AI writing tools have moved from novelty to necessity for many marketing teams. Sarah Israel writes for the Hootsuite Blog about ten tools (including their own of course) that stand out in 2026, ranging from free general-purpose assistants to specialized platforms built directly into social media workflows. Here is what each one does and who it is for.
1. OwlyWriter AI
OwlyWriter is built directly into Hootsuite and designed exclusively for social media. It can generate captions from a prompt, write posts based on a URL, repurpose high-performing content, and produce ad copy variations. It also includes a brand voice feature to keep output consistent. Pricing starts at $99 per user per month as part of any Hootsuite plan. It is best suited to social media teams that want everything in one place.
2. ChatGPT
OpenAI’s ChatGPT remains one of the most capable and accessible tools available. Its chat-based interface handles blog drafts, ad copy, brainstorming, research, and more. A free tier is available, with paid plans starting at $8 per month. Content marketers looking to scale production quickly will find it especially useful.
But it’s not the best AI for content creation. That crown belongs clearly to Claude.
3. HubSpot AI Content Writer
HubSpot’s built-in writing assistant covers a broad range of formats, including blog posts, emails, landing pages, and social copy. It also allows users to repurpose content across channels. A free version is available, and paid plans start at $15 per seat per month. The tool is aimed at marketers already using the HubSpot ecosystem.
4. Grammarly AI
Grammarly has expanded well beyond spell-checking. Its generative AI layer can now draft emails and short-form copy, rewrite and shorten text, and adjust tone. The free plan includes up to 100 AI prompts per month. A Pro plan starts at $12 per month. It works best for individuals and teams focused on correctness and clarity.
5. Jasper
Jasper is built with larger teams in mind. It includes approval workflows, a brand voice analyzer, a template library, SEO integration, and multi-language support. A seven-day free trial is available, after which Pro plans start at $59 per seat per month. Teams that need to keep content production on-brand and in sync across multiple contributors will benefit most.
6. Copy.ai
Copy.ai focuses on producing drafts that need only minimal editing before publication. It offers workflow automation, built-in templates, multi-step content briefs, and team workspaces. A free plan is available, with paid tiers offering unlimited word generation. Solo marketers and small teams looking to increase blog output are the primary audience.
7. Writesonic
Writesonic covers a wide range of formats, from ad copy and product descriptions to long-form blog posts. Its Chatsonic feature adds real-time web access, which sets it apart from tools that rely solely on training data. A free trial is available, and self-serve paid plans start at $99 per month. Content marketers who need a single tool for multiple tasks are its core users.
8. Rytr
Rytr is a lighter, faster tool aimed at marketers who have ideas but not the time to write them out. It offers more than 20 preset tone options, a social caption generator, a blog post creator, a Chrome extension, and support for over 35 languages. A free plan is available, with paid options unlocking additional features. It suits users who want quick results without a steep learning curve.
9. QuillBot
QuillBot takes a different approach. Rather than generating content from scratch, it focuses on reworking existing text. Its paraphrasing tool, grammar checker, plagiarism checker, citation generator, and AI co-writer make it a useful finishing tool. A free plan is available, and the Premium plan starts at $9.95 per month. It works well for anyone who finds the blank page easy to fill but the polishing process difficult.
10. DeepL Write
DeepL Write is similarly focused on improving text that already exists. Users paste their copy and receive suggestions on phrasing, tone, style, and word choice. It is not a full content generator but a refinement layer. A free version with limited improvements is available, alongside a paid Write Pro tier. It is best suited to writers who are happy with their content structurally but want to sharpen the language.
Choosing the right tool
The tools differ significantly in scope and purpose. OwlyWriter and Jasper are built for teams, with collaboration and brand governance features included. ChatGPT, HubSpot, and Writesonic offer broad, multi-format capabilities. Grammarly and Rytr are fast and accessible entry points. QuillBot and DeepL Write are refinement tools rather than content generators. Copy.ai sits in the middle, emphasising speed and near-ready output.
Pricing also varies widely. Several tools offer meaningful free tiers, including ChatGPT, HubSpot, Grammarly, Copy.ai, Rytr, and QuillBot. At the higher end, Writesonic starts at $99 per month and Jasper at $59 per seat. OwlyWriter is only available as part of a Hootsuite subscription, which starts at $99 per user per month.
One point applies to all of them equally: every output requires human review. No tool on this list replaces editorial judgment, fact-checking, or strategic thinking. They are drafting partners, not finished-copy machines.
Stay up to date
AI for content creation: the latest tools, tips and trends. Every two weeks in your inbox:
