What Are Chain-of-Thought Reasoning Models and When Should You Use Them?

We’ve all been there – you ask ChatGPT a question like, “What’s the best way to improve my campaign?” and within seconds, it delivers a list of suggestions. The answer sounds right, but you’re not entirely sure how it got there. Still, you roll with it because it's fast and convenient. 

That’s because most AI models work like a calculator — they give you results, but they don’t show the steps or reasoning behind them. AI reasoning models, on the other hand, think more like a strategist — breaking problems down step by step, explaining the logic, and ensuring the outcome makes sense. 

OpenAI, Google, DeepSeek, and xAI are all doubling down on these reasoning modeos, also known as Chain-of-Thought (CoT) models. CoT is a technique that allows AI to "think through" a problem, enabling them to handle multi-step reasoning, structured analysis, and deeper problem-solving.

But while CoT models are powerful, not every AI task requires structured reasoning. For marketing and communications professionals, knowing when to use CoT models versus standard AI models is half the battle.

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When Should You Use Chain-of-Thought Reasoning Models?

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CoT models are best suited for tasks that require multi-step reasoning, structured analysis, or logical sequencing.  

Imagine you’re drafting an RFP (Request for Proposal) document. You need AI to structure the content logically – outlining requirements, evaluation criteria, and expected deliverables – while ensuring the document is clear, persuasive, and aligned with business goals.  

A standard AI model might generate a generic, surface-level draft, but a Chain-of-Thought (CoT) reasoning model will break down each section step by step, ensuring logical flow, structured argumentation, and detailed responses that align with the decision-making process.

This is where CoT models excel – when the task requires structured reasoning, multi-step analysis, and logical sequencing.

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Use CoT Models For:
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• ‍Strategic & Scenario Planning‍
  • Need AI to evaluate multiple variables and potential outcomes? CoT models help simulate different scenarios and recommend data-backed decisions.
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  • Example: Predicting how different PR responses will play out across various audiences and news cycles.|
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• ‍Analytics, Data Interpretation & Performance Insight
  • ‍When analyzing large datasets, CoT models reason through data relationships, identify trends, and explain patterns rather than just summarizing statistics.
  • Example: Interpreting a campaign's conversion rate drop by examining multiple contributing factors, such as audience engagement, external events, and A/B test variations.
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• ‍Data-Driven Reports & Technical Content‍
  • For tasks that require logical structuring and deep analysis, CoT models ensure insights are clearly organized and well-reasoned.
  • Example: Outlining a multi-phase go-to-market strategy with justifications for each stage.
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• ‍Problem-Solving & Market Analysis‍
  • When synthesizing customer insights, competitive intelligence, or market research, CoT models provide structured, well-supported conclusions.
  • Example: Analyzing customer sentiment trends to refine a brand’s messaging strategy.

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When to Skip CoT Models

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• ‍Routine Tasks & Simple Content‍
  • If you’re drafting a quick email, summarizing an article, or brainstorming a tagline, a standard AI model will generate results faster without unnecessary complexity.
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• ‍Speed-Sensitive Workflows‍
  • CoT models take longer because they think step-by-step. If the task doesn’t require deep reasoning, a faster model is more efficient.

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Choosing the Right CoT Model for Your Needs

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At the end of January, OpenAI introduced ChatGPT o3-mini, its latest reasoning model, designed to improve logical accuracy and structured decision-making. It achieved an 87.5% score on the ARC-AGI benchmark, surpassing previous models and even matching human performance in some areas. Meanwhile, xAI’s Grok 3 now includes Big Brain/Think Mode, a CoT variant for improved analytical reasoning.

The table below provides an overview of major CoT models available today, highlighting their release context, key features, and ideal use cases. Understanding these differences can help you select the right model for the right task.

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How to Find Them: 

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Open AI's ChatGPT Models:

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To select a reasoning model in ChatGPT:

1. Open ChatGPT at ChatGPT.com
2. Look at the top left of the chat interface – you will see a drop-down menu next to the ChatGPT logo
3. Click the drop-down menu to open the model picker (as shown above)
4. Select the model you want:
   • o1 (deep reasoning, best for comprehensive analysis) - PAID (Plus, Team, Pro users only)
   • o3-mini (fast, balanced for general use) - FREE for all users
   • o3-mini-high (enhanced for technical and logical tasks) - PAID (Pro users only)
5. Once selected, start typing your prompt, and ChatGPT will use that model

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Google Gemini Models:

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To select a reasoning model in Gemini:

1. Go to Gemini AI at Gemini.com
2. Look at the top left of the chat interface – you will see a model selection menu
3. Click the menu and choose the model for your needs (as shown above):
   • Gemini 2.0 Flash (wide range of day to day tasks) - FREE for all individual users
   • Gemini 2.0 Flash Thinking (advanced reasoning tasks) - FREE for all users
   • Gemini 2.0 Pro (advanced coding and extensive world knowledge tasks) - Paid (Google One AI Premium plan at $19.99 US/month)
4. Begin chatting and Gemini willy apply step-by-step reasoning in responses

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DeepSeek Models:

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To select a reasoning model in DeepSeek:

1. Go to DeepSeek AI at deepseek.com
2. Scroll down and click on the “Start Now” button to enter the Deepseek chat interface (as shown above)
3. From the available model options, choose DeepSeek-R1 - FREE for all users
4. Start chatting with DeepSeek-R1 and it will generate responses based on its advanced reasoning capabilities

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XAI's Grok Models:

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To select a reasoning model in xAI:

1. Got to xAI at x.ai.com
2. Scroll down the homepage and click the "Try Now” button to access Grok through the X (Twitter) platform
3. If prompted, log in with your X account
4. Choose a Grok 3 mode depending on your needs:
   • Grok 3 (default mode) - FREE for all users for a limited time
   • Think Mode (Step-by-step reasoning) - FREE for all users for a limited time
5. Start chatting with Grok and explore its capabilities!

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Conclusion

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AI models are becoming more sophisticated, but with that complexity comes the challenge of selecting the right tool for the task. Chain-of-Thought (CoT) reasoning models shine when structured thinking is required, but they’re not always the best choice.  

For marketing and communications leaders, the key is knowing when to leverage CoT models to enhance AI outputs. As the AI landscape evolves, keeping up with these model distinctions will be crucial to optimizing efficiency and maximizing impact.

Are you still not sure which AI model fits your marketing and comms needs? Contact us today so we can help you select and implement the right models for your teams to excel in the fast-changing world of AI!