19 AI Marketing Tools That Earned a Spot in My 2026 Workflow
AI marketing tools are now a big part of my daily workflow.
I use them to write content, improve SEO, research topics, analyze customer feedback, create videos, and automate repetitive tasks. Some tools have saved me hours every week. Others looked impressive at first but never became tools I actually used.
Over time, I found that the best AI marketing tools are not always the ones with the most features. They are the ones that solve a real problem, fit into your workflow, and help you get better results faster.
In this guide, I’ll share the AI marketing tools I keep coming back to, what each one does best, where it falls short, and who should use it.
1. Surfer SEO
Best For: Improving content that struggles to rank in search results
Content optimization tools all promise the same thing. Better rankings with less guesswork.
After using Surfer SEO, I can see why it has become one of the most popular SEO tools among content teams.
What stood out to me is how it takes a lot of the manual work out of content optimization. Instead of comparing ranking pages one by one, Surfer analyzes the search results and highlights common patterns across the pages already performing well.
When writing or updating content, I found the Content Editor particularly useful. It provides suggestions around topics, keywords, headings, and content depth while you’re writing, which makes the optimization process much faster.
I would not treat the score as something to chase blindly, but it does provide a helpful benchmark when you’re trying to understand why one page ranks and another doesn’t.
AI Capabilities
- AI-powered Content Editor with real-time optimization suggestions
- SERP analysis that identifies common ranking patterns and content gaps
- AI-generated content outlines based on top-ranking pages
- Keyword clustering and topic research tools
- AI-generated content briefs for writers and content teams
- Readability and content quality recommendations
Pricing
- Basic: $49/month (30 articles/year)
- Standard: $99/month (100 articles/year)
- Pro: $199/month (300 articles/year)
- Business: Custom pricing (1,000+ articles/year)
My Take
Surfer is usually the first tool I check when an article is getting traffic but not enough of it. Instead of spending hours reviewing competing pages, I can quickly see what topics I may have missed. I don’t treat the optimization score as a goal, but it often points me toward improvements I would have overlooked.
2. Jasper AI
Best For: Creating marketing copy faster without starting from a blank page
Writing marketing copy is one of those tasks that always seems to take longer than expected.
Whether it’s email campaigns, landing pages, product descriptions, or ad copy, getting the first draft on the page is often the hardest part.
That is where Jasper AI makes the biggest difference.
Jasper works best as a drafting and brainstorming tool rather than a replacement for a human writer. It can help you generate ideas, build first drafts, and create variations quickly, which saves a significant amount of time during content production.
I also like that it allows teams to create brand voice guidelines. Once those are in place, the output tends to feel more consistent across different campaigns and content formats.
The final copy still benefits from editing, but Jasper can remove much of the heavy lifting involved in creating marketing content at scale.
AI Capabilities
- AI writing assistant for blogs, emails, ads, landing pages, and social media
- Brand voice training to improve content consistency
- Marketing templates for a wide range of content formats
- Built-in AI image generation tools
- Content rewriting and improvement suggestions
- Grammar and plagiarism checking features
Pricing
- Starter: $39/month (20,000 words)
- Creator: $59/month (unlimited words)
- Teams: $125/month (2 users, unlimited words)
- Business: Custom pricing (5+ users, advanced features)
My Take
The hardest part of writing is often getting started. That’s where Jasper helps me most. I use it to generate ideas, outlines, and rough drafts, then take over from there. It saves time, but I still prefer adding my own voice before anything goes live.
3. AdCreative.ai
Best For: Creating ad creatives and testing new campaign ideas faster
One challenge with paid advertising is that performance often comes down to creative quality.
You can have the right audience and the right offer, but weak ad creatives can still limit results.
AdCreative.ai is built around solving that problem.
The platform uses AI to generate ad creatives, headlines, and campaign variations based on your brand assets and campaign goals. What I found interesting is that it does not stop at generating designs. It also tries to predict which creatives are more likely to perform based on historical advertising data.
For marketing teams running campaigns across multiple channels, this can make testing much faster. Instead of creating a handful of ad variations manually, you can generate a large number of concepts in a short amount of time and then narrow them down before launching.
Like most AI tools, it works best when paired with human judgment, but it can significantly reduce the time spent creating and testing ad creatives.
