Quality is often invisible. When a translation reads naturally and feels effortless, it’s because structured and disciplined work has taken place out of sight. When copy lands with the right impact, it’s because work has been done to ensure understanding of the style and brand requirements.

In 1967, Roland Barthes introduced a provocative idea in his essay The Death of the Author. His central argument was that once a text is published, its meaning should no longer be tied to the author’s intentions, biography or personal context.

There is a persistent belief that AI content generation saves time and cuts costs. Our findings tell a different story.