AI-Powered Solutions for Success

Tobias Nowak: The key difference AI brings to copywriting is its generative capabilities. Tasks that were once time-consuming for writers, such as generating ideas, simplifying complex concepts, or drafting content, are now quickly handled by AI tools. And we have advanced natural language systems that can quickly produce initial drafts, significantly speeding up the process. These systems offer a high level of output, but it still requires a human touch to make it engaging and relatable. This means UX writers remain essential, though their role is shifting toward refining AI-generated content to ensure it's truly user-friendly.

Aslı Bostanoğlu: AI accelerates content creation, offering more ideas and inspiration and alternative formulations, e.g. for microcopy. It significantly impacts copywriting by handling repetitive, operational tasks quickly, allowing writers to focus more on strategic messaging and creative direction.

Tobi: We can distinguish between AI like ChatGPT, which generates content, and AI-powered tools like Grammarly or Hemingway, which act as enhancements. These tools support the writing process by improving style and accuracy but don't create the content themselves. They are add-ons for an AI-assisted copywriter .

Aslı: It really depends on the company, for example the size of the company and how established their processes and standards are in areas like corporate design, corporate language, or customer service. If these standards are well-defined, AI tools can significantly streamline workflows. For example, designers who are not familiar with writing texts for apps or websites can use AI to check if their texts comply with brand guidelines or corporate standards. This speeds up processes and make them more efficient.

However, the prerequisite is that these standards for communication and the relevant datasets are in place. AI is only as effective as the data and guidelines it’s trained on. For companies using custom AI solutions, it’s crucial to ensure enough training data and that the system adheres to specific privacy and compliance requirements. Using small language models rather than generative AI could be a good solution for them.

Tobi: When it comes to business content, the main benefit is in creating a more personalized customer experience. Think of a page with search fields, chats, or personalized information based on your login – AI can help strengthen brand loyalty by being smart, innovative, yet still on-brand.

AI improves efficiency through automation, especially in administrative or time-consuming tasks, making them more cost-effective. We see this in areas like medicine, where AI excels in analysis and pattern detection. Similarly, in cybersecurity, AI can detect anomalies and uncover fraud that humans might miss.

However, this also means people need to understand how to use AI tools effectively. The potential for AI-powered work is vast, and it will likely lead to fewer people being needed in certain roles as AI makes processes more efficient.

Aslı: We can support departments or employees at every stage of integrating AI into their processes. The first step is always to talk with the customer to understand their current setup – how are things organized? What do their processes look like? How do departments communicate? This is crucial, even for smaller companies, to identify what’s already defined and documented and where there are gaps. For example, we look at the communication between product development and customer service and assess if standards are in place. If there are gaps, we help define them so AI tools can be effectively integrated.

If a company has already started using AI, like programming their own chatbot, and notices that the output doesn’t align with company standards – whether it's too technical, poorly translated, or not customer-friendly – we help optimize these aspects. We advise them on documenting the improvements, so they can be built into the AI system and ensure better results in future. We also assess whether the AI solution in place is actually the right fit for the company and provide insights into target audience needs, helping to create a more aligned and effective AI strategy.

Tobi: Supporting companies with AI involves educating them on the fundamentals. Depending on the company’s maturity with AI – whether they’re already using it or just starting – we provide knowledge on what AI can do and where it may fall short. We also take a closer look at prompt design and engineering, helping businesses understand how to frame their AI inputs. The more precisely they can define the context and background, the better the results. If they give broad, vague inputs, the output will also be unclear. We help companies use AI tools in a way that produces sharp, clear results while maintaining brand consistency and tone.

The central issue now is making sure people know how to use AI effectively. AI is here to stay, and companies that ignore it risk falling behind. We ensure they have the skills to use it efficiently, cost-effectively, and reliably, while still adhering to brand standards.

Aslı: Especially with so many departments using AI for text generation, it’s essential to ensure that everyone understands what makes a high-quality text. Whether it’s through workshops, research or prompt engineering, our consulting services empower people to create content that meets its intended purpose, ensuring the use of AI delivers top-notch results across the board.

Tobi: A significant risk with generative AI lies in the presence of biases – how these systems have been trained and whether they reflect ethical standards. We've seen negative examples in the past, with poorly trained AI replicating human biases and stereotypes. This is why companies must carefully select the tools they use, considering not just the functionality but also the ethical foundation behind them. For example, while ChatGPT is incredibly popular, platforms like Anthropic’s Claude prioritize ethical considerations more strongly. The question companies need to ask is: Who is training these systems, and what biases are embedded?

Aslı: Ultimately, human oversight remains essential. At Sensity, we not only guide businesses in choosing the right AI tools, but also help them implement human-centered strategies to ensure that content is both efficient and ethical. By providing expert guidance on AI use, content quality, and brand alignment, we empower businesses to embrace AI in ways that align with their values and goals. AI is here to stay, and those who use it wisely will be the ones to thrive.