From "copilot" to true intelligence: what a journey!
Let's be honest. Do you think all it takes is throwing a couple of AI tools into the mix to see productivity skyrocket? If only! More often than not, you end up with nothing to show for it. The data is clear on this. There is a report from McKinsey & Company that essentially removed all doubt: a large number of companies using generative AI have seen no real improvements in revenue. The culprit? Not the AI itself, but strategies that started off on the wrong foot.
Researchers at Harvard Business School have also put their finger on the problem. They even coined a term for it: the "jagged technological frontier." If you use AI haphazardly, or plug it in wherever without thinking, you genuinely risk making things worse, not better. To date, most companies settle for the "copilot trend": emails dashed off in seconds, summaries reduced to the bare minimum... The bottom line does not budge an inch.
But this year, the game is changing. By now, "GenAI" is practically an outdated term. The real next frontier is called Agentic AI. Forget chatbots that can only answer "yes or no." We are talking about systems that understand real objectives (like: "find tailored prospects"), devise the plan, execute everything autonomously, and -- remarkably -- can even self-correct. Sounds like science fiction? According to Gartner, it is about to genuinely revolutionize the way we work. Be careful, though: the risk of wasting money remains, especially if you move without a clear direction.
And this is where things get exciting, believe us. Right now, business owners in Italy can get ahead of the curve. The big corporations are pouring huge sums into experimentation. We Italians -- perhaps with smaller budgets -- can skip the entire "copilot" phase and go straight to agents, the agile and affordable kind. The AI landscape in Italy, as confirmed by the Artificial Intelligence Observatory at Politecnico di Milano, is growing remarkably. But between what could be done and what is actually being done... well, there is an enormous gap of missed opportunities.
Alright, enough promises. This is not just another list of free tools you can find anywhere. No -- here we are getting down to brass tacks. We tested everything hands-on with the Deep Marketing team and identified 10 tools -- some truly hard to find elsewhere -- for building business processes that practically run themselves. Our goal? For you to start thinking not as a mere "button-clicker," but as a true architect who knows how to leverage what is available. Because, let's face it, what makes the difference with AI is the ability to reinvent your routine. Ready to stop playing around and start pushing for real?
The "super top 10": free AI websites you need to watch in 2025
Category 1: AI Agents and Process Automation
This is where things get serious: no more basic automations, but tools that make decisions on their own and orchestrate complex processes. Yes, the real essence of Agentic AI starts here.
1. Relay.app -- Automation with a "human touch"
In a nutshell: Forget the usual Zapier-clone platforms. On Relay.app, you create AI agents that -- believe it or not -- occasionally pause and ask you: "Hey, is it okay to proceed?" This way you keep control, perfect if you are worried about losing the reins at critical points.
Pros: Tailor-made for SMBs that need to automate tasks you cannot leave entirely to machines; plus it has a super visual interface (far better than the classic competitors).
Cons: The free version? Sure, but it is just a taste. Watch out for vendor lock-in: if you want to switch platforms later, migrating everything is a pain and costly too. And as your processes scale, the price climbs... significantly.
Real-world example (Marketing and Sales): Imagine automating the screening of contacts who submit inquiries through your website: the AI enriches the data, then pauses and sends everything to Slack for human confirmation, and finally prepares a personalized email draft. What used to be a nightmare now takes a fraction of the time. All under human oversight, though.
2. rtrvr.ai -- The "retriever" that does the dirty work on the web for you
In a nutshell: rtrvr.ai (pronounced "retriever," just like the dog) lives inside your browser and is not your typical extension. It navigates with your credentials, bypasses annoying blocks and logins, and even uses Google Gemini APIs for free. Scraping and research? Virtually at zero cost.
Pros: Perfect for finding new leads, benchmarking competitors, or automating data research. In independent tests, it ranks among the very best!
Cons: Be careful granting access to cookies and logins: there are real privacy risks. And beware: everything works smoothly only as long as Google offers the API for free. If that changes... you will need to rethink everything.
Practical scenario: Since I started using this tool, every Monday I receive a ready-made report via email on competitor news and moves (pricing, promotions, social ads). Zero hassle!
3. Botpress -- Chatbots with a soul (really!)
In a nutshell: Botpress is an open-source platform for chatbots that function as true assistants: it connects to the best LLMs, integrates with CRMs, and both responds and takes action. And the free plan is more generous than average.
Pros: Maximum flexibility to build intelligent conversations and truly guide your users.
Cons: There is a learning curve. And in the unpaid versions, the "Powered by Botpress" badge is always there. When message volume picks up, you risk running out of credits fast (on the free tier, at least).
Practical case (E-commerce): A bot that guides shoppers, answers common questions, manages orders, and -- when needed -- hands off to a human. It is not a major expense, but a sales assistant working around the clock? I had never had one before!
Category 2: Data Analysis and Strategy
Here, data finally becomes accessible to everyone. Even those who know nothing about Excel can extract powerful insights and make smarter moves.
4. Julius.ai -- Finally someone who explains the numbers... in plain language!
In a nutshell: Julius.ai lets you upload your data and ask questions in everyday language. Say goodbye to incomprehensible spreadsheets: request a chart, it does everything and even shows you the code (so you might learn something too).
Pros: Anyone can become "data-driven." A huge win for micro-businesses. And you can peek at the analysis code.
Cons: The free plan? Only a few requests per month. And never upload sensitive data without first understanding where it ends up.
Practical example: Got your quarterly sales in a file? Ask for the top products, spot the trends, get the charts... and leave the drudgery behind!
5. Google NotebookLM -- The researcher who never gets tired
In a nutshell: NotebookLM builds an AI tailored to your sources (reports, PDFs, interviews). Forget endless Google searches: here you ask questions about your own documents and get razor-sharp answers.
