AI Advantage Assessment

AI Advantage Assessment is completing deep surveys with hundreds of marketers about their AI adoption. It’s not surprising that their usage rates varied widely. What was unusual was the diversity of tools marketers said that they got significant value from (not tools they’ve tried, but tools they’ve gotten value from). On the single use case area of “internal work and content development,” marketers reported 54 DIFFERENT tools they were getting value from (in an unprompted list) Below is the long list of vendors who

Among LLMs, OpenAI was the clear leader, but it was clear that a majority of marketers were using at least a second LLM, mentioning Anthropic, Google-Gemini, Grok/xAI and DeepSeek AI.

Stand-alone or in-app co-pilot products were the second most popular category of AI use. Marketers mentioning Microsoft AI Co-pilot, HubSpot AI, LinkedIn Sales Navigator AI, Zapier AI, Apollo.ai, 6sense, On24 AI, and Databook AI.

Creative Content tools mentioned – Midjourney, OpenAI/Gamma, Canva AI, Adobe AI, Figma Make Vercel (AI-related features) invideo, Fireflies.ai, HeyGen, Hatch, OtterlyAI, Krea, Kling, LTX Studio, Rocksalt Engage

Marketing Tools & analytics mentioned – Jasper.AI, Grammarly, Semrush, Triple Whale / Moby Agent, Skyword, Croud

Research, knowledge and infrastructure tools- Perplexity, Google NoteBookLM, LangChain, Google Vision, Cursor. Replicate.com, n8n, Replit, Chatbase, and Glean

Voice + media, other – ElevenLabs, Evertune AI, Gong, Superhuman AI, Lovable, Supabase, VWO AI, EliteAI

Are there tools on this list that you particularly like?