Are you looking to work smarter, not harder, when it comes to your medical device marketing campaigns? Are you wondering how AI can help level up your business and make your life easier?
Every week, there seems to be a new AI tool and update, offering endless possibilities. With so many tools out there, it can be difficult to know which ones are worth your time.
The AI revolution is here to stay. Over the past few years, a whole range of new AI tools have been developed that could be game-changing for your marketing efforts. We’ve put together a list of the pros and cons of some of the most popular AI tools that marketers are using right now.
In no particular order of preference, we’ll look at:
Content and writing tools:
- Jasper AI
- Grammarly
- Claude
- Quillbot
- Wordtune
Search engine optimisation (SEO) tools:
- Outranking
- Surfer SEO
Multimedia and transcription tools:
- Kapwing
- Otter.ai
- Descript
Research tools:
- ChatGPT
- Gemini by Google
- Genei
- Trevor
- Perplexity
Hopefully, this article will give you a better understanding of what AI can do to support your marketing efforts in terms of efficiency and optimisation.
Content and writing tools
Jasper AI
Jasper AI is a virtual copywriter designed to create written content for its users. It connects to the internet and scans everything from blogs, articles, Reddit threads and other social posts to get a better grasp of how humans write.
Similar to tools like ChatGPT or Google Gemini, Jasper can help with everything from website copy to product descriptions.
Features
Content generator
With Jasper AI you can generate a whole world of content to help support your company’s marketing needs. With a few prompts and commands, it can create content catered to your needs. This could include blog posts, social media captions and email copy.
Editor and reviewer
You can also use Jasper AI as a content review platform where you can submit your work and it can perform spelling and grammar checks, rewrite sentences for clarity and format your documents for you.
SEO
Jasper AI also has an SEO feature which you can use to optimise your website. Suggesting and incorporating keywords into your content can help you rank higher and faster on search engines.
Pricing
Jasper AI is not free but does offer a 7-day free trial before its paid options. The lowest package starts at $39 a month. If you want to learn more, check out Jasper’s pricing.
Drawbacks
Inaccuracies
The main problem with this AI and other ones, such as Google Gemini is that while they’re connected to the internet and can produce up-to-date information, the data they work from might not be correct, just popular.
When you request information from Jasper AI, it will scan the internet and use the data from the more relevant and popular articles, whether this article is true or not. It has no critical thinking function where it can sort the right information from popular information.
Lack of sources
Jasper AI doesn’t provide sources for the information that it creates; this can be a problem with medical device content, as you might need to reference your information.
Claude
Claude is an AI-powered assistant developed to help users generate, refine, and interact with text-based content. With its focus on natural language understanding, Claude is well-suited for professionals, students, and creatives who need support in drafting, brainstorming, or editing content.
Features
Text generation
Claude assists with generating high-quality content, including reports, emails, and creative writing. Its language model is designed to produce coherent and contextually appropriate outputs based on user prompts.
Content editing and refinement
The tool offers editing and proofreading features to improve grammar, structure, and style. Users can refine their drafts with suggestions tailored to their tone and purpose.
Brainstorming and idea generation
Claude supports brainstorming sessions by providing ideas, solutions, or starting points for projects. This feature can help users overcome creative blocks or generate fresh perspectives.
Customisable outputs
The assistant allows users to customise its outputs by specifying tone, style, or level of detail, making it adaptable to a wide range of professional and personal use cases.
Price
Claude offers a free tier that provides access to basic text generation and editing features. A premium subscription, starting at around £12 per month, includes advanced options such as faster response times, higher usage limits, and priority support. Details about specific pricing plans are available on Claude’s website.
Drawbacks
Limited factual accuracy
As with many AI tools, Claude’s outputs may occasionally contain factual inaccuracies or outdated information, requiring users to verify content independently.
Performance varies with complex tasks
Claude’s performance can vary when handling highly complex or technical queries, sometimes requiring users to refine their prompts for better results.
Claude provides a versatile set of tools for content creation and editing, offering flexibility for users across different industries. While it has limitations in certain scenarios, it remains a practical option for those seeking assistance with text-based tasks.
Grammarly
Now, everyone has heard of Grammarly, but do you know its full range of capabilities?
