How We Use AI

AI is changing how we tell stories; here's how we plan to embrace it.

Craig Fuller

Wednesday, August 06, 2025 at 09:05 AM ET

Verified

Edited By:

Ryan Ewing

[Shutterstock]

Key Takeaways:

Firecrown is strategically embracing AI for content production to enhance efficiency, speed, and content quality, viewing it as a necessary investment to remain competitive and productive in the evolving digital media landscape.
The company mandates strict human oversight, requiring journalists to be fully responsible for all published content, with AI serving only as a tool for tasks like research, editing, and ideation, never for generating unreviewed or plagiarized material.
AI adoption is also a critical response to the changing digital environment, particularly declining traditional search traffic, with AI-assisted content proving vital for improving engagement, discoverability by new generative AI systems, and driving overall traffic.

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There’s been considerable discussion recently about how we use AI for content production at Firecrown. Setting aside misrepresentations, we’d like to clarify how our team leverages AI and the expectations we established months ago.

Any media company not using AI at this point is already behind, particularly in the digital space. Committing to never using AI sets a dangerous precedent.