A ten-minute weekly approval routine for owners using AI drafts

Why it has to be you

When a tool writes the words, the business that posts them is still responsible. The ASA has said advertisers keep the main responsibility for their ads even when automated tools made them.¹ The ICO, the UK data regulator, expects businesses using AI tools to check what the tools produce for accuracy and correct any errors.²

You know things no tool knows. That the offer ended last week. That the photo shows a customer who asked not to be online. That the price went up. Ten minutes of your attention catches what hours of drafting cannot.

The routine

First two minutes: facts and prices

Check every price, date, time and opening hour against your facts. Prices shown to consumers should include VAT and any charge everyone has to pay.³ AI drafts often carry an old price or invent an offer that sounds likely. If an offer ends, the post should say when.⁴

Next three minutes: claims

Underline anything a customer could check: best, fastest, cheapest, results, numbers, reviews. You need the evidence before a factual claim goes out.⁵ If the proof is not in your file, rewrite the line into something specific and true, or cut it. Never let a tool write a review or a quote. Testimonials must be real people's real words, used with permission.⁶

Next two minutes: people

Look for anyone who can be recognised in a photo or video. A photo of someone who can be recognised is usually their personal data.⁷ The ICO gives the example of a small business that sought customers' and staff's consent before using their photos in marketing.⁸ If you have no note of consent, swap the image.

Next two minutes: every image at full size

Open each image and watch each video all the way through. Check for wrong text, odd hands, someone else's logo, and anything that shows a result you do not deliver. If an image is AI-made and looks real, check whether the platform asks you to label it.

Last minute: tone and timing

Read each post once out loud. Does it sound like you? Would someone save it or pass it on? The book Contagious names practical value as one of the main reasons people share. Last, glance at the news. If something has happened locally that makes a cheerful post feel wrong, hold it.

Make it a habit

Same day, same time, same order. Approve the whole week in one sitting, so nothing goes out that you have not seen. If you are away, either someone you trust runs the routine or the posts wait.

Social Media Assistant, which Keepwright is building, has the maker sign first, then an optional outside vetter, then the owner. Each signs the exact version they saw, and a changed word needs signing again. It is being tested on Keepwright's own social media first and is not open to other businesses yet.