Grammarly is an AI-powered grammar and spelling checker that can help you improve the writing for all of your content. It scans through all your work with ease, marking up errors and even making word suggestions.
Features
Grammar checker
Spelling errors and poor grammar can appear unprofessional and may even confuse your audience, so an AI spell checker can help to protect your brand.
Plagiarism checker
When you’re creating content, the last thing that you want is to be accused of plagiarism. Grammarly can help to ensure that you’re not caught out with uncited sources by checking your content for anything you may have forgotten to cite.
Citation generator
Formatting citations can be a long and painful job, but it doesn’t have to be anymore. Grammarly has a tool that can do it for you. All you need to do is give Grammarly the correct information, and it will handle the rest.
Paraphrasing tool
This tool can help improve the copy in your marketing campaigns by providing suggestions for your work to improve clarity and conciseness.
Price
Grammarly has a few different pricing plans aimed at students, businesses and personal use, but it also offers a free option if you do not require a higher-level analysis of your copy.
The paid options start from £10 when billed annually.
To learn about Grammarly’s price packages, head over to their website.
Drawbacks
Sophistication
Grammarly’s paraphrasing tool is useful, but it’s not as powerful as some other AI software such as Jasper AI or even ChatGPT. It lacks the sophistication to match the complex tone of voice and is limited to a few options.
Terminology
Grammarly also struggles with medical device terminology, sometimes not recognising industry words or phrases.
QuillBot
QuillBot is an AI-powered writing assistant designed to enhance your content creation process. It offers a suite of tools to assist with paraphrasing, grammar checking, and summarising, making it invaluable for marketers aiming to produce clear and engaging content.
Features
Paraphrasing tool
QuillBot’s paraphrasing tool allows you to rephrase sentences and paragraphs, helping to avoid repetition and improve readability. It offers multiple modes, such as Standard, Fluency, and Creative, so you can tailor the output to your specific needs.
Grammar checker
The integrated grammar checker identifies and corrects grammatical errors, ensuring your content is polished and professional. It also provides suggestions for improving sentence structure and style.
Summariser
QuillBot’s summariser condenses lengthy articles or documents into concise summaries, making it easy to quickly grasp the main points of extensive content.
Citation generator
For academic or research-based content, QuillBot offers a citation generator that formats references in various styles, including APA, MLA, and Chicago.
Price
QuillBot offers both free and premium plans. The free version provides access to basic features with some limitations, such as a 125-word limit for paraphrasing and access to two paraphrasing modes. The premium plan, starting at around £7 per month (billed annually), offers unlimited paraphrasing, access to all modes, faster processing speeds, and additional features like the plagiarism checker.
Drawbacks
Limited free plan
The free plan has restricted access to certain features and word limits, which may not suit users with more intensive needs.
Basic output
Although QuillBot’s paraphrasing tool is useful, it may lack the nuanced rephrasing capabilities of more advanced tools, meaning it may not always capture complex tones accurately.
Wordtune
Wordtune is an AI-powered writing assistant designed to improve content clarity, style, and readability. Its tools assist with rewriting, grammar checking, and summarising, making it particularly useful for marketers who want polished, engaging content.
Features
Rewrite suggestions
Wordtune provides multiple ways to rewrite sentences to match your desired tone and style, helping to avoid repetition and improve readability.
Grammar and spelling checker
The integrated grammar and spelling checker identifies and corrects errors, ensuring your content is polished and professional.
Summariser
Wordtune can summarise lengthy texts, articles, and other content, condensing them into easy-to-read summaries so you can take in more information in less time.
Price
Wordtune offers several pricing packages to suit different needs and budgets:
Basic (Free): 10 rewrites per day, three AI summarisations per month, unlimited spelling and grammar corrections.
Advanced: £11.99 per month, offering 30 rewrites per day, 15 AI summarisations per month, and unlimited spelling, grammar, and AI suggestions.
Unlimited: £16.99 per month, including unlimited rewrites, AI suggestions, summarisations, spelling and grammar corrections, vocabulary enhancements, clarity and fluency improvements, and premium support.
Business: Custom pricing, with all Unlimited features plus business support, SAML SSO, and centralised billing.
