New AI tools launch every week, and many are thin wrappers around the same underlying models. Here’s how to separate the useful ones from the noise — before your card is charged.
1. Define one task to test
“AI for marketing” is too vague to test. “Turn a product spec sheet into three Instagram captions in our brand voice” is testable. Pick one real task you do every week.
2. Compare against a general assistant first
Run the same task through a general assistant such as ChatGPT or Claude. If the specialised tool isn’t clearly better — or faster for your workflow — you may not need it. See our comparison of ChatGPT, Claude and Perplexity.
3. Test accuracy, not fluency
AI output almost always sounds good. Check:
- Facts: pick three claims and verify them at the source.
- Citations: do links exist and actually support the claim? Tools built around sources, like Perplexity or NotebookLM, make this easier.
- Numbers: recalculate any figures yourself.
4. Read the data policy
Answer these questions from the tool’s own documentation:
| Question | Why it matters |
|---|---|
| Are my inputs used to train models? | Your confidential material could influence future outputs |
| Can I opt out? | Some tools allow it only on paid or business plans |
| How long is data retained? | Shorter retention reduces risk |
| Where is data processed? | Relevant for POPIA and client contracts |
5. Check who owns the output
For images, video, voice and music especially, read the terms on commercial use. Some plans restrict it; some make your creations public by default. If you’re creating for clients, make sure you can pass the rights on.
6. Understand the real cost
AI pricing often uses credits or usage caps. Estimate how many outputs you need per month and convert that to credits. Our guide to reading SaaS pricing pages covers the common traps.
7. Plan for human review
Decide who checks the AI’s work before it goes out. Budget that time. A tool that produces drafts in seconds but needs 30 minutes of fixing may not save you anything.
A one-page scorecard
Score each from 1 to 5 during your trial:
- Quality on your task
- Accuracy and sourcing
- Data and privacy fit
- Output rights
- Cost at your realistic usage
- Time saved after review
Anything that scores low on accuracy or privacy should be a no, however impressive the demo. Browse the AI tools database to build your shortlist.