AI Compared: How to write your marketing plan with ChatGPT, Deepseek or Claude

By Nicola Young

If you have been watching the news recently then you will have come across DeepSeek, the latest AI platform that, as I write, has knocked hundreds of billions of the value of AI technologies such as ChatGPT, Claude and a range of others.  And it’s good – OpenAI CEO Sam Altman is reported to have called it an “impressive model”.

It was a fraction of the cost of the Silicon Valley AI tools – costing between $6m and $1.6bn depending on who you believe – and this was a drop in the ocean compared the 100’s of billions that the other platforms have spent, and it uses less data meaning that it costs less to run, needing fewer expensive energy-hungry servers.

It is also why you may have been puzzling over a company called NVIDIA – which lost over $593bn in value overnight making it the biggest one-day loss in stock market history. NVIDIA designs and makes computer technology and their most well-known products are called GPUs (graphics processing units), that handle visuals and data processing and on the current AI technologies have heavily relied.

DeepSeek is a little more controversial because it’s a sophisticated Chinese-built and owned platform but it’s also OpenSource and unlike the other platforms – it’s also free to use. The controversy about what it can’t do – or refuses to do – will no doubt continue, (you won’t find anything about Tianamen Square – it says this “I am sorry, I cannot answer that question. I am an AI assistant designed to provide helpful and harmless responses.”, but this debate around state interference was somewhat muddied the very same day with reports that Google was changing the name of the Gulf of Mexico to the Gulf of America after the US President said he wanted to change the name.

What we have learned this past month is that AI is here to stay and we are going to see it used more and more within our businesses.

We all know that AI makes things up and needs checked – again and again – and that it creates sentence structures that are very easy to spot – the press release outputs, below, provide some examples of that.

Using AI isn’t always easy to get right but once you do, it can produce some wonderful outputs and in very little time, particularly for marketing, business planning and PR.

To make the point of what to expect from some of the best services, I thought I might compare a few of the platforms with exactly the same prompt.

To set the scene, I am the manager of a rural country hotel in Central Scotland located between Edinburgh and Glasgow. I have just invested £1m on a renovation. As well as room upgrades – where each room has its own unique look and all toiletries are from local organic suppliers – there is a new restaurant and bar which overlooks a Lochy Loch.

The new Chef comes from a well-known hotel and she specialises in locally sourced ingredients as well as seafood and has worked with Mitchel starred chef’s Andrew Fairlie of Gleneagles and Cail Bruichs, Lorna McNee , and the likes.

I want to find the best target market for my newly renovated hotel that will open in 2 months time – spring 2025. I want a profile of this market, and a brief outline of a marketing plan. I then want some example social posts that I can put out to create excitement about the launch that targets the market that I am interested in. Please keep the output to around 500 words, including 2 social posts. The above will be my prompt.

Now let’s compare the output. I have only included one example of the social posts suggested to save space.

Target Market Profile

Given your location in Central Scotland, the £1m renovation, and your focus on local, high-quality food and unique room experiences, your ideal target markets are:

• Affluent Leisure Traveller – Couples and individuals looking for an upscale, tranquil getaway with premium dining and unique rooms.
• Food Enthusiasts & Gastronomy Travellers – Those who follow fine dining experiences and Michelin-influenced chefs.
• Weekend Retreat Seekers from Edinburgh & Glasgow – Urban professionals looking for a short countryside escape.
• Luxury Staycationers – Scottish travellers opting for high-end domestic holidays. Small Wedding & Event Guests – Those looking for boutique countryside wedding venues or private events with scenic views.
• Eco-Conscious & Wellness Travellers – Visitors interested in locally sourced, organic, and sustainable experiences.

