AI raises the floor – it makes average content quicker to produce. Our job is to raise the ceiling: the audience insight and the specific choices that make content actually cut through, rather than reading like everyone else's.
AI sits inside our workflow – research, brainstorming, first-pass drafting we then rebuild.What you receive at the end of it is content that's been strategically thought through,checked and rewritten by us so it delivers the right results.
We think of an LLM as a junior copywriter on day one – useful, quick, and only as good as the brief and business understanding it's given. Left to its own devices, it produces plausible-sounding average. Directed by someone who knows your business, your audience and what "good" looks like for you, it's a genuine accelerant. That direction and value is where we come in.
Our AI use varies by project
Exactly where AI tools sit in our process depends on the project and on you. Some clients want us to lean on AI research and drafting support where it speeds things up without compromising quality. Some want us to help them enhance their AI tools so it produces higher-quality, better-aligned content based on their audiences and needs. Others prefer we keep AI out of their work entirely – often for confidentiality reasons, sometimes just as a matter of preference.
Whatever the approach for a specific project, the same rule applies: any AI involvement isa tool in a human-led process, not a substitute for it. What you receive has been thought through, checked and has value-add from years of B2B content and copywriting experience.
We don't supply wholly AI-generated content
By design, GenAI generates text based on training from content already out there…so you’re at risk of sounding like everyone else. We bring expertise, creativity and the ability to home in on the right messages so you cut through and don’t end up sounding like everyone else.
The strategy documents, web copy, landing pages, email marketing, blog posts, articles,infographics, video scripts, guides, whitepapers, eBooks, reports, brochures, direct mail,newsletters, case studies and training materials we write – all have a writer. Just as we wouldn't submit content an intern worked on without quality control, we wouldn't submit content with AI involvement that didn't meet our high standards.
And just to be clear, we always do our best to ensure all facts and statements in our work are true, that it’s free of errors and omissions, and that it doesn’t infringe upon any copyright or other right of a third party. We don’t trust GenAI to do that – it’s too prone to hallucinations, bias and error.
We may use AI for brainstorming, research and writing support
GenAI can be great for coming up with ideas and new ways to phrase something. The human value-add (and what we’re great at) comes from being able to review ideas from various sources and pick out the best ones.
This is the same way we use tools like a thesaurus, swipe file or rhyming dictionary. It's also the same way we use other internet sources to research or get creative inspiration,whether it’s looking at image libraries or reading publications/forums/review sites to spark ideas.
We may use AI to suggest headlines, keywords or short summary text based on content we've written (for example, social media posts, email subject lines or meta descriptions). If it involves research, we will always validate sources and cite where appropriate.
We may use AI for proofreading
AI acts as another set of eyes alongside the human ones and the in-built word processor spelling and grammar checks. We are not slaves to AI suggestions by any means (we reject lots of them because they’re not quite right for the sentence nuance or context). But it's great at spotting a missing word or words that are repeated too often. 2/3
We do not use AI tools for proofreading and review in projects involving confidential information. Please let us know if you’d prefer we not use these tools in our proofreading process for your project.
We may use AI tools for transcription
We’re talking about tools like Otter or the native tools in online meeting and webinar solutions. These tools make the note-taking process easier and provide a simple way to validate what was said while going through the writing process.
Any questions?
If you want to know exactly how AI does or doesn't feature in your project, ask us.