Writing faster without sounding like a machine did it.
The problem with AI copy is rarely the speed and almost always the taste: flat, obedient, recognisable from a thousand others. That is not a property of the model but of how it is asked. In this session you learn to direct it like a junior who still has to learn your style.
- Duration
- Half a day, 3 to 3.5 hours
- Format
- In-company, hands-on with your own texts
- Group size
- 6 to 12 participants
- Level
- You write professionally; of AI you only need the basics
- Language
- Dutch or English
- Location
- At your office, or online
Who it is for
This session is for
- Copywriters, editors and communications advisers
- Teams producing high volume across several languages or channels
- Editorial teams wanting to guard quality now that colleagues already use AI
- Writers who tried AI and gave up on the tone
And not for
- Marketers mainly doing campaigns and analysis — see AI for marketers
- Anyone looking for a tool that publishes by itself; we do not go there
- Teams with no AI experience at all — start with Getting started with AI
Is your situation listed above? Say so in the request and we will point you to the session that does fit.
What it delivers
After this session you can
- Record a tone of voice so a model actually holds to it, including in a fresh session
- Choose deliberately between the AIDA, PAS and before-after-bridge frameworks instead of hoping for a good first draft
- Have a text rewritten for length, reading level and channel without the substance shifting
- Edit AI copy with intent: spot the standard tics and strip them in one pass
- Write a visual brief a designer can work from
- Build an editorial GPT that knows your style guide, banned words and examples
Programme
What the session looks like.
- 25 min
Why AI copy is so often flat
We take apart a few real examples and name the tics: the rule of three, the adverb, the hollow closing line. Once you see them you see them everywhere — including in your own prompts.
- 40 min
Recording tone of voice
From style guide to system prompt. With examples of do and do not, banned words and a few of your best texts as the benchmark. This block returns the most.
- 45 min
Frameworks and rewriting
Choosing copy frameworks deliberately, and rewriting for length, reading level and channel. We work with texts you brought yourself.
- 35 min
Editing and fact-checking
Where a model starts inventing, how you strip that out and which check you must never skip. Plus: what you deliberately do not hand to AI.
- 35 min
Building your editorial GPT
We set up an assistant live that knows your style and that everyone in the team can use. Including the question of how to keep it current.
- 20 min
Agreements and the next thirty days
What do you put in writing about AI use in the editorial team, and who guards it.
An indication, not a timetable. After the intake we move blocks around, or drop one, if your situation calls for it.
What you take home
Tangible, and yours.
- The editorial GPT with your tone of voice, including the system prompt
- A prompt library for writing, rewriting, editing and briefing
- A short editorial guideline for AI use, as a starting point
- The thirty-day plan
Preparation
What you arrange beforehand.
- A laptop per participant and a paid AI account
- Your style guide or tone-of-voice document, even an unfinished one
- Three texts you are proud of and one you are not
- An assignment that has to be produced in the coming weeks anyway
This is the most common reason a session only half succeeds: accounts that do not work or missing permissions. We send this list with the confirmation too, but sort it out earlier if you can.
The trainers
We run every session together.
We are not a training institute but an agency that does this work. What we show runs at clients, not only in the classroom.
Maarten Clement
Founder, AI workflows and automation
Builds the workflows, GPTs and integrations that survive a session. From first prototype to something that runs every day.
Michael van Wijhe
Founder, performance marketing and data
Works daily on campaigns, dashboards and scoring models for clients in the Netherlands, Belgium, Germany and Central Europe.
Investment
What determines the investment.
We do not put a price on the site, because no two sessions are the same. What does determine the price we can happily explain — so you know what you are looking at before you ask.
Number of participants
Up to fifteen works well. Above that we split the group, and that changes the setup.
Duration
Half a day or a full day. A full day is not two half days: it adds practice, not theory.
Degree of tailoring
Working with your own accounts, data and campaigns means preparation on our side.
Location
At your office, at ours, or online.
You get a programme proposal with a fixed price within one working day, no strings attached.
Would you rather see a price first and sign up on your own? The masterclass performance marketing and AI is also in the open programme at NIMA.
Practical
Other things worth knowing.
In-company, no open enrolment
We come to you and the session is about your work. The masterclass via NIMA is the one exception.
Always two of us
One in front of the group, one walking around. In hands-on work that is the difference between keeping up and dropping out.
Dutch or English
Mixed teams too: we run the session in English when that works better, materials included.
Rescheduling is fine
Free of charge up to two weeks beforehand. After that we find a solution together.
Frequently asked
What people ask us beforehand.
What does it cost?
That depends on the number of participants, the duration, how much tailoring is involved and where we run it. Request the programme: within one working day you have a proposal with a fixed price, no strings attached.
Can a single person sign up?
Not for our own sessions: those are in-company and built around your team's work. Anyone wanting to attend alone can join the masterclass performance marketing and AI, which is also in the open programme at NIMA.
How quickly can you do this?
A session can usually be scheduled within three to four weeks. If you are in a hurry, say so — sometimes it can be sooner.
What happens after I submit the form?
We read your request and call or email within one working day for a short twenty-minute intake. The programme proposal with the price follows after that. You are not committed to anything.
Do participants get a certificate?
From us you get a confirmation of attendance, not an examined qualification. If you want an examined certificate, the NIMA route is the right one.
Does this help with the AI literacy obligation under the AI Act?
Yes. The AI literacy obligation has applied since February 2025. The AI Omnibus (July 2026) made it lighter: organisations must support the AI knowledge of their staff rather than guarantee a specific level. Our sessions cover safe use, privacy and the limits of a model as standard, and you get a participant list to evidence who has been trained. We are not an examining body; for a formal certificate we point you to NIMA.
Will this make us all sound the same?
If you record nothing, yes, because then you sound like the average of the internet. The whole tone-of-voice block is about preventing exactly that. A well set-up assistant sounds more like you than a colleague in a hurry.
Our editorial team is divided about this. Is that a problem?
It is more of an advantage. We do not avoid the conversation about quality and limits; the editing and fact-checking block is largely there for it. Scepticism usually produces the best questions.
Request
Request programme and price.
You get a proposal with a fixed price within one working day. No strings attached, and without having to sit through a demo first.
- We reply within one working day.
- In the call we sharpen the bottleneck together. That costs you an hour.
- If it fits, we build a working prototype within five working days. Free of charge.
Other sessions
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