About Choosely

What Choosely does

We monitor official sources across the AI market, flag material changes for review, and verify consequential claims against primary evidence before publishing conclusions or updating maintained data.

How we work

Choosely starts with evidence before hype.

For material claims about pricing, plans, availability, capabilities and policy, we prefer original sources such as official documentation, pricing pages, changelogs, release notes and policy pages.

When primary evidence is unavailable or the facts are still developing, that uncertainty should remain visible rather than being presented as established fact.

AI Radar uses three public evidence labels:

When Choosely says a product was tested, it means we actually used it and documented what we found. We do not imply hands-on testing that did not occur.

How AI is used

Choosely uses AI extensively across research assistance, monitoring, data processing, drafting, production and operating workflows.

A person decides what Choosely covers, checks material claims, makes editorial judgments and approves publication. AI helps Choosely do more work. Responsibility for the published result remains human.

Read our Editorial Standards for the public rules behind these decisions.

Independent by design

Choosely's usefulness depends on readers knowing that a commercial relationship cannot buy the answer.

A company cannot pay for:

• catalog inclusion
• a higher recommendation position
• a comparison verdict
• a favorable editorial conclusion
• softened criticism
• changes to AI Progress Index methodology

Commercial content and relationships must be clearly disclosed and kept separate from independent editorial and recommendation decisions. Read our Commercial Disclosures.

Who runs Choosely

Luke Mortimer

Founder and Editor

Choosely was founded in March 2026 by Luke Mortimer.

Luke's interest in AI goes beyond individual tools or model releases. He became fascinated by the speed of its development and by the larger question of how increasingly capable AI will change the way people work, create, make decisions and organize everyday life.

The more closely he followed the field, the harder it became to ignore the practical problem underneath it: the technology was evolving faster than most people could reasonably keep up with.

Choosely grew from that fascination, as a way to follow the development of AI seriously while helping people understand what is actually changing, what matters and what is worth using.

Before Choosely, Luke spent around two decades in Australian law enforcement, much of it in investigative work.

Its influence on Choosely is method rather than subject matter: go to the original source, separate evidence from assumption, challenge the claim, record what can actually be established and be clear about what remains uncertain.

Luke is responsible for Choosely's editorial direction, research standards, product strategy and operating systems. As editor, he is accountable for what Choosely publishes.

Corrections and accountability

AI changes quickly, and Choosely can get things wrong.

When we discover a material factual error, we correct it and make the change visible where appropriate.

When the underlying market changes after publication, that is different from an original factual error. Coverage may instead be updated, superseded or connected to newer reporting.

When better evidence becomes available, Choosely's conclusions should be able to change with it.

Readers, researchers and companies can contact Choosely with corrections or relevant primary-source updates at info@choosely.ai. See how corrections work.