Testing the Tools
Welcome back to The Future of PMM!
This week we're going hands-on with AI tools. Not just reviews — real tests with real briefs. What happens when you give Claude, ChatGPT, and Prezent the same assignment? What about competitive battlecards?
Plus: meet this week's User of the Week — an SAP colleague who built his own AI brain in a weekend.
The results surprised me. Let's dig in.
—Chris
I Tested 3 AI Content Tools on the Same Brief
I gave Claude, ChatGPT, and Prezent the same assignment: take two articles and an SAP template, create a two-chapter presentation deck.
The winner: Claude, by a mile. Zero manual work required — it pulled images from the source articles and wove a coherent narrative.
Key Findings
- 🏆 Claude: Clean slides, pulled images, coherent story
- 😐 ChatGPT: 30 slides of questionable design
- ❌ Prezent: Enterprise features locked behind walls
I Compared ChatGPT and Claude on Competitive Analysis
Same prompt: "Build me a competitive battlecard for SAP's Business Data Cloud."
One delivered a polished 9-slide presentation. The other gave me a 7-page text document that read like meeting notes.
The winner: Claude, by a mile. But verify everything — AI can hallucinate competitive details with confidence.
The AI Adoption Curve for PMMs
Where does our team fall on the AI adoption spectrum? I mapped responses to four stages:
The takeaway: 80% of us are using AI at least occasionally — but only 15% have made it a daily habit. That's where the real productivity gains live.
What You're Saying About AI
I asked our team how you're using AI tools today. Here's what you said:
Top AI Use Cases for PMMs
Haven't taken the survey yet? Add your voice — I'll update these results as more responses come in.
Olivier Duvelleroy
SAP · Aix en Provence, France
Built his own AI brain in a weekend — Olivier, the first product designer hired by Business Objects in 1994, got frustrated with AI tool file limits. His corpus: 1,000+ research docs (Gartner, IDC, McKinsey). ChatGPT Plus allows 10 files per prompt. So on one rainy Saturday, he built NEXUS — a local RAG system using Ollama, FAISS, and Python. Completely free. Now he can query his entire knowledge base in 30 seconds instead of juggling file uploads.
His insight: "At no time should we be afraid of diving into the details these days. AI tools can guide you through implementation; you are mostly limited by your curiosity, creativity, and intent."
Know someone doing interesting AI work? Nominate them for User of the Week.
This Week in AI + PMM
📊 Salesforce: 75% Adopted AI, 84% Still Running Generic Campaigns
The Salesforce State of Marketing 2026 report dropped this week with a brutal headline: "We are using the most powerful technology in history to send more one-way spam, faster." 83% of customers expect two-way conversations. 69% of marketers can't deliver them. The culprit? Data silos, not technology.
PMM takeaway: AI adoption ≠ AI transformation. Unified data is the real unlock.
🤖 NYT: "Chatbots Are the New Influencers Brands Must Woo"
Athenahealth published 250,000 words of targeted content to show up in AI chatbot queries. Brands are now optimizing specifically for LLM responses — not just Google. Welcome to AEO (Answer Engine Optimization). 85% of marketers say AI is reshaping their SEO strategy.
PMM takeaway: Your content needs to be LLM-friendly, not just search-friendly.
🚀 Oracle Launches AI Agents for Marketing, Sales & CS
New role-based AI agents embedded in Oracle Fusion Cloud — prebuilt and included at no extra cost. Oracle's advice: "Think big, start small, act fast." The agents expose data silos by reaching across finance, operations, and service systems.
PMM takeaway: The agent wars are heating up. SAP, Salesforce, Oracle — everyone's shipping.
🇨🇳 Alibaba Unveils Qwen3.5 with Agentic Capabilities
China's AI race shifts to agents. Qwen3.5 supports new agentic capabilities with open-weight and hosted API versions. The US AI monopoly is under pressure as Chinese models close the gap.
PMM takeaway: The model landscape is fragmenting fast. Don't bet everything on one provider.
🎭 OpenAI vs Anthropic Rivalry on Display at India AI Summit
The CEOs avoided holding hands at the photo op. Anthropic's Dario Amodei discussed "serious risks" of autonomous AI — misuse by individuals and governments, economic displacement, and autonomous behavior of AI systems.
PMM takeaway: The AI safety debate is going mainstream. Messaging matters.
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