Writer helps solve brand consistency for enterprise marketing at scale

Writer Inc., an enterprise artificial intelligence agent platform used by leading enterprise brands to deliver their voice, today announced new infrastructure aimed at enforcing style, terminology and presentation when using its tools at large scale.

“AI has solved the blank page problem, but it has created a brand consistency crisis,” said Vice President of Product Management Doris Jwo. “We can’t rely on human reviewers to catch every off-brand term when output scales exponentially, and agentic brand compliance in post-production creates unnecessary bottlenecks.”

Rolling out today, Jwo said the company is bringing detailed brand standards directly into the platform that will allow teams to guide any AI agent doing autonomous marketing work so that they do not deviate from brand voice.

With today’s release, Writer allows marketing administrators, writers and other creative professionals to encode active terminology lists within the platform with customizable “voice profiles.”

This provides a living standardized document that agents look back to every time production materials synthesized from the moment work is started, not during polish, and it can be tuned by the team for individual product lines, regions or audiences.

The end result is that every asset produced by the company can be fine-tuned to accurately reflect the communication style of the company marking the appropriate personality and standards. Ideally this will reduce overall work for post production, whose job is to review and edit anything produced by agentic software.

The promise of AI agents was to allow the production of marketing materials at scale. However, the production pipeline has always included a number of employees producing the work, the creative workers who are scaling their output, and editors who review the work for consistency with brand voice. As agentic AI provides creative professionals the power to meet demand in near real time and at scales never seen before, it means that review is more difficult than before – and possibly overlooked – as time to market is meaningful.

Maintaining voice and consistency in the agentic era

In many cases, the same person is the creator, editor and final reviewer overseeing a fleet of agents that autonomously produce hundreds or thousands of packages of creative work for distribution. Platforms such as Writer are designed to keep humans in the loop by providing additional governance so that they can trust the underlying agents to do the work correctly the first time so that professionals don’t need to do additional work on top of their original job.

“We quickly realized that one-off prompting just doesn’t work for keeping our brand consistent across a growing team,” said Senior Vice President and Head of Marketing at New American Funding Tara Castrejon. “The real game changer was baking our brand DNA right into Writer. When you make staying on-brand as simple as clicking a button, you’re not just protecting the brand — you’re speeding up everyone’s day.”

Writing teams can face equally severe issues, with multiple contributors working from different context. When the plan lives in one person’s session history, another team has the working draft, and yet another maintains the audience data and other information, there can be discoordination. Writer’s platform combines connectors for HubSpot, Adobe Experience Manager, Asana, Slack, WordPress and numerous productivity apps to integrate teamwork so that nothing is lost.

The company commissioned a study from Forrester Research Inc. to understand how brand compliance was affected by its platform. According to the impact report, customers using Writer saw compliance and brand standards improve, with subject matter review time reducing by 85%. This reduced reliance on outside agencies by 40-50%, saving some organizations millions while maintaining control over content and brand voice.

Image: Writer