As we trial a new product to speed up the generation of news stories, our managing director highlights our commitment to rigorous editorial processes.
An article shared by the Professional Publishers’ Association (PPA) caught my attention this month.
Taken from Campaign magazine, the industry ‘bible’ for the advertising, marketing and media world, it pointed out that in “an era when social media platforms have evolved into environments where extreme and unverified content has thrived, trusted editorial platforms have built their reputations through consistent quality control. This makes them a safer bet for protecting brand reputation”.
As a leader of a business that thrives on its reputation for high-quality editorial content, this is music to my ears.
At CPL One Group, we pride ourselves on our commitment to rigorous editorial processes. One demonstration of this is that, unlike many other agencies – and even some newspapers and magazines – we continue to employ professional writers, sub-editors and proofreaders.
Another piece from the PPA also caught my eye this month. Writing in InPublishing magazine, the PPA’s chief executive Sajeeda Merali quoted research carried out by Enders Analysis.
The Enders report found that 77 per cent of users want to know if content has been created by AI, and that “authentic, personal, original” are the most valued attributes of human-generated content.
These two articles are a timely reminder for our team as we look to navigate a world in which AI-generated content is not going away.
We have carried out a lot of work over recent months to ensure our clients, audiences and employees benefit from the best AI can offer – but don’t suffer from its worst excesses.
As part of this, I am excited to say we are currently trialling an AI product that our journalists can ‘prompt’ to generate relevant stories. We then select, check and hone the stories before publication. In this way, it follows our ‘humans always in charge’ mantra that we have adopted for all AI-related content.
Crucially – bearing in mind the Enders research above – this software makes it clear to readers that AI has been used in the process. In every published piece, readers can also see the references and links to verified sources for the stories.
We are now starting to talk to relevant clients about how they can benefit from this product. Things are still a little under wraps during the trial, but look out for a full reveal at the Memcom conference and exhibition at the end of April.
We are confident it will further reinforce CPL One’s reputation for trusted editorial content, not least where AI is involved.
