AI TOOLS
There’s so much noise around neural networks that a simple question got lost in it: which of this actually speeds up the work, and which just looks good in a demo.
We use AI every day — generating copy for bots, assembling landing pages, preparing ad campaigns. Below is what really works, and where we got burned.
AI doesn’t do the work for you. It clears out the routine so you can spend your time on what decides the outcome.
Where AI genuinely helps
Where it lets you down
- Facts and figures. The model confidently invents what it doesn’t know. Anything checkable has to be checked.
- Recent information. The model’s knowledge stops at some date. It has no idea about yesterday’s service update.
- Sameness. Unedited text is recognizable instantly: smooth, evasive and about nothing. Search engines don’t treat it as a find either.
- Whole long documents. The bigger the chunk, the higher the chance part of the requirements gets lost. Better to cut it into pieces.
AI is good wherever you are able to judge the result. If you don’t know the subject, you won’t notice you’ve been handed beautiful nonsense. That’s why it accelerates a specialist and lets a beginner down.
How to get a decent result
- Give it context. Who the audience is, what tone, what goal, what’s off limits. A three-word prompt gets you a three-cent answer.
- Show it an example. One sample of «this is how it should look» works better than a paragraph of explanation.
- Set limits. Length, format, structure. Without a frame the model spreads out.
- Iterate. The first answer is a draft. Say what’s wrong and ask it to redo a specific part rather than the whole thing.
- Don’t ask it to lie. If the data isn’t there, tell the model outright that «I don’t know» is an acceptable answer. Otherwise it will invent one.
What we built on this ourselves
The best way to understand a technology’s limits is to build a working tool with it. We have several:
A landing page builder
An application that takes a text description of a business and assembles a finished site: it plans the sections, writes the copy, builds the layout and hands you an archive ready for WordPress. It can copy the style of a reference site from a screenshot — right down to the palette and the block structure.
An ad campaign generator
It takes the content of a client’s site and produces ready-made ad groups for two platforms at once, respecting the character limits and exporting in the format the campaign editor accepts. What used to take a day takes half an hour.
Social media bots
Auto-posting with generated copy, auto-replies to comments, filtering posts by meaning. The key detail: the bot accumulates statistics on its own publications and adjusts both the topics and the posting times to whatever landed.
Common mistakes
- Publishing generated text without editing it. Everyone can tell, search engines included.
- Asking it to «write me some sales copy» without a single detail about the product. You’ll get a template that fits anyone and suits nobody.
- Trusting the numbers and the links in the answer. Checking is mandatory.
- Handing the model sensitive data — passwords, tokens, clients’ personal information.
- Chasing a new service every week instead of learning one properly and building it into the workflow.
Everything described here has been tested on our own experience.