AI Vendor Evaluation

Framework: Venkatesan, R. and Lecinski, J. (2026) The AI Marketing Canvas, 2nd ed. Stanford Business Books.

Position in the Canvas: Step 2 — Experimentation. Use this skill to select which tools enter the experiment stage. Use meta-ai-tools-audit as the reference catalogue when the client does not yet have a shortlist. Use playbook-ai-automation-workflow once a tool has been selected and an automation build is underway.

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Use when

• Structured 8-factor vendor evaluation framework for AI marketing tools, based on Venkatesan & Lecinski's The AI Marketing Canvas (2nd ed., Stanford Business Books, 2026). Scores each tool against EA market accessibility, data requirements, integration compatibility, team capability, and total cost in UGX, then produces a shortlist with 30-day experiment briefs. Invoke when a client has completed the ai-readiness-diagnostic and is at Canvas Step 2 (Experimentation) and is ready to select specific AI tools for structured trials. Also invoke when a client wants to compare 2–4 named tools before purchasing or committing budget.
• Use this skill when it is the closest match to the requested deliverable or workflow.

Do not use when

• Do not use this skill for graphic design, video production, software development, or legal advice beyond the repository's stated scope.
• Do not use it when another skill in this repository is clearly more specific to the requested deliverable.

Workflow

1. Collect the required inputs or source material before drafting, unless this skill explicitly generates the intake itself.
2. Follow the section order and decision rules in this SKILL.md; do not skip mandatory steps or required fields.
3. Review the draft against the quality criteria, then deliver the final output in markdown unless the skill specifies another format.

Anti-Patterns

• Do not invent client facts, performance data, budgets, or approvals that were not provided or clearly inferred from evidence.
• Do not skip required inputs, mandatory sections, or quality checks just to make the output shorter.
• Do not drift into out-of-scope work such as code implementation, design production, or unsupported legal conclusions.

Outputs

• An AI-focused strategy, audit, system design, or prompt asset in markdown with human review and control points.

References

• Use the inline instructions in this skill now. If a references/ directory is added later, treat its files as the deeper source material and keep this SKILL.md execution-focused.

Required Input

Ask for all of the following before generating any output:

1. Client business name — exact trading name
2. Industry — sector and sub-sector (e.g. retail > fashion, NGO > health)
3. Country / city — default is Uganda; note if outside EA
4. Current Canvas step — confirm from ai-readiness-diagnostic output
5. Specific marketing problem to solve — a named task, not "we want AI" (e.g. "write 20 Instagram captions per month", "qualify leads from our Facebook ads", "send WhatsApp order confirmations automatically")
6. Tools being evaluated — names of up to 4 tools the client is considering; if the client has no shortlist, prompt them to run meta-ai-tools-audit first
7. Current tech stack — list what the client already uses: CRM, email platform, social scheduler, payment platform, website CMS, WhatsApp setup
8. Monthly tool budget in UGX — if unknown, ask for a range
9. Team size and technical level — number of people who will use the tool and their comfort level (non-technical / basic digital skills / comfortable with no-code tools / has developer support)

Do not proceed until all nine inputs are confirmed.

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Evaluation Framework — 8 Factors

Apply all 8 factors to every tool. Do not produce partial scorecards. Score each factor 1–5 using the criteria below. Sum to a total out of 40.

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Factor 1 — Use Case Fit

Does the tool address the specific, named marketing problem the client stated?

Score	Criterion
5	Purpose-built for this exact task; vendor's primary use case matches client's problem
4	Strong fit; tool does this well even if it does other things too
3	Adequate fit; the feature exists but is not the tool's core strength
2	Marginal fit; requires significant configuration to address the use case
1	Generic/broad; vendor claims the tool "does everything" — lack of focus signals lack of depth

Red flag: any vendor positioning the tool as an all-in-one AI platform without a primary specialisation. Record this explicitly in the scorecard.

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Factor 2 — Data Requirements

What data does the tool need to function, and does the client have it?

