The Maker

Content agents draft, edit, localise, and adapt written and visual material against a brief and a brand system. Most keep a human editor in the loop; the more autonomous ones publish to a CMS directly.

• First drafts, tightening, and format conversion
• Holding a defined voice across a large volume of output
• Localisation into widely resourced languages
• Producing structured variants from one source

• Original reporting, or any claim not present in the sources you gave it
• Judging whether a statement needs substantiation
• Smaller languages and specialist registers
• Knowing what should not be said

• Accuracy: fabricated detail arrives in fluent, confident prose.
• Rights: training-data provenance and output ownership are unsettled in several markets.
• Disclosure: synthetic media rules are tightening; provenance metadata is becoming expected.
• Homogenisation: output that meets the brand system and says nothing.

• Ask what the vendor publishes about training data and output indemnity.
• Check for provenance tagging on generated images.
• Require sources on any factual claim, and verify a sample.
• Measure whether editorial time actually falls once review is counted.