Which AI Should I Use? Choosing the Right Tool for the Job
Artificial intelligence is no longer a single product or a single website. It is becoming an entire toolbox.
That creates a new problem.
We are constantly being told that we should use AI, but we are not always told which AI we should use for a particular job.
Should we use ChatGPT, Claude, Gemini, Microsoft Copilot or Perplexity? Should we create an image in Canva, Adobe Firefly or ChatGPT? Should we use a specialist system for video, music, coding or voice generation? Should we configure our own AI assistant, or connect several systems together using plugins?
The answer is not to find one AI that supposedly does everything.
The better approach is to understand the job, select the right tool and build a reliable process around it.
There Is No Single “Best AI”
Asking which AI is best is rather like asking:
Which is the best tool in a workshop?
A screwdriver is excellent when you need to turn a screw, but fairly useless when you need to cut a sheet of plywood. A laser cutter is extremely powerful, but it would be ridiculous to use it simply to open a cardboard box.
AI tools work in much the same way.
There is considerable overlap between systems, but they have different strengths, integrations and working methods.
Some are general-purpose assistants. Some specialise in research. Others are built into office software. Some generate images, video, voices or music. Others help programmers write and test code.
At Philip M Russell Ltd, the range of possible AI tasks is already enormous.
On one day, AI might help me:
turn a set of rough notes into a structured company blog;
create an X post and a LinkedIn post;
design a worksheet for an individual student;
analyse a spreadsheet;
suggest categories for bank transactions;
write part of a sailing weather application;
develop a script for a science video;
plan an infographic;
or explore ideas for a piece of music.
Those are all “AI tasks”, but they are not necessarily jobs for the same AI.
Start With the Job, Not the Brand
Before choosing an AI, ask five practical questions.
1. What am I actually trying to produce?
Do you need:
an idea;
a polished article;
a researched answer;
a spreadsheet;
an image;
a video;
computer code;
a voiceover;
a piece of music;
or an action completed in another system?
The final output often determines which AI is most suitable.
2. Does the answer need current information?
There is a major difference between asking an AI to improve a paragraph you have written and asking it to explain the latest changes to tax rules, examination specifications or energy tariffs.
For current information, you need an AI that can research live sources and show where its information came from.
3. Do I need the AI to use my own material?
An AI may need access to:
company documents;
course notes;
spreadsheets;
previous articles;
brand guidelines;
photographs;
email messages;
calendars;
or technical manuals.
In that case, a Project, knowledge base or connected application may be more useful than an ordinary one-off chat.
4. Does the AI only need to advise me, or must it take action?
There is a substantial difference between:
“Write an email reminding a customer about an invoice.”
and:
“Find the correct customer, create the email, attach the invoice and place the message in my Gmail drafts.”
The first is a writing task.
The second is a connected workflow involving data, permissions and external actions.
5. How sensitive is the information?
Before uploading any document or connecting an account, consider whether it contains:
personal information;
student data;
financial records;
passwords;
confidential business material;
health information;
or unpublished intellectual property.
Convenience should never replace sensible data handling.
A Practical Guide to Different AI Tools
The following is not a league table. It is a practical guide to where different systems may fit.
Features and subscription arrangements change frequently, so the important lesson is to understand the category of tool rather than memorising a fixed list.
ChatGPT: A Strong General-Purpose Starting Point
ChatGPT is useful for a wide range of tasks, including:
brainstorming;
writing and rewriting;
lesson planning;
explaining concepts;
analysing documents;
working with spreadsheets;
generating and editing images;
writing code;
creating reusable files;
and building customised assistants.
ChatGPT Projects allow related chats, reference files and custom instructions to be kept together, making them particularly useful for repeated work such as regular content creation, research or planning.
ChatGPT can also analyse common spreadsheet formats, including Excel and CSV files, while its image tools can create or edit images from natural-language instructions.
A good choice for: general business work, teaching resources, planning, writing, data analysis and workflows that combine several different types of task.
Claude: Long-Form Thinking, Documents and Interactive Artifacts
Claude is often useful when working with lengthy documents, detailed analysis, structured writing or substantial pieces of content.
Its Projects can hold their own instructions, documents, knowledge and chat histories. Its Artifacts feature can place substantial content, applications, visualisations and other reusable outputs into a separate working area.
A good choice for: long reports, detailed editing, document analysis, structured thinking and creating interactive prototypes or tools.
Gemini: Google-Connected and Multimodal Work
Gemini is particularly relevant to people who already work extensively with Google services.
Its current feature set includes connected applications, Deep Research, image tools, Canvas, live conversation and custom Gems. Feature access and usage limits vary between subscription levels.