Score	Criterion
5	Works entirely with data the client already holds and controls
4	Requires one additional data source the client can readily obtain
3	Requires moderate data preparation; client has the data but it is not structured
2	Requires data the client does not currently have
1	Requires data the client cannot legally collect

Flag any data requirement that may conflict with the Uganda Data Protection and Privacy Act 2019 (PDPA 2019). In particular: personal data collection, third-party data sharing, cross-border data transfer, and automated profiling of individuals. Record the flag in the scorecard even if the score is high.

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Factor 3 — Integration Compatibility

Does the tool connect to what the client already uses?

Score	Criterion
5	Native connectors to 2+ tools in the client's current stack; no developer work needed
4	Zapier or Make connector available; straightforward to link to existing tools
3	API available; requires some technical setup but no full developer resource
2	Limited integration; one connector available but not for client's key tools
1	Requires replacing existing tools or a full technical implementation

For any use case involving WhatsApp or SMS, check for Africa's Talking integration and note the result explicitly. Africa's Talking is the default recommendation for EA WhatsApp/SMS automation.

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Factor 4 — EA Market Accessibility

Can the client actually buy, trial, and use this tool from Uganda or East Africa?

Score	Criterion
5	Free tier adequate for Step 2 experimentation; no payment required
4	Affordable paid tier accessible via USD card, MTN MoMo, or Airtel Money
3	Paid tool; USD card required; price is reasonable once converted to UGX
2	Expensive or requires payment method unavailable to most EA clients
1	No EA payment method accepted and no adequate free tier

Always convert the pricing to UGX using the current approximate rate and state it explicitly. Note EAT (UTC+3) customer support availability if known — not a scoring criterion but record it as context.

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Factor 5 — Team Capability Match

Can the client's team use this without specialist skills or paid training?

Score	Criterion
5	No-code; self-onboarding in under 1 hour; free tutorials available
4	Minimal onboarding; free documentation or YouTube training adequate
3	Some training required; free resources available but take meaningful time
2	Paid training or certification required for effective use
1	Requires a data scientist, developer, or specialist to operate

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Factor 6 — Output Quality

Based on trial, demo, or available samples: is the AI output usable for the client's stated marketing task?

Score	Criterion
5	Output usable with minor edits; passes the ai-content-humaniser human voice checklist
4	Output usable after moderate editing; tone and accuracy are sound
3	Output requires significant editing but the structure and substance are correct
2	Output is often inaccurate, generic, or off-brand; editing burden is high
1	Raw output is unusable; would mislead clients or embarrass the business

Apply the ai-content-humaniser standard when evaluating any tool that generates written content. If a trial is not possible before scoring, note this as a limitation and flag that output quality must be verified before the Step 2 experiment launches.

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Factor 7 — Vendor Stability

Is this a vendor the client can rely on for at least 12 months?

Score	Criterion
5	Established company; 2+ years of public operation; active product updates in last 6 months; public roadmap
4	1–2 years old; funded; active updates; no public roadmap but product is clearly maintained
3	Well-known product but recent changes (acquisition, pivot, rebranding) introduce some uncertainty
2	Early-stage startup; product may change significantly; limited track record
1	No verifiable track record; tool may not exist in 12 months

Assess honestly. Do not recommend a tool with a score of 1 or 2 on this factor unless the client has technical capacity to migrate quickly and the tool cost is zero.

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Factor 8 — Total Cost of Ownership

What is the real monthly cost once the trial period ends?

Score	Criterion
5	Transparent pricing under UGX 500,000/month; no per-seat or overage surprises
4	UGX 500,000–1,000,000/month; pricing is clear; no hidden fees
3	UGX 1,000,000–2,500,000/month; pricing is clear but stretches most EA budgets
2	Expensive or opaque; per-seat, per-usage, or overage fees likely to exceed stated price
1	Very expensive (above UGX 2,500,000/month) or pricing is deliberately obscured

Always itemise: base plan cost, per-seat fees if any, usage limits and overage rates, annual vs monthly billing difference, and the total estimated monthly cost in UGX. Use the client's stated budget as the benchmark.

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Scoring and Decision Rules

Sum the 8 factor scores for a total out of 40. Apply the following decision thresholds:

Total Score	Decision
32–40	Recommended — proceed to Step 2 experiment
24–31	Conditional — address named gaps before committing; note which factors to re-assess
Below 24	Deferred — find a better-fit tool; name the reason and the alternative

Every deferred tool must include: (a) the primary reason for deferral stated in one sentence, and (b) a named alternative tool to evaluate in its place.

