5 AI tools for marketers: keep or skip?
Five things everyone is shouting about, judged on whether they survive a real working week.
I have used all five of these for at least a month on real work, not on a demo dataset. The verdicts are about whether they still get opened in week four.
Claude Projects, for anything with a house style
You load the brand guidelines, three good examples and the banned word list once, and every output afterwards starts from there. The saving is not the writing, it is not re-explaining yourself twelve times a week.
Lovable, if you have ever waited six weeks for a landing page
Genuinely changes what a marketer can ship alone. Not a replacement for a developer on anything that matters long term, but for a campaign page or an internal tool it removes a dependency entirely.
Any tool whose pitch is "AI-powered" and nothing else
If the marketing cannot tell you what job it does, the product usually cannot either. This is a category filter rather than a judgement on any one product.
Auto-posting schedulers that rewrite your copy
Scheduling is fine. The rewriting is where it goes wrong, because the thing it smooths out is the thing that made the post yours. Turn the feature off or use something simpler.
A plain text file. Still undefeated.
Not a joke. Most of the organisational problems people buy software to fix are solved by one file you actually open. Try it for a month before you buy anything.
The pattern across all five: tools that remove setup cost are worth keeping, tools that insert themselves into judgement are not.