A Gem performs a similar broad role to a customised assistant: it can be configured for a repeatable type of task.
A good choice for: people working heavily with Google services, multimodal questions, web research and Google-centred workflows.
Microsoft 365 Copilot: Working Inside Office Applications
Microsoft 365 Copilot is designed to work within applications such as Word, Excel, PowerPoint, Outlook and Teams.
For example, it can assist with drafting in Word, suggest formulas or analyse data in Excel, summarise email discussions in Outlook and help summarise meetings in Teams.
This can be more convenient than transferring material between an office application and a separate AI chat.
A good choice for: businesses whose documents, spreadsheets, presentations, emails and meetings already live in Microsoft 365.
Perplexity: Current Web Research With Sources
Perplexity describes itself as an AI answer engine that researches the live web and produces concise answers with citations.
It can therefore be useful at the beginning of a project when you need to establish:
what has recently changed;
what different sources are saying;
what research is available;
or where a particular claim originated.
However, cited research still needs to be checked. A citation proves that a source exists; it does not automatically prove that the source is reliable or that the AI has interpreted it correctly.
A good choice for: initial research, current information and finding sources for further investigation.
Gemini Notebook, Formerly NotebookLM: Learning From Your Own Sources
Gemini Notebook is especially useful when the priority is to work from a defined collection of source material.
You can upload documents and use them to generate summaries, questions, flashcards, quizzes, study materials and audio-style overviews. Its responses are designed to remain grounded in the sources supplied to it.
For a student, this might mean uploading course notes, a specification and several textbook chapters.
For a business, it could mean uploading policies, meeting papers or product documents.
A good choice for: revision, source-based research, document collections and projects where the AI should remain focused on supplied material.
GitHub Copilot: Writing and Maintaining Code
GitHub Copilot is designed specifically for software development.
Its features include code completion, suggestions, code review and agent-style tools that can examine several files, propose changes, run tests and validate results.
A general AI can explain programming and write code, but a dedicated coding assistant may fit more naturally into the development environment.
A good choice for: programmers working regularly with repositories, development environments, testing and code review.
Canva AI: Rapid Social Media and Business Design
Canva AI combines design, writing, image and video tools within the Canva environment.
Its Magic Media tools can generate images, graphics and videos from descriptions, while Magic Design can help turn supplied material into layouts and short videos.
For a small business already creating posters, social graphics, presentations and promotional material in Canva, this can remove several unnecessary stages.
A good choice for: social graphics, posters, presentations, branded content and rapid design work.
Adobe Firefly: Creative Production and Adobe Workflows
Adobe Firefly generates and edits images, video, audio, vectors and designs. It also integrates with the wider Adobe Creative Cloud environment.
This is particularly relevant when AI-generated material needs to move into applications such as Photoshop, Premiere Pro or other professional creative tools.
A good choice for: photographers, designers, editors and video producers already using Adobe software.
Runway: AI-Assisted Video Generation
Runway concentrates heavily on generative video.
It can generate, edit and extend video using text, images and existing footage.
This might be used for:
concept sequences;
illustrative B-roll;
visual experimentation;
storyboarding;
background material;
or creating shots that would otherwise be difficult to film.
A good choice for: dedicated AI video generation and experimentation.
ElevenLabs: Voice Generation and Narration
ElevenLabs specialises in synthetic speech, voice design, voice cloning, transcription and voice-based agents.
Its text-to-speech tools are aimed at uses such as video narration, games, podcasts, audiobooks and accessibility.
Naturally, voice cloning must only be used with proper permission. The fact that technology can imitate a voice does not mean that it is acceptable to imitate anyone without their knowledge.
A good choice for: narration, accessibility, multilingual audio and approved synthetic voices.
Suno: Generating Musical Ideas and Complete Songs
Suno is designed to turn a written idea, recorded sound, rhythm or melody into a more complete musical production.
It can generate lyrics, beats, vocals and full song arrangements.
For a musician, it can provide a useful starting point, but the most interesting results may come from taking those ideas into a digital audio workstation and developing them further.
A good choice for: musical experimentation, song concepts, backing ideas and rapid demonstrations.
You Do Not Have to Accept the AI’s Default Behaviour
One of the most powerful developments is the ability to configure a general AI for a particular job.
Instead of repeatedly explaining your company, preferred tone and required output, you can create a dedicated Project or customised GPT.
A custom GPT can combine instructions, uploaded knowledge, selected capabilities, connected apps or defined API actions.
This turns a general-purpose AI into something much closer to a task-driven assistant.
