Our approach to AI

In a world of increasing use of artificial intelligence (AI), WiseOnWater harnesses the skills of our team, including extensive water sector knowledge, media connections, critical thinking, creativity, communication expertise, and complex problem-solving, to deliver exceptional results for our clients.

Where appropriate, WiseOnWater leverages AI tools to improve efficiency, provide insight and inform strategy - but we firmly believe artificial intelligence serves as a support, not a replacement, for our expert writers.

AI-assisted processes

  • Streamlining workflows: AI tools help us optimise tasks like transcription, scheduling, data analysis, and social media management 
  • Informed strategies: AI provides insights from data to refine our communication strategies and target audiences effectively 
  • Media monitoring and analysis: AI-powered media monitoring tools help us track brand mentions, social media conversations, and news coverage in real-time. This allows our team to quickly assess public sentiment, identify potential crises, and measure the effectiveness of communication campaigns 
  • In-depth research: Online research into topics, markets and media is likely to involve use of embedded AI tools. Our team will always check original sources of information for verification 

Human-driven content

  • Originality: Our team of experienced journalists and water sector communication specialists create all client content, including press releases, case studies, and reports; gathering relevant information from multiple sources
  • Expertise: Our team possesses in-depth knowledge of the water sector, ensuring accuracy, context and engaging storytelling relevant to the audience, in every piece of content 

Our commitment to clients

We believe in the power of human creativity and expertise. While AI assists in optimising our processes, our commitment to original, high-quality content remains unwavering. 

FAQ

Do you use AI in your services? 

Yes, we strategically integrate AI tools into our technical writing process where appropriate to enhance efficiency and quality.  

What types of AI tools do you use? 

Depending on the job, we may use a range of cutting-edge AI tools for monitoring, summarising, data analysis, research, SEO optimisation, audio and visual editing, and accessibility checks. 

Does using AI mean the content will be generic? 

No. Our experienced technical writers provide the strategic direction, subject matter expertise, and creative input. They carefully review, edit, and refine all content to ensure accuracy, clarity, and a consistent brand voice to ensure content is never generic.  

AI helps us streamline certain tasks, such as transcribing interviews, allowing our writers to focus on higher-level aspects like strategy, audience understanding, and complex technical writing tasks. 

How do you ensure the accuracy of AI-generated content? 

Our writers meticulously fact-check and verify all information, regardless of its source. We also employ rigorous quality assurance processes, including multiple rounds of review and editing.   

We use AI as a tool to improve efficiency, not a replacement for human oversight. 

My AI checker has flagged some copy – what does this mean? 

It’s important to remember that AI detection tools are not always accurate and can produce false positives.  

These tools often rely on identifying patterns and statistical probabilities in text. 

Professional copywriters and journalists can sometimes trigger AI detection tools due to several factors: 

  • Skilled writers should produce text that is grammatically correct, well-structured, and flows logically – which are characteristics that AI models are trained to emulate. This can lead to false positives 
  • Professional writing often prioritises clear and concise language. This can sometimes resemble the output of AI, which is designed to generate straightforward and easily understandable text 
  • Journalists, copywriters, and writers at WiseOnWater often follow specific style guides (e.g., The Guardian, AP Style) and industry conventions. This can result in writing that is flagged by AI detection tools as too ‘formal’, but is suitable for some channels and audiences 
  • Sophisticated AI systems learn and refine their understanding of language, terminology, and writing styles directly from the extensive body of technical writing available online – including copy written by professionals at WiseOnWater – who have decades of experience writing about the water sector. Ironically, the occasional AI flag is a byproduct of the large language models (LLMs) learning directly from our high-quality, human-authored technical writing 

Free consultation

If you need support in kickstarting your communications campaign or achieving your business goals, we can help. We offer a 30-45 minute consultation to clarify how we can support your business and give you some practical tips on how to get started.

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