There are now more AI tools worth taking seriously than most people have time to properly evaluate. ChatGPT, Gemini and Claude are all readily available, but they aren't interchangeable (and, of course, there's Grok who we have included for balance). Most creatives are using AI in their workflows now – but it's vital they use the right one.
Each has a distinct personality and one will suit your creative brain much better than the others (see our guide to choosing between your perfect AI) – but most people are still using the first one they tried. It will have months of context, will know your client names, and will remember the brief that never quite landed. Switching feels like starting over when what you have is fine. So people stay, never realising they're collaborating with a partner that isn't quite built for how they think.
