The best generative AI tools for content creation

Generative artificial intelligence (AI) tools exploded on November 30, 2022, with the release of ChatGPT's consumer interface. Since then, OpenAI's chatbot has been making waves. But it's important to separate the wheat from the chaff in this generative AI jungle.

You're about to discover a selection of the best generative AI tools for creating quality content. Together, we'll quickly explore their features and find the one that best suits your needs.

In this article, we have decided to treat the subject as follows:

  • A brief reminder of what generative AI is,
  • Text generative AI tools,
  • Image generative AI tools,
  • Video generative AI tools,
  • How to train with Excelsior.


Enjoy your reading!


Generative AI in a nutshell


As Thierry Ardisson would say, everyone's talking about generative artificial intelligence! In fact, we've devoted an entire article to the subject, which you can read here. However, we'll come back to it briefly before presenting the tools.

Generative AI is one of the branches of artificial intelligence technology. It combines the concepts of learning, reasoning and self-correction. AI learns from the data it is given, reasons on the basis of that same data, and corrects itself if its reasoning is wrong.

These concepts are widely used by generative AI, whose aim is to be able to generate content on demand from users. This is how ChatGPT and Midjourney work, which we'll be presenting in this article.

To begin with, the user makes a request to the tool based on what is known as a prompt. This prompt is like an instruction on what the AI should do. The tool will then activate the concepts mentioned above. The prompt will bring learning data into play so that the AI can reason and, if necessary, self-correct.

So, if your goal is to generate an image from a prompt, the generative AI tool records your prompt, interprets it based on training data, reasons from this training and generates the requested content.

Without further ado, let's take a look at several generative AI tools that could well help you, separating text, image and video tools.


The best text generative AI tools


ChatGPT, the king of generative AI tools

It's hard to start with a tool other than ChatGPT! In fact, it's almost the trademark of generative AI, like the shopping cart for supermarket carts.

ChatGPT is the first powerful generative AI tool readily available to the general public. Its cardinal principle lies in its simplicity, as its interface is a simple chatbot. All you have to do is chat with a robot that answers your questions in the form of prompts.

However, the tool goes much further than a simple chatbot. It's a true personal assistant, which can structure your thoughts and ideas, such as by defining an editorial calendar for content creation. The more precise your prompt, the more accurate ChatGPT's response will be.

ChatGPT is constantly being improved, with a paid version that includes the use of plugins to access external data. Of course, the tool is still imperfect. But it's getting better every day. Which is why we recommend you read the last part of this article, dedicated to training.

Bard, Google's competitor to ChatGPT

Bard is seen as ChatGPT's main competitor. The first reason is that the tool is developed by Google. Its main characteristic is its simplicity, as its interface also takes the form of a simple chatbot. In this respect, it's hard to tell it apart from ChatGPT. In fact, the interaction is identical and is based on a prompt.

However, Bard goes further than ChatGPT, for example,by having up-to-date data without the need for a plugin. Bard also offers several answers to choose from, not just one, and can easily integrate links.

Nevertheless, after several tests, although Bard is a very good tool, its reasoning ability remains far below that of ChatGPT-4, the paid version. As a result, Bard is very useful as an advanced search engine, but not necessarily as an assistant with the current version.

Claude 2, the up-and-coming text generative AI tool

What if Claude, developed by the American start-up Anthropic, was the real competitor to OpenAI? While it's impossible to answer this question at the time of writing, tests are proving more conclusive than those conducted by Bard.

Claude is another generative AI chatbot, working on the basis of prompts just like ChatGPT and Bard. The difference is that Anthropic presents it as "useful, honest and harmless"! Well, we're not sure what that means.

What is certain, however, is that Claude aims to be an advanced chatbot and assistant, like ChatGPT. Its reasoning and writing capabilities are quite interesting, as is its ability to generate computer code. Its main strength is its memory, which is 100,000 words per chat, compared with 25,000 for GPT-4.

Objectively, we're pleasantly surprised by Claude's version 2. While still below GPT-4, the quality of prompt responses is good., one of the oldest tools available

There was a life before OpenAI and ChatGPT. Back then, Jasper was the king of generative AI.

Jasper is a platform that can write various types of content based on AI and machine learning. And its use is very different from the previous 3. There's no prompt here, just a theme and boxes to fill in to define the content you want. Based on the data entered, Jasper generates the content, which can be an article.

Jasper's strong point is its ability to create dialogues and scenarios. It even seems to be better than the free version of ChatGPT in this respect. What's more, while it's not as easy to use as a chatbot, Jasper is pretty easy to get to grips with.

Let's be clear: Jasper has felt the ChatGPT wind blowing through his sails. But it's still an interesting tool to try out for pure copywriting., Jasper's competitor

It's hard to talk about Jasper without mentioning its first rival, It has to be said that, apart from the interface, the two are very similar!

