pad Danico Blue Moon Our Mutual Friend
Biking or hiking path	Denver 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-friendly	Most breweries in Colorado are family-friendly, but some have age restrictions or might not be as suitable for children.	Cerveceria Colorado Declaration Mockery
Family-friendly	Denver 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 game	Wynkoop Brewing Great Divide Denver Beer Co Blue Moon Bull & Bush Jagged Mountain	Great Divide Launch Pad Danico Blue Moon Our Mutual Friend
Best scenery	Denver Beer Co – Platte Street Great Divide Jagged Mountain Ratio Beerworks Blue Moon Prost Brewing	Seedstock Cerveceria Colorado Blue Moon
Live music	Great Divide Denver Beer Co Ratio Beerworks Blue Moon Prost Brewing Spangalang Brewery	Wynkoop Woods Boss Black Sky Seedstock Bierstadt Lagerhaus Black Shirt
Full events calendar	Great Divide Denver Beer Co Ratio Beerworks Blue Moon Prost Brewing Spangalang Brewery	Left Hand Goat Patch Sunroom Brewing
Engaged social media	Great 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 about	Great 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 room	Great Divide Denver Beer Co Ratio Beerworks Blue Moon Prost Brewing Spangalang Brewery New Belgium Crooked Stave	Great Divide Wynkoop Breckenridge Dry Dock
Popular with homebrewers	Hops and Pie Brew Hut Dry Dock Brew on Broadway Brewability Lab Denver Beer Co	New Image Great Divide Bruz Beers
Patio	Great 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
Tours	Coors 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 community	Great Divide Denver Beer Co Odell Brewing New Belgium Crooked Stave Epic Brewing Ratio Beerworks	Comrade Crazy Mountain
Awards	Great 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: