Start with the communication task, not the tool
The phrase “AI-generated content” covers several different activities. It may refer to written material, visual assets, adapted content or a combination of formats. Those options do not solve the same problem, and a provider who works with one format may not be the right fit for another.
Begin by describing the communication task in plain terms. You may need to explain an organisation, support a social media presence, present a project or create material for a specific campaign. The purpose affects the format, tone, amount of context and level of review required.
A useful brief should distinguish the essential result from optional additions. If the central need is a clear written explanation, adding synthetic images may not improve it. If the main challenge is visual variety, text generation alone may leave the problem unresolved.
AI is a production method, not a communication objective.
Questions that define the assignment
What should the audience understand? Which formats are genuinely needed? Where will the material be used? What must remain recognisably connected to the brand? What cannot be generated or changed without human approval?
- Purpose
Define the message or audience need before deciding how AI should contribute. - Format
Separate written content, images, video and adaptations rather than treating them as interchangeable. - Use
Consider the channel, context and lifespan of the material before production begins.
Understand what AI changes in the production process
AI can alter how content is drafted, adapted or produced. It may make it easier to explore variations, develop an initial direction or create material in more than one format. That does not remove the need for decisions about subject matter, accuracy, tone, composition or suitability for the intended channel.
The important question is not simply whether a provider uses artificial intelligence. It is how the provider uses it. A tool can generate an output quickly, but someone still needs to decide whether the output says the right thing, shows the right thing and fits the wider identity of the organisation.
This distinction matters because speed at the beginning can create extra work later. An output that needs substantial correction, fact-checking or redesign may be less useful than a slower process that starts with a clearer direction.
The value of AI depends on the judgement applied before and after generation.
The parts that still require human judgement
A person needs to interpret the brief, select appropriate directions, identify inaccuracies, assess whether the material feels credible and decide what should be revised or rejected.
Compare different ways of producing the content
Hiring an AI-focused provider is not the only option. Depending on the assignment, content may be created internally, commissioned through traditional production, or developed through a mixed approach that combines human-made and AI-assisted material.
Internal production can offer direct access to the organisation’s knowledge and may suit small, clearly defined tasks. It also requires available time, suitable skills and someone able to maintain consistency. Traditional production may be more appropriate when the subject depends on real people, locations, physical products or documentary accuracy. An AI-assisted approach may be useful when the work benefits from generated variations, adaptation or a combination of creative formats.
These categories can overlap. The right choice is determined by the nature of the content, not by the novelty of the technology.
Choose the production method according to what must be communicated and verified.
A practical comparison
Internal creation may provide control but can add pressure to existing responsibilities. Traditional production may offer direct capture of real subjects but can require more planning. AI-assisted creation may support exploration and adaptation while requiring careful direction and review.
- Choose internal creation when
The subject is familiar, the scope is limited and the organisation has the time and skills to maintain quality. - Consider traditional production when
Real spaces, people, products, events or physical details are central to the message. - Consider AI assistance when
The assignment benefits from generated concepts, variations or content adaptations and the necessary human review is available.
Assess quality beyond visual polish
A generated image or piece of text can look finished while still being unsuitable. Quality includes clarity, relevance, consistency and accuracy. It also includes whether the material can be used in its intended setting without creating confusion or weakening trust.
For written content, examine whether the language reflects the subject and avoids unsupported statements. For visual content, consider whether people, objects, proportions, details and context appear credible for the intended use. Across formats, look for a recognisable relationship with the brand rather than a generic result.
Ask to see relevant examples, but interpret them carefully. A portfolio can show the provider’s range and level of finish; it does not automatically prove that the same approach will suit your project. The useful comparison is between the example and the communication problem you need to solve.
A polished output is not necessarily a reliable or useful one.
Criteria worth checking
Look for a clear connection between the material and its purpose, consistency across pieces, appropriate handling of facts, a suitable tone and enough flexibility for the channels where the content will appear.
- Relevance
Does the material help the audience understand the intended subject? - Consistency
Can several pieces work together without feeling disconnected? - Accuracy
Has the content been checked rather than accepted because it appears plausible? - Usability
Is the output suitable for the actual format and context in which it will be published?
Clarify the human contribution and the boundaries
Before hiring, ask how the provider combines AI tools with creative and editorial judgement. You should understand who defines the direction, who checks the output and how revisions are handled. The exact arrangement will depend on the project, but the division of responsibility should not be vague.
It is also reasonable to ask what the provider needs from you. Good content depends on access to the right information about the organisation, its audience, its subject and its intended use. Without that context, generated material may remain broad even when it is technically well produced.
Some assignments also require particular care with private information, likenesses, copyrighted material or claims about real people and organisations. The available evidence does not establish a universal legal answer for every use, so specific concerns may require appropriate professional advice. A provider should not present the technology as a substitute for that judgement.
Clarify responsibility for direction, checking and final use before production begins.
Questions to ask a provider
How will the content be shaped around the brief? Which parts will be created or assisted by AI? Who checks factual and visual accuracy? How are revisions handled? What information or source material is needed from the client?
Decide whether the service fits the project
A suitable provider needs to match more than a list of tools. Consider the relationship between the provider’s capabilities and the work you actually need: written content, visual production, social media material, editorial design or a combination.
A provider who understands content in context can help connect individual pieces with the wider presence of a brand or organisation. That does not mean every project requires a broad service. A focused assignment may only need a clearly defined piece of content. The key is to avoid buying a production method without knowing how the result will be used.
For projects that combine visual content with communication planning, Adrian Godoy offers content creation, photography, videography, editorial and brochure design, social media management, strategy and AI-generated content. The relevant starting point is the specific communication task and the mix of support it requires, rather than AI as an isolated feature.
The best fit is defined by the project’s communication needs, not by the presence of a particular tool.
- Before contacting a provider
Describe the subject, audience, intended formats, channels, essential message and any material that must be checked carefully. - When comparing options
Look at the provider’s relevant experience, creative judgement, review approach and ability to explain how the work will be used. - For a first conversation
Ask for a realistic explanation of what AI can contribute and where human direction remains necessary.
A practical decision framework
You do not need to decide whether AI-generated content is generally good or bad. Decide whether it is appropriate for this assignment, in this form, with this level of human involvement.
Start with the message. Then identify the format and the parts of the content that need direct evidence, specialist knowledge or careful interpretation. Compare internal, traditional and AI-assisted production according to time, complexity, control and review needs. Finally, confirm who is responsible for the final material and how it will be adapted for its intended use.
This approach keeps the decision grounded. AI may be useful for some parts of content creation and unsuitable for others. A provider should be able to explain that distinction clearly, without treating the technology itself as the reason to hire.
Hire for a clear communication solution, with AI used only where it improves the work.
The essential checks
You should be able to state the purpose, identify the required formats, compare realistic production approaches, understand the human review involved and explain why the chosen provider fits the assignment.