AI Capabilities
- AI-generated ad creatives trained on large advertising datasets
- Predictive scoring to estimate creative performance before launch
- AI-generated headlines and ad copy suggestions
- Recommendations for A/B testing and creative experimentation
- Brand asset integration for visual consistency
- Campaign optimization insights based on performance data
Pricing
- Starter: $29/month (100 creative downloads)
- Scale: $79/month (1,000 creative downloads)
- Agency: $199/month (unlimited downloads, multiple brands)
- Enterprise: Custom pricing (API access and white-label options)
My Take
Coming up with one ad idea is easy. Coming up with twenty is not. AdCreative.ai helps when I need more variations to test without turning every campaign into a design project. Some outputs are stronger than others, but it usually gives me a few ideas worth exploring.
4. Synthesia
Best For: Creating marketing videos without the cost and delays of traditional video production
Video was one of the biggest bottlenecks in my workflow.
Every project seemed to require scripts, recording equipment, editing, revisions, and a lot of back-and-forth. Even a simple product video could take days to finish.
Instead of filming videos yourself, you create them using AI avatars that present your script on screen. You simply enter the text, choose an avatar, and generate the video.
I can see why so many marketing teams use it for product demos, onboarding videos, training content, and social media clips. What would normally take a production team several days can often be done in a few hours.
The feature that impressed me most is the language support. You can create videos in more than 140 languages, which makes it useful for companies selling in multiple markets.
The avatars are not perfect, but they are realistic enough for many business use cases where speed and scale matter more than having a real presenter.
AI Capabilities
- AI avatars with 200+ virtual presenters
- AI text-to-speech in 140+ languages
- Automatic lip-syncing and voice matching
- AI-generated backgrounds and scenes
- Voice cloning capabilities
- AI translation and localization for global audiences
Pricing
- Starter: $22/month
- Creator: $67/month
- Teams: $149/month
- Enterprise: Custom pricing
My Take
I wouldn’t use Synthesia for a brand film or a big product launch. But for tutorials, onboarding videos, and internal content, it’s incredibly practical. What used to take days can often be done in an afternoon, which is why I keep coming back to it.
5. Flick
Best For: Planning and creating social media content faster
Social media is easy to neglect.
Most marketers start with good intentions, post consistently for a few days, and then run out of ideas.
That is the problem Flick is designed to solve.
When I looked at the platform, what stood out was how much of the planning process it automates. Instead of staring at a blank calendar, you get content ideas, captions, hashtags, and posting schedules generated for you.
For marketers managing multiple channels, that can remove a lot of daily friction.
I especially like that the platform focuses on turning existing content into new social posts. A single blog article can become several LinkedIn posts, tweets, or Instagram captions.
That makes content production much more efficient.
AI Capabilities
- AI content idea generator
- AI-powered 30-day content calendar
- Caption writer for major social platforms
- Content repurposing from blogs and articles
- Hashtag recommendations
- AI analytics and posting-time suggestions
Pricing
- Free: $0/month
- Starter: $15/month
- Pro: $35/month
- Agency: $99/month
My Take
Social media becomes much easier when you’re not constantly wondering what to post next. Flick helps fill that gap. I especially like using it when I already have blog content that can be repurposed into multiple social posts without starting from scratch.
6. HubSpot Breeze Intelligence
Best For: Finding high-intent B2B leads from website traffic
One of the hardest parts of B2B marketing is knowing which website visitors are actually worth your time.
Most analytics tools show traffic numbers.
They do not tell you who is visiting or whether those visitors are likely to become customers.
That is where HubSpot Breeze Intelligence becomes interesting.
The platform uses AI and visitor intelligence to identify companies visiting your website, score engagement, and surface accounts that show buying signals.
For teams running inbound marketing programs, this can help connect anonymous website activity to real sales opportunities.
Instead of treating every visitor the same, you get a clearer picture of which accounts deserve attention first.
The biggest advantage is that everything connects directly with HubSpot’s CRM ecosystem, which makes follow-up much easier.
AI Capabilities
- AI visitor identification and lead discovery
- AI-powered intent and engagement scoring
- Company identification through reverse IP technology
- Predictive lead qualification
- Automated lead enrichment
- AI-driven CRM data updates
Pricing
- Breeze Intelligence: $150/month add-on
- HubSpot Starter: $20/month
- HubSpot Professional: $1,000/month
- HubSpot Enterprise: $5,000/month
My Take
Most analytics platforms tell you what happened. Breeze Intelligence gets closer to showing who might actually buy. If you’re already using HubSpot, the experience feels seamless. The more traffic you have, the more valuable the insights become.
