Business and operations
Marketing and content professional
The problem
AI doubles the pace of posting, and with it come articles quoting a study that does not exist, an ad headline that over-promises and a newsletter whose subject-line figure does not match the body. Once sent, the error is in every inbox on the list.
30 courses · 5 specific to this profession
A process from your work
How long does writing a press release take you?
- Step 1From the facts you give it, the tool drafts the release.
- Step 2You find the source of every figure and claim in the draft.
- Step 3You decide what is published in the brand's name.
- Where the tool goes wrongThe draft adds a figure nobody has measured and promises service “without an operator”.
- The verification stepFor every figure, time limit and comparison, find the brief line or measurement it comes from.
More: what was measured and the full check
What changed, as measured
With ChatGPT, the average time on the writing task fell by 40% and the quality of the output rose by 18%.
Who was measured: College-educated professionals, among them marketers, randomised to write texts typical of their own occupation, with or without ChatGPT.
The caveat: Short, self-contained tasks without the context of a real company, so the gain may look larger than it really is.
The check, step by step
- Underline every figure, percentage, time limit and comparison in the draft, and for each one find the line of the brief or the measurement report it comes from.
- Delete any figure without a source, or ask the product team for the measurement behind it: the period, the number of conversations and what was counted as a "solved" question.
- Compare every service promise with how the service actually works: if the brief says other questions go to an employee, the post cannot promise "without an operator".
- Keep the brief, the measurement and the published version of the post together, so that every claim about the AI can be proven when a customer or a regulator asks.
The course covers drafting, editing and checking text with AI, with no invented facts and no personal data in public tools.
We can help you with this process: “Marketing and content AI: Documents and communication”, 8 hours.
A documented failure pattern
“9 out of 10 questions”: a figure nobody measured
A social media post an AI tool drafts for the marketing team of an online electronics shop, from the internal brief about the new chat assistant on the website.
Source: OpenAI, 2025, and 3 more.
Why it is easy to miss
Three phrases turn a fair description of the assistant into an objective claim about the AI's performance: "9 out of 10", "within a minute" and "without an operator". None of them is in the brief. The round figure reads like the result of a measurement, but nobody in the company has measured it, and "without an operator" reverses the brief, where other questions go to an employee. That is exactly the kind of claim advertising regulators require evidence for. Anyone who reads the draft beside the brief sees the brief's three topics repeated correctly in the first half, and moves on to tone and spelling.
Where the failure pattern is documented: Guidance from the UK advertising regulator ASA/CAP (June and August 2026); a final order of the US Federal Trade Commission (August 2025); OpenAI documentation on model hallucinations (September 2025).Sources: OpenAI, 2025; Advertising Standards Authority and Committee of Advertising Practice: AI and deepfakes, four things advertisers need to know, 2026; Advertising Standards Authority and Committee of Advertising Practice: regulating the illusion of intelligence in ads, 2026; Federal Trade Commission, United States, 2025.The case above is ours, written for work in Albania; the laws it names were checked against the official text.
What it looks like
The internal briefThe AI assistant on the website answers questions about order status, delivery times and shop opening hours. Other questions are passed to a customer service employee.
The AI tool's draftAsk our AI assistant about your order, delivery or shop hours: it solves 9 out of 10 questions within a minute, without passing you to an operator.
Translated from the Albanian original.
Specialist courses for this profession
Courses on preparing, checking and analysing marketing content with AI assistance.
Marketing and content AI: Orientation
Marketing and content AI: Workflow
Marketing and content AI: Documents and communication
Marketing and content AI: Data and analytics
Marketing and content AI: Quality and evaluation
What you leave with
The pre-send sheet covers every newsletter, article or ad: brand voice, the original source of each statistic, promises, visuals, and whether the subject-line figure matches the body. It is filled in before the newsletter goes to the list.
Marketing and content professional
The catalogue lists all 30 together, with filters for format and time.