Drawbacks
Limited features
The free plan offers limited daily rewrites and summarisations, which may not suit users with more intensive needs.
Expensive for casual users
The cost of higher-tier plans may be prohibitive for those who require only occasional assistance.
Overall, Wordtune is a valuable tool for enhancing writing clarity and style, particularly for users willing to invest in its premium features.
SEO tools
Outranking
Outranking is an AI-powered SEO tool designed to help marketers optimise their content for search engines. By combining machine learning with SEO expertise, it assists with everything from keyword research to on-page optimisation, making it a valuable tool for improving online visibility.
Features
Content optimiser
Outranking provides AI-driven suggestions to ensure your content aligns with SEO best practices. By analysing top-ranking pages, it identifies keywords, phrases, and structure tips to help you rank higher in search results.
SERP analysis
The SERP analysis tool scans search engine results pages (SERPs) for your target keywords, providing insights into competitors’ content, backlinks, and word count. This helps you understand what’s effective in your industry and how to position your content accordingly.
AI content brief generator
Outranking can create content briefs based on the latest SEO data, making it easy to guide writers on the key points to include for optimal SEO performance. It covers topics, subheadings, FAQs, and suggested word counts.
Automated keyword suggestions
By analysing competitors and your own content, Outranking provides keyword suggestions tailored to your niche and goals, helping you target the right audience.
Price
Outranking offers a variety of pricing options, from free trials to advanced paid plans, depending on the level of features needed. Plans range from £40 to £130 per month, based on the depth of keyword research and SEO analysis required. For more details, check Outranking’s pricing page.
Drawbacks
Complexity
Outranking offers a wealth of data, which may feel overwhelming for beginners who aren’t familiar with SEO practices.
Higher costs
Outranking’s more advanced features are only available on higher-tier plans, which may be costly for smaller businesses.
Surfer SEO
Surfer SEO is an AI-powered tool focused on helping marketers optimise their content to rank higher in search results. With its comprehensive analysis and actionable recommendations, Surfer SEO is ideal for marketers looking to improve their website's visibility and drive more organic traffic.
Features
Content editor
Surfer SEO’s content editor provides live suggestions to help you optimise your content as you write. It recommends keywords, phrase usage, and formatting tips based on analysis of top-ranking pages for your target keywords.
SERP analyser
The SERP analyser compares your content to high-ranking pages, offering insights into word count, keyword density, and page structure. This analysis makes it easier to identify what factors contribute to your competitors’ rankings and how to replicate their success.
Keyword research
Surfer SEO’s keyword research tool identifies high-value keywords relevant to your industry. It groups keywords by intent, making it easier to select the ones that align with your marketing goals.
Audit tool
Surfer SEO’s audit tool analyses your existing content and provides recommendations for improving its SEO performance. It evaluates factors like keyword use, missing backlinks, and readability to help you enhance your content’s ranking potential.
Price
Surfer SEO offers multiple pricing plans to fit different needs, with options ranging from £39 to £199 per month. Pricing depends on the number of queries and level of analysis required. They also offer a free trial, which can be useful for testing its features. Visit Surfer SEO’s website for detailed pricing.
Drawbacks
Learning curve
The tool has a variety of advanced features, which can be overwhelming for users unfamiliar with SEO practices.
Costly at higher tiers
For larger teams or more intensive usage, Surfer SEO’s higher-tier plans may be too expensive for smaller budgets.
Multimedia and transcription tools
Kapwing
Kapwing AI can be used to create an engaging and visually appealing video, animated and visual content.
It’s easy to use and doesn’t require any prior experience with video editing or graphic design.
Features
Text-to-video AI
This tool can be used to create a video from a text prompt. Simply type in a topic or question, and Kapwing AI will generate a video that includes video footage, transitions, background music, and subtitles.
Image to video AI
This tool can be used to create a video from an image. Simply upload an image, and Kapwing AI will generate a video that includes the image, text, and music.
Meme generator
This tool can be used to create memes from text and images. Simply enter a text prompt, and Kapwing AI will generate a variety of memes that you can customise.
Video editor
This tool can be used to edit videos, including trimming, cropping, adding text, and changing the speed.
