How ChatGPT’s Deep Research and Copilot’s Think Deeper Unlock Real AI Value

By: Travis Fleisher

As generative AI becomes embedded in everything from chatbots to spreadsheets, tools like ChatGPT and Microsoft Copilot are no longer optional; they’re becoming standard. But while most users are familiar with the fast, helpful answers these tools provide, fewer understand the newer, more advanced modes quietly built into each platform: ChatGPT’s Deep Research and Microsoft Copilot’s Think Deeper.

These features are designed for deeper thinking, better decision-making, and more strategic insight. They go beyond quick summaries and basic assistance. Here’s what they are, how they differ, and when to use each one.

The Standard Mode: Fast, Helpful, and Often Shallow

Both ChatGPT and Copilot use GPT-4 Turbo by default, an efficient, general-purpose language model capable of handling everyday tasks like writing emails, summarizing meetings, generating ideas, and basic problem-solving.

ChatGPT (Plus and Pro tiers) uses GPT-4 Turbo as its base model. Copilot also uses GPT-4 Turbo, integrated with Microsoft’s Prometheus system to enhance responses with search snippets when needed.

This default mode is perfect for speed and convenience. But when you need to analyze trade-offs, compare research, or plan strategically, it starts to show limitations.

ChatGPT’s Deep Research: Live Web Research with Cited Reports

Deep Research is OpenAI’s most advanced research feature. Available in ChatGPT Pro, Plus, and some Team tiers, it turns the assistant into a research analyst capable of browsing the live web for current information, synthesizing insights across multiple credible sources, and delivering structured reports with clickable citations.

Unlike the standard response, Deep Research doesn’t just answer a question. It investigates it. This makes it ideal for tasks like comparing software, platforms, or products; gathering data for a report or pitch; and researching trends or market landscapes.

Example Use Case

“Summarize the top customer data platforms used in enterprise marketing and compare their pricing, integrations, and user sentiment.”

Important: This process takes longer, typically between 5 and 30 minutes, but the tradeoff is depth, accuracy, and up-to-date relevance.

Copilot’s Think Deeper: Multistep Reasoning Without Web Access

Microsoft’s Think Deeper feature enhances Copilot’s ability to reason through complex prompts by breaking them down into logical components and exploring trade-offs, more like a strategy consultant than a search engine.

Behind the scenes, it uses OpenAI’s “o1” model, a separate model from the default GPT-4 Turbo used in faster responses. This model is specifically optimized for multistep reasoning and deeper analysis, and is triggered when you ask more complex or open-ended questions.

While Think Deeper focuses on internal reasoning, Copilot still has access to the live internet via Bing and Microsoft’s Prometheus system. This means it can incorporate real-time information and search context when needed — blending thoughtful analysis with up-to-date data.

This makes it especially useful for decision-making, strategic planning, and prioritization tasks that require both structured thinking and external context.

Example Use Case

“Should our team focus on expanding an existing product line or launching something new? Walk through the trade-offs and include recent market trends.”

When to Use Each Feature

Goal: Quick copywriting, editing, or Q&A
Best Option: ChatGPT or Copilot (standard)

Goal: Complex decision-making or prioritization
Best Option: Copilot with Think Deeper

Goal: Web-based research or comparisons
Best Option: ChatGPT with Deep Research

Goal: Real-time market or trend data
Best Option: ChatGPT with Deep Research

Goal: Project planning or strategy breakdown
Best Option: Copilot with Think Deeper

The Key Difference: Web vs. Reasoning

Deep Research is like hiring a research intern who searches the web, checks sources, and writes you a memo. Think Deeper is like asking a strategy consultant to help clarify a tough decision without Googling anything.

They solve different problems. One brings in new information. The other reflects deeply on the information it already has.

Final Thought: Use the Right Tool for the Right Task

Both ChatGPT and Copilot are evolving beyond simple AI assistants. Their new capabilities represent a shift toward true digital thought partners, but only if you know when and how to activate them.

If you need real-world insights, citations, or up-to-date comparisons, ChatGPT’s Deep Research is unmatched. If you need to step back, weigh options, or plan your next move, Copilot’s Think Deeper gives you structured clarity.

You don’t need to chase every new model or interface. But you do need to understand what your tools are actually capable of. That is what turns AI from a gimmick into a competitive edge.

Travis