AI makes the draft in seconds. Someone still answers for what goes out.
Publish more, with every piece checked against your brand and the advertising rules before it goes.
Marketing can now produce more than it can safely review. The Advertising Standards Authority has said the rules apply in full to AI-made advertising and that the advertiser stays responsible. GenWA Grow puts a brand and compliance check in front of the work and keeps a record of who approved it.
of US consumers say generative AI has made the quality of the content they see worse.
Gartner consumer survey, June 2026 (US consumers; no UK equivalent found)of UK businesses that use AI apply it in marketing or administration, among the most common uses.
Department for Science, Innovation and Technology, AI adoption research, 2026The Advertising Standards Authority stated that existing rules apply in full to AI-generated advertising and that the advertiser remains responsible.
Advertising Standards Authority and Committee of Advertising Practice guidance, June 2026The Advertising Standards Authority ruled that an AI-generated character in a gambling ad appeared to be under 25, and noted the prompt had not mentioned age.
Advertising Standards Authority ruling, September 2026, as reported by CMSYou can now make far more than you can safely check.
of US consumers say generative AI has made content quality worse. Volume without care costs trust.
Gartner, June 2026 (consumer survey, US)Each person prompts a different tool in a different style. What it costs you: a brand that sounds like several companies, and review time spent on fixing tone.
Output has outgrown the review team. What it costs you: errors, unsupported claims and inconsistent offers reaching customers.
The Advertising Standards Authority holds the advertiser responsible for AI-made ads, even when a tool generated the content. What it costs you: ruling against the brand and adverse publicity.
Drafts move between tools, chats and inboxes. What it costs you: no record when a regulator, client or board member asks how a piece was approved.
More content has not made attribution clearer. What it costs you: budget that continues because nobody can show it should stop.
AI use by suppliers is rarely disclosed or checked. What it costs you: risk to your brand that arrives through a contract.
Speed was never the constraint. Trusted approval was.
Marketing teams were always able to produce more than legal and compliance could read. AI widened that gap. The answer is not a bigger review queue or a slower process. It is a standing check that applies your brand, claims and advertising rules to every piece, passes only exceptions to a person, and keeps a record of the decision. The Advertising Standards Authority's own September 2026 ruling noted that the advertiser had kept records of the generation and approval process. That is the standard to aim for.
Supports your own compliance work and is not legal advice. Control applies to AI used through GenWA.
Six ways to publish at pace and still show your approvals.
Grow runs the content system. Guard and Evidence sit behind it. Advisers, human and agentic, set the rules with you.
Content produces articles, posts, emails and sales material in your voice, with the check on every piece.
About ContentThe Brand and Compliance VetoEach piece is checked against your brand and compliance rules before it goes out. The decision is recorded.
About the VetoA strategy the system can act onStrategy sets out audiences, positioning and channels, so content follows a plan rather than a prompt.
About StrategyWhich activity earned its placeROI Reporting ties campaigns and content to the return they produce, so you can stop what does not.
About ROI ReportingCRM and CMS Growth EngineBeing built: a joined customer relationship management (CRM) and content management (CMS) tool with multi-channel messaging, agentic web chat, content approval flows, segment mapping and workflow automations.
About the Growth EngineThe marketing toolkitUsage Insight, Rules, the Veto, the Log, Evidence Packs, Content, Outbound and the Growth Engine, bundled as the GenWA Toolkit. Which parts are available today is confirmed in writing.
See the GenWA ToolkitEvery piece is drafted, checked and approved by the person whose authority covers it.
The check runs first. Anything that does not align with your brand or claims rules is blocked or sent back with the reason. Consequential pieces go to a named approver, and the decision is kept.
Animated flow showing marketing content drafted, checked and approved by a named person before publishing
- 1Document generated
A record is produced alongside the AI use, as the work happens.
- 2Flagged
Anything that needs a decision is sent to the person who owns it.
- 3Approved by a person
A named person approves, changes or rejects it. AI does not sign off.
- 4Recorded
The decision, the approver and the date are kept with the document.
- Drafting variants of an approved message for different channels.
- Turning one approved article into posts and emails.
