I’m often asked, “what AI tool do you recommend I start with?” And the answer is that it depends. Honestly, there’s no single “best” AI tool. The right choice usually depends on how you work, what you’re trying to accomplish, and how much context you bring into the process.

Here’s how I think about the major tools today:

Gemini by Google

Best if your work lives in Google Workspace.

Gemini integrates directly with Gmail, Docs, Drive, and Sheets, which makes it helpful for day-to-day workflow support. NotebookLM is pretty cool and does a great job synthesizing information across multiple documents, notes, transcripts, and sources.

ChatGPT by OpenAI

Best for brainstorming, content support, and reusable workflows.

I’ve found that ChatGPT is best when I have a blank page and just want someone or something to bounce ideas off of. It does a good job of generating ideas, drafting, summarizing, and exploring creativity. Custom GPTs are especially useful for building repeatable workflows, processes, or team resources. Of course, the output depends on the context, strategy, and source material you provide.

Claude by Anthropic

This is the best tools for building and getting stuff done.

Claude handles long documents, complex thinking, and structured writing really well. It’s also surprisingly capable at helping build landing pages, tools, trackers, and lightweight apps without needing deep technical expertise.

That said, Claude really requires that you show up with yourself, data, and direction. Without that, it’s easy to lose your voice, your strategy, or your brand.

Perplexity

I haven’t used Perplexity much just yet, but at a glance, it appears to be best at research and source-backed exploration.

Perplexity is said to work well as a research assistant because it pulls in live web results and cites sources directly. It’s especially helpful for market research, competitor analysis, trend exploration, and consumer insight gathering.

Final Thought

None of these tools replace judgment, strategy, or customer understanding.

The marketers who will stand out are not the ones using the most AI. They’re the ones bringing clarity, taste, context, and critical thinking that no model can generate on its own.

This is one of the best “get started” AI prompt libraries for ChatGPT and others for go-to-market teams like Marketing, Sales, you name it.

https://www.momentum.io/prompt-library

One of the best ways to learn AI is to stay curious and follow people who are actively experimenting, questioning, building, and sharing what they’re learning in real time.

A few resources I recommend:

One Useful Thing by Ethan Mollick

Ethan Mollick does an excellent job balancing experimentation with critical thinking and real-world implications. He’s actively sharing how AI is impacting work and education.

The Rundown AI

A quick way to stay current on AI tools, updates, and practical use cases without feeling overwhelmed.

My biggest piece of advice? Follow people actually doing the work.

Look for marketers, researchers, educators, designers, and operators who share:

• Real experiments

• Lessons learned

• Workflow improvements

• Ethical considerations

• Customer experience insights

• Failures and tradeoffs, not just wins

AI is constantly evolving, and no one will be a master of every AI tool. The goal is to build better judgment, stronger thinking habits, and a clearer understanding of how these tools fit into real human work.

Seriously, in under an hour, let’s simplify a manual task.

Step #1: Pick one task you do every week and prompt it.

Don't start with a big project. Find the thing you do on repeat (i.e., a status update, a meeting recap, a social caption, a brief ) and run it through an AI tool instead of doing it from scratch. Notice what has improved, but what needs your oversight.

The prompt:

I write a weekly marketing update email to our internal team. Here's the context for this week: [paste your notes]. Draft a clear, concise update in a professional but approachable tone. Use bullet points for key wins and upcoming priorities. Do not use AI framing or AI jargon (i.e., common transitional phrases, metaphors, AI action verbs, vague adjectives or filler words, etc.).

Step #2: Set up your context doc.

The #1 reason AI output feels generic is that it doesn't know you. Spend 15 minutes writing a "context doc." This is your brand voice, your audience, your goals, your typical asks. If possible, copy and paste in samples of your own writing. Paste it at the start of any session and watch the quality jump immediately.

The prompt:

Help me write a reusable context document I can paste at the start of any AI session. Ask me questions about: my role, my organization, our audience, our brand voice, the types of tasks I'll ask you to help with, and anything I should always or never do in our communications.

Step #3: Share one win with your team by Friday.

The fastest way to make AI stick is to show someone else what worked. It doesn't have to be a presentation. A Slack message, a quick email, a 5-minute share in your next team meeting.

The prompt:

I just used AI to help me with [task]. Here's what the output looked like and how I refined it: [paste example]. Help me write a short, non-hype-y message to share with my team that's practical and invites them to try it too. This should not be a lecture. It needs to be conversational and more of a "hey, this worked."

The goal isn't to use AI more. It's to think more clearly, move faster on the right things, and free up your brain for the work only YOU can do. If a tool isn't saving you time or improving your output, you don't have to use it. Always think first.