My Creator Tech Stack: The AI Tools I Use to Run Two Brands
Anytime I see an email, an article, or a social post breaking down someone's tech stack, I'm a sucker for it. I will stop what I'm doing and read the whole thing, top to bottom. I just really want to know what other people are using and why they picked it.
So I figured I'd share mine.
This is the real stack I use to run Creator's MBA and HobbyScool, with what each tool does for me day to day. Some of these I'm in every single day. A few I'd really struggle without. I won't pretend I use every feature on all of them, because I don't.
A few of the links below are affiliate links. If you grab a tool through one of them, I might get a small commission or some credits, and a lot of the time you get a bonus on your end too. I only put tools on this list that we genuinely use.
My daily AI brain
Three tools do my thinking with me, and they don't really step on each other.
Claude
Claude is open on my screen all day. It's the one actually building things with me. I lean on it for writing and HTML formatting, which honestly covers most of what I put out into the world. Articles like this one. Emails to my list. Sales pages, landing pages, lead magnets, course lessons formatted in HTML and ready to drop into ThriveCart. It feels less like software and more like a team member who already knows my brand, my voice, and the way I think.
ChatGPT
ChatGPT is my life tool, not my work tool. Recipes, fixing something around the house, decorating questions, all the random stuff that has nothing to do with the business. It helps me make images too, which I'll come back to. I spend way more time in Claude, but ChatGPT handles everything outside of work.
Notebook LM
Notebook LM is where I go when I want real analysis on a specific topic or a website. I drop in the sources and it helps me actually understand what's there instead of skimming and guessing. It's free with your Google Workspace, so if you've never opened it, go poke around in there.
Email, and the connection that changed how I work
Kit
Kit runs all my email. Both brands, both lists, all of it. And Kit has an MCP now. An MCP is just a connection that lets a tool like Claude work directly inside another tool. So I can hook Kit up to Claude and have it pull a draft, check my list, or build out a sequence, and I never have to leave the conversation to do it. If you're already in Kit and already in Claude, turn this on. It saves me a lot of clicking back and forth.
Pages, funnels, and checkout
Squarespace
My website lives on Squarespace. It's home base for the blog and the main pages.
HTMLPub
My landing pages run through HTMLPub, which is owned by Leadpages. Same story as Kit here: HTMLPub has an MCP, so I can connect it to Claude and build pages right inside the conversation. I like that I can hand work straight to Claude in two of my core tools now.
ThriveCart
ThriveCart is pulling triple duty for me. It's my funnel builder, my course platform and delivery, and my affiliate management, all under one roof. I paid for it once and it's been handling all three ever since. If you've been paying for separate monthly tools to cover those three jobs, ThriveCart can probably replace them.
ConvertBox
ConvertBox handles my pop-ups and on-site offers. It's how I get the right message in front of the right visitor instead of showing everyone the same thing.
WebinarKit
My evergreen webinars live on WebinarKit. I set one up once and it keeps presenting and selling on a schedule while I'm off doing other things.
Audio, video, and the podcast
Descript
Descript is where all my audio and video get edited. It pulls out the filler words, tightens up the awkward pauses, and just makes the whole editing process less of a slog. If you make any kind of audio or video, it's an easy one to bring in. Descript is a daily tool for us.
Buzzsprout
Buzzsprout hosts my public podcast. It's simple and reliable, and it's been my podcast home for years now without ever giving me trouble.
Hello Audio
Hello Audio runs my private podcasts. If you've ever wanted to deliver a paid series or a course as a private feed people listen to right in their normal podcast app, this is the tool that pulls it off.
HeyGen
HeyGen is my AI video tool. When I want to get content out and I don't have it in me to sit down and film, I use it instead. One thing I'll always say about this kind of tool: disclose when something is AI, whether it's video, voice, or images. Always.
Design and presentations
Gamma
Gamma is where my slides and a lot of my images come from now. I describe what I want and it builds the deck out, on brand, in a couple of minutes. When I need something visual, I start in Gamma. It changed my design habits more than anything else this year.
