Where we are now: a brief picture of the state of AI
It's hard to go by a day without headlines mentioning artificial intelligence. AI is no longer the future, it is the present that is actively changing the way companies do business, communicate with customers, and make decisions. But amidst all that noise and hype, one question remains legitimate and practical: what are actually the best AI models right now, and how can your company leverage them?
In this article, we provide an overview of the current situation, discuss the leading models, and explain why understanding AI today is not just for technicians, but for every businessman.
Until a few years ago, AI was a tool used exclusively by large tech giants with huge research budgets. Today, any small business owner can access tools that are capable of writing texts, generating images, analyzing data, running customer support, and automating routine tasks.
What has especially changed in the last year or two is the quality. Large Language Models (LLMs) have reached a level where the difference between their output and that of an experienced expert is sometimes almost invisible. It's both exciting and a bit scary, depending on which side we're looking at.
Leading AI models in 2026
GPT-4o i o3 (OpenAI)
OpenAI remains one of the most recognizable names in the space. Their ChatGPT has changed the public's perception of what AI can do, and the GPT-4o and o3 models available today offer extremely powerful inference, writing, and analysis capabilities. OpenAI is particularly advancing in so-called "reasoning", i.e. the ability of a model to think step by step through complex problems.
Claude (Anthropic)
Claude's models, especially the Claude Opus and Claude Sonnet from the 4 Series, are positioned as some of the most capable on the market. Anthropic specifically focuses on the safety and reliability of AI, which means that these models are designed to be both useful and responsible. Claude excels in long, complex tasks such as document analysis, writing long texts, and technical reasoning.
Gemini (Google)
Google didn't sit idly by. Their Gemini model, integrated deep into the Google ecosystem (Gmail, Docs, Search), brings AI directly to the tools that millions already use every day. For companies working in the Google work environment, Gemini is an increasingly relevant partner in everyday work.
Llama (Meta)
Meta decided to play a different game, open source. Llama models are available for anyone to download and customize, which has fueled an entire ecosystem of applications and specialized solutions. For developers and businesses that want full control over their AI infrastructure, Llama is a serious option.
Mistral i ostali europski igrači
Europe is not a passive observer. Mistral, a French AI company, develops competitive models with a focus on data privacy and compliance with European regulations such as GDPR. For European companies, this is an increasingly important option.
What can all these models actually do?
An answer that surprises many: much more than you think. Here are concrete examples:
Writing and Content: generating blog posts, product descriptions, newsletters, PR releases, video scripts and advertisements. With the right guidance, the quality can be extremely high.
Data analysis: AI models can review large amounts of data and draw relevant conclusions in minutes, rather than hours of manual work.
Customer Support: chatbots powered by modern LLM models can respond to a large percentage of queries without any human intervention.
Coding & Development: GitHub Copilot and similar tools drastically speed up software development, help write and debug code.
SEO and digital marketing: AI tools analyze keywords, write meta descriptions, generate content ideas, and even suggest page structure.
Photos and video: tools like Midjourney, DALL-E, and Sora (OpenAI) generate on-demand visual content, revolutionizing graphic design and production.
AI and Website Building: How Is the Industry Changing?
Website development is one of the industries that feels the AI wind at its back, but also in front of it as a challenge. Tools that automatically generate code snippets, AI-powered design templates, and automatically written content are transforming the workflow of agencies and freelancers around the world.
But there is something that AI still cannot replace: strategic thinking, knowledge of the local market, relationship with the client, and a holistic approach that takes into account both technique, marketing, and business goals.
This is exactly what the Widget brings to the table. We use AI tools as an amplifier of our productivity, but each project goes through our expert hands, our experience and our understanding of the specifics of the Croatian market. The result is a faster, higher quality and more concrete output for our clients.
What does AI mean for your business specifically?
If you run a business in Croatia and are wondering how AI is affecting you, the answer is simple: it is already influencing, whether you are aware of it or not.
Your competition may already be using AI to create content faster. Your potential customers may be using AI assistants to search and compare offers. Google is increasingly using AI in ranking search results, which is a game-changer for SEO.
Ignoring these changes is not a strategy. Adaptation is.
Concrete steps you can take right away:
Start using AI tools for everyday tasks like writing emails, compressing documents, and researching markets. Make sure your website and content are optimized for the new AI-powered search. Consider automating part of customer communication through a smart chatbot. Invest in educating your team, because understanding AI is becoming a business competence, not a technical luxury.
How does Widget track and apply AI trends?
At Widget, we are not just passive observers of the AI revolution. We actively integrate AI tools into our services: in content creation, SEO analytics, campaign management and website optimization. This allows us to deliver more value in less time, and the savings are directly reflected in quality and price for our customers.
In addition, through our education and course services, we help business owners and teams understand AI, know what tools to use, and how to integrate them into their daily work without being overwhelmed by information.
AI is not a threat, but a lever
Too often, the conversation about AI slides to extremes: either it's a technology that will save everything, or it's the one that will destroy everything. The truth, as always, is somewhere in the middle and is much more pragmatic.
AI is a tool. A powerful, rapidly advancing and increasingly accessible tool. Companies that understand it and use it wisely will have a clear advantage. Companies that ignore it will risk falling behind.
The widget is here to walk you through that transformation, from creating a website optimized for AI search, to digital marketing that uses the latest tools, to education that gives you confidence in the digital world.
Contact us and let's talk about where your business stands today and where it can be tomorrow.
Widget – one agency. All services. Zero stress.
