Comsteria's Colin Kelly outlines his QCARDS system for evaluating AI tools.

If you are thinking of using a particular AI software within your marketing, comms or PR role, consider evaluating each tool against the following criteria:

Q - Quality. Can the tool do the job to a higher standard than I can? C - Cost. How much does it cost? Explore the limits and potential savings by, perhaps paying annually or accessing the tool via the API. A - Access. Does this tool enable people who might lack particular technical skills to do the job? Does the technology widen access to our profession or team? R - Reputation. What's the reputation of the tool? Can you trust the people behind it? Do you know who they are? If your clients, customers and other stakeholders knew you were using this tool in the course of your work, what would they think? D - Duplication. Does this AI tool reduce or eliminate duplication for your work? S - Safety. Is the tool safe? What are the privacy credentials? How does it work? Is the information the results are based on from a safe source? What measure are you putting in place to ensure your use of the tool complies with your commitments and responsibilities?

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