9 ways to use AI for deep research
The AI search landscape is transforming at breakneck speed. New 'Deep Research' tools from ChatGPT, Gemini and Perplexity autonomously search and gather information from dozens—even hundreds—of sites, then analyze and synthesize it to produce comprehensive reports. While a human might take days or weeks to produce these 30-page citation-backed reports, AI Deep Research reports are ready in minutes.
Traditional AI queries deliver isolated answers to specific questions, while Deep Research tools conduct sophisticated investigations with dozens of interconnected searches. It's like the difference between a quick reference check and a thorough research expedition.
Nine Practical Ways to Use AI for Deep Research
AI research tools shine when you need comprehensive information on complex topics. Here are specific use cases where they excel:
1. Craft Custom Itineraries
Create detailed, personalized travel plans by specifying your destination, dates, activity preferences, budget, cultural interests, and whatever else is important to you.
These AI-generated itineraries often surface unexpected gems. When planning a family trip recently, my wife and I discovered a fantastic farm stay in Pennsylvania through a Perplexity query. We wouldn't have found it otherwise. Use the results as a starting point to identify interesting possibilities, then follow up with targeted research.
Specify dietary preferences, accessibility needs, and your taste in accommodations, restaurants, and entertainment, for more tailored recommendations. I've saved a block of text about this to reuse.
Use follow-up queries to get more specifics on attractions or activities that appeal to you, or to compare and contrast potential itineraries.
Example: Deep Research itinerary for a family vacation in Brookline, MA. Compare results from ChatGPT, Gemini, Perplexity, and Copilot.
2. Compile Organization Reports
Get comprehensive backgrounders on companies, non-profits, or any organization in minutes rather than clicking through dozens of search results.
Compare similar organizations or competitors
Specify format. Maybe you'd like a case study format, a topical report, a chronological history, or an industry context analysis.
Specify metrics of interest like funding history, revenue growth patterns, leadership changes, media coverage trends, law suits, or anything else you care about. For closely-held private organizations data may be scarce, so read results skeptically.
Advanced tip: Copy excerpts from Deep Research reports into Claude to transform them into visual dashboards—including charts and interactive elements—using Claude Artifacts. You can share those with colleagues. Watch: Grace Leung's helpful video illustrates how and why to try this.
Example: Deep Research report on Trader Joe's.
3. Research Notable People
Explore backgrounds of news figures, historical personalities, or even fictional characters. Request specific information like podcast appearances, YouTube videos, or published works to build a well-rounded understanding of the individual.
Ask about connections between the person and influential contemporaries
Ask for lesser-known background details or contributions often overlooked
Specify time periods to focus on particular life phases or epochs
Example: Deep Research on Michel de Montaigne.
4. Explore Complex Concepts
Learn about complex topics in any field—from botany to venture capital—with AI-structured explanations tailored to your knowledge level.
Ask for real-world examples, analogies, anecdotes, quotes, common misconceptions, and step-by-step explanations.
Ask for quiz or discussion questions to test your understanding.
After reading the report, generate an AI tutor with a Custom GPT, Gemini Gem, or Poe bot to further strengthen your understanding.
Example: Applications for AI in medical diagnosis via Gemini & Perplexity.
5. Discover Places in Depth
Investigate a place's historical significance, cultural development, architecture, art, music, literature, or economic, social, or political history. I find this richer, personalized context can feel more resonant than a more generic travel guide.
Ask about little-known local events, hidden gems, or notable personalities
Specify your interest in fashion, architecture, history, sports, or whatever else
Products too: Get a backgrounder on a new type of oven you're considering, or pianos that might suit your home.
Example: Help me learn about Coolidge Corner in Brookline, Massachusetts.
6. Analyze Debates and Controversies
Explore complex controversies from multiple perspectives. Examine international conflicts, ethical debates, or local issues. Deep Research reports can present multiple viewpoints with examples and evidence to deepen your understanding of nuances. You can also ask for notable quotes and an annotated reading list.
Ask how the debate has evolved over time and who has been involved
Specify that you want evidence-based arguments from multiple disciplines
Ask for areas of common ground between opposing viewpoints
7. Decode Cultural Works
Gain insights into books, paintings, music, or other creative works by exploring critical analyses, historical context, and expert interpretations. This works particularly well when you're in the middle of reading a book or have just encountered an intriguing piece of art.
At the Metropolitan Museum of Art last week, I saw Tang Dynasty zodiac figurines and asked AI to help me learn about them. (More info & a generated image). Caveat: as a non-expert learning about something new, I'm not always in a strong position to assess the merits of AI analysis. When in doubt, it's helpful to have cited sources for gauging the quality of the information.
9. Examine Historical Context
Explore historical events through multiple lenses – political, economic, social, and cultural. Direct your AI research assistant to focus on specific date ranges, if relevant. Ask it draw from diverse sources across countries and perspectives.
Example: Help me learn more about the history of the Dozier School for Boys.
When Deep Research isn't your best option
Use other tools when you're not looking for a comprehensive research report, but instead want something quick, or for:
Simple factual questions like award winners or sports results are better addressed with basic Google or Perplexity searches.
Breaking news where online info is limited.
Multimedia searches may work better with specialized search engines, like Listen Notes for finding someone's podcast appearances.
Paywalls If the open Web lacks relevant info, don't expect miracles.
Further Caveats
The bottom line: Check the source list before diving into a report. When you know of high quality sources, reference them in your prompt. This Claude thread helped me include high-quality sources for my Trader Joe's inquiry.
Keep an eye out for errors. Verify info in these reports. The presence of citations doesn't guarantee accuracy. For example, some sources may publish estimates that get treated by an AI search agent as definitive data.
Research is only as good as its sources. Some subjects lack extensive source material. AI research reports may, in such cases, rely heavily on publishers with flimsy fact-checking or an axe to grind.
How to strengthen Deep Research queries
The quality of your prompt significantly impacts your results:
Be detailed about your topic, reasons for interest, and how you'll use the information
Unlike standard Google searches where you only provide keywords, deep research queries benefit from detailed direction. Guide your AI research assistant on specific areas of focus, recommended sourcing, prior context, and formatting: how best to present its findings.
Specify your preferred tone & format —tables, lists, pros/cons, bullets
Request tables for comparing options, pro/con lists for debates, or categorized lists for resources like podcasts, videos, and books. You can even customize language complexity—graduate-level analysis vs beginner-friendly simplicity.
Provide context about your existing knowledge and audience
Mention what you already know. If you'll be sharing a report with colleagues, clarify that specific audience's context. If you want something brief, say so.
Be patient. Quality research isn't instant.
While Gemini and Perplexity typically deliver results within a few minutes, ChatGPT's deeper analysis can take a half hour. The thoroughness of these results justifies the wait vs. instant but shallower search results.
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