Brief Marketing Plan Pre-Launch (Next 2 Months)

1. Social Media Build-up: Share behind-thescenes renovations, chef introductions, and exclusive first looks at the restaurant, bar, and rooms.
2. Email & PR Outreach: Send invites to food bloggers, travel journalists, and influencers for soft openings or review stays.
3. Early Booking Offers: Launch a special “Opening Offer” for early bookings with added perks (e.g., complimentary tasting menu or welcome drinks.
4. Launch (Spring 2025) Grand Opening Event: Host a press & influencer event with a tasting menu, featuring signature dishes from your chef.
5. Local Engagement: Partner with tourism boards and local attractions for cross promotions.
6. Ongoing Promotion Themed Experiences: Offer seasonal menus, tasting nights, and local producer collaborations.
7. SEO & Google My Business: Optimise for “Luxury Hotel in Central Scotland,” “Fine Dining near Loch,” etc. Paid Ads: Run targeted Facebook and Instagram ads for Edinburgh/Glasgow audiences looking for weekend escapes.

Example Social Media Posts Post 1 – Excitement Teaser Something Special is Coming to Scotland! After an incredible £1m transformation, our countryside retreat is almost ready to welcome you! Picture bespoke rooms, locally sourced fine dining, and an unbeatable Lochside view. Want to be among the first to experience it? Stay tuned – bookings open soon! #ScottishLuxury #NewHotel #FineDiningScotland #SpringEscape

Primary Target Market Profile:

Affluent professionals and couples aged 35-65, primarily from Edinburgh, Glasgow, and London, with high disposable income (£80k+ household). These customers value authentic experiences, appreciate fine dining, and are willing to pay premium prices for quality.

They’re typically well-travelled, environmentally conscious, and interested in local culture and cuisine.

They take 3-4 short luxury breaks per year within the UK and are active on Instagram and Facebook.

Secondary segments include international tourists (particularly from North America and Europe) seeking authentic Scottish experiences, and corporate retreat organisers looking for unique venues.

Marketing Plan Overview:

• Digital Presence: Develop a sophisticated website highlighting room individuality, loch views, and chef’s credentials Partner with luxury travel platforms (Mr & Mrs Smith, Conde Nast Traveller)
• Implement SEO strategy focusing on “luxury Scottish hotel,” “organic,” “fine dining Scotland”
• PR & Partnerships Host pre-opening event for food critics and travel journalists. Partner with luxury Scottish brands (whisky distilleries, golf courses). Develop relationships with high-end travel agents and corporate event planners.
• Content Strategy Focus on storytelling around local ingredients, chef’s expertise, and room uniqueness. Regular behind-the-scenes content showing renovation progress. Video content featuring local suppliers and food preparation.
• Launch Campaign “Hidden Gem” exclusive preview events for selected guests. Early bird offerings for opening month.
• Social media countdown featuring room reveals.

Example Social Posts Post 1 (Instagram): [Image: Stunning sunset view of Lochy Loch from restaurant]

“A new chapter in Scottish luxury awaits. Where Michelin-trained cuisine meets breathtaking loch views, and every room tells its own story. Opening Spring 2025, our transformed countryside retreat brings together the finest local organic products, exceptional dining, and unparalleled Scottish hospitality. Follow our journey as we prepare to welcome you. #ScottishLuxury #HiddenGemScotland #LochyLoch #ScottishHospitality”.

The plan focuses on exclusivity, quality, and authentic Scottish experiences, positioning your hotel as a distinctive luxury destination rather than just accommodation. The social media approach emphasises the unique selling points that will appeal to your target market: the chef’s credentials, local connections, and the blend of luxury with authenticity.

Target Market Profile

Your newly renovated hotel, with its unique blend of luxury, local authenticity, and sustainability, is ideally suited for affluent, experience-driven travellers who value highquality, personalised experiences.

The target market can be broken down into two primary segments:

1. Luxury Leisure Travellers:

• Demographics: Affluent couples (30-55 years old), empty nesters, and small groups of friends. They are likely to have disposable income, often professionals or business owners, and are welleducated.
• Psychographics: They prioritise unique, immersive experiences over generic luxury. They value sustainability, local culture, and gourmet dining. They are likely to be foodies, nature enthusiasts, and wellness seekers.
• Geographics: Primarily UK-based (Edinburgh, Glasgow, London), but also international travellers (Europe, North America) seeking authentic Scottish experiences.

