This summer, the AI assistant Claude launched its own blog, called Claude Explains. It was full of educational and technical posts ‘written’ by Claude itself with the aim of explaining how to use Claude in new ways. How meta.
But Claude wasn’t working solo. Apparently, Claude writes a draft of each post, and then every article was reviewed by human subject-matter experts who added “contextual knowledge and real-world examples” and refined Claude’s writing for “clarity and accuracy”.
Although short-lived, lasting just a week before it was taken down, the experiment was an example of how AI and humans can collaborate to create content as co-authors.
And it reinforced Sunday’s AI rule: ‘human first, human last’. AI tools can help facilitate and augment our work, but, for quality content, it’s still a minority stakeholder.
Quality is our house style, whether AI is involved or not. Everything we create – whatever the channel – is led by our talented and expert editorial, design, social, video and web teams.
We use large language models (LLMs) such as Claude, Perplexity and ChatGPT every day for research and content planning, and use the training functions in those to tailor them for specific tasks.
On the creative side, we use image-generation tools to create and adapt content (such as extending image backgrounds and creating asset iterations), while Storyboarder is great for first-draft video storyboards.
AI tools also help with some of the more mundane admin tasks – does anyone enjoy transcribing meetings?
Across the agency, we have a fluid approach to using AI. And that’s because it continues to change as new tools and software versions are launched. Some of these products are helpful. Many aren’t.
What we are honest about here at Sunday is that we need to continuously learn about AI as software develops, and AI search evolves. (If someone tells you they know everything there is to know about AI, walk away!)
Rather than chasing AI novelties, we have AI working groups for the content, creative and client services teams where we trial new software, set project tests and train team members, and we share this knowledge across the agency. It helps us uncover new ways of working and advise our clients about how AI can be embedded in their teams.
There will be ways AI can improve your content planning, creation and delivery today, whatever the channel. And there will be more new ways in the coming months. AI is currently the worst it will ever be – it’s only going to get better. For now, ‘human first, human last’ is serving us well. Even the team at Claude agrees.