7. Semrush Enterprise AIO
Best For: Tracking and improving visibility across AI search platforms
Search is changing fast.
A few years ago, ranking in Google was the main goal. Today, people are increasingly getting answers from ChatGPT, Gemini, Claude, Perplexity, and Google AI Overviews instead of clicking through to websites.
That shift has created a new challenge for marketers.
You might rank well in traditional search results and still have little visibility in AI-generated answers.
That’s where Semrush Enterprise AIO stands out.
The platform helps companies understand how often their brand appears across AI search platforms and which sources influence those responses. Instead of guessing why competitors are mentioned more often, you can track visibility and identify opportunities to improve it.
As Generative Engine Optimization (GEO) and Answer Engine Optimization (AEO) become more important, having this level of insight can be valuable. While traditional rank tracker software focuses on search rankings, Semrush Enterprise AIO helps measure visibility in AI-generated results and answer engines.
AI Capabilities
- AI brand mention tracking across ChatGPT, Gemini, Claude, and Perplexity
- AI-powered sentiment analysis for brand perception
- Source attribution analysis for AI-generated answers
- AI visibility recommendations
- Competitive AI search monitoring
- Automated reporting and performance insights
Pricing
- Pro: $149.95/month
- Guru: $249.95/month
- Business: $499.95/month
- Enterprise AIO: Starting around $2,000/month
My Take
Most AI visibility tools are still relatively new.
What makes Semrush interesting is that it combines AI search tracking with an SEO platform many marketers already use.
For businesses already using some of the best SEO tools, it adds another layer of data that can help them adapt to emerging SEO trends and prepare for the future of search. Just keep in mind that it is designed mainly for larger organizations that need detailed reporting and competitive analysis.
8. ChatGPT
Best For: Turning customer feedback and research data into actionable insights
I originally started using ChatGPT for writing.
What surprised me was how useful it became for research.
One of the most time-consuming parts of marketing is reviewing customer feedback, survey responses, support tickets, and reviews. Finding patterns manually can take hours, especially when you’re working with hundreds of responses.
ChatGPT helps speed up that process.
You can upload feedback, ask it to identify recurring themes, summarize key complaints, highlight positive trends, or even help generate new research questions.
What I like most is that it works across many different use cases. One day you might use it for customer research. The next day you might use it for competitor analysis, content planning, or brainstorming campaign ideas.
That flexibility is why it remains one of the most useful AI tools in my workflow.
AI Capabilities
- Advanced natural language understanding
- Sentiment analysis and feedback categorization
- Theme and pattern identification
- Survey and interview question generation
- Research summarization
- Conversational analysis and brainstorming
Pricing
- Free: $0/month
- Plus: $20/month
- Pro: $200/month
- Enterprise: Custom pricing
My Take
ChatGPT is probably the most versatile AI tool on this list.
It may not be the best specialist tool for every task, but it performs well across a huge range of marketing activities. Whether you’re researching customers, creating content, analyzing data, or planning campaigns, it can remove a lot of manual work from the process.
9. Kling AI
Best For: Creating marketing video ads without traditional production costs
Video advertising usually comes with a trade-off.
You either spend a lot of money on production, or you create something quickly and sacrifice quality.
Kling AI tries to bridge that gap.
The platform generates AI videos from text prompts and creative inputs, making it possible to create ad variations much faster than traditional production workflows.
What stood out during my research is how quickly marketers can test new concepts. Instead of creating one video and hoping it works, teams can generate multiple versions and test different messages, visuals, and hooks.
For performance marketing, that flexibility can be valuable because creative testing often has a direct impact on campaign results.
The technology is still evolving, but the quality is already good enough for many social media and paid advertising use cases.
AI Capabilities
- AI video generation from text prompts
- Automated scene creation
- AI-generated ad variations
- Text-to-video workflows
- AI motion and animation generation
- Background audio and sound generation
Pricing
- Starter: $15/month
- Pro: $49/month
- Business: $149/month
- Enterprise: Custom pricing
My Take
Kling AI is one of the more interesting AI video tools right now.
