Writing with AI

AI moves fast. 



Whatever the future holds, it’s clear AI will keep being part of how we create, edit, and review language at Zalando.

Here are our lop-level principles for writing with LLMs.

When we write with AI

AI is evolving all the time. And so is the way we use it. Right now, it’s good at delivering the clear, simple writing of relaxed basics. It’s less good at contrasting patterns and unexpected details – the more subjective qualities like perspective, irreverence, and relatable details. It’s also only as good as the prompts we give it.

What AI can be good at
✅

  • Analysing content to bring relaxed basics into your writing

  • Responding to clear, specific prompts based on binary choices 
(e.g. ‘use simple words and contractions’)

  • Providing a fresh perspective on something you’ve written

What AI is less good at (for now)
❌

  • Creating content from scratch that sounds on-brand 

  • Devising strategy or creative concepts  

  • Bringing in contrasting patterns and unexpected details. These are built on having a point of view, which AI can’t do

  • Localising content

How we write with AI: the ICARE approach

Reviewing AI writing

Gen AI helps us create on-brand writing at scale. But this comes from working with the technology, not relying on it to create quality content without human involvement.

Approach the output in the same way you’d review something written by a junior colleague. 

Take time to review it, pay attention to every word, and ask yourself these questions.