When you think about AI marketing tools, it can feel like an overwhelming sprawl—in our workshops, we always include a session called “Mapping Your AI Tech and Tools” to help you organise and identify where AI is already showing up in your tech stack—and find out where your gaps are.

Here’s a condensed “in a nutshell” version to get you started, breaking AI tools into four simple categories:

1. Large Language Models (LLMs) for Quick Wins & Efficiencies

When it comes to LLMs, we’re talking about the big names—ChatGPT, Google’s Gemini, Claude, Pi, or Copilot. These are often the first thing people think of when it comes to AI in marketing.

How They Work: You type in a prompt or upload an image/document, and it creates a response.

Why Use Them: These models are great for planning, research, data analysis, drafting copy, brainstorming, and editing. They’re often the starting point for marketers to find efficiencies.

Pro Tip Power Use: Build Your Own Agents

A big development is the ability to create custom agents tailored to your needs. Whether it’s a CustomGPT, Claude Agent, or Gemini Gem, they all let you build an AI that “gets” your brand, data, and voice—no tech skills needed.

Imagine an AI sidekick trained to help you write briefs, create marketing plans, draft articles, or even prep for RFPs.

The best part? No coding required! Seriously, if you can write an email, you can build an AI assistant.

Reality Check: LLMs aren’t all the same. Think of them like a team of specialised assistants, each with its own strengths. Some are all-rounders, while others are built for research, creativity, or fact-checking. Matching the right LLM to the right task is key.

2. Your Existing Martech Stack

Start by assessing what you already have—think Salesforce, HubSpot, Marketo, ABM, CRM. Many of these tools come with built-in AI features like machine learning and predictive analytics. This is not the time to grab a bunch of shiny new tools.

Pro Tip: Get More from What You’ve Got

• Map Your Current Stack: Start with what you have. Listing your existing tools will show you where AI is already built in, which can save time and reduce costs.
• Speak to Your Tech Vendors: Ask about new features, available training to upskill your team, and how other customers are using AI to drive engagement and efficiencies.
• Understand Their AI Roadmap: Every single tech vendor is scrambling to embed AI. Find out their roadmap – we all know it’s a massive hassle to switch tech down the line but it’s important to know they’re the right partner for the long haul.

Reality Check:
Mapping out your existing stack takes a bit of time, but it’s worth it. You minimise risk and possible duplication. You’ll also be able to make the case for investing in AI tech that solves a specific need, rather than adding more for the sake of it.

3. Off-the-Shelf AI Tools

Start with what you have, but stay open to niche tools where gaps exist. Once you know what’s in your stack, you can fill the gaps and layer on top with off-the-shelf tools. There are thousands of AI marketing tools out there, with new ones popping up all the time. These tools are pre-built for specific tasks—think copywriting, video production, podcasting, SEO, social media management, and ad optimisation.

Here are some of the most popular off-the-shelf tools marketing teams are using today:

Graphic & Design: Canva AI, DALL-E, Adobe Firefly, Piktochart
Copywriting & Content Creation: Jasper, Copy.ai, Wordtune, Rytr
Video Creation & Editing: Capcut, Vidyo.ai, Synthesia, RunwayML
Transcription & Note Takers: Otter.ai, Rev.ai, Descript
Customer Insights & Research: Sprinklr, Meltwater, Evidenza

Pro Tip: When choosing off-the-shelf tools, start small. Pick one or two that address your biggest gaps, then test them with a free trial or month-to-month plan. Scaling up gradually ensures you’re getting real value without overwhelming your team with too many new tools at once.

4. Custom AI Builds for Tailored Marketing Solutions

Finally, you’ve got your custom build—tailored AI tools designed specifically for your needs, either built in-house or by hiring external experts.

For most marketing teams, off-the-shelf AI tools cover the essentials – without the complexity and cost of building custom solutions. However, in highly regulated industries, custom AI may be needed to meet stricter standards for security, data protection and compliance.

Pro Tip: Custom AI builds give you more control and flexibility but make the most sense when your industry has regulations or requirements that standard tools can’t handle.

We’re also likely to see more vertical AI tools emerging for areas like legal, healthcare, and finance, offering industry specific solutions without the need for a custom build.

Reality Check: Building custom AI is costly and time-intensive, requiring ongoing budget and resources to maintain. For the vast majority of marketing tasks, ready-made tools provide plenty of value with much less hassle.

Organising AI tools into these four categories—LLMs, your martech stack, off-the-shelf tools, and custom builds—helps you map what’s in place, spot the gaps, and plan where AI can drive the most value for your marketing.