Claude

I have used every major LLM seriously, and Claude is the one I reach for when the work is genuinely complex. The reasoning quality on multi-step problems — strategic analysis, brief interpretation, stakeholder communication, long-form document generation — is consistently stronger than the alternatives at this level of complexity. The other quality that sets it apart is its ability to hold a large context window without degrading: you can give it a substantial brief, a long document, or a complex set of constraints and it will work with all of it rather than losing the thread partway through. For advertising professionals, the practical applications are broad: brief analysis, strategy development, copy generation at depth, competitor analysis, proposal writing. The quality ceiling is high; the floor, like all LLMs, requires human editorial judgement. Claude is a thinking partner, not a ghostwriter.