Artificial Intelligence

How much of an improvement is ChatGPT-5?

by Melissa Wiggins
3 min read
Artificial Intelligence, SEO & Search Marketing
ChatGPT-5

OpenAI’s ChatGPT-5 was released on 7th August, but is it really their ‘most useful model yet’ (or is that another hallucination)? 

One of the most obvious improvements is the unification of all of the previous specialised models you used to have to choose from. Now a single general model processes simple queries, fast. Side-by-side tests with its predecessor GPT-4 show that Chat GPT-5 is 30-50% faster at processing simple information queries. 

OpenAI has decided to prioritise reasoning over stored knowledge with a new ‘Reasoning-First’ architecture. It’s designed to be logical and intelligent by using grounded referencable source information from reliable media sources as the basis for its answers. It does this through using Retrieval-Augmented Generation (RAG) to validate knowledge it has with what it retrieves from a search/source. This should result in greater accuracy and means that SEO has become even more relevant.

ChatGPT-5’s deeper reasoning model is there for addressing harder problems and when it’s faced with more complex queries, its real-time router automatically decides which mode is best to address your question based on conversation type, complexity, intent and tool needs. 

When faced with more complex coding challenges, GPT-5 seems to have an implicit understanding of what makes its output more premium. It seems to intuit what’s required rather than requiring more complex prompts to achieve the same outcome as with its predecessors. Its new ‘aesthetic sensibility’ is pretty impressive. However when it comes to its image generation capabilities, A/B comparisons show GPT-5 design outputs to be a downgrade. 

OpenAI confidently boasted that GPT-5 was its ‘most capable writing collaborator yet’. Tests do demonstrate a certain flair that was lacking in its more wooden former iterations, even weaving in relatable analogies to illustrate its points.

The most useful improvement to ChatGPT-5 is supposed to be the reliability of its answers. Everybody’s experienced the ‘hallucination’ errors that have been cropping up in GPT results, but with more powerful hardware running it and better ways to benchmark it, ChatGPT-5 shouldn’t struggle so much, but in tests it’s still inventing results. So beware of rogue health advice or recipes!

Ultimately, it’s better in a lot of ways, but not all. Keep up the good work OpenAI!

How much of an improvement is ChatGPT-5?

We don’t want briefs.
We want problems.
That’s where the magic happens.

StrategiQ Full Awards List
2025
The Drum Awards
Brand / Design Nominee
European Search Awards
Best Low Budget Campaign (SEO)
2024
WP Engine APP
Committed to Give Back
UK Search Awards
Best use of AI in Search
UK Search Awards
Best low budget campaign (SEO): Large
UK Search Awards
Best use of search – Travel / Leisure (PPC): Large
Dotdigital Partner Awards
Retail Service Partner of the Year
DevelopHER Awards
Inspiration Award
UK Dev Awards
Rising Star
UK Dev Awards
Fintech Website
UK Dev Awards
Third Sector Website
Campaign Best Places to Work
26/100
UK Dev Awards
Retail/Ecommerce Website
UK Company Culture Awards
Best HR Tool
Sunday Times' 100 Best Places to Work
Small Organisations Category
2023
DevelopHER Awards
Digital Marketer of the Year
UK Dev Awards
Best Third Sector Website
UK Dev Awards
UX Award for StrategiQ
UK Paid Media Awards
Best Use of Linkedin Ads
UK Paid Media Awards
Paid Media Agency Led Campaign Of The Year
European Paid Media Awards
Best Use of Linkedin Ads
UK Agency Awards
Best Culture Transformation Initiative
UK Search Awards
Best Use of Search (Travel)
Social Media Awards
Best Use of Instagram
Social Media Awards
Best Use of Linkedin
Social Media Awards
Best Audience Engagement Campaign
DevelopHER Awards
Emerging Talent
UK Search Awards
Best Use of Search
2022
Dotties Awards
Marketer of the Year
Elite Agency
Campaign Best Places to Work
Winner Top 50
UK Dev Awards
Project of the Year
UK Dev Awards
Travel Website of the Year
UK Dev Awards
Best Site Migration
UK Dev Awards
B2B Website of the Year
UK Paid Media Awards
Local Campaign of the Year
UK Paid Media Awards
Best Use of Attribution
UK Search Awards
Best Local Campaign (PPC) (LARGE)
UK Search Awards
Travel / Leisure (PPC) (LARGE)
UK Search Awards
Retail / Ecommerce (SEO) (LARGE)
The Drum Awards
Best Business Development Initiative
2021
UK Dev Awards
Best Migration
Campaign Best Places to Work
Winner Top 50
UK Agency Awards
Covid Response (Silver)
UK Agency Awards
Campaign Effectiveness Award (Silver)
UK Search Awards
Best Use of Search Third Sector (Silver)
UK Search Awards
Best Use of Content Marketing (Silver)
UK Search Awards
Best Large SEO Campaign
2020
Campaign Best Places to Work
Winner Top 50
Suffolk Business Awards
Business of the Year
Suffolk Business Awards
Small & Medium Business of the Year
2019
DXA Awards
Best PPC Strategy with Powertool World
Suffolk Business Awards
Best Employer
2018
Best Employers Eastern Region
Best Digital & Technology Business
UK Search Awards
Best Small Integrated Search Agency
2016
EADT Business Awards
One To Watch Award
Read
Play
Hover