A quick word on Canva
For years, Canva was the center of everything we made. Graphics, social posts, lead magnets, slides, all of it lived there, and I'd have told you we would use it forever. These days we've almost stopped. It wasn't a decision I sat down and made. It happened slowly, one task at a time, as Claude, ChatGPT, Notebook LM, and Gamma got good enough to do what I used to open Canva for. We still keep it around for a few odds and ends, and if you love it, keep right on using it. I just want to be honest about where my design work actually happens now.
Community and on-demand coaching
Skool
Community engagement happens in Skool. It's where my people gather, ask their questions, and stay connected in between the things I publish.
Delphi
Delphi is how I give my people coaching support around the clock. It's trained on my own frameworks, so it answers the way I would, and it answers right away instead of making someone wait on me. If keeping members around matters to you, look at Delphi. It answers for me when I'm not available.
The build-and-test corner
Lovable
When I want to build something custom, a lead magnet, a little app, a tool, I use Lovable. You tell it what you want and it builds the thing for you. I can build lead magnets and little tools I never could before, because I don't write code.
Social Juice
Social Juice collects testimonials for me. It makes it easy for happy customers to send over a quick video or a written note, and just as easy for me to actually use what they send.
How the team and the work stay organized
Project and team management runs across three tools, and not one of them is fancy. Asana handles the actual project management, Google Tasks holds my running to-do list, and Google Spaces is where my team and I talk. It's not glamorous, but it keeps everything moving. That's all I need it to do.
And when it's time to pay my contractors, I use Wise. It keeps the payments simple, even the ones going across borders.
The honest part
Here's what I really want you to take from all of this. You don't need every tool on this list. I've been building two brands for a lot of years, so my stack got wide on purpose, one offer and one bottleneck at a time. If you're earlier in your business, you don't need a wide stack yet. Pick the few tools that match the work sitting in front of you right now, and add from there.
These tools work like team members for me, and that's the honest reason I pay for them. But none of them do the actual work. The thinking, the deciding, the showing up, that part is still yours and mine. The stack just gets out of the way.
And if you're a tech stack sucker like me, I see you. We're the same.
"You don't need every tool. Pick the few that match the work in front of you, and add from there."
— Dr. Destini CoppNot sure where a tool would actually help?
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Claude for writing and HTML formatting, ChatGPT for life and images, Notebook LM for research, Kit for email, Squarespace for the website, HTMLPub for landing pages, ThriveCart for funnels and courses, ConvertBox for pop-ups, and WebinarKit for evergreen webinars. On the media side it's Descript, Buzzsprout, and Hello Audio for audio, HeyGen for AI video, and Gamma for slides and images. Skool runs community, Delphi runs on-demand coaching, Lovable builds tools, Social Juice collects testimonials, Asana plus Google Tasks and Google Spaces keep the team organized, and Wise handles paying contractors.
Claude is my pick for anything writing or copy related. I use it for articles, emails, sales pages, landing pages, lead magnets, and course lessons formatted in HTML. It works best when you feed it your brand voice and frameworks so it writes the way you actually would.
Not the way I used to. We've almost stopped using Canva. Most of what I used it for now happens in Claude, ChatGPT, Notebook LM, and Gamma, with Gamma handling slides and one-pagers on brand in minutes. If you still live in Canva, that's fine. I'm just telling you where my design work actually happens now.
Yes. Kit has an MCP now, which lets you connect it straight to Claude so Claude can work inside your account. You can pull a draft, check your list, or build a sequence without bouncing between tabs. HTMLPub, which is owned by Leadpages, added an MCP too, so you can do the same with your landing pages.
Start lean. You don't need everything I use. The core is an AI tool to do the writing and thinking, an email platform like Kit, a checkout and course tool like ThriveCart, and a place for your pages. Add audio, video, community, and webinar tools only when the work in front of you actually calls for them.