Image editor
This tool can be used to edit images, including cropping, resizing, and adding text.
Price
Kapwing offers a free plan and two paid options with varying features:
- Free Plan: Includes basic tools for creating and editing videos, exporting in up to 720p resolution, and adding watermarks.
- Pro Plan: Starts at $16/month (billed annually), offering features like watermark-free exports, higher-resolution videos, and extended export limits.
- Business Plan: A new option starting at $50/month (billed annually), designed for advanced collaboration and premium support.
To learn about Kapwing’s full pricing plan, you can visit their website.
Drawbacks
Watermarks
The free version of Kapwing adds a watermark to all exported videos, which can look unprofessional.
Resolution limits
The free version of Kapwing exports videos in up to 720p resolution, which is the lowest resolution that counts at HD, but there is a visible reduction in quality when compared to higher resolutions.
No offline editing
Kapwing is an online-only tool, so videos can’t be edited offline.
Limited features
The free version of Kapwing has limited features. Some features, such as the ability to add music and sound effects, are only available in the Pro plan.
Otter.ai
Otter.ai is a speech-to-text transcription application that uses artificial intelligence and machine learning.
It can be used to transcribe a variety of audio and video recordings, including meetings, interviews, lectures, and podcasts. It can also be used to transcribe live audio, such as a presentation or a conversation.
Features
Speaker identification
Otter.ai can identify the speakers in a recording. This is helpful for meetings and interviews, where you may have multiple people talking.
Word-level accuracy
A high word-level accuracy means that transcriptions are very close to the original recording, so you don’t need to worry as much about missing anything and you won’t have to spend much time making corrections.
Searchable transcripts
Transcripts developed with this tool are searchable, meaning you can easily find the information you need.
Price
Otter.ai provides a free Basic plan that includes 300 transcription minutes per month, with a limit of 30 minutes per conversation. Paid plans are available as follows:
- Pro Plan: $8.33 USD per user per month (billed annually), offering 1,200 monthly transcription minutes and additional features.
- Business Plan: $20 USD per user per month (billed annually), providing 6,000 monthly transcription minutes and advanced collaboration tools.
See their full pricing here.
Drawbacks
Formatting issues
It can struggle to find the end of a sentence. If there isn’t a clear pause, it will just continue.
Language limitations
Currently, Otter.ai is limited to only English, with a particular focus on English and American accents, so it struggles with accents outside of these regions.
Expensive
It’s expensive, but considering all the features it offers, it may be worth the investment, but only if you plan to use it often.
Descript
Descript is an AI-powered audio and video editing tool designed to simplify the editing process. Its intuitive features allow users to edit media files as easily as text, making it ideal for marketers and content creators who need quick and professional multimedia content.
Features
Transcription
Descript automatically transcribes audio and video files, converting speech to text with high accuracy. This makes it easy to create captions, pull quotes, or even repurpose spoken content into written formats.
Overdub
The Overdub feature allows you to make small edits to audio files without needing to re-record. Descript’s AI can create a synthetic voice that matches the speaker, making it easy to replace words or phrases seamlessly.
Screen recording and video editing
Descript includes screen recording tools, ideal for creating tutorials or presentations. Video editing features allow for trimming, cutting, and rearranging clips, simplifying the process of producing polished video content.
Filler word removal
Descript’s AI can automatically detect and remove filler words, such as “um” and “uh,” for a cleaner final edit. This saves time on editing and helps create a more professional result.
Price
Descript offers a free plan with access to basic features, including limited transcription minutes. Paid plans start at around £10 per month, with additional transcription hours, Overdub access, and advanced video editing features. The Pro plan includes even more extensive editing tools, suited for intensive media projects.
Drawbacks
Limited offline access
Descript is cloud-based, so it requires an internet connection to use most features, which can be inconvenient for offline work.
Learning curve
Although user-friendly, Descript’s wide range of features may take some time for beginners to fully master.
Overall, Descript is a versatile tool for anyone looking to produce high-quality audio and video content efficiently, with powerful features that streamline the entire editing process.
