Published by Sue Johns-Chapman
Published Date 15.01.2026 
In Marketing We Trust’s proprietary AI Writer has been shortlisted for Best Use of AI in Content at the APAC Search Awards for 2026.
AI Writer by independent agency In Marketing We Trust is part of their proprietary ScalePath tool, an implementation toolkit for large site SEO. ScalePath’s “Brand Safe AI Writer Model” is able to create unique, valuable, search-engine-safe, and on-brand content thanks to custom-built GPT models.
With AI Writer, In Marketing We Trust was able to generate marketing content at a large scale for 13 different markets. The client previously relied on content writers to generate content which was expensive, time-consuming and not scalable. It also led to inconsistencies across content and required high human involvement.
With a truly worldwide workforce spanning over 12 countries, In Marketing We Trust was uniquely positioned to deliver content at scale across 13 markets, drawing on their global knowledge bank of world-class techniques.
“We’re proud to celebrate our dynamic, expert team, bringing together over 80 team members speaking 20 languages, ensuring our clients show up whenever and wherever consumers are searching.”
In Marketing We Trust’s solution used generative AI to create content at scale, at a fraction of the time it would take humans to write. The designed product drew data from a custom dataset and used ChatGPT to provide content around it. A structure was built with a cross-language editorial team to create content templates that could be used to set a standard that the product could follow and also QA the final results.
In order to maintain brand consistency across all generated content, In Marketing We Trust introduced a midlayer to its RAG architecture to act as a filter and customiser. This ensured the generated content adhered to brand guidelines and maintained brand integrity across different markets.
With their proprietary AI Writer tool, In Marketing We Trust was able to create cheaper and faster content at scale for their client. The content product cost was cut to 1/10th of its initial expense, and they were able to increase content output by 42% as well as reducing the time it took to generate by 50%.
Once implemented, the content produced by AI Writer accounted for a 12% increase in organic traffic. With AI Writer, In Marketing We Trust was able to demonstrate that content written by AI can generate as much, if not more, traffic as content produced by humans. This case study proves it is safe to supplement human-written content with AI without losing traffic.
In Marketing We Trust’s Executive Chairperson, Frederic Chanut, said of ScalePath: “We have over a decade of experience optimising sites with large inventories and bring that expertise to roll out programmes quickly. Our solution is customisable to a client’s own tech stack and integrates with their existing setup which means recommendations are rolled out quicker, cheaper and safer.”
In Marketing We Trust has previously been recognised by The Australian Financial Review (AFR) as one of the top 10 Most Innovative Media and Marketing Companies in Australia for their ScalePath product.
In Marketing We Trust is excited to be shortlisted for the Best Use of AI in Content award at the APAC Search Awards 2026. We’re thrilled to be recognised once again for our award-winning ScalePath platform and AI Writer specifically. There were a lot of people involved in this work, and we thank them immensely for their expert contributions.
