Like Festivus, it’s AI tools for the rest of us.

If you’re a no-coder or even just beginning your journey with AI, there is a specialist platform for you.

Running an SME does not mean you have a shortage of decisions. Now, it turns out you’ve got to keep abreast of all the AI tools you must choose. We thought exploring five areas in which AI can help with off-the-shelf solutions might be helpful.

I’m a novelty seeker. I love trying out new tech, especially when it promises to make life easier or more efficient. But after years of signing up for every shiny new app, I’ve had to become more disciplined. It’s surprisingly easy to watch cash disappear into a pile of unused software subscriptions.

Since AI took off and the options multiplied, I prefer to test tools for a few months before fully committing. I used to sign up for annual plans to get a discount, but now I pay the higher monthly rate until I’m sure it fits my workflow.

We’re all on a journey with AI. Where I’m at personally is that I’m a power user of AI, but I am only in the early days of custom building.

Standout performers we rate

Some apps, like Pipedrive, Motion AI, Fireflies, and Freepik, have earned their place at Europa Creative Partners because they consistently deliver value. We’re quick to turn off anything that isn’t moving the needle for us (or isn’t fun enough).

The other thing is that the two most generalist platforms, ChatGPT and Claude, are pretty incredible. A little bit like Apple is notorious for, they offer so much that they can wipe out the whole future of a specialist app in a single update.

Why are we here?

I don’t mean the “why are we here?” answer that includes “because millions of years ago and an unfeasible distance away, a sun died, transforming atoms through the periodic table and collapsed in on itself, and that produced the gold in your brain and the iron in your blood.” No, I mean, why are we here for this article?

We’re here to take a look at 5 tools that could be the thing that shift your business from “kind of a big deal” to an actual big deal.

1. AI-Native Companies

Some companies are AI-native, built from the ground up with AI as a core business model. These businesses are nimble and highly adaptable, constantly evolving and improving in ways traditional companies can struggle to match.

Example: Supernatural AI is revolutionising advertising with real-time learning and adaptation. That’s what some of the big boys and girls are using.

For us SMEs: While you might not be AI-native, you can still adopt their mindset. Pipedrive’s Smart CRM can help you streamline your sales pipeline, automate tasks, and free up time for strategic work. It’s all about thinking smarter, not harder.

Using ChatGPT/Claude: They’re so helpful that it is hard to believe they weren’t around a few years ago. We use them for simple stuff, helping draft follow-up emails, summarise customer interactions, or generate personalised outreach messages. LinkedIn is dominated by people who do not write with AI or only write with it. I’m a writer first and foremost, and the answer is much more nuanced for me. 

2. Hyper-personalisation

People expect marketing to feel personal and relevant. We’re flooded with generic or obviously automated personalised content. For that reason, hyper-personalisation needs to go beyond just adding a name to an email. It needs to deliver timely, meaningful content based on customer behaviour.

Tools: Anyword and Omneky are some brands making waves in generating tailored content.

Why it matters: Personalisation builds trust and loyalty. When done well, it can turn casual visitors into long-term customers. When it’s done badly, well, it’s off to the spam folder for you, you naughty marketer.

Using ChatGPT/Claude: These tools can help generate customised product recommendations, draft tailored marketing messages, and optimise email subject lines for specific audiences.

3. Multimodal AI

Creating content across different formats, such as text, images, and audio, used to require designers and copywriter specialists.

The rise of multimodal AI means that businesses can create rich content across text, images, and video without needing a full creative team. Freepik’s vast library of high-quality graphics and vectors makes it easy to design professional social media content in minutes, giving small businesses the chance to stand out online.

I think designers and writers will be busier than ever in this new age of AI. It’s just that the role we’ll play will be different. We’ll need more discernment and the ability to intervene creatively. We’ll spend less time doing busywork or minor stuff like reformatting a core piece of content.

Big shout out to Canva, too. The big dog is a staple of any marketer’s work these days.

Using ChatGPT/Claude: Generate social media captions, brainstorm campaign ideas, or create video scripts to complement your visual content. ChatGPT has fairly good image-generating capabilities, but the interface is still not as good as FreePik and Canva.

4. AI Agents: Your New Marketing Sidekick

We don’t have robot butlers yet, but we do have AI Agents.

I have read so much science fiction that it’s been a disappointment that we are in the 2020s, and I don’t have a robot butler. But we do have AI Agents. They automate workflows, optimise your calendar, and help you focus on high-impact activities.

Motion AI has been crucial for Europa Creative Partners. Despite our rapid growth over the last six months (do you like how I managed to slide this brag in here?), it has kept our scheduling and workflow management on track. It helps us block out time for deep work and ensures we focus on what matters most.

Meanwhile, Fireflies.ai automatically transcribes meetings and pulls out key action items, saving weekly hours.

Using ChatGPT/Claude: Automate meeting notes, create task lists from transcriptions and set reminders to keep projects moving forward.

5. Predictive analytics or the emergence of the marketing crystal ball

With predictive analytics, you don’t need a crystal ball (and it’s probably more accurate)

When I was at art school, a few wanna-be mystics were around. Their predictions were mostly way off, and they all said you were an “old soul”. But now we have AI and predictive analytics, which is about turning your data into foresight. Forecasting customer behaviour and anticipating future trends helps businesses stay one step ahead.

AI-driven predictive analytics is one of the biggest trends in marketing right now, and tools like Pipedrive make it accessible even for SMEs. With features like Lead Scoring and Sales Forecasting, you don’t need a dedicated data science team to gain valuable insights.

The AI does the heavy lifting—helping you identify high-potential leads and confidently plan your next steps. Zoho Analytics offers similar predictive insights, while Taboola’s AI Assistant “Abby” fine-tunes ad campaigns in real-time.

Why it matters: who doesn’t want a crystal ball?

Using ChatGPT/Claude: Analyse customer reviews for emerging trends, generate data-backed campaign plans, and forecast sales patterns based on historical data.

Choose your best combination

There is something for everyone at AI. Like a great buffet strategy, choose the combination that suits you.

The great thing about AI is that it’s like a top-flight buffet-eating strategy: there’s something for everyone, but you’ve got to know what’s worth piling onto your plate (and how many extra kilojoules you’re about to consume, how horrified your date will be, etc). Some tools will change your world; others will be like that weird dry canapé nobody touches.

The key is to experiment. Start with a few tools like Motion AI, or Freepik. See what makes a difference. The beauty of this new tech landscape is that you don’t need to commit for life, just long enough to know if it fits. If you’re curious about Pipedrive or Hubspot, reach out to us. 

Anyone who tells you that they are an AI expert is lying

And don’t stress about keeping up with every trend. The way things are today, anyone who tells you they’re an AI expert is lying, and there is too much going on for anyone to have a handle on the whole thing. What matters most is what works for you and your business. AI is, for the most part, going to make life easier, not harder. You’re already a big deal; these tools will help everyone see that.