The biggest advantage is speed. Being able to create and test multiple video concepts without a production team can dramatically reduce costs and increase experimentation.
I would still use human-created videos for major brand campaigns. But for performance marketing, social ads, and rapid testing, Kling AI offers a lot of value for the price.
10. Gumloop
Best For: Automating competitor research and market monitoring
Keeping track of competitors sounds simple until you actually try to do it.
New product launches, pricing changes, feature updates, job postings, content campaigns, and website changes can happen at any time. Manually checking all of that quickly becomes a full-time job.
That is what makes Gumloop interesting.
The platform lets you build AI-powered workflows that monitor websites, collect data, and trigger actions automatically. Instead of spending hours gathering information, you can create agents that continuously track the signals you care about.
What stood out to me is that Gumloop focuses less on content generation and more on automation. It acts like a layer that connects research, monitoring, and workflows together.
For marketing teams, that can mean less manual work and faster access to important competitive insights.
AI Capabilities
- AI-powered web monitoring agents
- Automated competitor tracking
- AI trend and pattern detection
- Anomaly detection for unusual market activity
- AI-generated reports and summaries
- Workflow automation based on custom triggers
Pricing
- Free: $0/month
- Starter: $49/month
- Pro: $199/month
- Enterprise: Custom pricing
My Take
Gumloop is the kind of tool you appreciate more over time. The setup takes some effort, but once workflows are running, you stop thinking about all the repetitive tasks happening in the background. That’s where the real value shows up.
11. Canva Magic Studio
Best For: Creating marketing visuals without design experience
Canva has been a favorite among marketers for years.
What makes Magic Studio different is how much AI it brings into the design process.
Instead of starting from a blank page, you can describe what you want and let the platform generate layouts, graphics, images, and marketing assets for you.
During my research, one thing became clear. Canva is not trying to replace professional designers. It is trying to help marketers move faster.
That matters because most marketing teams need a constant flow of presentations, social posts, ad creatives, ebooks, and graphics. Waiting on design resources is not always practical.
Magic Studio helps bridge that gap.
AI Capabilities
- AI-generated designs from text prompts
- Magic Write for captions, headlines, and copy
- AI image generation
- Brand Kit automation
- Background removal and image enhancement
- AI-powered template recommendations
Pricing
- Free: $0/month
- Pro: $15/month
- Teams: $30/month per user
- Enterprise: Custom pricing
My Take
Canva remains one of the easiest AI tools to adopt.
The learning curve is low, the pricing is reasonable, and the output is good enough for most marketing use cases. If your team creates content regularly but lacks dedicated design support, Canva delivers a lot of value for the price.
12. Clay
Best For: Enriching prospect and company data at scale
Researching prospects can take hours every week.
Finding decision-makers, reviewing LinkedIn profiles, and gathering company data quickly becomes a bottleneck when executing a go-to-market strategy.
Clay solves that problem by combining dozens of data sources with automated enrichment workflows. Instead of researching prospects one by one, you can enrich entire lists in minutes.
Beyond contact data, Clay uncovers hiring activity, technology usage, firmographic details, and other signals that help improve targeting and outreach.
Among today’s go-to-market tools, few provide this much context in a single workflow.
AI Capabilities
- AI-powered web research agents
- Automated data enrichment
- Contact discovery and verification
- Company intelligence gathering
- LinkedIn profile analysis
- Multi-source data validation
Pricing
- Free: $0/month
- Starter: $99/month
- Pro: $299/month
- Business: $999/month
- Enterprise: Custom pricing
My Take
Clay has become one of the most talked-about tools in modern go-to-market teams.
The reason is simple. It removes a huge amount of manual research work while giving teams better prospect data.
If your workflow depends on outbound sales, account research, lead enrichment, or prospecting, Clay is one of the strongest AI-powered tools available today. It can dramatically improve both efficiency and data quality without requiring a complex setup.
13. Brand24
Best For: Monitoring brand mentions and spotting reputation issues before they grow
Most companies do not have a visibility problem.
They have a monitoring problem.
People mention your brand on social media, blogs, forums, review sites, and news publications every day. The challenge is knowing about those conversations before they become opportunities or problems.
That is where Brand24 comes in.
