AI
Why AI needs criteria, not just data
AI can generate content. But without editorial criteria, that content is noise. The difference between a brand that sounds like a machine and one that sounds like a firm is the human judgment behind it.
Generative AI is a powerful tool. But it is only that: a tool. Without editorial criteria, it produces content that feels generic, that says nothing, that takes no risks.
Brands that use AI as a shortcut end up sounding like all the others. Brands that use AI as an amplifier of a unique point of view keep their voice.
Criteria is the asset
Editorial criteria cannot be automated. It is built with years of work, with a clear vision of what is good and what is mediocre, with a defined point of view about the world.
How to use AI well
As a drafting assistant, as a variant generator, as a clarity optimizer. Not as a replacement for human thinking.