The Dirty Secret of "Best AI Writing Tool" Lists (I Built One)

Every "best X tools" list you've ever read has a conflict of interest. Including mine. Here's how it actually works.

I run a website that reviews and compares AI writing tools. We have comparison tables, star ratings, "best for" recommendations. It looks objective.

It's not. And neither is any other review site.

Here's the reality of how affiliate-driven review sites work — from someone who built one.

The Economics

When you click a link on a review site and buy a tool, the site owner gets a commission. Typically 20-30% of your subscription. Sometimes recurring — every month you stay subscribed, they get paid.

For AI writing tools:

When I recommend Writesonic over Jasper, I'm not just comparing features. I'm comparing "earns me money" vs "earns me nothing."

That doesn't mean my recommendation is wrong. Writesonic genuinely might be the better tool for you. But you should know the incentive structure.

How Review Sites Hide This

Most review sites don't lie. They do something subtler:

1. Ranking by features that favor high-commission tools. If Tool A has better SEO features and pays 30%, and Tool B has better team features but pays 0%, the review will emphasize "SEO features" as the critical factor. It's not false — it's just selective.

2. "Best for X" segmentation. Every tool becomes "the best" for some niche. The $9 budget tool is "best for freelancers," the $49 enterprise tool is "best for teams." Everyone gets a medal. But the tools that pay commissions get the most enthusiastic medals.

3. Omitting commission-free alternatives. ChatGPT and Claude don't have affiliate programs. They're both free. They're both excellent. Most review sites barely mention them or bury them at the bottom. There's a reason.

4. The "objective testing methodology" page. Every review site has one. It lists 27 criteria they supposedly evaluate. It's performative. You tested "ease of use" with a 5-minute account setup and called it a methodology.

My Site Does This Too

I'm not above this. My site uses all of these patterns.

The difference — and I realize this might not matter to you — is that I'm telling you directly.

Here's what's real on my site:

• The comparison data (pricing, features, templates) is accurate
• The star ratings are my honest assessment
• But tools with affiliate programs get better placement and more enthusiastic copy
• Tools without affiliate programs (ChatGPT, Claude) are still covered honestly, but they're not pushed as hard

I've decided this tradeoff is acceptable because:

1. The information is still accurate
2. The site costs money to run (time, hosting, tools)
3. Readers don't pay anything extra for using affiliate links
4. I disclose the affiliate relationship on every page

But I'm not going to pretend it doesn't affect the content. It does.

How to Read Review Sites (Including Mine)

1. Check the affiliate disclosure. If it exists (mine does), the site has financial incentives. That's not bad — it's just a data point.

2. Look for what's NOT mentioned. If ChatGPT and Claude are barely discussed on an AI writing review site, ask why.

3. Cross-reference with Reddit. Real users with no affiliate links. If Reddit loves a tool and review sites ignore it, there's probably a commission story.

4. Check if the affiliate program is active. Jasper's program closed in January 2025. Sites that still aggressively push Jasper over other tools are probably outdated or not actually testing tools.

5. Use review sites for specs, not recommendations. The pricing data, feature lists, and comparisons are useful. The "we recommend X" part — discount it by 30%.

Why I'm Writing This

Partly guilt. Partly because nobody else in this space says it out loud.

The "best X tools" content industrial complex is real. Every listicle you read is shaped by who pays commissions and who doesn't. The best tool for you might be one nobody's pushing.

I'll keep running my site. I'll keep using affiliate links. But I'll also keep telling you how the game works.

At least now you know.

More honest takes (and yes, affiliate links) at Top AI Writing Tools.