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Output Structure

Produce all five sections below. Do not omit any section.

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Section 1 — Tool Evaluation Scorecards

One scorecard per tool. Use this format for each:

## [Tool Name]

**Use case being evaluated:** [restate the client's named marketing problem]

| Factor | Score (/5) | Notes |
|--------|-----------|-------|
| 1. Use Case Fit | | |
| 2. Data Requirements | | |
| 3. Integration Compatibility | | |
| 4. EA Market Accessibility | | |
| 5. Team Capability Match | | |
| 6. Output Quality | | |
| 7. Vendor Stability | | |
| 8. Total Cost of Ownership | | |
| **Total** | **/40** | |

**Decision:** Recommended / Conditional / Deferred

**Key strengths:**
- [Point 1]
- [Point 2]

**Key concerns:**
- [Point 1]
- [Point 2]

**PDPA 2019 flag:** [Yes — describe the specific data concern / No]

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Section 2 — Recommended Shortlist

List all tools scoring 24 or above. For conditional tools, state explicitly which factor(s) must be addressed and how before the experiment launches.

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Section 3 — Deferred Tools

List all tools scoring below 24. For each: one-sentence reason for deferral and one named alternative tool.

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Section 4 — 30-Day Experiment Briefs

Produce one experiment brief for every recommended tool (score 24+). Use this format:

## 30-Day Experiment Brief — [Tool Name]

**Hypothesis:** If we use [tool name] for [specific task], we expect
[measurable result] within 30 days.

**Baseline metric:** [What is the current state before the tool? Give a number
or describe how to establish one in Week 1.]

**Success metric:** [The specific, measurable target at Day 30. Apply SMART
criteria: Specific, Measurable, Achievable, Relevant, Time-bound.]

**Week 1 — Setup and baseline**
- Actions: [what to do]
- Review: [what to check]

**Week 2 — First outputs**
- Actions: [what to do]
- Review: [what to check]

**Week 3 — Iteration**
- Actions: [what to do]
- Review: [what to check]

**Week 4 — Evaluate**
- Actions: [what to do]
- Review: [what to check]

**Day 30 Go/No-Go decision criteria:**
- Go: [specific condition that justifies continuing and paying for the tool]
- No-Go: [specific condition that means the experiment failed; state what happens next]

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Section 5 — Budget Summary

Produce a single budget table covering all evaluated tools:

| Tool | Free Tier Adequate? | Monthly Cost (USD) | Monthly Cost (UGX) | Decision |
|------|--------------------|--------------------|---------------------|----------|
| | | | | |

State the USD/UGX conversion rate used. State the client's declared budget and whether the recommended shortlist is within budget. If the shortlist exceeds budget, recommend which single tool to start with and why.

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EA-Specific Evaluation Notes

Apply these rules throughout the evaluation:

• Prioritise tools with free tiers. EA clients at Step 2 should not pay for a tool until a 30-day experiment has demonstrated measurable value.
• For any WhatsApp or SMS automation use case, include Africa's Talking in the evaluation automatically, even if the client did not name it. Note it as a recommended addition.
• Flag any tool that requires a developer, API key setup, or command-line access unless the client confirmed they have technical support.
• Flag any tool that requires high or consistent bandwidth for field team usage. Prefer offline-capable or low-bandwidth modes where field staff are expected to use the tool.
• Convert all USD pricing to UGX. Use the approximate rate at time of evaluation and state it explicitly.
• Do not recommend any tool that fails the Factor 4 (EA Market Accessibility) assessment unless the client has explicitly confirmed they can access it and pay for it.

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Cross-References

Skill	When to use it
ai-readiness-diagnostic	Run before this skill; confirms the client is at Canvas Step 2
meta-ai-tools-audit	Reference catalogue; use when client does not have a shortlist yet
ai-content-humaniser	Apply to evaluate output quality for any content-generation tool
playbook-ai-automation-workflow	Use after a tool is selected to build the automation workflow

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Tool Categories Reference

Use this section when the client has no shortlist and needs guidance on which category of AI tool to evaluate. Cross-reference with meta-ai-tools-audit for the full catalogue.

