AI can start the post; a human must finish it

Written and reviewed by Art and the City · Updated August 2026 · 8 minute read

Confirm the purpose

Identify the audience, content pillar and intended action. Delete angles that exist only because they sound active or trendy. A useful post should teach, demonstrate, connect, position or guide a next step.

Add first-hand value

Replace generic claims with a real observation, example, image, process decision or carefully sourced fact. Remove invented experiences and quotations. If nobody in the organisation can stand behind a statement, do not publish it in the first person.

Remove synthetic habits

Watch for repetitive three-part lists, exaggerated transitions, vague confidence and phrases that could belong to any brand. Shorten explanations, vary rhythm and use the language customers and colleagues actually use.

Protect people and permissions

Do not expose private client information, confidential prompts or identifiable personal details. Confirm permission for testimonials, screenshots, faces, music and other third-party material. Consider whether a seemingly harmless anecdote makes someone recognisable.

Final publishing checklist

1. The opening accurately represents the post.
2. Every factual claim has been checked.
3. The example is real, permitted and relevant.
4. The language sounds like the actual creator or organisation.
5. Alt text, captions and readable contrast are present.
6. The call to action fits the content and audience.
7. Links and tags lead to the intended destination.
8. A human has read the final rendered post.

Learn from the response

Record which questions, saves, replies and qualified conversations follow. Use that evidence to improve future topics rather than automatically generating more of whatever received the broadest reach.