At 42group, we believe in building human connections. It’s what great content does. It’s also what great technology can do, when it’s used with care. That belief is behind the launch of 42ai – our new service that helps agencies, charities and public sector organisations create their own AI tools, grounded in their own knowledge and delivered with a journalist’s precision.
We’ve not always been the biggest advocates of AI, but there’s no denying that it’s changing everything – and no amount of LinkedIn posts are going to halt that.
42ai is our response. We’re not automating copywriting. We’re improving it. 42ai is how we use AI to create smarter workflows, clearer strategies, and faster results – all without sacrificing the human insight that makes content great.
The AI buzz and backlash (without the BS)
AI is everywhere. And while the buzz and hype are real, so is the BS (and the risks).
Generative AI creates as many questions as it answers. Companies want to know; will it reflect our voice? Can it be trusted with sensitive content? Is it just going to churn out generic copy?
Those concerns are valid. We’ve seen first-hand how AI tools like ChatGPT can misfire when used without clear context, content controls, or communication goals. The consumer front-end is primed to produce the sort of junk copy that we can all spot a mile away.
That’s why we built 42ai – to offer an alternative: AI designed to enhance, not replace, your organisation’s voice and expertise.
42ai is created by content professionals, not coders. That means the process, outputs, optimisation and ongoing improvement is done by writers. We won’t accept second best and neither should you.
What is 42ai?
42ai is our custom GPT development service. It uses OpenAI’s GPT technology to create private, branded tools trained on your documents, language, and internal knowledge.
That’s basically it.
The difference between us and a coder is the knowledge of craft. We’re not focused on the tech stack but on the quality of the content you’re creating.
Think of the GPT we create as your organisation’s own content assistant.
It’s not a chatbot or a plug-and-play gimmick. But a secure, human-shaped solution to content, comms and operational challenges. It can reduce the work you need to do, providing you with a near endless stream of great content that’s matched to your tone of voice, aligned with your strategy and targeted at your core audiences.
What can a custom GPT from 42ai do?
- Help non-specialists write professional content quickly and in the right tone
- Act as an internal knowledge assistant for staff and stakeholders
- Support customer service teams with up-to-date and accurate content
- Deliver onboarding and induction content at scale
Custom GPTs are already being used by our partners to power marketing teams, guide clinicians, onboard new starters, and ensure consistent brand language. This is all happening at speed and at scale.
Why we built 42ai
At 42group, we’re not just copywriters. The world has changed and we’re now acting as strategic content partners to leading agencies and organisations, national charities, universities and tech innovators.
We write websites, manage content programmes, run campaigns and deliver high-impact copywriting and deliver content at scale.
We built 42ai to solve a recurring client challenge: how to create consistent, credible content quickly without compromising quality. Clients know that AI is the answer but are afraid to invest or, more often is the case, don’t know what to do.
If you’ve only ever used the front end of Chat GPT you’ll probably agree that generic writing assistants aren’t good enough.
What clients need is:
- A tool that understands their tone of voice
- Access to their latest policy, training or guidance materials
- Responses that reflect real-world nuance
- Support that’s ethical, accountable and transparent
Instead of waiting for someone else to do it (and do it worse), we created it.
How 42ai works (without the jargon)
Every project starts with a conversation. We scope the challenge, define your goals, and agree the documents or data to train your GPT on. This is vital.
Then we build. That includes:
- Writing custom GPT instructions tailored to your tone and users
- Uploading and tagging internal documents, policies and FAQs
- Refining responses through live testing with your team
The result? A live GPT, hosted securely via ChatGPT or available through API, designed specifically for your organisation.
We can develop a custom front end and even get content that’s automatically delivered to Google Docs where it’s ready to review and upload.
There’s no need for infrastructure, IT headaches or risky experimentation. We manage the process and give you a finished tool that’s clear, capable, and useful from day one.
We’re still on hand to help you optimise the GPT and to ensure that it’s continually learning.
Want to know more about how this works? Head over to our 42ai service page for full details.
Why 42ai is a smarter way to scale content
Creating great content takes time. And while we’re not outsourcing our creativity to a robot, we do recognise where AI can help:
- Accelerating content creation for teams under pressure
- Reducing repetitive writing tasks and freeing up human energy
- Giving smaller organisations access to powerful tools usually reserved for enterprise
We’ve already seen success stories from clients who use 42ai to maintain tone of voice across large teams, translate technical documentation into accessible copy,
and support internal communications with always-on answers.
We believe in human+AI, not either/or. This wasn’t always the case, but we’ve been convinced by the outputs.
Who is 42ai for?
42ai is designed for:
- Agencies who want branded, AI-enhanced solutions for clients
- Charities who need to scale their messaging and support
- Healthcare providers who require accuracy, accessibility and authority
- Public sector teams looking to streamline comms and reduce costs
We’re already working with a range of organisations, helping them build custom GPTs that respect their values, reflect their voice, and solve real-world content problems.
If you want to see examples of the GPT outputs or find out how this could work for your team, get in touch with us.
AI that’s responsible, ethical, and human-centred
42ai isn’t just technically capable – it’s built with editorial rigour and ethical awareness.
Every GPT we create is:
- Private: not visible to the public unless you want it to be
- Secure: hosted by OpenAI, with clear data usage boundaries
- Auditable: responses can be reviewed and improved
- Supported: with training, onboarding and refinement included
We won’t ever recommend using AI to replace humans. But it can help them – and it can help you…
Ready to explore 42ai?
AI is moving fast. We’re here to help you move with it – safely, strategically and with clarity.
If you’re curious about what a custom GPT could do for your organisation, we’d love to show you. Contact us to book a call, request a demo, or just ask a question.
Explore 42ai at https://42group.co.uk/42ai and see how smarter AI can still feel human.
