Start with the job to be done
The fastest way to choose badly is to start with vendor hype. Start with the task instead. Are you trying to write faster, search better, code with less friction, or produce visual assets at scale?
Compare the real constraints
Once the use case is clear, compare pricing, onboarding friction, collaboration needs, and how much cleanup the output requires. A tool that is technically powerful can still be the wrong choice if it creates extra review work.
Build a shortlist, not a perfect answer
Most teams do not need one perfect AI product. They need a shortlist of two or three strong options that fit the workflow and budget they already have.