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Your AI Diet
As part of the APG’s mission to help the industry navigate the AI landscape, we want to hear from you.
This questionnaire is a chance to share your perspective on AI: what tools you’re using, what surprised you, and how you’re using AI as part of your job. We’ll feature your responses in APG comms to help more strategists make the most of these tools.
Ruairi Curran | Executive Strategy Director at Gravity Road
What’s the first AI tool you fire up when you sit down to do work and what for?
Chat GPT 4o
Which AI tool is underrated in your opinion and why?
Chat GPT 4o mobile app
What AI tool are you most disappointed by and why?
The lack of a good tool to conduct competitor comms analysis at scale.
What’s one piece of advice you’d give to other strategists when using AI?
Get off the chair, away from the laptop and go for a walk, talk to Chat GPT 4o mobile app about your challenge/idea and treat it as a sounding board the way you would your best work colleague/coach.
Piotr Bombol | Co-Founder at Adaily
What’s the first AI tool you fire up when you sit down to do work and what for?
Gemini. It used to be ChatGPT, but Google AI's model has been my secret weapon lately. It works effectively on a much broader context (almost 20x the memory compared to e.g. ChatGPT) for materials I share for analysis. It helps me with in-depth analysis and even proactively offers ways to approach the task!
Which AI tool is underrated in your opinion and why?
Honestly, any tool that gives you real superpowers with no effort. I am a great fan of Perplexity that delivers smart answers to (sometimes) my dumb questions. You can even easily follow it up or, if you prefer, iterate with alternative ways to ask the same question. Then gather answers and let another AI tool analyze them for you.
What AI tool are you most disappointed by and why?
I’d say all image/video generation tools. I had high hopes for them, thinking they would let non-designers like me start expressing ideas easily. Sadly, it’s not simple. Getting anything convincing takes too much time to master. I will leave them to designers (for now).
What’s one piece of advice you’d give to other strategists when using AI?
Just try it. Figure out for yourself if you like it, hate it or feel indifferent (the worst!). And since you're probably overburdened with work, look for solutions tailored to your needs but that don’t require a lot of time to train. A good AI tool should deliver value with minimal effort.
Hamest Artin | Strategist at Inhouse agency
What’s the first AI tool you fire up when you sit down to do work and what for?
GPT 4o
Which AI tool is underrated in your opinion and why?
Sana AI, because of the application of their solutions - for knowledge management, and research.
What AI tool are you most disappointed by and why?
Copilot, it can't really do anything when prompted within an app. Complete rubbish in Powerpoint, but decent at note taking.
What’s one piece of advice you’d give to other strategists when using AI?
Be open with how and where AI has been used. Be ready to explain your deliveries when you have used AI.
Maximilian Weigl | Global Strategy Partner at Uncommon Creative Studio
What’s the first AI tool you fire up when you sit down to do work and what for?
Most likely Perplexity. Because I probably need to prove or falsify a hypothesis.
Which AI tool is underrated in your opinion and why?
Up until recent,ly I'd have probably said NotebooksLLM. Great resource to dump your research and get concise summaries and/or answers to questions. Works well with case studies, award papers, etc.
What AI tool are you most disappointed by and why?
A lot of synthetic user testing/groups I've tested. The (fake) respondents just don't sound like real people, they talk like marketers (and when you want to make good marketing you don't want to talk to marketers.)
What’s one piece of advice you’d give to other strategists when using AI?
It's tempting, but: don't shortcut or outsource your thinking.
Mara Dettmann | UK Strategy Director at Laundry Service / Wasserman Group
What’s the first AI tool you fire up when you sit down to do work and what for?
Perplexity – to get up to date with the news and start doing research.
Which AI tool is underrated in your opinion and why?
I really like Notion! And I've heard great things about Julius for data analysis.
What AI tool are you most disappointed by and why?
Canva! Maybe my hopes were too high (or I'm not using it to its fullest potential), but I thought it would make designing presentations and ilk as simple as "make me a pretty slide that brings across <core idea>."
What’s one piece of advice you’d give to other strategists when using AI?
AI can be a great collaborator – but don't outsource your actual thinking to AI, and don't forget the value of human collaboration.