AI-assisted content works best with people in the loop

Generative AI has changed how quickly a first draft can appear. For creators, marketers and newsrooms, that speed is valuable. But a fast draft isn’t the same as a good piece of content, and it certainly isn’t the same as a verified one.

Assistance, not autopilot

We see AI as a tool that helps people move from idea to draft faster, so they can spend more time on what matters: judgement, voice and accuracy. The people publishing remain responsible for what goes out.

• AI can suggest, structure and draft.
• People decide what is true, appropriate and on-brand.
• Publishing is a deliberate human decision.

Two very different users

SocialShark is designed for creators and businesses planning and generating social media content. ObsiNow is designed for news organisations managing editorial workflows. Both use AI, but a social post and a news story carry very different responsibilities, so the tools around them should differ too.

The goal isn’t more content. It’s better content, produced with less busywork.

We’ll share more about each product’s capabilities on their own websites as they are confirmed.