The platform tracks brand mentions across the web and uses AI to analyze sentiment, identify trends, and surface important conversations. Instead of manually searching for mentions, you get a central dashboard that shows what people are saying and how sentiment is changing over time.
What stood out to me is the real-time alert system. If negative sentiment starts increasing, teams can respond quickly rather than discovering the issue days later.
AI Capabilities
- AI-powered brand mention monitoring
- Automated sentiment analysis
- AI-driven crisis detection and alerts
- Trend identification and topic analysis
- Influencer discovery
- Automated reporting and insights
Pricing
- Mini: $59/month
- Basic: $89/month
- Advanced: $139/month
- Expert: $229/month
- Enterprise: Custom pricing
My Take
Brand24 solves a simple but important problem.
You cannot manage your reputation if you do not know what people are saying.
For brands that rely on social media, B2B content marketing, PR, or community engagement, having visibility into online conversations can be incredibly valuable. The sentiment tracking alone can help teams react faster and make better decisions.
14. Reply.io
Best For: Scaling outbound outreach with AI-powered sales automation
Outbound sales creates a lot of work beyond sending cold emails.
Teams still need to review replies, identify buying signals, prioritize conversations, and decide which prospects deserve immediate attention.
Reply.io uses AI to make that process more efficient.
The platform helps automate outbound campaigns while also analyzing incoming responses. Instead of manually reviewing every reply, AI can identify interest, categorize conversations, and highlight prospects that are most likely to convert.
That can be especially useful for teams handling large outbound volumes where important responses might otherwise get buried.
AI Capabilities
- AI response scoring and prioritization
- Buying intent detection
- AI-generated follow-up suggestions
- Engagement analysis
- Automated conversation classification
- Predictive lead scoring
Pricing
- Starter: $49/month per user
- Professional: $99/month per user
- Business: $199/month per user
- Enterprise: Custom pricing
My Take
Reply.io is not just another cold email platform.
Its biggest strength is helping sales teams focus on the right conversations. Instead of spending time sorting through responses, reps can focus their energy on prospects that show real interest.
For outbound-heavy teams, that efficiency can make a meaningful difference.
15. Clearscope
Best For: Improving content quality and increasing organic search visibility
Publishing content is easy.
Publishing content that ranks is much harder.
One thing I have noticed after reviewing dozens of SEO tools is that many focus heavily on keywords but do not provide much guidance on content quality.
Clearscope takes a different approach.
The platform analyzes top-ranking content and helps identify the topics, concepts, and supporting information that successful pages include. Instead of simply telling you which keyword to target, it helps you understand what a complete piece of content should cover.
That makes it particularly useful for teams creating long-form content that needs to compete in crowded search results.
AI Capabilities
- AI-powered content grading
- SERP-based keyword recommendations
- Content brief generation
- Topic and term coverage analysis
- Readability optimization suggestions
- Competitive content gap analysis
Pricing
- Basic: $170/month
- Business: $350/month
- Enterprise: $550/month
- Custom team pricing available
My Take
Clearscope remains one of the most respected content optimization tools in SEO.
What I like is that it focuses on coverage rather than keyword stuffing. The goal is not to force terms into an article. The goal is to help create content that answers a topic more completely than competing pages.
If organic search is a major growth channel for your business, Clearscope is one of the strongest tools available for improving content quality and increasing the chances of ranking.
16. ElevenLabs
Best For: Creating realistic voiceovers without hiring voice actors
Recording voiceovers used to slow down my entire content process.
Every video needed a narrator. That meant finding a voice actor, waiting for recordings, requesting revisions, and paying for every project. It worked, but it was expensive and time-consuming.
ElevenLabs solved that problem.
I can now take a script and turn it into a professional voiceover in a few minutes. The voices sound surprisingly natural, with realistic pauses, tone changes, and emotion.
I also like that I can clone my own voice. That keeps my videos, tutorials, and podcasts consistent without spending hours recording everything myself.
For creators, marketers, and businesses producing lots of content, ElevenLabs can save both time and money.
AI Capabilities
- Text-to-speech voice generation
- Voice cloning for custom narration
- Emotion and tone controls
- Support for multiple languages
- Speech enhancement and audio optimization
- Large library of realistic voices
Pricing
- Free: $0/month
- Starter: $5/month
- Creator: $22/month
- Pro: $99/month
- Scale: $330/month
- Enterprise: Custom pricing
My Take
Most text-to-speech tools still sound like robots.