Pros: Simple, free, with precise references and even an audio feature for listening to summaries.
Cons: If you upload low-quality material, do not expect miracles. And with sensitive data, always keep privacy in mind.
Practical case: I upload industry reports, a few articles, and a couple of client interview transcripts. In two minutes, I know everything about competitors' strengths and weaknesses.
6. HubSpot Competitor Analysis Tool -- Always the first step
In a nutshell: Included in ChatSpot, it generates a list of your main online competitors. It is not rocket science, but a starting point is always necessary, trust us.
Pros: Free, lightning-fast, and gives you an immediate working foundation.
Cons: Just the list, no details. And it struggles with niche markets.
Practical example: Before making a major move, map out the rivals, then use that list to kick off scraping, SEO analysis, or an audit of their offerings.
Category 3: Content and Visual Creativity -- For Real
This is where you dream big: from rough notes to stunning visuals and copy that can turn a campaign around. No massive design team required.
7. Leonardo.AI -- Stunning images, free (and for real!)
In short: Leonardo.AI is today's true alternative to Midjourney: powerful, zero hassle, with plenty of built-in tools and 150 daily credits. Perfect if you manage social media or need original images right away.
Pros: Generous daily limit, clean interface (no Discord!), and you can use the images commercially -- even on the basic plan.
Cons: Free-tier images are public: fine for sharing campaigns, but not for secret concepts. Managing tokens can sometimes be a puzzle...
Practical case: Since Leonardo.AI came along, I create everything for social campaigns on my own: brainstorming, quick edits, professional images, all without asking anyone for help.
8. Vadoo.tv AI Video Generator -- Videos without watermarks (finally!)
In short: Vadoo.tv lets you create up to 20 videos per month, with no watermarks or intrusive logos. A stroke of luck for anyone without a video budget.
Pros: Zero watermarks, 20 videos/month is great for social. Add your logo or subtitles, all in a few clicks.
Cons: Maximum 90 seconds per video, quality is not TV-spot grade, but for social media it works beautifully.
Practical example: I produced a series of mini-videos for LinkedIn and Instagram: write a script, choose a style, add your logo and subtitles, and you are ready to publish.
9. Gamma.app -- Presentations that don't look like they were made by a robot
In short: Gamma.app is for creating presentations and mini-sites that, at last, do not look AI-generated. Ready-made designs, a complete draft in a few clicks, no monotonous slides.
Pros: Super fast: in two minutes you have the structure ready. Professional look & feel even on the basic plan.
Cons: Complimentary credits do not renew. On free versions there is the Gamma logo (you get used to it).
Practical example: Got an urgent pitch? Gamma.app creates a perfect skeleton, you polish the details, and you are done. Late nights on PowerPoint? A distant memory.
10. Frase.io -- The ultimate workshop for SEO domination
In short: Frase.io is a complete arsenal for optimized writing: keywords, competitors, briefs, and data-driven copy. It analyzes the top Google results and helps you improve.
Pros: Do everything in one place: research, planning, writing, and optimization. The editor shows you in real time where to improve your SEO.
Cons: Short free trial (5 days). If you do not bring your own judgment and creativity, you risk churning out cookie-cutter content.
Practical example: Want to crush it on Google? Frase analyzes the top-ranking results, serves you a draft, you refine it and climb the rankings -- with fewer mistakes and more free time.
Enough with illusions -- clear thinking wins!
You have not just read a collection of magic wands, but a real toolbox. And like any toolbox, it only works if the person using it knows what they are doing. A single tool might be enough to improve this or that task. But the real breakthrough comes from combining multiple tools, setting up automated chains that give your business a genuine boost. AI will not replace anyone, but those who use it strategically will outperform those who wing it.
FAQ -- 5 questions to ask yourself (before clicking "try")
1. Are "free" tools really free?
Yes, but there is always a catch around the corner. The real risks? Here they are: 1) Your data becomes gold for others: often used to train AI or resold. 2) Zero support: "free" often means if something breaks, you are on your own. 3) Annoying logos and limitations: visible watermarks, limited customization, fewer advanced features. 4) Scalability issues: works fine for 5 clients today, but for 500? It could break down or become prohibitively expensive.
My advice: test them on non-critical tasks, always with a "safety net" ready and your eyes wide open.
2. Is my data safe?
There is no universal rule. Using a tech giant's AI (like Google's) is not the same as uploading data to a brand-new startup. And if you work at an Italian SMB, privacy and GDPR must be a priority. Before uploading sensitive files to a free tool, ask yourself: what do they do with the data? Is the privacy policy clear? Do they comply with regulations? I advise against blind testing -- always verify first.
3. Do I need to be a programmer to use them?
No, all ten tools are "no-code" or "low-code." No obscure programming languages required. But let's be clear: "no code" does NOT mean no thinking. You still need to know how to break problems down into simple steps. AI does not think for you -- it only amplifies your strategy. The brain behind it all is still yours.
4. In plain English: what is the difference between Generative and Agentic AI?
Let's keep it simple: Generative AI (classic ChatGPT, for example) is like having a chef who gives you the recipe. Agentic AI, on the other hand, is a robot that goes to the store, does the shopping, cooks everything, and even cleans up. With Generative AI you get the idea; with Agentic AI you genuinely delegate from A to Z. A completely different league.
5. Will this AI "steal" my job or my team's jobs?
In a nutshell? No. AI does not eliminate jobs, but it gives the edge to those who use it methodically. Everything repetitive will be automated, so you can focus on the things only you (a real human!) can do: building relationships, negotiating, thinking creatively. If you learn to integrate AI into your routine intelligently, you stay central. If you insist on doing everything manually... well, you risk being overtaken. The future? It is a little less scary than you think, trust us.