AI and your content
Helping you reach your AI ambitions
Every organisation is feeling the pressure to do something with AI. The use cases are real, the potential is enormous, and the charlatan ‘expert’ vendor promises are very loud. Honestly, we’re pretty excited to see AI forcing a much-needed reckoning about getting content, systems, and processes in order. But, we realise how challenging that can be when you’re trying to get to grips with what you need to do.
AI can’t fix your bad content, it just makes it worse (much worse). If your content is fragmented, inconsistent, duplicated across systems, or written without a clear structure, AI will reproduce those problems at scale, faster than you can fix them. But, the opportunity to use AI to streamline your processes and publish good content at scale is huge. The organisations getting real value from AI are the ones who sort their content foundations first. That's where we come in. We fix your content so you can reach your AI ambitions.
This space can feel pretty overwhelming at times, and there’s a load of pressure to feel like you’re getting ahead, or at least keeping up. We’re here to chat about how your business can adapt to what your customers and team expect or need from AI. Our approach is collaborative, because in this emerging space we all benefit from sharing. Bring a cuppa and we can figure out turning your messy content, processes and systems into something you can build on.
What we help with
Is your content ready for AI?
Before investing in AI, you need an honest answer to a harder question: is your content in a state where AI (LLMs and agents) can actually use it well? We take a look at your content readiness across the things that matter for AI performance: consistency, structure, metadata, and ownership. We tell you what's working, what's not, and what needs to change before you build or buy an AI tool. This means thinking differently about how content is written, organised, labelled and maintained. It's a shift in how your organisation approaches content creation
Prepare your content for AI experiences
If you're building or buying AI-powered experiences like customer-facing chatbots, internal knowledge tools, agents, your content needs to be structured in ways that machines can understand and retrieve reliably. And, if you’re focused on how your content appears in places like ChatGPT and Google’s AI overviews, your content source needs to be consistent, accurate and clear.
This means thinking differently about how content is written, organised, labelled and maintained. It's a shift in how your organisation approaches content creation.
We help you:
audit and restructure content for AI retrieval and accuracy
design content models that work for both humans and machines
create structured content that can be published across multiple channels, including AI interfaces
support creation of taxonomies and metadata so people and machines can find your content
streamline processes to create consistent, accurate, multichannel content
build governance frameworks that keep AI-ready content accurate over time.
Creating and governing AI content
Part of building sustainable content operations is knowing when and how to use AI tools effectively. We design practical, right-sized processes, tools and governance for to integrate AI into content workflows:
identify high-value AI use cases
machine-readable context like style guides, tone and voice, examples, and instructions so AI can produce content that’s on brand
choose the right tool for you to work within your existing tools like Figma
governance and guidelines for when and how to use your specific AI tools
training your team.
We free up your content team to do more interesting work, give people confidence to use AI tools well, save you time and streamline your processes, without exposing your organisation to unnecessary risk.
GEO
We thought twice about putting a GEO section in, but realised there are so many dodgy vendors out there promising the moon and delivering nothing, that we should address it. The answer to GEO is rarely a new tactic: it's better content operations. Generative engine optimisation is about making your content visible and credible to AI systems that synthesise answers rather than just returning links. When someone asks an AI assistant a question and it cites a source, or when AI search surfaces your organisation's information, that's GEO doing its thing.
GEO needs the same thing your customers and SEO have always needed: accurate, well-structured, clearly written content that actually answers the questions your customers are asking. There are no magic tricks, just content that’s actually good. Which is a relief, right?
You do need to give some extra thought to content consistency, currency and accuracy. Content needs to be consistent and up-to-date across your entire content ecosystem, not saying one thing in a PDF from 2018 and another on a news article from 2024. If your content is unstructured, inconsistent or duplicate, GEO is another reason to fix your content foundations, it’s not a separate workstream. We help you understand where your content stands, and build processes to improve it systematically.
How we approach AI work
Before recommending tools, restructuring content or designing governance, we understand your specific situation: your content, your systems, your team, and what you're actually trying to achieve.
AI strategy that works in a large government agency looks very different from what works in a fast-growing fintech. We don't bring a template, we bring the expertise to figure out what's right for you.
We also stay current. The AI landscape is moving quickly, and advice that was accurate six months ago may not be accurate now. We work closely with technical specialists to make sure our content recommendations are grounded in how the technology actually behaves, not how it's marketed.
And, we realise that AI in business is, at its heart, a people and culture issue, not a tech issue. Your people might bring all kinds of thoughts, feelings and fears with them, from excitement at new tools to help them work, to feeling threatened by change. These are all understandable and we work together with them in a way that suits their needs, and yours.