AI tools
The right AI for the job, kept current.
Appendix A in the book teaches you how to choose. This page keeps the list current, because AI tools change faster than any book can. Last checked: [date].
Start with the task, not the tool.
General AI assistants
Research, writing, analysis, planning and most of the AI Tips in the book
Examples: ChatGPT, Claude, Gemini, Microsoft Copilot
AI built into tools you already use
AI features inside your ad platforms, email and CRM, design and website tools
Examples: Google Ads and Meta's AI campaign tools; AI features in HubSpot, Canva and website builders
Specialized tools
One job done well: images, video, voice, transcription, SEO research
Examples: Image and video generators, AI note-takers, SEO platforms with AI features
Most small businesses and teams need one general assistant on a business plan, plus the AI already built into the tools they pay for. Start there. Add specialized tools only when a real task calls for one.
Seven questions to ask before you choose.
- 1Does it do our tasks well?Test it on your own work, not the vendor's demo.
- 2What happens to our data?Does the plan use your inputs to train its models? Where is data stored, and who can see it?
- 3Does it work for a team?Shared workspaces, user management, admin controls and the ability to remove someone's access.
- 4Does it connect to what we use?Your email, documents, CRM, analytics and ad accounts.
- 5What does it really cost?Price per user, usage limits and what happens when you hit them.
- 6Can we check its work?Does it show sources, so you can verify facts?
- 7Can we use what it makes?Check the terms for commercial use of outputs.
We don't receive anything for listing tools. Verify current terms before you rely on any tool named here.
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