Editorial Policy

Artificial Intelligence at the service of Creativity

Webtexto’s Editorial Policy for a New Era

Artificial intelligence (AI) has become a central factor in the present and future of communication. And content production is, naturally, not immune to this revolution.

In this context, content creators are already being called upon to respond to a wide range of challenges. At Webtexto, even before exploring the potential of these new tools, we consider it a priority to address a central question:

Will the future of content marketing be intelligent or artificial?

For us, the value of human creativity in the work we do is a non-negotiable principle. However, our agency was born out of the digital revolution, and we have no intention of turning our backs on innovation now. After all, the use of generative AI assistants will become an integral part of content production, given their significant impact on productivity and efficiency.

Our position on this matter is rooted in a single image:

AI as a co-pilot for content creators.

Natural Language Processing (NLP) platforms make a valuable contribution to processing and handling information, as well as guiding the creative process. However, their suggestions can never replace human judgement and intervention. At Webtexto, the hands on the steering wheel throughout the entire production process are human, and will remain so.

We see these new tools as a means of strengthening our creative muscles. We will therefore never use them in ways that cause these muscle groups, which are vital to our mission, to weaken. Instead, we want the countless possibilities of generative AI to enable us to invest more time and resources in the most human (and inimitable) aspects of our work.

The Dos and Don’ts of Using AI in Content Marketing

Webtexto’s commitment to the use of generative artificial intelligence tools is aimed at safeguarding three fundamental pillars of our activity:

  • The originality and ethical integrity of the work we produce;

  • Unwavering respect for the interests of each of our clients;

  • Recognition of the irreplaceable value of the work of each of our content creators.

To this end, we have established a set of guidelines that will serve as the framework governing the use of these tools by the entire Webtexto team.

Do's

  1. AI may be used for brainstorming and content planning, helping to identify relevant topics and angles of approach;

  2. AI may be used as a research assistant, helping, for example, to identify credible sources, handle and process large volumes of data, and structure content;

  3. AI may be used as a writing and proofreading assistant, providing personalised suggestions on a text’s spelling and syntax, as well as its fluency and compliance with SEO best practices;

  4. AI may be used to automate mechanical or repetitive tasks, such as creating reports, processing data, or optimising SEO strategies;

  5. AI may be used to adapt content for other platforms and formats, for example, by transforming the topics covered in a series of articles into a newsletter or social media posts;

  6. AI may be used to gain insights into the performance of a content strategy by assessing its impact;

  7. AI may be used to support a strategy for monitoring market trends, the behaviour of different target audiences, and competitors’ practices.

Don'ts

  1. AI must not be used to replace human creativity in content production, as this could compromise the originality, authenticity, distinctiveness, credibility, persuasiveness, and sensitivity of the content;

  2. AI must not be used as the sole and unquestionable source of information. Its use as an assistant during the research phase and subsequent stages must be subject to continuous verification and review;

  3. AI must not be used to address sensitive topics that require empathetic judgement and, therefore, an exclusively human approach. Examples include issues such as mental health or discrimination;

  4. AI must not be used to completely replace the analysis and planning work of SEO specialists, given the importance of the human factor in strategic decision-making in this field;

  5. AI must not be used without ensuring the privacy of clients’ data. Strict measures must be implemented to prevent any unauthorised sharing of information;

  6. AI must not be used with the intention of manipulating, deceiving, or misinforming consumers. Its use as an assistant must always adhere to the ethical code of conduct that guides all content production.