The hard part was never the writing.
Therese AI and a chat assistant do different jobs. A chat assistant answers a question you remember to ask, from what it already knows. Therese AI reads a named set of sources in your field every night and hands you up to three things worth posting in the morning, each with the source it came from, and tells you when there is nothing worth saying.
One answers a question. The other follows a business.
Every one of them is visible in the example brief on this site, which is the whole brief, unedited.
A chat assistant
Therese AI
You have to know what to ask about
You go looking for the subject yourself.
It watches what matters to your profile
It follows the authorities, the trade press and the trends that belong to your business.
It gives you an answer
You work out yourself whether it is relevant.
It gives you something worth posting about
It ties what happened to your business and hands you the source, the summary and an angle.
You steer every task
The next answer depends on your next instruction.
It learns what you actually use
What you use, skip and publish shapes tomorrow's brief and the way the drafts are written.
One question at a time
You open the chat when you need something.
It keeps running, for every profile
Briefs are written every night, kept, and worked on together with your team.
It quotes the law from whatever it read
Usually somebody's summary of it, at second hand.
Regulation comes from the authority itself
A source may quote law only when it is official by evidence: the authority's own register or feed, on its own domain.
It always produces something
Ask on a quiet day and you still get an answer.
It says when there is nothing
Every card has to cite something it actually read, and a quiet morning is labelled a quiet morning.
None of this makes a chat assistant worse at its job. It makes it a tool you have to operate, on a morning when nobody has time to operate anything.
Four things a chat assistant does better, and we use one too.
A comparison page where the writer wins six times out of six is worth nothing. These are the jobs we would open one for ourselves.
-
Rewriting something you already have.
Shorter, warmer, for another audience: it is faster and better at that than anything a brief can offer.
-
Thinking out loud with you.
Twenty angles on a subject in a minute, most of them useless and two of them good. A brief hands you up to three; it does not brainstorm on demand.
-
Translating and explaining.
A paragraph in a language you do not read, a term you have not met, a format you have never written. That is exactly what it is for.
-
Anything that is not your field.
The brief reads your field and nothing else. Everything outside it is a question for something general.
Keep it open. It is the wrong tool for the morning and the right one for most of the rest of the day.
Not money. Attention, and the chance of missing something.
A chat assistant
It costs you the asking. Someone has to remember, every morning, to wonder what happened, and to know what to wonder about. On the mornings nobody does, nothing happens and nobody notices.
Therese AI
It costs you a few minutes of reading and a subscription. What it does not cost you is the remembering, which is the part that actually fails.
Not sure yet? Book a demo and Therese walks you through one.