At Publitek, we frequently discuss the evolving use of AI with our clients. As a technology-led marketing agency, our approach combines AI-assisted B2B marketing with human expertise for optimal results.
We’ve always been fiercely protective of our engineering expertise, and we have added sophisticated market data and insights delivered through our proprietary data platform Seer. AI is helping us to build and extend the reach of Seer, enabling us to analyze large data sets to create better campaign insights for clients.
We also recognise that AI can support and enhance our in-house expertise even further. The technology is increasingly embedded into third-party software tools and platforms, serving as an assistant to ensure quality and accuracy.
However, if misused, AI could undermine human expertise and render marketing outputs (like content and audience insights) less accurate and impactful. There is also the issue of potential bias within large language models (LLMs). Humans’ inherent biases creep into algorithms and their continued use amplifies their effect. This must be watched and mitigated as well as the hallucinations from generative AI, although significant work is being done to correct this.
At Publitek, we closely monitor AI advancements to enhance our internal processes and improve the services we provide to our clients. Our approach places AI in a supportive role, not a leading one.
We recognise that inaccuracies in client work are unacceptable, as engineering audiences rightly demand precision. That’s why we use AI to support, not create, original content. Additionally, we use AI to augment our processes. But the final output is human-crafted and thoroughly vetted.
A few of our AI use cases
- Content Creation: AI assists in topic research and idea generation. From first to final draft, our team writes and reviews all content, using AI for proofreading and SEO. We call this “bookending.” AI assists at the start and finish, while our team of experts craft the original content.
- Social Media: AI helps with trend research and idea generation, while we write and refine posts using AI for grammar and localisation support.
- Creative Work: AI-assisted aids can help with brainstorming and overcoming creative blocks. We do not use them to produce final copy, images, or video. AI-generated voiceovers for videos are only used when requested by clients.
- Proofing and Editing Tool: AI-assisted technology has long been embedded in tools like Grammarly and Photoshop, and advancements are becoming more sophisticated. They can now simulate audience feedback such as the reactions and responsiveness to content by design engineers, or help with workflow in creative platforms. While useful, the implementation of AI in these tools requires stringent verification.
- Extracting Insights: Internally, we integrate AI into our SaaS development and Seer products, using its capability to derive insights from large data sets to benefit clients.
We value transparency as technology rapidly evolves. Our primary focus is ensuring the accuracy and integrity of our work, stemming from years of experience in technical industries and understanding engineering audiences.
Although AI enhances our processes, the final product remains human-crafted and rigorously reviewed. As long as we see benefits for our clients we will continue to explore how to use AI, but we will do this responsibly and openly.
For more information on how we use AI, get in touch.