- Summarising campaign results for the weekly review.
- Claims about price, performance or savings.
- Images of real or realistic people, and anything involving age-restricted products.
- Sign-off on regulated promotions.
Creative judgement and accountability are human. AI helps with volume, versions and speed.
Three sectors where marketing carries the heaviest rules.
Pick the sector closest to yours.
Financial promotions need sign-off every time
Promotions to consumers are regulated for fair, clear and not misleading wording. The Veto checks drafts against the rules you select, and Evidence shows who approved each promotion.
See financial servicesCampaigns across channels where brand comes first
Consumer law and the advertising codes apply to offers, claims and reviews. Content with a brand veto, segment-based messages and reporting show which activity earned its place.
See retail and consumerPipeline content tied to spend
Content must support sales and tie back to cost. Strategy, Content and ROI Reporting connect activity to pipeline, with the veto on claims about product capability and security.
See technology and softwareThree routes for a marketing team, from a plan to a supervised build.
Advisers are human and agentic. The Accelerator is a fourth route for founder-led businesses: by application only, and paid by equity, project, retainer or licence.
Our advisers, human and agentic, review your plans, set the brand and claims rules, and choose where to start.
See advisoryProductsGrow runs in your AWS or Azure account, or hosted by GenWA on AWS as agreed, with your rules in front of the work and a record behind it. It can be shown in a demo.
See GrowIncubatorWe build and run a growth function in an agreed engagement in a controlled environment. Named people approve, and you own the prompts, workflows and record.
See the IncubatorEstimate how many tailored messages your audience plan implies.
Enter the audience segments you plan to reach and how often. The result shows how many messages that plan implies, so you can see how much approval work to plan for. It is an estimate from your figures, not a forecast.
Reach and response calculator
Indicative, from the numbers you enter
- Each contact is approached on one channel at a time, so nobody is counted twice.
- Response rates are the results you have seen. They are not forecasts.
Items marked assumption can be edited. No figures are stored or sent.
How this is worked out
Reached on a channel = contacts x share reachable. Expected responses on a channel = reached x response rate. Total = the three channels added together.
Three colleagues who share the work, and three teams to bring alongside.
The people who own growth and risk, and the teams who depend on your content.
Owns the plan, the brand and the return on activity.
For the chief growth or marketing officerChief executiveWants growth without brand surprises.
For the chief executiveCompliance and General CounselOwns the claims and advertising rules.
For Compliance and General CounselSales teamsUse the content you produce.
AI for sales teamsCompliance teamsCheck what goes out.
AI for compliance teamsLegal teamsReview claims and contracts.
AI for legal teamsWant to see a piece blocked before it goes out?
Book a demo and bring two or three real pieces. We will show the draft, the check and the approval.
Straight answers.
Do advertising rules apply to AI-generated content?
Yes. The Advertising Standards Authority and the Committee of Advertising Practice said in June 2026 that existing rules apply in full to AI-generated advertising, and that the advertiser remains responsible for it.
How can marketing teams keep AI content on brand?
Write your brand and claims rules down, apply them to every piece before it goes out, and have a person approve what matters. GenWA Grow applies your rules with the Brand and Compliance Veto and records each decision.
What does the Brand and Compliance Veto do?
It checks content against your brand and compliance rules before it is used. A piece that does not align is blocked or sent back with the reason, and the decision is kept in the record.
Can AI publish for us without review?
Only if you decide so. By default a named person approves what goes out. You choose which low-risk pieces, if any, can go without review, and the choice is recorded.
How do we know which content works?
ROI Reporting ties activity to the return it produces, so you can see what earns its place. The figures come from your own data and we do not promise a fixed result.
Is this for small marketing teams?
Yes. A marketing team in a business of ten people or more can start with one channel and a short list of rules. Advisers, human and agentic, size the start to your team.
What is the CRM and CMS Growth Engine?
It is a tool we are building that joins customer relationship management and content management, with multi-channel messaging, agentic web chat, content approval flows and workflow automations. We confirm in writing what is available today.
Publish more, and show who approved it.
Content is checked against your brand and claims rules, and a person approves what matters. Control applies to AI used through GenWA.