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Category 1: RAG (Retrieval-Augmented Generation) Tools

Tools that connect LLMs to client-specific knowledge bases for accurate, on-brand output:

Tool	Description	EA accessibility	Approx. cost
Claude Projects	Upload documents; persistent context per project	Yes — browser-based	Included in Claude Pro (~$20/month USD)
ChatGPT Projects	Upload documents; persistent context per project	Yes — browser-based	Included in ChatGPT Plus (~$20/month USD)
CustomGPT.ai	Build custom knowledge bases with API access	Yes — cloud-based	From $49/month USD
Notion AI	RAG within Notion workspace	Yes — cloud-based	From $10/month USD
Mem.ai	AI-powered knowledge management	Yes — cloud-based	Free tier available

Evaluation criteria: How easily can client documents be uploaded? Does the tool maintain source attribution? Can multiple team members access the same knowledge base?

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Category 2: Synthetic Research and Persona Tools

Tools for generating AI-simulated audience research when primary fieldwork is unavailable or too costly:

Tool	Description	EA accessibility	Approx. cost
Supernatural AI	Synthetic user personas for brand research	Limited — US-focused	Enterprise pricing
Glimpse	AI consumer research and audience analysis	Yes — cloud-based	From $99/month USD
Synthetic Users	Simulated user testing and focus groups	Yes — cloud-based	From $29/month USD
Claude/ChatGPT (prompted)	Structured persona generation via prompts	Yes	Included in existing subscription

EA note: For most Ugandan SME clients, prompted persona generation via Claude or ChatGPT is the most accessible option. Supernatural AI and Glimpse are better suited to multinational clients with larger research budgets.

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Category 3: Agentic AI and Automation Tools

Tools for building autonomous or semi-autonomous marketing agents:

Tool	Description	EA accessibility	Approx. cost
Persado	AI language optimisation for copy and ads	Limited — enterprise	Enterprise pricing
OfferFit	AI experimentation platform for retention campaigns	Limited — enterprise	Enterprise pricing
Braze	AI-powered customer engagement platform	Yes — cloud-based	Enterprise pricing
n8n	Open-source workflow automation (self-hostable)	Yes — can self-host	Free (self-hosted)
Zapier AI	AI-enhanced workflow automation	Yes — cloud-based	Free tier; from $19.99/month USD
Make.com	Visual workflow builder with AI steps	Yes — cloud-based	Free tier; from $9/month USD
Claude API	Build custom agents and automations	Yes — API access	Pay-per-token

EA recommendation: n8n (self-hosted on a local server) combined with the Claude API is the most cost-effective agentic stack for EA-based consultancies. Zapier is the most accessible for clients with no technical resources.

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Quality Criteria

• All 8 factors scored for every tool with written notes — no blank cells, no partial scorecards.
• EA accessibility assessed explicitly: name the payment method, name the pricing tier, state the UGX equivalent.
• Every recommended tool (score 24+) is paired with a complete 30-day experiment brief including a measurable hypothesis and Day 30 Go/No-Go criteria.
• Every deferred tool includes a one-sentence reason and a named alternative.
• The Uganda Data Protection and Privacy Act 2019 is flagged wherever the tool collects, processes, or transfers personal data — even when the overall score is high.
• The budget summary is produced in UGX, references the client's declared budget, and resolves conflicts where the shortlist exceeds budget.
• Output is a decision document a non-technical business owner can act on without further interpretation.
• Vendor stability is assessed honestly: do not recommend a tool scoring 1 or 2 on Factor 7 without explicitly noting the risk and the mitigation.

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References

• Venkatesan, R. and Lecinski, J. (2026) The AI Marketing Canvas, 2nd ed. Stanford Business Books.
• Sweenor, D. and Mulkers, T. (2024) AI-Powered Business Intelligence. O'Reilly Media.
• Nayebi, H. (2025) Generative AI for Product and Marketing Teams. Packt Publishing.
• Bodnar, K. and Cohen, J. (2012) The B2B Social Media Book. Wiley.
• Chaffey, D. (2024) Digital Marketing: Strategy, Implementation and Practice. Pearson.