AI tools

Use AI for research, writing, analysis, and automation. Pick the right tool for different tasks in your workflow.

Introduction

AI tools have moved from novelty to necessity. They handle research, writing, analysis, and tasks that used to take hours. The question isn't whether to use them, but which ones and for what.

This category changes fast. The tools that lead today might not lead tomorrow. Focus on learning how to use AI effectively rather than committing to one tool forever.

Top picks

ChatGPT

ChatGPT

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AI assistant for research, outlines, and drafts fast when prompted clearly, excellent for speed and idea generation in daily marketing work.

Claude

Claude

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AI assistant for long-form writing and analysis better than ChatGPT for research, strategic docs, and working with uploaded files.

Perplexity

Perplexity

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AI search with citations faster than manual research and more reliable than ChatGPT alone, excellent for content prep and quick fact-checking.

Notebook LM

Notebook LM

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AI research tool indexing your sources excellent for briefing documents, analysing uploads, and getting answers from materials you provide.

MacWhisper

MacWhisper

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4

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On-device transcription for audio and video quick, private, and accurate for meeting notes and content without sending files to cloud services.

Use cases

Use AI for first drafts of any written content - emails, blog posts, ad copy, proposals. You'll edit heavily, but starting from something beats starting from nothing.

Use AI for research and summarisation. Upload a document, get the key points. Ask questions about a topic, get a structured answer faster than searching.

Use AI for data analysis. Describe what you want to understand, paste your data, and get insights without writing formulas.

Use AI as a thinking partner. Explain your problem, get alternative perspectives, pressure-test your assumptions.

Key features

Quality of output varies significantly between models. Test the same prompt across tools to see the difference.

Context window determines how much information you can provide. Larger context means better answers for complex tasks.

Integration with your workflow matters. Can you use it in your browser, in your docs, in your CRM?

Privacy and data handling become important when you're working with customer data or proprietary information.

Selection criteria

ChatGPT is the default starting point. Wide capabilities, large context window, and the most third-party integrations.

Claude excels at longer documents, nuanced analysis, and tasks requiring careful reasoning.

Perplexity is best for research with sources. It searches the web and cites where information comes from.

NotebookLM is useful for working with your own documents - upload sources and ask questions about them.

Most teams end up using multiple AI tools for different tasks. That's fine.

Conclusion

AI is a multiplier on your existing skills. Learn prompting basics, experiment with different tools, and build AI into your daily workflow. The productivity gains compound over time.

Related tools

ChatGPT

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From

20

per month

ChatGPT

AI assistant for research, outlines, and drafts fast when prompted clearly, excellent for speed and idea generation in daily marketing work.

Claude

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From

20

per month

Claude

AI assistant for long-form writing and analysis better than ChatGPT for research, strategic docs, and working with uploaded files.

Perplexity

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From

20

per month

Perplexity

AI search with citations faster than manual research and more reliable than ChatGPT alone, excellent for content prep and quick fact-checking.

Notebook LM

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0

per month

Notebook LM

AI research tool indexing your sources excellent for briefing documents, analysing uploads, and getting answers from materials you provide.

MacWhisper

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4

per month

MacWhisper

On-device transcription for audio and video quick, private, and accurate for meeting notes and content without sending files to cloud services.

Related wiki articles

Deep Work

Block extended time for cognitively demanding tasks requiring sustained focus, maximising valuable output whilst minimising shallow distractions.

Maker schedule

Protect long uninterrupted blocks for deep work that requires concentration by clustering meetings and separating them from creative and analytical time.

Content calendar

Plan content publication in advance to maintain consistency, balance topics, and coordinate promotion rather than scrambling to create content reactively.

Further reading

Tool selection

Tool selection

Use AI for research, writing, analysis, and automation. Pick the right tool for different tasks in your workflow.