Example: Creating a Philip M Russell Ltd Content Assistant
Suppose I want an AI whose job is to create the daily Philip M Russell Ltd blog and supporting social content.
Step 1: Create the Workspace
I could create a ChatGPT Project called:
Philip M Russell Ltd Daily Blog and Social Media
Alternatively, I could create a custom GPT called:
PMR Content Assistant
A Project is useful when I want to keep an evolving collection of chats and material together.
A custom GPT is useful when I want a clearly defined assistant that performs the same role whenever it is opened.
Step 2: Add Relevant Knowledge
I might upload:
a description of Philip M Russell Ltd;
details of the tuition services;
examples of previous blogs;
the preferred UK English writing style;
company biographies;
lists of science equipment;
sailing projects;
photography and video equipment;
preferred hashtags;
and examples of successful social posts.
The assistant would then have a far better understanding of the company than an AI beginning with a blank conversation.
Step 3: Give It Precise Instructions
The following could be placed in the Project instructions or custom GPT configuration:
Role
You are the content assistant for Philip M Russell Ltd, a UK education, science, technology and media company.Primary task
Turn the owner’s rough notes into a detailed, engaging company blog.For every topic, produce:
A strong title.
An engaging introduction.
A detailed structured blog using clear section headings.
Practical examples.
Relevant personal reflections written in the first person.
A compelling conclusion.
A short curiosity-driven X post.
A thoughtful LinkedIn post that builds professional authority.
Strong but relevant hashtags.
Three detailed Canva image prompts.
Writing rules
Use UK English spelling.
Keep the tone knowledgeable, reflective and accessible.
Do not invent events, qualifications, results or customer claims.
Clearly distinguish fact from personal opinion.
Avoid exaggerated marketing language.
Explain technical ideas in plain English.
Where current factual information is required, research and cite reliable sources.
Quality check before finishing
Confirm that the article has a clear central argument, practical value, a personal voice and a conclusion that adds something new rather than merely repeating the introduction.
That instruction set is much more reliable than simply saying:
“Write me a blog about AI.”
Step 4: Use a Consistent Input Form
Each day, I could provide:
Topic: Making a pennant for Champagne
What happened: We began planning a traditional pennant for the Thames A-Rater.
Important details: Shape, colours, logo, fabric, stitching, visibility and how it will appear in photographs.
Personal angle: A pennant is a small item, but it gives the boat identity and character.
Audience: Sailing enthusiasts, makers and small-business readers.
The AI now has a clear task, reliable background information and an agreed output format.
This is the real value of a configured AI.
It does not necessarily make the AI more intelligent. It makes the process more disciplined and repeatable.
What Is a Plugin?
A plugin is easiest to understand by separating three things.
The AI Is the Brain
The AI interprets the request, reasons about the information and decides what needs to happen.
The Connected App Provides Eyes and Ears
A connected app might allow the AI to retrieve information from:
email;
cloud storage;
a calendar;
a customer database;
a spreadsheet;
or another approved service.
An Action Provides Hands
An action may allow the AI to:
create a draft;
update a record;
add a calendar event;
create a task;
write information into another system;
or call a company’s own API.
In current ChatGPT terminology, plugins provide a way to discover and enable workflow capabilities. A plugin may contain skills, app connections and templates. The underlying apps connect ChatGPT to external information and actions.
Some connected apps can search information, synchronise content, support research or carry out approved write actions. Availability depends on the plan, application, permissions and workspace settings.
How a Plugin-Based Process Works
A connected workflow usually follows a sequence.
1. The User Connects a Service
The user selects an approved plugin or app and signs into the relevant service.
This should be treated as granting access, not merely installing a decorative extra.
2. Permissions Are Defined
The connection may be allowed to:
read information;
search information;
create new items;
modify existing items;
or perform only a limited set of actions.
Good practice is to grant only the access required for the job.
3. The User Gives the AI a Defined Task
For example:
“Find my notes about this week’s science demonstrations, create a blog, prepare two social posts and place the finished email newsletter in my drafts.”
4. The AI Retrieves the Necessary Information
The connected app locates the approved files, messages or records.
5. The AI Processes the Material
The AI might:
summarise;
classify;
compare;
calculate;
draft;
or transform the information.
6. The System Requests Approval Where Necessary
Actions with a meaningful external effect should be checked before they are completed.
Creating an email draft is not the same as sending it.
Suggesting a spreadsheet category is not the same as submitting accounts.
Preparing a calendar event is not the same as inviting fifty people to it.
7. The Action Is Completed
Once approved, the connected system creates or updates the relevant item.
