The category splits into a few clear shapes: AI drafters that generate prose from a prompt, paraphrasers that rewrite selected text in a different tone or length, grammar and clarity tools that suggest edits on text you've already written, and content helpers that handle specific writing workflows (LinkedIn posts, sales emails, customer support replies, blog drafts).
The advantage of building your own: every paid writing extension has a "voice" — a default tone, a default verbosity, default vocabulary it's been tuned to. None of them sound exactly like you. A custom extension can be tuned to your specific writing samples, your industry's tone, and your team's terminology. It's not just cheaper than paid alternatives — it produces better output for your specific case.