Our Favourite AI Tools (for PR and Digital PR)

Struggling with the thousands of AI tools on offer in marketing and PR? Ready to integrate them into your day-to-day work, but not sure where to start?

We’ve got you covered. Ben Eaglestone, our SEO & Insights Specialist, shares the four AI tools he uses every day (and exactly why he loves them).

Of all the AI big boys, Perplexity is my go-to. Whether it’s topic research, data sourcing, audience understanding or simply an extra opinion – I use it every day. It’s now an absolutely critical tool in my toolkit. My day-to-day work is focused on search, and Perplexity is (in my opinion) the best AI platform out there for anything search-adjacent.

But there’s one thing I will never, ever use it for: content creation. Whether it’s Perplexity, Claude, ChatGPT or any of the others, I just don’t agree with it. AI-generated content is not the one for me, and I don’t think it ever will be.

AI search now plays a key role in user journeys and decision making. So we need to be measuring how visible brands are in the AI search results. And while there are quite a few options out there, I think Peec AI is the best of the lot.

SparkToro is THE tool for all things audience research and analysis. Here at Energy, we’ve been using it for years. And SparkToro now has an incredibly useful AI-led functionality to accurately refine your target audience (so I’m counting it as an AI tool).

Manus is a (very) powerful agentic AI that basically goes off and performs as many tasks as needed to get your job done. Give it a go, it’s incredible. Whether we’re undertaking in-depth audience research or analysing data for an upcoming PR campaign, Manus is so effective.

But it’s worth noting that more and more of the leading AI platforms now offer agentic capabilities. So while Manus is great, chances are your favourite tool has (or will soon have) access to AI agents too.