8. A Human Checks the Result
The process should end with verification, particularly where the action affects customers, students, money or public communications.
Practical Plugin Workflow Examples
A Content Production Workflow
A connected content assistant could:
Read upcoming events from a calendar.
Find associated notes in cloud storage.
identify the photographs available for the topic.
Draft the blog.
Create platform-specific social posts.
Produce image instructions.
Create an email newsletter draft.
Leave everything ready for human review.
The final publication decision remains with the business owner.
A Bookkeeping Workflow
A bookkeeping process could:
Retrieve a bank statement.
Transfer the transactions into a spreadsheet.
Apply known categories to familiar suppliers.
Flag uncertain items.
identify possible duplicates.
Produce a list of missing receipts.
Create reminders for unresolved transactions.
The AI should not pretend to know what an ambiguous transaction represents. A good system highlights uncertainty rather than hiding it.
A Tuition Workflow
A tuition assistant could:
Read the lesson topic from the calendar.
Retrieve the relevant course specification.
Find the student’s previous focus sheet.
Create a personalised worksheet.
Produce easier and harder versions.
Draft a parent progress summary.
Save the material for review before the lesson.
That is much more useful than producing the same generic worksheet for every student.
A Sailing Information Workflow
A connected sailing assistant could:
retrieve wind and weather information;
collect river level and flow data;
check for relevant warnings;
produce a club-focused summary;
generate a consistent weather graphic;
and prepare the information for publication.
Where a company has its own data service, a custom GPT action can be configured to use an external API. This requires the API’s authentication details and a schema defining the available endpoints and operations.
Plugins Do Not Remove Responsibility
Connecting more systems does not automatically make a process better.
It may simply allow a mistake to travel further and faster.
A poorly designed automated workflow might:
use the wrong source document;
send an unfinished message;
expose private information;
overwrite a correct record;
misunderstand a customer request;
or repeat an error across hundreds of entries.
OpenAI’s own guidance warns that connected agents may encounter prompt-injection attacks or gain access to sensitive information. It recommends enabling only the apps required for a task, avoiding vague instructions and reviewing permissions regularly.
A sensible AI process therefore needs:
limited permissions;
clear instructions;
reliable source data;
approval points;
exception handling;
and human verification.
The Best Solution May Be an AI Team
Sometimes the most effective solution is not one AI but a sequence of specialist tools.
A content workflow might look like this:
Use a research-focused AI to locate current sources.
Use ChatGPT or Claude to organise the argument.
Use a configured assistant to apply the company’s style.
Use Canva or Firefly to produce the visual material.
Use ElevenLabs for an approved narration.
Use a human editor to check the final result.
Use a connected app to prepare the content for publication.
Each AI performs the part of the job for which it is most suitable.
The human remains responsible for the complete result.
Do Not Automate a Bad Process
Before adding AI, it is worth asking whether the existing process makes sense.
If a task is disorganised, poorly defined or based on inaccurate information, automation will not repair it automatically.
It may simply perform the bad process more quickly.
The best order is:
Understand the task.
Remove unnecessary stages.
Standardise the information.
Decide where human judgement is required.
Select the appropriate AI.
Add connections or automation carefully.
Measure whether the result has genuinely improved.
Conclusion: Build an AI Toolbox, Not an AI Dependence
The question is not:
“Which AI is the best?”
The better question is:
“Which AI is best suited to this particular stage of this particular job?”
A general assistant may help us think and write.
A research AI may help us find current sources.
A specialist image, video, voice or music system may produce the creative asset.
A configured Project or custom GPT may make a repeated task more consistent.
A plugin may connect the AI to the information and applications needed to complete a process.
The important skill is no longer merely knowing how to ask an AI a clever question.
It is understanding how to design the whole workflow:
choosing the right tool;
supplying the right information;
defining the task;
controlling permissions;
checking uncertainty;
and keeping human judgement at the centre.
AI should not become an excuse to stop thinking.
Used properly, it should allow us to spend more time thinking about the parts of the job that genuinely matter.
So How do I produce blogs like this?
I generate the ideas. AI's simply go off and do their own thing - not related to what I do.
Voice to document - I dictate much of the story. I want this blog to be about me not an AI. Auto spell correct helps here though.
Then I can get an AI to clean up the text - suggest better orders for paragraphs and or ideas.
Then the magic bit for me - the AI can put in headings in the correct places - this really is the AI in action, then either sort through my vast library of photographs - you really don't want to know how many - It's in the many terabyte order - and usual manually adding text or generate my own.
Practice at writing suitable prompts for an Ai graphic engine and many attempts can produce an image I don't have or it can cobble several i do have together.

