A large part of our work at Limegreen is crafting thought leadership content for global tech conglomerates. As you can imagine, much of this focuses on AI at present ‒ its potential to improve efficiencies and streamline processes, but also the downsides, from its impact on jobs to the significant amount of energy it consumes.
As AI continues to affect many aspects of our business and personal lives, we are also helping our clients across industries communicate about how they are using it sustainably and ethically.
But alongside this, AI is impacting on our day-to-day work as comms professionals.
This prompted us to sit down with the Limey collective to reflect on our approach to AI ‒ where AI enhances our work, where it falls short and which tools prove particularly useful.
Our aim, as it is with any new tool or technology, is to leverage AI in ways that allow us to focus on creative work and strategic thinking, which is where we truly shine and bring the most value to our clients.
Where AI works for us
Task: transcribing
This is one of the areas where AI can have the greatest impact in terms of time efficiency. “I used to spend hours transcribing interviews and tidying them up; now Otter AI comes to my meetings, records and presents me with a ready-made transcript within seconds,” says one of our content specialists Elly. While it’s still important to review and verify the text ‒ especially when dealing with specialist terminology ‒ the efficiency gains are undeniable.
Tool of choice: Otter AI
Task: meeting summaries
For our MD Jo, AI also primarily helps in terms of saving admin time, not only transcribing meetings but summarizing them into key actionable points. “We’ve tested various AI tools to find the most effective, and Claude consistently delivers the most accurate and insightful summaries,” she says.
Tool of choice: Claude
Task: research
I’d never rely solely on AI for research, but it can be a helpful starting point, offering a broad overview I can then delve into in more detail. Rather than scanning the internet, it brings everything into one place – but you do have to be careful to check the facts. AI is not to be relied upon from that perspective.
Tool of choice: Google AI Overviews
Where it falls short
Task: writing copy
Here, every Limey agreed. AI is great for automating repetitive tasks, but it can’t replace the nuance and personality required for great writing. Our work is all about capturing a specific client’s tone of voice and an algorithm can’t replicate that.
As one of our consultants Annette put it, “To me it’s like telling Van Gogh to take a picture of the starry night. It’s a different medium and for me, one which takes the originality and individuality out of the writing process.”
Our social media expert Holly agrees. “I don’t use AI to write social media content, but it can be useful for sourcing ideas or sparking inspiration. With social media, each client has a unique tone of voice and approach, so a human understanding is essential in capturing that.”
The bigger question
This is exactly why we’ve been talking about LinkedIn’s ‘AI slop’ button, and what it says about how visible the line between AI-assisted and AI-generated content has become. Used well, AI is a genuinely useful tool for research, structure and freeing up time for the work that matters.
Used as a shortcut for the writing itself, it flattens your voice, and increasingly, audiences and platforms alike are noticing.
At Limegreen, this is the balance we help clients strike every day. We use AI where it earns its place, in research, admin and efficiency, but the thinking, the judgement and the words that carry your brand are always ours. If you’d like to talk about how AI fits into your content strategy or want a second opinion on whether your current output still sounds like you, we’d love to hear from you.
Get in touch with Limegreen Communications to talk content strategy by emailing jo@limegreencommunications.com / 07799 662389