Research tools
ChatGPT
ChatGPT is an AI language model developed by OpenAI, designed to assist with a wide range of writing and content generation tasks. By responding to user prompts with human-like text, ChatGPT can be a valuable tool for marketers, customer service representatives, and content creators looking to streamline their work and generate high-quality content quickly.
Features
Content creation
ChatGPT can assist in generating blog posts, social media captions, email drafts, and more. By simply providing a prompt, users can get a well-structured response that they can use or edit to suit their needs.
Customer support automation
ChatGPT is increasingly used as a virtual assistant to provide customer support. It can handle frequently asked questions, offer troubleshooting assistance, and even engage in basic interactions, helping reduce the workload on support teams.
Idea generation
ChatGPT is useful for brainstorming. It can help you develop content ideas, campaign themes, or even product names, sparking creativity and innovation.
Language and tone adaptability
The tool can adapt to various tones, such as formal, friendly, or technical, based on user instructions. This makes it easy to align ChatGPT’s output with your brand’s voice and target audience.
Pre-built GPTs
ChatGPT offers access to pre-built GPTs, which are templates or models configured by experts for specific use cases. These ready-to-use options simplify tasks such as content creation, customer support, or data analysis by providing tailored functionality without requiring custom setup. You can also set up company-specific GPTs, so you don’t have to repeatedly add your brand expectations.
Price
ChatGPT offers both free and subscription-based access. The free version allows limited access, while the ChatGPT Plus plan, available for around £16 per month, provides faster responses and access to the latest model (often more advanced than the free version). OpenAI also offers API access, allowing businesses to integrate ChatGPT into their systems for custom use cases.
Drawbacks
Potential for inaccuracies
ChatGPT generates responses based on patterns in its training data and may occasionally produce incorrect information or misleading statements, especially if the prompt is unclear.
User input
ChatGPT's effectiveness depends significantly on the clarity and specificity of the prompts it receives. Vague or poorly structured prompts can result in generic or irrelevant responses, meaning users need to invest time in refining their questions or instructions to achieve optimal results.
Lack of industry-specific knowledge
Although versatile, ChatGPT may not always handle highly technical or industry-specific terminology accurately without additional training or context.
Overall, ChatGPT is a versatile and user-friendly tool that can enhance productivity across various areas of marketing and customer service, making it a valuable addition to any digital toolkit.
Gemini by Google
Gemini is Google’s advanced AI tool (formerly Bard), designed to assist with a wide range of tasks, from content creation to problem-solving.
Features
Text Generation
Gemini generates diverse types of text, such as articles, reports, and creative writing. It adapts to user preferences over time, refining outputs to better match desired tones and styles.
Translation
With support for over 100 languages, Gemini enables seamless multilingual content creation.
Internet Connectivity
Gemini is connected to the internet, providing up-to-date information to ensure generated content reflects the latest data and trends.
Pricing
Gemini is currently free for users with a Google Account. However, a premium version, Gemini Advanced, is available via the Google One AI Premium plan for $19.99 per month.
Drawbacks
Potential for Bias
Gemini may reflect biases present in its training data. Users should critically evaluate AI-generated content, especially for sensitive or critical applications.
Occasional Inaccuracies
Gemini can sometimes produce incorrect or misleading information. It’s recommended to verify critical details from reliable sources.
Repetition
Gemini may produce repetitive content if prompts lack specificity. Detailed and clear prompts can help reduce this issue.
Genei
Genei is an AI-powered research tool designed to enhance productivity by automating the summarisation and analysis of documents and articles. It uses advanced natural language processing to provide deeper insights, making it invaluable for users who need efficient access to research material.
Features
AI summarisation
Genei automatically summarises PDFs and web pages, turning long, complex documents into concise sections and bullet points, saving significant time on reading.
Keyword extraction
The tool identifies and extracts key information from documents, enabling you to find crucial information faster than traditional methods.
Note-taking and annotation
Genei includes note-taking features that allow you to write notes, paraphrase ideas, and generate original content, streamlining your research and writing process.
Document management
The platform allows you to import, view, summarise, and analyse PDFs and web pages. It also offers document management, file storage, a citation manager, and a reference generator.
