ChatGPT

ChatGPT is the tool most advertising professionals will have encountered first, and the ubiquity is both its strength and its limitation. The strength: nearly everyone in your organisation can use it immediately without a learning curve, the integration ecosystem is the widest of any LLM, and the multimodal capability — image analysis, voice, vision — is genuinely versatile. The limitation: in my experience the reasoning quality on complex strategic problems does not quite match Claude at the top end, and familiarity can breed overconfidence in outputs that require more scrutiny than they typically receive. For most everyday production tasks — research summaries, copy drafts, quick analysis — it performs well. For genuinely complex strategic work, I would use Claude. For client-sensitive content, review your plan's data terms before deploying at scale.