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Your AI Diet
As part of the APG’s mission to help the industry navigate the AI landscape, we want to hear from you.
This questionnaire is a chance to share your perspective on AI: what tools you’re using, what surprised you, and how you’re using AI as part of your job. We’ll feature your responses in APG comms to help more strategists make the most of these tools.
Mara Dettmann | UK Strategy Director at Laundry Service / Wasserman Group
What’s the first AI tool you fire up when you sit down to do work and what for?
Perplexity – to get up to date with the news and start doing research.
Which AI tool is underrated in your opinion and why?
I really like Notion! And I've heard great things about Julius for data analysis.
What AI tool are you most disappointed by and why?
Canva! Maybe my hopes were too high (or I'm not using it to its fullest potential), but I thought it would make designing presentations and ilk as simple as "make me a pretty slide that brings across <core idea>."
What’s one piece of advice you’d give to other strategists when using AI?
AI can be a great collaborator – but don't outsource your actual thinking to AI, and don't forget the value of human collaboration.
Maximilian Weigl | Global Strategy Partner at Uncommon Creative Studio
What’s the first AI tool you fire up when you sit down to do work and what for?
Most likely Perplexity. Because I probably need to prove or falsify a hypothesis.
Which AI tool is underrated in your opinion and why?
Up until recent,ly I'd have probably said NotebooksLLM. Great resource to dump your research and get concise summaries and/or answers to questions. Works well with case studies, award papers, etc.
What AI tool are you most disappointed by and why?
A lot of synthetic user testing/groups I've tested. The (fake) respondents just don't sound like real people, they talk like marketers (and when you want to make good marketing you don't want to talk to marketers.)
What’s one piece of advice you’d give to other strategists when using AI?
It's tempting, but: don't shortcut or outsource your thinking.
Hamest Artin | Strategist at Inhouse agency
What’s the first AI tool you fire up when you sit down to do work and what for?
GPT 4o
Which AI tool is underrated in your opinion and why?
Sana AI, because of the application of their solutions - for knowledge management, and research.
What AI tool are you most disappointed by and why?
Copilot, it can't really do anything when prompted within an app. Complete rubbish in Powerpoint, but decent at note taking.
What’s one piece of advice you’d give to other strategists when using AI?
Be open with how and where AI has been used. Be ready to explain your deliveries when you have used AI.