How we score the AI in every tool.
Three checks, each marked out of 5, giving an AI score out of 5. The same three apply to everything, and the breakdown is published alongside the number.
What we are scoring
The AI first.
Every tool in public relations now claims to use AI. Most reviews score the product as a whole, which means a strong database with a weak AI feature reads the same as a strong AI feature attached to a thin database.
In practice the two are hard to pull apart, and we do not pretend otherwise. An AI feature is only as good as the data underneath it and the workflow around it, so the score reflects the tool as you would actually use it, weighted towards what the AI adds.
The three checks
What each one measures.
- 01
Reliability
How accurate the output is, how strong the data behind it is, and how much control you have over it.
- 5
- Accurate and sourced, with strong controls to edit and override. Send it unchecked.
- 3
- Broadly right and correctable, but you check it every time.
- 1
- Often wrong, with no way to edit or override what it gives you.
- 02
Integrability
How easy the tool is to learn and use, and how easily it fits an existing workflow.
- 5
- Obvious on first use, and it sits inside the workflow you already have.
- 3
- Takes some learning, and works once set up, but sits apart from the job.
- 1
- Steep to learn, and separate from everything else you use.
- 03
AI depth
How strong the AI behind the tool is, how much of the product it powers, and how well it is used.
- 5
- Strong technology, used across the product rather than in one corner.
- 3
- Real AI doing real work, but confined to a feature or two.
- 1
- A thin layer over a product that works the same way without it.
How tools get here
We go looking, and you can send them.
Most tools on this site we found ourselves, researching what PR teams are actually buying and using. Anyone can also submit one, whether they built it or use it.
If a tool claims an AI feature, it goes in the directory. Whether that claim holds up is what the score is for. No AI claim at all and it does not belong here, because this is a directory of AI tools.
Being listed and being scored are different things. We work through one category at a time, so a tool can sit as a listing for a while before it carries a number.
What we do not do
Nobody pays for a place.
There are no paid listings, no sponsored placements, no affiliate links and no paid reviews. A vendor can submit a tool, and that is the whole of the relationship available.
Scores are ours. They are not sent to vendors for approval before they go up, and offering to pay does not change one.
Think we have a tool wrong?
If you build a tool on this site, or you use one and our score does not match your experience, email us.
Email us