AI can now write for you! According to McKinsey’s latest “The State of AI” study, 63% of organizations are already using generative AI to produce text faster and more accessible. AI is transforming content creation. But generating an article or post in just a few clicks doesn’t guarantee relevant, consistent content that aligns with your editorial identity. Too often, the resulting texts lack tone, personalization, or precision. This is where custom GPTs make a difference. By configuring your own conversational AI assistant, you can create a tailor-made AI writing tool that respects your tone, formats, and objectives.
Why adopt AI-powered writing in your content creation processes
AI-powered writing is not just a passing trend: it’s a productivity accelerator that is redefining working methods. It allows for faster, larger-scale production while maintaining a high level of quality — provided its use is properly managed. For overworked teams or professionals who don’t consider themselves “writers,” this is a significant step forward. AI helps overcome writer’s block: it structures, suggests wording, and proposes ideas where, on your own, you would have been stuck.
Here are some concrete use cases:
- Creation of detailed editorial briefs.
Writing articles, newsletters, or video scripts.
Rewriting existing content to adapt it to the tone or channel.
Summary or simplification of complex internal documents.
Production of commercial documents, product sheets, or technical content.
What AI tools should be used for content creation?
Before creating your own AI writing assistant, it’s helpful to understand the main types of tools available on the market. Each has its strengths and limitations, depending on your level of expertise, objectives, resources, and production volume.
General-purpose chatbots (ChatGPT, Gemini, Claude)
These are the most accessible. They allow for natural language exchange and the rapid generation of texts, ideas, or reformulations. They are versatile but not very specialized. Without advanced customization, they don’t remember your editorial preferences or style guidelines. Consequently, they often produce overly generic texts unless you re-enter your instructions each time, which can become very time-consuming to integrate into a true AI writing process.
Ready-to-use AI writing tools (Jasper, Copy.ai, WriteSonic, Neuroflash, etc.)
They offer templates adapted to each format (articles, LinkedIn posts, product descriptions, emails, etc.) and each use case (creation, rewriting, translation, etc.). You can configure the tone, brand personality, language level, and more. However, they are programmed to meet specific writing needs, making it difficult to deviate from the predefined scenarios. Pricing can also increase depending on usage. These tools are aimed at those who want personalized AI-generated content without resorting to prompt engineering.
Custom GPTs (via ChatGPT Plus)
With a ChatGPT Plus subscription, you can create your own GPTs. This template allows you to define the tone, format, expected level of expertise, and even integrate specific documents or instructions. It’s the most flexible and powerful option … provided you clearly define your expectations. But once set up, your personalized GPT becomes a truly reliable and reusable editorial assistant. It’s one of the best solutions for custom AI-powered writing for SEO professionals and SMEs.
Clarify your editorial needs
Before setting anything up, take the time to define your framework. What is the objective of the content? Who are you writing for? On which channel will it be published? A blog post, a LinkedIn post, a product description, or a video script all have different requirements. Also define the expected level of expertise, the tone (professional, accessible, humorous, etc.), and the role of your GPT (writer, scriptwriter, translator, etc.). This is a key step for the success of any AI-powered writing strategy.
Configure the basic prompt
The basic prompt is the heart of your personalized GPT. It must be precise and structured. Start by clearly stating the role of the GPT, its objectives, the tone to adopt, and the expected level of expertise.
Next, add the expected formats and structure. For example:
For a LinkedIn post: length (in words or lines), expected hook, emojis or not, call to action, hashtags…
For a blog post: length, structure with H2/H3 headings, citations or not, SEO optimization, visual suggestions…
For a report: dte, names of participants, content written in bullet points…
Also, give examples of formulations to use or avoid.
Finally, if your content is complex, break the process down into several steps. Describe each step clearly. For example, to write expert blog articles, you can break the creation process down into four steps: title proposal > outline proposal > content creation > and taan title and description proposal. Include your customization instructions for each step. This helps guide the GPT (Google Prospecting Team) through a logical flow to obtain more relevant responses.
Add contextual data or reference documents.
To refine the results of your AI copywriting, you can add reference documents or sources. This could be an internal PDF containing your brand information and buyer personas, a sample product sheet, or existing content. Always specify how the GPT should use it: should they be inspired by it, summarized, or rephrased? The clearer your instructions, the more accurate their response will be.
Test and adjust
Run several generation tests. Analyze the generated content: is it too neutral? Too short? Does it lack style or structure? If the result doesn’t meet your expectations, adjust the basic prompt or add additional instructions. It’s normal to go through several iterations before achieving optimal results.
Deployment and continuous optimization
Once your customized GPT has been tested and validated, it’s time to integrate it into your workflow. Whether for writing blog articles, optimizing existing content, or producing reports, the GPT becomes a true editorial assistant. But be warned: automation does not replace proofreading. Maintain systematic human quality control. Every generated text must be checked, both for content (accuracy of information, consistency) and form (style, tone, structure). Finally, practice makes perfect: the more you use your GPT, the more you’ll identify its strengths… and its limitations. If some results regularly prove inaccurate or irrelevant, don’t hesitate to refine your basic prompt or add new contextual documents. Continuous optimization is essential to transforming a simple text generator into a true editorial assistant at the heart of your writing workflow.
Create with AI, but in your image
With proper configuration and a clear methodology, a customized GPT can become a true editorial ally. It allows you to produce faster, more consistent content while respecting your requirements for tone, structure, and clarity. But, as always with artificial intelligence, you remain in control. The tool is powerful, but it doesn’t replace your judgment or expertise. It’s through testing, adjustments, and optimization that you’ll get the most out of your AI assistant
