Innovation

– 6 min read

New at WRITER: Brand systems built for an AI era

Writer Team
May 28, 2026

Think about the experts on your team who catch what everyone else misses — the product name that changed two months ago, the exact phrasing for a claim that Legal recently updated, the correct usage of em dashes and Oxford commas that most AI tools get wrong.

As teams scale output with AI, those experts often become the last line of defense before a campaign ships. Every small mistake compounds across hundreds of assets, erasing the time AI was supposed to save and shifting the bottleneck from creation to review.

With WRITER, brand doesn’t scale through manual review or static guidelines that teams have to remember to upload. Your experts define the brand standards once, and WRITER applies them across the team so every draft starts from the same approved foundation.

This month, we’re introducing new features in WRITER that make it easier to scale on-brand work across the team:

• Unified brand system, enforced at scale: Add specific style guides and terminology lists to your voice profiles, so outputs automatically apply the right rules for language, tone, claims, casing, punctuation, approved terms, and more.
• On-brand work, connected across your stack: Bring live search and competitive context from Semrush directly into WRITER, then move finished deliverables into Google Drive in one click for further editing and collaboration.
• Shared team visibility and execution, built into Projects: Give collaborators visibility into the sessions, source files, deliverables, and pinned Playbooks behind each Project, so teams can see what’s already been done and build from shared context.

“We quickly realized that one-off prompting just doesn’t work for keeping our brand consistent across a growing team. The real game changer was baking our brand DNA right into WRITER, so you’re not just protecting the brand — you’re speeding up everyone’s day.”
– Tara Castrejon, SVP and Head of Marketing at New American Funding

Unified brand system, enforced at scale

For enterprise marketing teams, scaling your brand consistently requires multiple layers.

• Voice profiles capture the right tone for each brand, campaign, audience, or channel.
• Terms lists define the approved words teams should use, and the restricted words they should avoid.
• Style guides standardize the writing — capitalization, punctuation, spelling, readability, inclusivity, and grammar.

Now, teams can connect all three in WRITER. Admins can add terms lists and style guides to voice profiles, so outputs capture the right personality and apply the right language and writing standards too.

• Brand teams stop fixing inconsistencies in manual reviews and start defining standards once in WRITER, then scaling them across the team.
• Product marketing teams stop asking the team to fix product names manually and start maintaining terminology lists that propagate updates to every output.
• Legal and compliance teams stop catching restricted phrases late in final reviews and start preventing them from entering drafts altogether.
• Copy and content teams stop running the same five style guide edits on every deliverable and start reviewing for the things only humans can catch.

The result is a more unified brand system that scales: voice, terminology, and style working together in every output. Each team can create with the standards that apply to its work, while the company maintains consistency across brands, product lines, channels, and regions.

On-brand work, connected across your stack

Marketing work rarely happens in one tool. Search and competitive insights may start in digital marketing platforms like Semrush. Briefs, drafts, and reports may be finished in Google Drive or OneDrive. Reviews happen in comments, shared docs, and approval threads before anything goes live. When those steps are disconnected, teams lose time copying data, recreating context, and moving work from one tool to another.

With WRITER’s connectors, teams can automatically keep more of that work connected:

• New Semrush connector: Bring live keyword research, competitive domain analysis, backlink data, and traffic trends from Semrush into WRITER. Teams can turn search insights into brand-aligned briefs, drafts, refresh recommendations, and reports without exporting data or rebuilding context manually.
• Google Drive and OneDrive exports: Send finished deliverables directly to your file provider in one click, where stakeholders already review, edit, comment, and share. Google Drive is available today, with OneDrive support coming soon.

Together, these updates help marketing teams move from research to creation to review with less copy-pasting, fewer handoffs, and more of the right context carried through the work.

Shared team visibility and execution, built into Projects

Marketing is full of dependencies. One deliverable becomes the input for the next step — the research report informs the strategy memo, the strategy memo informs the campaign brief, and the campaign brief informs the marketing asset.

But when every person works individually in private sessions, that chain breaks down. Teammates waste time forwarding outputs, verifying what inputs were used, and redoing work they didn’t realize was already done.

With new enhancements to Projects, teams can not only organize work in one place, but also see work in progress across the team and run shared playbooks together:

• Team sessions: Give collaborators view-only access to sessions across the team, so they can understand how teammates got to their final insight or deliverable and build on it with full context.
• Pinned Playbooks: Pin the most relevant Playbook directly to a Project, so every collaborator has the same starting point for repeatable work, from campaign planning and content creation to performance reports.

As more teams use Projects, it becomes easier to see what happened, pick up where teammates left off, and build on each other’s work from the same place.

Three things to try today

1. Add terms and style guides to an existing voice profile. Open a voice profile your team already uses, then attach the right terms list and style guide. Try generating a campaign email and look for the details reviewers usually catch later — approved terms, correct casing, and yes, even the removal of em dashes if that’s your style.
2. Turn a Semrush insight into a content brief. Connect Semrush, pull in live keywords or competitive data, and ask WRITER to create a search-informed brief, draft, or refresh recommendation. Instead of exporting research and rebuilding context manually, you can move from SEO insight to on-brand content in one workflow.
3. Make a Project easier for the next teammate to pick up. Create a Project for a campaign, launch, or team brainstorm. Add collaborators and review the shared sessions. The next person who joins can see the source files, session history, deliverables, and workflows behind the work instead of asking for a recap.