Lesson 3 of 3 · 4 min read
Which AI tools work, and what to ask them
The AI you already use is probably the right one. What matters is that it can use an MCP connection, and that you ask it good questions.
- Collect
- Store
- Use
- Activate
The assistants
Claude, ChatGPT, Microsoft Copilot and Grok all support or are adding MCP connections, depending on the product and plan. Check what your team’s plan allows before you choose; the warehouse connection works the same for all of them.
Questions worth asking
Which campaigns brought customers who bought twice? Compare Meta and Google on cost per qualified lead over the last 90 days. Why did leads drop last Tuesday? Which products sell through which channel? Draft the monthly summary for the client meeting.
How to ask well
Be specific about the time range and the outcome you care about. Ask for the answer first and the evidence underneath. And check surprising answers against the report, the same way you would with a new analyst.
Key takeaways
- Use the assistant your team already has, if its plan supports MCP.
- Ask about outcomes and time ranges, not about tools.
- Treat surprising answers like a new analyst’s: check them.
For your marketing agency
Give every account manager the same three questions to ask before each client meeting. It is the fastest way to make the whole agency data-driven.