Rather than emphasizing their similarities, let's focus on their main differences. While Jasper specializes in long-form content, is more at home generating short-form content, such as posts for social networks. is also a pure copywriting tool, unlike Jasper, which is more comprehensive. You can test both to see which one suits you best.


The best image-generating AI tools


Midjourney, the number 1 image-generating AI tool

If ChatGPT is the king of text-generative AI, Midjourney is the king of image-generative AI. The tool made news at the start of 2023, notably with a photo of Pope Francis wearing a Balenciaga down jacket.

Midjourney is a high-quality tool that's constantly being improved. It works in text-to-image mode, where a prompt is transformed into 4 images that you can enlarge or change.

Midjourney's quality and realism are astonishing, and will make the graphic design profession pale in comparison in the years to come.

However, the tool does have one (major) drawback: access. You need to register on the Discord messaging system, which isn't necessarily easy for the average person to understand. It's also a paying tool.

Stable Diffusion, the up-and-coming open source tool

Developed by Stability AI, Stable Diffusion has, over the years, become Midjourney's main competitor. The tool works on exactly the same text-to-image model. However, it has 3 main differences from Midjourney.

The first is that it's open source. So it's free for everyone. Secondly, it can be accessed directly from the Stable Diffusion website, without the need to open an account on Discord or any other messaging system. And thirdly, users can sell the images they generate, since they belong to them.

In short, Stable Diffusion and Midjourney are locked in a battle between open source and licensed content. In terms of quality, Stable Diffusion has greatly improved over the last few months, while remaining well behind Midjourney.

DALL-E 2, OpenAI's image-generating AI tool

Developed by OpenAI, DALL-E 2 has long been seen as the image-generating AI not to be missed. This was mainly because we tended not to look at what was being done next door.

On paper, it's just another text-to-image tool. Like Stable Diffusion, there's no need to subscribe to a Discord-type messaging system to generate images. However, in terms of quality, DALL-E 2 was clearly well below Midjourney and even Stable Diffusion, gradually bringing the tool to the fore.

Since then, DALL-E 2 has improved and the images generated are quite nice. But Midjourney and Stable Diffusion clearly have the upper hand. Between you and me, OpenAI should be concentrating on GPT-5!

Bing Image Creator, a Dall-E 2 clone

This paragraph will be quite short, because Bing Image Creatoris just DALL-E 2 available via Microsoft Bing!

As Microsoft owns 49% of Open AI, the American company can use the tools developed by Sam Altman's company as it sees fit. This is the case, for example, with Bing AI, Microsoft's search engine, which uses GPT-4.

The advantage of Bing Image Creator is its easy accessibility for people who might not be comfortable with a site like DALL-E 2.


The best video generative AI tools


D-ID, the number 1 tool for video generative AI

An Israeli company founded in 2017, D-ID is video's leading generative AI tool. It's pretty cool to use: you write a text in the language you want, choose an avatar and the avatar reads the text in an animated way! Basically, it's a text-to-video model.

D-ID even lets you import your own photos, so you can read the text yourself. Of course, the image remains a little robotic and the text read is monotonous. But it's very accessible and requires no editing.

Synthesia, the tool that delivers the best quality videos

It's hard to tell Synthesia from D-ID, because they're both such clones! The American company, also founded in 2017, also offers a text-to-video tool.

Experts agree that the quality of Synthesia's avatars is better than that of D-ID. True, it's a little less robotic!

Nevertheless, let's be honest: you can tell from the very first second that the content has been generated by an AI. So you can give it a try, but it doesn't have to replace real, well-crafted videos.

Deepbrain AI, the first competitor to D-ID

Same old, same old? Like the previous two, Deepbrain AI is a text-to-video tool that works in the same way. Theaim is also to "make our text talk" to avtars.

On paper, it's also D-ID's leading competitor in terms of number of users. However, one of the three will have to come up with another feature to gain the upper hand.

Pictory, a real quality tool for your videos made in AI

The latest addition does more than the previous 3. Pictory AI isn't just a text-to-video tool, it's a true AI-powered video creator!

Instead of simply making an avatar speak, Pictoy AI actually creates a video that matches the text you suggest. This is a huge step forward for video content creators like youtubers.

However, it's still early days, and the tool is far from perfect. But clearly, it's something very interesting to follow in the future.


How can you learn to use generative AI tools with Excelsior?


We've introduced you to many tools. But we had to be brief to avoid writing a novel. We know that some of these tools will change the world of work and certain professions.

Generative AI is here to stay, and everyone will have to get involved at some point. We're facing a revolution on a par with the Internet in the late 1990s.

With our proven success in training corporate teams in cutting-edge fields like Web3, we're ready to take you through the AI journey.

We're delighted to announce our exclusive training day at the Excelsior Embassy on October 9, which we've soberly dubbed Mamma mIA ! We'll be talking about the fundamentals of AI, how to implement it in your business, with case studies and workshops.

Think of it as a taste of what you can expect from our customized training courses. If you're interested in this offer and would like to find out more, please contact us at or Mathias Moro on Linkedin.