ElevenLabs is one of the few that sounds close to a real person. The quality is good enough for videos, podcasts, courses, and audiobooks.
If you create content regularly, this is one of the best AI marketing tools for producing audio at scale.
17. Albert.ai
Best For: Automating ad campaigns across Google, Facebook, and other channels
Running paid ads sounds simple until you start managing multiple campaigns.
You have budgets to watch, bids to adjust, audiences to test, and creatives to monitor. Even small mistakes can waste a lot of money.
Albert.ai helps reduce that workload.
Instead of manually making every optimization, the platform handles many of those decisions automatically. It watches campaign performance and makes changes based on what is working.
What I found interesting is that Albert does not stop at bid management. It can also test ad variations, move budget between campaigns, and look for new opportunities to improve performance.
That makes it useful for teams managing large advertising budgets.
AI Capabilities
- Campaign optimization across ad platforms
- Automated bid management
- Smart budget allocation
- Audience targeting recommendations
- Creative testing and experimentation
- Performance forecasting and insights
Pricing
- Albert.ai: Custom pricing
- Enterprise: Custom pricing
- No free plan
My Take
Albert is not designed for beginners running a few ads each month.
It is built for companies spending serious money on advertising.
If paid acquisition is a major growth channel for your business, Albert can help remove a lot of the manual work involved in campaign management.
18. Anthropic Claude
Best For: Writing content, analyzing documents, and handling research tasks
I have tested a lot of AI writing tools.
Most can generate content quickly. The problem is that the content often sounds generic and requires heavy editing.
Claude feels different.
The writing usually sounds more natural, and it does a better job following instructions than many other AI tools I have used.
I often use it to expand outlines, summarize research, review documents, and brainstorm ideas. It is also excellent at working with large files that would normally take hours to read manually.
One feature I especially like is Artifacts. It gives you a dedicated workspace where you can review and edit content without scrolling through a long chat.
That makes the whole experience feel more organized.
AI Capabilities
- Content creation and editing assistance
- Document analysis and summarization
- Research support and idea generation
- Artifacts workspace for projects
- Custom tone and writing style controls
- Coding and technical assistance
- Large context window for long documents
- Search and external tool integrations
Pricing
- Free: $0/month
- Pro: $20/month
- Team: $50/month per user
- Enterprise: Custom pricing
My Take
Claude is one of the best AI marketing software tools for content teams.
What I like most is the writing quality. The output usually needs fewer edits, which saves a lot of time.
If content creation is a big part of your job, Claude deserves a spot on your shortlist.
19. Apollo.io
Best For: Finding B2B prospects and building outreach campaigns faster
Prospecting used to take up a huge part of my day.
I would spend hours searching LinkedIn, checking company websites, and trying to find the right email address for each contact. By the time I finished building a list, I had very little time left for actual outreach.
Apollo changed that.
Instead of hunting for prospect data manually, I can search millions of contacts using filters like company size, industry, revenue, technologies used, hiring activity, and buying intent.
What I like most is that Apollo does more than provide contact information. It helps write outreach emails, enrich lead data, and launch sequences without leaving the platform.
When I need to build a targeted list, I can usually do it in minutes instead of hours.
For sales and marketing teams focused on pipeline growth, that time savings adds up quickly.
AI Capabilities
- Personalized email generation
- AI Lead scoring and prioritization
- Contact and company data enrichment
- Outreach optimization recommendations
- Sequence creation and automation
- Intent signal tracking
- Campaign testing and performance insights
Pricing
- Basic: $59/month per user
- Professional: $99/month per user
- Organization: $149/month per user
- Enterprise: Custom pricing
My Take
Apollo is one of the few tools that combines prospecting, enrichment, and outreach in a single place.
Most sales teams use separate tools for each of those jobs. Apollo removes a lot of that complexity.
If your goal is to build pipeline faster without spending hours researching prospects, Apollo is one of the best AI marketing platforms available today.
Choosing the Right AI Marketing Tools for Your Business
The best tool is rarely the one with the most features. It’s the one that solves a real problem.
That’s how I think about AI marketing tools.
The tools on this list all do different jobs. Some help create content, some improve SEO, and others automate repetitive work. Instead of trying to use everything, start with the tool that solves your biggest challenge today and build from there.
