How to compare AI tools before you choose — a simple method

Two AI tools can have identical feature lists and still suit your business completely differently. Here is a simple way to compare them, without drowning in demos and trial periods.

Compare on your task, not on the features

Feature lists are built to impress, not to help you choose. A tool with fifty features is no better than one with ten if you only need the single feature that solves your task.

So start by writing down the concrete task the tool is meant to handle. Then test each tool on exactly that. A tool that looks fancy but does your job poorly is the wrong tool.

Test with your own, real task

The only test that counts is your own. Demos are always chosen to look as good as possible. Instead:

• Take a real task you do often.
• Run it through each tool you are considering.
• Compare the results side by side.

It often takes under an hour, and tells you more than hours of research. You see straight away which tool understands your task best.

The five questions that separate them

Once you have the results in front of you, ask each tool the same questions:

1. How well did it solve my task? Not in general — my specific task.
2. What does it actually cost? Per user, per month, and what sits behind the "from" price.
3. Where does my data go? Is what I paste used for training? Is there a data processing agreement?
4. How easy is it to get started? A tool nobody is willing to learn never gets used.
5. What happens if we leave? Can you take your data out, or are you stuck?

An honest answer to these five weeds out most choices fairly quickly.

Do not forget the tools you already have

Before comparing new tools, check what is built into the software you already pay for. Email, customer systems and accounting software usually have AI features already. Often the cheapest and simplest choice is something you already own — you avoid a new subscription and a new learning curve.

Many "new AI needs" are already covered. It is worth checking before you buy anything.

Watch for the hidden costs

"From £9" is rarely the full picture. Look for:

• Price per user, not per business — it adds up fast with a team.
• Features locked behind a more expensive plan than the one you looked at.
• Lock-in periods and what cancelling actually costs.

Work out what the tool costs with the number of users and the plan you actually need, not the headline offer.

Tell off-the-shelf from custom-built

For the vast majority of tasks, an off-the-shelf tool is the right call: affordable, quick to start, and good enough. You should only consider something custom-built when a task is big enough, specific enough and important enough that the ready-made tools fall short. That distinction is worth keeping in mind during the comparison, so you do not overpay for a small need — or underpay for a large one.

Pick one, and give it an honest chance

When the comparison points to a winner, choose the one and use it properly for a while before considering anything new. The most expensive waste is a drawer full of half-used subscriptions. One tool that is actually adopted beats three that nobody opens.

Review your subscriptions a couple of times a year, and cancel anything no one has used in a while. That keeps both the costs and the toolbox tidy.

If you would like help comparing the relevant tools for your particular business, you are welcome to have a quick chat.