Will AI be your new colleague in the web editorial team?

The rise of artificial intelligence (AI) is having a major impact on the creative sector and our way of working. While some view AI as a threat, we primarily see it as a valuable tool to work more efficiently. AI offers opportunities for both ourselves and our clients. For example, rewriting hundreds of web pages becomes faster and easier with AI. This not only saves time but also reduces costs and manpower. In this article, we’ll show with a real-world example how AI can support your web editorial team.

Is AI a threat or an opportunity?

Opinions on AI vary. While some fear losing their jobs, others see it mainly as a tool to improve processes. At Zuiderlicht, we don’t view AI as a replacement for creativity, but as a complement to it. We use AI tools daily that make our work easier, such as:

– Grammarly: Checks English texts for spelling and grammar.
– Photoshop Generative Fill: Quickly adjusts images, for example, from landscape to portrait format.
– Copilot: Assists with programming.
– Krisp: Takes meeting notes and creates summaries.

These applications demonstrate how AI takes over simple tasks, allowing us to focus on more complex work.

In addition to improving accessibility, AI can also contribute to brand identity. During a rebranding, an AI tool helped us align more than 400 web pages with the new tone-of-voice. This was done based on specific prompts, allowing the client to maintain full control over the final result. Additional benefits of this approach included:

– SEO optimization: The AI tool rewrote texts with clear subheadings, bullet points, and a logical structure.
– Semantic HTML: This improves readability and accessibility, also for search engines.

By using AI intelligently, the texts were ready for publication with minimal effort.

Are copywriters and communication professionals becoming obsolete?

The short answer: no. AI is a tool, not a replacement. However, the role of professionals is shifting. Key new skills include:

– Writing clear, detailed prompts for AI tools.
– Reviewing and fine-tuning AI output to ensure quality.

While AI saves a lot of time, human expertise remains indispensable. For example, with AI, you can optimize a text in 15 minutes that would normally take an hour, but a thorough check is still crucial.

Conclusion: AI enhances your work

Our experience with AI in web editorial work has been positive. It makes tasks faster, more efficient, and often better. This means more time for creative and strategic work. At the same time, we believe in balance: AI supports us, but doesn’t replace us.

Curious how AI can help your organization? We’d be happy to collaborate with you to explore which applications can make a difference for you.