Nowadays, as generative AI technologies are rapidly becoming accessible not only to researchers and tech enthusiasts but also to ordinary businesspeople, it is useful to have a general overview of what tools are available, how they differ, and how they can be effectively utilised in your business. That is precisely the aim of this article: to offer you a general introduction to the topic, an overview of the main tools (specifically ChatGPT, Claude, Gemini and Perplexity) and a comparison of their strengths and weaknesses from the perspective of an entrepreneur looking to improve their business using AI.
This is not a technical ‘step-by-step’ manual, but a strategic overview to help you find your way around and prepare your own plan for using these tools.
Why you, as an entrepreneur, should consider AI tools
Generative AI tools have the potential to bring a range of benefits to business – here are the key areas:
- Automation of routine tasks: for example, answering common customer queries, generating reports, and drafting content for marketing or social media.
- Speeding up content creation and communication: instead of creating everything manually or waiting for external suppliers, you can use AI as an “assistant” for writing, brainstorming and visual concepts.
- Improved data-driven decision-making: AI can assist with text analysis, converting data into overviews, and summarising large volumes of information – enabling businesses to gain insights more quickly.
- Innovation in service or product offerings: for example, introducing a chatbot to customer support, or utilising the tool’s multimodal capabilities (text and image) for new ways of presentation or interaction.
- Competitive advantage: if your company manages to deploy and integrate AI in time, it can gain a head start over competitors who are waiting.
Of course, this is no automatic guarantee of success. You need to consider costs, security, the quality of outputs and internal processes for integrating the tool.
In the following chapters, we’ll look at specific tools.
Overview of key tools
Below you will find a quick overview of four leading tools, their key features and some guidance on how to use them in business.
ChatGPT
Profile: A tool from OpenAI that is very popular for conversational assistance, text generation, creative writing, and even coding. In comparison, it has been described as a highly versatile ‘generalist’. BairesDev 3Medium 3creatoreconomy.so 3
Strengths:
- A good choice for a wide range of tasks – from writing emails and marketing content to proposals and brainstorming.
- User-friendly interface, large community, numerous tutorials and use cases.
- Flexibility, adaptability.
Weaknesses:
- May perform less well in certain specialised tasks (e.g. in-depth research analysis) compared to some competitors.
- Most valuable features are behind a paid subscription (or have limitations).
Tip for entrepreneurs: If you’re just starting out, ChatGPT can be a great entry-level option – set up specific scenarios (e.g. ‘draft a marketing email for a new service’, ‘prepare a brief market overview’) and gradually move towards automation.
Claude
Profile: A tool from Anthropic, often cited as very strong in the areas of deeper analysis, ‘understanding’ of text, and more complex tasks – in other words, rather than ‘light’ creative generation, it focuses on more robust content handling.
Strengths:
- High quality in tasks involving structured analysis, deeper thinking or documents.
- Good for businesses where output with minimal errors or a higher level of processing is important.
Weaknesses:
- Higher costs or more complex deployment.
- Less “light-touch” creativity than some competitors (again, depending on the scenario).
Tip for entrepreneurs: If your company works with a large volume of documents or analyses, or requires higher-quality responses (e.g. legal texts, complex internal reports), Claude may be a suitable choice. Consider a pilot project (e.g. internal analysis or decision support) and assess whether it actually delivers benefits.
Gemini
Profile: A family of multimodal models from Google DeepMind that can handle text and images, and in some cases video or audio.
Strengths:
- Strong multimodal capabilities – if your business involves visual content or combining text and images, Gemini may be beneficial.
- Potential for integration with Google services (if your company is already part of the Google ecosystem).
Weaknesses:
- Fewer ‘proven’ business use cases (compared to some older tools).
- Some user reviews suggest that it isn’t always the best choice for purely text-based or conversational tasks.
Tip for business owners: If your business works with multiple formats (e.g. marketing campaigns containing images, videos and text), or if you use Google Workspace, Gemini could be an interesting option. Consider, for example, experimenting with a multimodal task (e.g. generating a social media post with an image, caption and variations) and evaluate the time, quality and costs.
Perplexity
Profile: A tool specialising more in searching for and summarising information than in ‘pure’ generation; it functions as an intelligent search engine and research assistant
Strengths:
- Strong for tasks where you need to quickly obtain an overview, citations and context from the internet or internal sources. TechRadar
- Suitable for preparing reports, analysing competitors and the market, or verifying information.
Weaknesses:
- It is not as focused on creative writing or in-depth document analysis as some other tools.
- For some tasks, it may be less suitable than a specialised generator.
Tip for entrepreneurs: If you frequently conduct research or benchmarking in your business, or need to prepare materials for strategy development – Perplexity can be a useful tool. You can, for example, use it to quickly gather data, which you can then process further using another tool (e.g. ChatGPT or Claude).
| Scenario | Recommended tool | Note |
|---|---|---|
| I need to quickly generate text for marketing campaigns | ChatGPT | Universal choice |
| I need in-depth analysis and high-quality documentation | Claude | Higher standards for output |
| I need to combine text with images/visuals or utilise the Google ecosystem | Gemini | Multimodal environment |
| I need quick research, data, citations | Perplexity | Research assistant |
A few more tips for business implementation
- Start with a pilot: choose one process that is well-defined and has measurable results (e.g. newsletter generation, customer FAQs, internal reports).
- Define measurable goals: time saved, quality of output, number of errors, team satisfaction.
- Provide training and ‘prompt engineering’ – learning to ask the right questions is often key.
- Consider integration with existing tools (e.g. CRM, Slack, internal wiki) and data handling – who has access, what is stored.
- Evaluate regularly: outputs won’t remain static; monitor where the tool falls short and make adjustments.
- Think about security and compliance – if you’re using sensitive data or documents, ensure the tool meets your requirements.
- Combine tools: sometimes a ‘chain’ can be best – for example, using Perplexity to gather data, then ChatGPT to generate text, and Claude for the final review.
Generative AI tools are no longer just a curiosity for tech teams – they are becoming a practical tool for entrepreneurs who want to communicate, create content, make decisions and innovate more effectively. However, there is no universal “best” tool – it depends on your specific business, processes, goals and resources.
To sum it up in one sentence:
Choose a tool that aligns with your primary goal, start with a pilot project, measure the results, and then scale up.
I believe this article gives you a good starting point for considering where AI could have a real impact in your company. If you’d like, we can look in more detail at specific use cases within your company, or prepare a table with the features and prices of these tools — would you like such an in-depth analysis?