How to choose your AI tools

Use AI to amplify productivity in writing and research. Avoid overspending on capabilities you won't use or falling for empty hype.

Introduction

AI tools promise to 10x productivity. Most deliver 1.2x. The gap is knowing which tasks AI actually handles well versus which need human judgment. ChatGPT helps with first drafts. Claude handles research and analysis. Perplexity speeds up information gathering. Midjourney generates visuals. But AI can't replace strategy, taste, or customer understanding. This chapter shows you which AI tools actually save time, which tasks to automate versus augment, and how to integrate AI into your workflow without letting it make decisions it shouldn't.

Assess which tasks AI handles well versus poorly

Compare ChatGPT, Claude, Perplexity, and others

Evaluate AI for writing, research, and automation

Set boundaries where AI helps versus humans decide

Conclusion

Related tools

ChatGPT

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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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20

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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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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

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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

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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 to amplify productivity in writing and research. Avoid overspending on capabilities you won't use or falling for empty hype.