AI tools used

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What AI tools companies are using

One tool to rule them all, for now …

ChatGPT is far and away the most popular AI tool for creating copy among respondents, used nearly twice as much as the next most popular tool, Chatfuel.

ChatGPT is far and away
the most popular AI tool for
creating copy

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What AI tools companies are using: by company size

There was no notable difference in what tools are being used between companies of different sizes.

ChatGPT is by far the most popular AI tool across the board. Usage rates for the next most popular AI text generator, Chatfuel, are much lower.

For search engine optimization, HubSpot SEO was the top AI tool for all three company sizes.

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Which AI tools companies are using: by company type

ChatGPT is the most-used AI tool for both B2B and B2C companies. It’s used even more at B2B/B2C hybrid organizations.

The second-most used tool for B2B companies is Chatfuel; for B2C companies, it’s Albert.ai. This stands out because, unlike text-generators ChatGPT and Chatfuel, Albert.ai is a marketing automation platform.

Similarly, the second-most popular AI tool for companies that are B2B/ B2C hybrids is a social media listening platform, Brand24.

B2C and hybrid companies are using ChatGPT like everyone else, but they aren’t investing as heavily as B2B companies in up-and-coming AI text generation alternatives.

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Which AI tools companies are using: by industry

ChatGPT is used most often by tech companies (70%). The Financial Services and Consumer Electronics industries are the next most avid users, showing industries that while they are hesitant to use AI for sales and support, they are gladly using it for content creation. Retail and ecommerce companies are relying less on AI for content creation and more for search engine optimization, using SEMrush and HubSpot SEO more than ChatGPT.

Chatfuel does have an edge over ChatGPT with energy, utilities, and telecom companies, as well as in the Consumer Packaged Goods industry.

ChatGPT is used most often
by tech companies

70%

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Key takeaways

ChatGPT is the most popular AI tool for content creation across several industries and companies. It’s also the most well-known for the moment.

However, our data shows a willingness to explore other AI tools for tasks aside from creating copy. As companies look to AI beyond copy generation, competitive pricing, customizable tools (or both) could drastically alter how companies allocate marketing resources across a variety of tasks.

We expect there to be further market fragmentation as AI startups exploit that willingness and solve problems for specific industries and job functions.

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