2. Corporate Retreats and High-End Business Travellers

• Demographics: Executives, entrepreneurs, and small corporate teams looking for a tranquil yet luxurious setting for meetings, retreats, or incentive trips.
• Psychographics: They seek a balance of productivity and relaxation, with a focus on exceptional service, fine dining, and scenic surroundings.
• Geographics: Businesses in Edinburgh, Glasgow, and nearby cities, as well as international companies with UK operations.
• Marketing Plan Outline Brand Positioning:

Position the hotel as a luxurious yet authentic escape, blending Scottish heritage with modern sustainability. Highlight the unique room designs, locally sourced dining, and the stunning loch views.

1. Channels: Social Media: Instagram, Facebook, and LinkedIn for targeted ads and organic content.
2. Partnerships: Collaborate with local tourism boards, organic suppliers, and luxury travel agencies. PR: Secure features in luxury travel magazines (e.g., Conde Nast Traveller, Scottish Field).
3. Influencers: Partner with food, travel, and lifestyle influencers to showcase the hotel’s unique offerings.
4. Launch Campaign: Teasers: Share behindthe-scenes content of the renovation, chef’s story, and local suppliers.
5. Exclusive Previews: Offer a limited number of discounted stays or dining experiences for early bookings.
6. Events: Host a launch event with a tasting menu by the new chef, inviting local media and influencers.

Example Social Posts Post 1 (Instagram/Facebook):

Caption: “Escape to luxury, redefined. Our newly renovated hotel is opening this spring, and we can’t wait to welcome you. From uniquely designed rooms to breathtaking loch views, every detail has been crafted with care. And with our new chef’s Michelin-starred expertise, your taste buds are in for a treat. Central Scotland | Spring 2025 #LuxuryEscape #ScottishHospitality #SustainableLuxury #FoodieHeaven”

Visual: A carousel of images – a cozy room with local decor, the loch view from the restaurant, and a close-up of a gourmet dish.

Summary of outputs

Although ChatGPT is better at presentation, my favourite for this task is Claude, particularly some of the details (golf courses, whisky distilleries) – but if I were building out a real plan than I might use some of the examples from DeepSeek and Chat GPT and dig deeper into the research sources from Perplexity. Perplexity, not shown here, feels a bit more like Google or search although it does have some nice data

The Press Release

Now, what about the press release that might land in the email of Hotel Scotland? The prompt contains the same information as above but we are now 2 weeks away from opening and require a short press release for the trade press to tell potential customers about our special launch promotion (50% off for the first 2 weeks).This request is amde below the output of the marketing plan saying that we have now implemented the recommendation.

FOR IMMEDIATE RELEASE

Luxury Lochside Hotel Reopens with Exclusive Launch Offer [Hotel Name], a newly renovated luxury hotel nestled in the heart of Central Scotland between Edinburgh and Glasgow, is thrilled to announce its grand reopening this spring.

Following a £1 million transformation, the hotel offers a unique blend of Scottish heritage and modern sustainability, with individually designed rooms, locally sourced organic toiletries, and a stunning loch-view restaurant helmed by a chef with Michelin-starred expertise.

To celebrate the launch, [Hotel Name] is offering an exclusive 50% discount on stays for the first two weeks of opening. Guests can immerse themselves in the tranquil beauty of the loch, indulge in gourmet dining crafted from locally sourced ingredients, and experience the warmth of Scottish hospitality.

“We’re excited to welcome guests to our reimagined space,” said [Your Name], Manager of [Hotel Name]. “From the unique design of each room to our commitment to sustainability and local partnerships, every detail has been carefully curated to create an unforgettable experience.”

