Thursday, 16th April 2026

Hello!

Last week, we compared Claude and GPT. Today, we'll deep-dive into Claude. 

We'll tell you what it is, what it can do for your brand, its limitations, and a few things nobody tells you before you start using the platform.

First: What Even Is Claude?

Claude is an AI assistant built by a company called Anthropic. 

Anthropic was actually founded by some of the same people who helped build ChatGPT. 

Their whole focus has been on building an AI that's not just effective, but safe and thoughtful in how it responds.

The result is an AI that feels surprisingly human. Not in a creepy way. But in a "wait, did a real person write this?" kind of way.

What Can Claude Do For Your Ecommerce Brand?

It writes copy that doesn't sound like it was written by AI: If you've ever published AI content and had a customer or colleague say, "This feels AI-generated,"  Claude can fix that. It picks up on tone, adapts to your brand voice, and writes in a way that flows naturally. Product descriptions, email sequences, ad copy, Instagram captions, it handles all of it without sounding like a robot trying to be human.

It thinks with you, not just for you: Ask Claude to review your marketing strategy, and it won't just tell you it's great. It'll push back, ask clarifying questions, and point out gaps you hadn't considered. For brand owners making big decisions without a big team, this kind of honest thinking partner is very valuable.

It handles long, complex tasks: Need a full email nurture sequence? A detailed content plan for the next quarter? A long-form brand story? Claude stays consistent with the tone, the message, and the details. 

It follows detailed instructions properly: If you say "don't use exclamation marks, write like you're talking to a busy executive, and keep it under 300 words", it does exactly that. This might sound basic, but you'd be surprised how often other tools just ignore half of what you said.

It's excellent for customer communication: Claude handles sensitive, nuanced interactions, such as creating responses to tricky customer emails, writing FAQ pages, and creating support scripts for your team.

Where Claude Has Limitations

It can't browse the internet in real time: Unlike ChatGPT's browsing feature, Claude doesn't automatically pull live data. So if you ask it for today's trending products or this week's news, it won't know. You'd need to paste that information in yourself and let it work with it.

It doesn't have a built-in image generator: If you need visual content created, you'll need a separate tool. Claude is purely text-only.

It has a knowledge cutoff: Claude was trained on limited data, which means very recent events, product launches, or industry shifts might not be something it's aware of. Always double-check anything time-sensitive.

It can occasionally be overly cautious: Because Anthropic has placed a lot of emphasis on safety, Claude will sometimes decline or tiptoe around requests it deems sensitive, even when your intention is completely legitimate. 

What's the Hype About Claude Code???

Claude Code is a more advanced, developer-facing version of Claude that works directly in your terminal (the behind-the-scenes command center of your computer). It can write code, fix bugs, build entire features, and automate technical tasks.

For ecommerce brands, this is really important. Think about all the things on your "we'd do this if we had a developer" list: 

• Custom Shopify features

• Automations

• Data scripts

• Fixing broken integrations

Claude Code can handle all of that. It's available as a standalone tool and also works well in the Claude desktop app, which brings us to something important.

If You Have a MacBook, Read This Before You Install Claude Code

If you're planning to use Claude Code, the desktop app is honestly the best experience. But if you're on a MacBook, do not install the desktop app just for Claude Code.

Here's why:

The desktop app, when running Claude Code, pushes your MacBook's CPU to 100%+. Your laptop will heat up, everything else you're running will start to lag, and your battery will drain faster than you've ever seen it drain. 

So what do you do?
Use Claude Code in your browser or directly in the terminal if you're on a MacBook. You get the same power without turning your laptop into a hand warmer.

Or better still, you can install it on a desktop computer if you have that.

So, Is Claude Right For Your Brand?

Claude won't replace your creativity or your instincts. But it will free up an enormous amount of the mental energy you currently spend on writing, thinking, and communicating.

We've been using Claude, alongside other AI tools, as part of the strategy we run for our own brand and for the ecommerce clients we work with. The results have been measurable and exciting.

And if you're ready to have a proper conversation about what AI can do for your brand, we'd love to talk. All you have to do is respond to this email.

We've been helping ecommerce brand owners 3X their revenue with an AI-driven strategy, and we're just getting started.

Was this email forwarded to you? Sign up here.

P.S. Got a question, trend, or idea you want me to cover in the next newsletter? Hit reply, I'm all ears!