Written by Julien Ricciarelli-Bonnal
9 December 2025
AI Showdown: ChatGPT, Gemini, Grok, Claude — which one actually fits your real-world workflow?
The explosion of AI tools — ChatGPT, Gemini, Grok, Claude and their variations — creates the illusion that choosing an AI is simply a matter of picking the most powerful one. In practice, these models behave like entirely different minds. They do not think the same way, they do not structure ideas the same way, and they do not support decision-making with the same temperament. The question is no longer “Which AI is the best?” but “Which AI is the most compatible with the way you actually work?”
When companies rush into AI adoption without answering that question, they waste time, distort their processes and create a layer of operational confusion that affaiblit leur capacité à décider. A well-chosen AI accelerates clarity. A badly chosen one multiplies noise.
Each AI model has its own personality — and your choice should follow your real use case
Before comparing features, the first thing to understand is that AI models differ in logic, tone, structure and tolerance for ambiguity. This is why the same tool can be extremely productive for one organisation and totally counter-productive for another.
Here are the four dominant usage families:
- Analytical AI, designed for structuring, prioritising and clarifying.
- Creative AI, useful for ideas, narratives and content.
- Logical AI, strong in reasoning, diagnostics and problem-solving.
- Operational AI, ideal for automation and repetitive tasks.
These categories are not rigid; they simply reveal that no AI is neutral. Each model pushes your thinking in a specific direction, and the impact on your workflow can be profound.
ChatGPT, Gemini, Grok, Claude: four tools, four temperaments, four ways to shape your decisions
ChatGPT: the most stable generalist
ChatGPT is the model that adapts best to mixed use. It can analyse, structure, write, simplify or reformulate complex topics. For consultants, leaders and strategists, it works like a second brain capable of turning intuition into structure.
Gemini: contextual, fluid, and deeply connected to information
Because it integrates Google’s ecosystem, Gemini is extremely useful for anyone needing a broad picture of markets, signals, trends or visual inputs. It is less literary than ChatGPT, but often more perceptive when the context is dense.
Grok: speed, audacity — and inconsistency
Grok is excellent for fast ideation and unconventional angles, but the lack of depth can become a liability for teams that need precision. It’s brilliant for brainstorming; less so for strategic decision-making.
Claude: the most methodical
Claude stands out for long-form reasoning, documentation and rigorous analysis. It is calm, structured, and highly reliable — perfect for sensitive decisions, deep breakdowns or expert-level synthesis.
No model is “perfect”.
Each is excellent at something precise, and most frustrations come from picking a tool designed for a different purpose than your own.
Before choosing an AI, ask the three questions that actually matter
VMost organisations skip the only questions that really count:
- What type of work will the AI support? (analysis, creation, reasoning, operations…)
- What is the team’s real level of expertise?
- How much coherence do we need between messaging, decisions and execution?
Many teams choose a creative AI for analytical tasks, or a logical AI for branding work, or change AI models every two weeks hoping to “find the right one”.
When the underlying strategy is floue, no tool can stabilise it.
In these situations, working with a consulting marketing expert ensures the tool is aligned with the company’s structure and objectives. And when AI-generated content affects public reputation, solid public relations work protects the brand from stylistic drift or dilution.
The right AI choice is never about power — it is about coherence
The companies that thrive with AI in 2025 have understood one rule: tools don’t create strategy. They support it. They reinforce it. They accelerate it. But they do not replace human judgement.
AI is not a shortcut.
AI is not a magic fix.
AI is not a substitute for expertise.
It is an extension of your thinking — and like every extension, it must match your cadence, your logic and your way of deciding.
Until this alignment is established, no model will deliver its real value.
Once it is, every model becomes exponentially more powerful.
Written by Julien Ricciarelli-Bonnal
9 December 2025
