Content continues to grow in importance for all businesses, with 88% of decision-makers reporting that it significantly influences their respect for an organisation.

At the same time, employees are becoming a company’s most powerful brand advocates. 92% of consumers trust peer recommendations over brand content – even when those recommendations come from people they don’t personally know.

Savvy businesses now recognise the need not only to produce more content themselves, but also to empower employees to create and share it through their own channels.

However, this growing demand is both time-consuming and costly.

The emergence of generative AI can help ease the strain. It’s projected to deliver a $4.4 trillion boost to annual global productivity, with marketing and sales accounting for 75% of that value.

Yet, AI also introduces new risks. 50% of corporate employees admit to using AI tools without company approval; even the most sophisticated models remain 18% factually inaccurate; and AI-generated content typically ranks lower in search results.

That’s why AI Refine combines the speed and efficiency of generative AI with the precision of expert human editors — ensuring every piece is optimised, accurate, compliant, brand-aligned, and ready to perform.