Marketing tools earn their keep when one workflow covers research, content and measurement across channels.
By Michael · Updated 31 August 2026
Positions reflect published information and listing data, not hands-on testing. Where a listing is featured or uses an affiliate link, that is labelled on the tool page.
| Tool | Best for | Pricing | Free plan | Score |
|---|---|---|---|---|
| HubSpot AI | Marketing teams | Freemium | Yes | 4.3 |
| Semrush | SEO specialists | Freemium | Yes | 4.5 |
| Surfer | SEO specialists | Free Trial | No | 4.2 |
AI features across marketing, sales, customer service and CRM in HubSpot.
HubSpot AI is the set of AI features built into HubSpot’s marketing, sales, service and CRM platform. It helps draft content and emails, generate reports, summarise deals and customer conversations, and build chatbots. HubSpot has a free CRM tier with AI features available on paid plans.
Best AI features need paid plans
Digital marketing platform for SEO, content, competitive research and advertising.
Semrush is a digital marketing platform covering SEO, content marketing, competitive research, paid advertising and social media. It offers keyword research, site audits, position tracking and content templates, with AI-assisted features for research and writing. A free account with limited data is available.
Free account is limited
Surfer is an SEO and content optimisation platform that helps research keywords, plan content and optimise pages for search ranking. It offers a content editor with real-time scoring, SERP analysis and an AI writing assistant. A free trial is available with paid plans for full features.
No permanent free plan
HubSpot AI covers CRM and basic marketing in one place, which suits small teams that want breadth. Semrush and Surfer are stronger for SEO-specific work.
Not always, but tools like Semrush and Surfer speed up keyword research, content briefs and on-page optimisation. They help most for teams publishing regularly.
They can draft components - emails, ads, social posts - but a campaign still needs strategy, targeting and measurement from a person. Use them to scale production, not to replace planning.
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