A 47-step AI tool that writes nothing: Bauer’s internal content briefing system pulls articles from competitors, looks at rankings, and identifies content gaps. The journalist still has to write the piece. “The premium is on expertise and authority. We wouldn’t ever want to do anything which dilutes that.” (John Rahim, The Media Stack)
- Bauer Media's 47-step briefing tool scrapes competitor pages and produces an editorial brief. It does not write editorial copy, by design.
- The smallest titles in the portfolio, like Angling Times, use it without dedicated SEO staff to improve content structure without outsourcing editorial judgment.
- The tool is an example of AI narrowly scoped to research busywork, with the expertise question explicitly kept human.
