I created a fake hula hoop company to test ChatGPT, Claude and Gemini — here's the one I'd actually hire

ChatGPT, Gemini and Claude logos on phones — (Image credit: Shutterstock/Getty Images)

AI is agressively becoming integrated into our daily lives, including the workplace. From drafting emails to building pitch decks, chatbots are taking on real business tasks, and in some cases, real business roles. But can AI really replace humans for tasks like copywriting, product development and strategy?

I decided to put it to the test in the most hands-on way I could think of: I "hired" three of the most advanced AI assistants available today — ChatGPT-5.2, Gemini 3 and Claude 4.6 Sonnet — and asked them to build a company from scratch.

Seven tasks in total, each one designed to reveal not just what these tools can do — but how they think.

1. Brand identity & positioning

Prompt: I’m launching a new hula hoop company. I need a name for my company and a brand identity including target audience, brand voice, tagline options and what makes this company different from competitors.

ChatGPT provided a highly detailed, structured and "ready-to-launch" brand kit. It treated the request as a business pitch and delivered a comprehensive package that included multiple name options categorized by appeal, a clearly defined target audience, a strong brand positioning statement and a detailed brand voice guide.

Gemini took a more conceptual and high-level approach. It offered a few name ideas with brief explanations and then pivoted quickly to defining a target audience and a unique value proposition.

Claude anchored its entire response around one single brand name, "Orbit," and built a cohesive identity around it. It provided a clear target audience, a strong point of differentiation, a consistent brand voice and several tagline options.

Winner: ChatGPT wins for the most comprehensive and actionable for someone launching a business.

2. Product lineup & pricing strategy

Prompt: Design a product lineup for my company, including beginner, fitness and weighted hoops. Include materials, pricing tiers, profit margins and upsell opportunities.

ChatGPT didn't just list three hoops; it built an entire revenue engine. It provided the core lineup and then proactively added expansion products and a deep catalog of upsells.

Gemini offered the most technically focused and efficient breakdown, perfect for someone who wants to quickly understand the core product mechanics and margins.

Claude provided a nicely detailed and cohesive product catalog that would be perfect for an operations manager or product developer. The technical specs and pricing table were top-notch.

Winner: ChatGPT for the most comprehensive, actionable and strategically valuable for building a real business.

Prompt: Create a 30-day TikTok and Instagram content strategy to make a hula hoop brand go viral. Include video ideas, hooks, and trending formats.

ChatGPT delivered a highly structured, day-by-day content calendar that was ready to execute immediately. It broke the month into four clear weekly themes with specific video ideas, hooks and formats for each day.

Gemini took a more trend-forward and high-energy approach, framing the strategy around "Pattern Interrupt" for 2026. It focused on shock value, bold claims and high-performance formats designed to stop the scroll immediately.

Claude provided the most psychologically and strategically detailed response. It built a comprehensive narrative arc over the 30 days, with a deep explanation of the "why" behind each week's goal.

Winner: Claude for combining the tactical ideas (the "what") with the strategic understanding (the "why") needed to build a genuine community. It recognized that a viral video is a spark, but a loyal community is the fire that will keep a brand growing for years.

4. Shopify product page conversion copy

Prompt: Write a high-converting Shopify product page for a weighted fitness hula hoop designed for busy moms who want a fun workout at home.

ChatGPT delivered the best copywriting that perfectly captured the brand voice, the empathy for the target audience and all the persuasive language needed.

Gemini crafted the best feature-to-benefit translation. It took key product specs and turned them into compelling customer benefits in a very concise way.

Claude blew me away with a complete, conversion-focused website that bridges the gap between strategy and execution.

Winner: Claude because it delivered a fully functional, conversion-optimized webpage in seconds.

5. Customer acquisition on a $500 budget

Prompt: I have a $500 marketing budget. Create a step-by-step plan to generate my first 100 customers.

ChatGPT focused on a community-first plan with grassroots momentum. It prioritized product seeding with 12 micro-creators, local community building and a viral challenge.

Gemini offered a concise, four-step plan focused on high-leverage tactics. It allocated budget to micro-influencer seeding, targeted ad boosts, a community giveaway and content tools.

Claude provided an extraordinarily detailed, data-driven and operationally rigorous plan. It emphasized setting up proper tracking and infrastructure before spending a dollar.

Winner: Claude for maximizing a tiny budget and building a foundation for scalable growth.

6. Customer service & brand personality

Prompt: Write 3 customer service responses for: a broken hoop complaint, a late delivery complaint, a customer who loves the product. Make the responses reinforce a fun, upbeat brand personality.

ChatGPT delivered warm, friendly and emotionally supportive responses. The language was simple, encouraging and focused on making the customer feel cared for. The broken hoop response offered an immediate replacement and a "no need to return" policy.

Gemini delivered the shortest, punchiest responses. They were energetic and used playful language for a fun tone that perfectly matched a high-energy brand.

Claude provided the most detailed and psychologically sophisticated responses. Each email was longer, with a clear narrative arc: acknowledge the emotion, act and add an unexpected treat.

Winner: Claude for the best responses that combined a warm, human brand personality with strategic actions that turn customer service into business growth.

7. Scaling the business

Prompt: My company is selling 50 units per day. Create a plan to scale to 500 units per day while maintaining quality and profit margins. In addition, name a surprising growth opportunity.

ChatGPT provided a brand-conscious and community-focused plan. It did an excellent job of emphasizing the need to scale while maintaining the brand's joyful soul.

Gemini provided an efficient and business-focused executive summary. It cut through the noise and delivered a clear, high-level roadmap that a founder could use to quickly understand the key priorities.

Claude identified the three things that "kill scaling brands" and built the entire plan around mitigating them before they happen.

Winner: Claude because it offered the most complete, realistic and actionable blueprint for navigating the difficult transition from a small brand to a scalable business.

Overall winner: Claude

Woman using a weighted hula hoop during workout — (Image credit: Shutterstock)

After seven tests spanning branding, product design, marketing, customer experience and scaling strategy, one thing is clear: these chatbots are genuinely useful tools for building a brand on a budget.

If there's an overall winner, it's Claude 4.6 Sonnet. It consistently acted like a true strategist — methodical, psychologically sharp and always focused on long-term results over quick wins. But the honest answer is that no single chatbot does it all. If I launched this hula hoop company for real tomorrow, I'd use all three: ChatGPT to lay the foundation, Gemini to find the creative edge and Claude to architect the long game.

The biggest takeaway? These tools took a completely fictional brand and built out a full business plan in an afternoon. That's genuinely impressive. But after spending this much time with all three, I'm still not convinced AI will ever replace the human touch. It can hand you the blueprint. It just can't want it the way a founder does.

Follow Tom's Guide on Google News and add us as a preferred source to get our up-to-date news, analysis, and reviews in your feeds.

More from Tom's Guide

Amanda Caswell is an award-winning journalist, bestselling YA author, and one of today’s leading voices in AI and technology. A celebrated contributor to various news outlets, her sharp insights and relatable storytelling have earned her a loyal readership. Amanda’s work has been recognized with prestigious honors, including outstanding contribution to media.

Known for her ability to bring clarity to even the most complex topics, Amanda seamlessly blends innovation and creativity, inspiring readers to embrace the power of AI and emerging technologies. As a certified prompt engineer, she continues to push the boundaries of how humans and AI can work together.

Beyond her journalism career, Amanda is a long-distance runner and mom of three. She lives in New Jersey.

You must confirm your public display name before commenting

Please logout and then login again, you will then be prompted to enter your display name.