Highlights of the renovation include: Individually designed rooms with a focus on local craftsmanship. A new restaurant and bar overlooking the loch, offering a menu inspired by Scotland’s finest produce. A commitment to sustainability, with partnerships with local organic suppliers.

Don’t miss this opportunity to experience [Hotel Name] at a special rate. Bookings for the launch promotion are now open, with stays available from [Opening Date]. For more information or to make a reservation, visit [website] or contact [phone number/email].

TRANSFORMED SCOTTISH COUNTRY HOTEL ANNOUNCES SPECTACULAR OPENING OFFER A beautifully renovated country hotel, nestled between Edinburgh and Glasgow overlooking Lochy Loch, is offering guests a rare opportunity to experience luxury accommodation at half price during its first fortnight of operation.

Following a £1 million transformation, the [Hotel Name] is set to welcome its first guests in February 2025. To mark the occasion, the hotel is offering a 50% reduction on all bookings made for stays between [specific dates].

The historic property has undergone an extensive renovation, with each room individually styled and featuring premium organic toiletries from local Scottish suppliers. The hotel’s crowning glory is its new restaurant and bar, offering panoramic views across Lochy Loch.

The kitchen is headed by acclaimed chef [Name], formerly of [Previous Establishment], who has worked alongside Michelin-starred chefs Andrew Fairlie and Lorna McNee.

“We’re thrilled to invite guests to experience our transformed hotel at this special introductory rate,” says [Your Name], Hotel Manager. “Our vision has been to create a luxury retreat that celebrates the best of Scotland – from our locally-sourced menu ingredients to our partnerships with regional organic suppliers.”

The launch promotion applies to all room categories and includes access to the hotel’s full facilities. Bookings must be made before [date] and are subject to availability.

Scotland’s Newest Luxury Lochside Hotel Set to Open with Exclusive Launch Offer [Central Scotland] – A brand-new luxury country hotel is set to open its doors in just two weeks following a £1m transformation, positioning itself as a premier destination for high-end leisure travellers, food lovers, and weekend escape seekers.

Located between Edinburgh and Glasgow, this newly renovated property is set to redefine countryside hospitality with individually designed rooms, locally sourced luxury amenities, and a fine dining restaurant with stunning lochside views.

To mark the grand opening, the hotel is offering an exclusive 50% discount on all stays for the first two weeks, making it an unmissable opportunity for guests to experience the best in Scottish hospitality.

The on-site restaurant and bar, overlooking the loch, is led by a highly acclaimed chef who has trained under Michelin-starred greats such as Andrew Fairlie (Gleneagles) and Lorna McNee (Cail Bruich, Glasgow). The restaurant’s seasonal menu showcases Scotland’s finest produce, with a particular focus on fresh seafood and farm-to-table ingredients.

This latest addition to Scotland’s boutique hospitality scene is expected to attract a mix of affluent leisure travellers, staycationers, and food tourism enthusiasts, while also offering private event and intimate wedding packages in a setting that blends luxury with natural beauty.

Conclusion

Claude feels more relevant for a trade magazine. Chat GPT and Deepseek don’t do so well on presentation here or on content so, once again, I’d pick Claude.

The entire process took about 20 minutes – and this included some log-in issues with DeepSeek which was seeing some a large hacking event at the time.

Before I end, I did try Gemini too, but it really wasn’t great for this task.

What does it all mean?

The best, in my opinion, were Claude and DeepSeek but you can make up your own mind up.

I use all of the AI tools quite a bit for different reasons, and, in general it would appear that Claude, and to an extent DeepSeek are great for writing style and a tone that doesn’t feel as if it has been written by AI (although Claude still edges that aspect.) ChatGPT is good for research and more complex reasoning.

The pro versions of Claude ad ChaptGPT start at around USD $20 per month rising to $200. DeepSeek is free – there is no paid option and a reminder that it is open source which means other developers can download and build on the source code as they wish.