Price
Genei offers two main pricing plans:
Genei Basic: £3.99 per month, including features like importing, viewing, summarising, and analysing documents, along with document management, file storage, annotation capabilities, and citation management.
Genei Pro: £19.99 per month, offering all Basic features plus more advanced capabilities, including higher-quality AI, multi-document summarisation, search and question answering, and rephrasing functionality.
A 14-day free trial is available for new users to explore the platform’s capabilities.
Drawbacks
Learning curve
New users may need some time to fully understand and utilise all the features effectively.
Cost considerations
The Pro plan, while offering advanced features, may be costly for individual users or small businesses.
Overall, Genei is a powerful tool for enhancing research efficiency and productivity, especially for users who frequently work with extensive documents and require quick access to key information.
Trevor
Trevor is an AI-powered time management and productivity tool designed to help professionals organise their schedules efficiently. With its range of features for task tracking, prioritisation, and scheduling, Trevor is ideal for marketers who want to maximise productivity and stay on top of their to-do lists.
Features
Task prioritisation
Trevor allows you to organise tasks by priority, helping you tackle your most critical tasks first. It uses AI to make suggestions based on deadlines and estimated time, ensuring you stay productive and meet your goals.
Time blocking
The tool integrates time blocking into your schedule, enabling you to allocate specific time slots to different tasks. This feature helps manage workload and reduce distractions, making it easier to focus on one task at a time.
Calendar integration
Trevor integrates with popular calendar apps, allowing you to sync tasks and deadlines seamlessly. This integration ensures that all tasks and appointments are accessible in one place, reducing the risk of overlooking important deadlines.
Analytics and productivity insights
Trevor provides data on your productivity, analysing how you spend your time and suggesting improvements. By understanding where your time goes, you can adjust your habits to optimise productivity.
Price
Trevor offers both free and paid plans. The free plan includes basic features like task management and calendar integration, suitable for individual use. The premium plan, at around £8 per month, offers additional features such as advanced productivity insights, unlimited task categories, and priority support. For more detailed pricing information, visit Trevor’s website.
Drawbacks
Limited features
The free version is quite basic, which may not be ideal for users who need more in-depth scheduling and analytics.
Complex interface for beginners
Trevor offers a variety of features that can feel overwhelming for new users, requiring some time to learn and fully utilise.
Overall, Trevor is a powerful tool for managing time and boosting productivity, particularly for those willing to invest in the premium version for more advanced features.
Perplexity
Perplexity is an AI-powered search and research assistant designed to assist users in finding precise and concise answers to their queries. It combines AI-driven capabilities with a straightforward interface, making it a practical tool for professionals conducting research or seeking quick insights.
Features
Real-time search assistance
Perplexity provides answers to queries in real time, summarising information from multiple sources. Its AI functionality is designed to deliver contextually relevant results, potentially saving time compared to traditional search methods.
Source transparency
The tool cites and links to its sources, offering users the opportunity to verify information and explore further details. This transparency may be useful for ensuring credibility and accuracy in research.
Customised research paths
Perplexity adapts its suggestions based on user input, refining its responses over time. This feature supports users in conducting tailored research, whether for detailed exploration or quick overviews.
Collaboration features
The tool allows users to share research findings and insights with others, which can be helpful for collaborative projects or team-based tasks.
Price
Perplexity offers a free version with core features such as real-time search and source citations. A premium plan is available starting at approximately £10 per month, which includes additional features such as enhanced customisation options and priority support. More details can be found on Perplexity’s website.
Drawbacks
Limited offline capabilities
Perplexity requires an internet connection to function, which may be a limitation for users who need access without connectivity.
Complex queries may require refinement
Some complex or niche queries may need users to provide additional context or clarification to generate the desired results.
Perplexity offers a range of features aimed at simplifying the research process. While it may not suit every use case, it can be a valuable tool for professionals seeking efficient ways to gather and verify information.
What does this mean for you?
Hopefully, after reading this article, you’ll have a better idea of some of the AI tools that are currently out there, and you can start exploring and experimenting with these tools to find what works best for you.
Overall, what you should take from this is that if you have a problem, AI will probably have a solution. So next time you find yourself thinking, “There must be an easier way to do this!” the answer is yes, there is.