How to pick AI tools without going down the rabbit hole.

I spent two weeks comparing AI tools before I realized I was procrastinating.

The rabbit hole is real

If you’re building a personal brand with AI in 2026, the tool options are endless. AI writing tools. AI video tools. AI scheduling tools. AI image tools. AI voice tools. Every week there’s a new one. Every one promises to save you time.

The irony is that comparing them all wastes more time than picking the wrong one.

I know because I did it. I had spreadsheets. Browser tabs open for days. YouTube reviews. Reddit threads. I was researching tools instead of using them.

Two weeks in, I had learned a lot about AI tools and published exactly zero content. That’s the rabbit hole.

How I finally picked

I stopped asking “what’s the best tool?” and started asking “what do I actually need to do this week?”

The answer was simple. I needed to write blog posts. I needed to plan content. I needed help with strategy and decisions. That was it for Phase 1.

So I picked Claude as my primary AI. Not because it’s the best at everything. Because it does the three things I need well enough to start. Writing, planning, thinking through decisions. One tool.

I also use ChatGPT for a second opinion when I want to pressure test an idea. That’s two tools. For writing and strategy, two is enough.

For video, I’ll add Ecamm Live when I start recording. For email, ActiveCampaign. For scheduling, Calendly. But I’m not setting those up until I need them. That’s the rule.

The rule that saved me

Only set up a tool when you have a task that needs it this week.

Not “might need it someday.” Not “looks cool.” This week. If you’re not using it within seven days, you don’t need it yet.

This killed the rabbit hole for me. I stopped researching tools I wouldn’t use for months. I stopped comparing features I didn’t understand yet. I focused on the task in front of me and picked the tool that solves it.

Why most people get stuck here

Two reasons.

First, comparing tools feels productive. You’re learning. You’re evaluating. You’re making informed decisions. But if you spend three weeks comparing and zero weeks creating, you’ve made no progress. Research without action is procrastination in a lab coat.

Second, fear of picking wrong. You think if you choose the wrong AI tool, you’ll waste months and have to start over. In reality, most AI tools do 80% of the same things. The difference between the top three options is smaller than you think. The cost of picking the wrong one is a few hours of adjustment. The cost of picking none is weeks of nothing.

What my stack looks like right now

It’s small on purpose.

Claude for writing, strategy, planning, and building systems. This is where 90% of my AI work happens.

ChatGPT for second opinions and testing ideas against a different model.

That’s it for AI. Everything else is a standard tool, not an AI decision. My website runs on a static site builder. Email is ActiveCampaign. Calendar is Calendly. Video will be Ecamm Live when I get there.

I’ll add tools as the work demands them. Not before.

How to pick yours

Write down the one task you need to accomplish this week for your personal brand. Pick one AI tool that helps with that task. Use it for a full week before evaluating anything else.

If it works well enough, keep it. If it doesn’t, try one alternative. Not five. One.

The goal is to start creating, not to find the perfect tool. Perfect tools don’t exist. Good enough tools used consistently will beat the perfect tool you’re still researching.

For the full picture of how I’m building this, start with the manifesto.

There’s a newsletter if you want updates. If not, come back when you feel like it.

Come build with me,

Anthony