Posted on

Bitcoin smashes US$124,000, gold hits US$3,356: The safe-haven secret investors are piling into

The recent improvement in global risk sentiment, driven by milder-than-expected concerns over tariff implications, strong corporate earnings, and growing expectations of a Federal Reserve rate cut, has created a fertile ground for optimism across equity and cryptocurrency markets.

Concurrently, geopolitical warnings from US President Donald Trump regarding a potential Russian ceasefire and the evolving dynamics of US treasuries, the US Dollar Index, gold, and digital assets like Bitcoin, Ethereum, and XRP underscore the complexity of the current economic environment.

The improvement in global risk sentiment stems from several interconnected factors. First, the market’s reaction to tariff policies under President Trump’s administration has been less severe than anticipated. Earlier concerns about aggressive trade barriers, particularly with major partners like the European Union, Japan, and China, had sparked fears of disrupted supply chains and inflationary pressures.

However, recent trade agreements, such as the US-EU deal setting a 15 per cent tariff rate on most EU goods (excluding select sectors) and a similar US-Japan agreement, have alleviated some of these worries. These deals suggest a more measured approach to trade policy, reducing the immediate risk of widespread economic disruption.

For instance, J.P. Morgan Global Research notes that the US-Japan trade deal, with tariffs set at 15 per cent rather than the feared 25 per cent , could boost Japanese corporate earnings by approximately 3 percentage points, supporting both equity markets and the yen. This moderation in tariff expectations has allowed investors to focus on other positive signals, such as robust corporate earnings.

Corporate earnings have played a pivotal role in bolstering market confidence. Despite initial concerns about tariff-related cost pressures, US companies, particularly in technology and consumer discretionary sectors, have reported strong quarterly results. The S&P 500, for example, is projected to see modest earnings growth of 2.8 per cent year-over-year for Q2 2025, though this represents the smallest increase in two years.

Notably, 83 per cent of S&P 500 companies have exceeded earnings expectations, with an average beat of 6.9 per cent , providing a tailwind for equity indices. This resilience has been particularly evident in large-cap technology firms, which have benefited from lower borrowing costs and increased investor appetite for growth stocks. The Nasdaq’s marginal gain of 0.1 per cent and the S&P 500’s 0.3 per cent rise to record highs reflect this optimism, even as the Dow Jones Industrial Average outperformed with a one per cent increase, driven by strength in cyclical sectors.

Also Read: Why tonight’s inflation report could shake global markets to their core

The prospect of a Federal Reserve rate cut as early as the September 2025 FOMC meeting has further fuelled market enthusiasm. Investors are increasingly pricing in a 75.5 per cent probability of a rate cut, spurred by weaker-than-expected labor market data, including a July 2025 nonfarm payrolls report showing only 73,000 jobs added against expectations of 100,000. The unemployment rate’s uptick to 4.2 per cent and downward revisions to prior job growth figures have heightened concerns about an economic slowdown, prompting calls for monetary easing.

Treasury Secretary Scott Bessent’s mention of a potential 50-basis-point cut in a post-market interview has added to these expectations, though market pricing currently leans toward a more modest 25-basis-point reduction. Goldman Sachs Research has revised its forecast to include rate cuts starting in September, projecting a terminal federal funds rate of 3-3.25 per cent by 2026, citing smaller-than-expected tariff impacts and moderating inflation pressures. This dovish outlook has driven a rally in US treasuries, with the 10-year yield stabilising near 4.235 per cent and the 2-year yield dropping to 3.68 per cent , reflecting investor confidence in a softer monetary policy stance.

Geopolitical developments, however, introduce a layer of uncertainty. President Trump’s warning of “very severe consequences” if Russian President Vladimir Putin does not agree to a ceasefire adds a volatile dimension to the global risk calculus. While the specifics of these consequences remain unclear, the rhetoric suggests potential escalations that could impact energy markets, global trade, and investor sentiment.

A failure to secure a ceasefire could lead to heightened geopolitical risk premiums, potentially offsetting some of the positive momentum from domestic economic indicators. For now, markets appear to be discounting immediate escalation, focusing instead on the improving economic narrative, but this remains a critical variable to monitor.

The performance of US equity indices reflects the market’s ability to compartmentalise these risks. The S&P 500, Nasdaq, and Dow Jones reaching all-time highs underscore a robust risk-on environment, driven by expectations of lower borrowing costs and sustained corporate profitability.

Asian equity indices, mainly opening higher in early trading, mirror this sentiment, though US equity futures suggest a mixed open, indicating some caution among investors. The US Dollar Index’s decline of 0.3 per cent reflects the anticipated Fed easing, as lower interest rates reduce the appeal of dollar-denominated assets. Conversely, gold’s modest 0.2 per cent gain to US$3,356 per ounce highlights its role as a safe-haven asset amid lingering geopolitical and economic uncertainties.

The cryptocurrency market, particularly Bitcoin, Ethereum, and XRP, has emerged as a significant beneficiary of the current risk-on sentiment. Bitcoin’s surge past US$124,000 on August 13, 2025, marks a new record high, aligning closely with the rally in US equities. This milestone, surpassing the previous peak of US$123,205.12 from July 14, reflects a broader embrace of risk assets, fueled by a favorable legislative climate under President Trump. Public companies, led by Michael Saylor’s MicroStrategy, have increasingly adopted Bitcoin as a corporate treasury asset, driving demand and inspiring smaller firms to follow suit.

This trend has spilled over to other cryptocurrencies, with Ethereum breaking through an 18-month resistance zone and eyeing US$7,000. Ethereum’s strength is underpinned by its central role in decentralised finance (DeFi), bolstered by scaling upgrades from Ethereum 2.0 and rising activity in staking, NFT markets, and Layer 2 solutions. On-chain data showing large wallet movements further supports a bullish outlook, though challenges like high gas fees and slower transaction speeds persist, creating opportunities for competitors like Cold Wallet to capture market share with user-friendly alternatives.

XRP’s potential breakout above US$3.70, with a possible climb to US$5, is supported by technical patterns like the cup-and-handle formation and fundamental drivers such as increased adoption by financial institutions and clarity on its legal standing. The cryptocurrency’s stability and growing acceptance among major players enhance its appeal as a dependable asset in the top-cap space.

These developments in the crypto market highlight a broader trend of financial innovation and adoption, driven by both institutional and retail investor enthusiasm. However, the volatility inherent in digital assets necessitates caution, as rapid price movements can amplify risks in an already uncertain macroeconomic environment.

Also Read: Storytelling in diverse markets: How you can effectively market as you expand

From a personal perspective, the current market dynamics present both opportunities and challenges for investors. The improved risk sentiment and expectations of Fed easing create a favorable backdrop for equities, particularly in sectors like technology and real estate, which stand to benefit from lower borrowing costs. However, the potential for tariff-related inflation and geopolitical disruptions warrants a diversified approach. By allocating to quality stocks with strong fundamentals, as suggested by iShares, and incorporating safe-haven assets like gold or high-quality bonds, one can provide a buffer against volatility.

In the cryptocurrency space, Bitcoin and Ethereum offer compelling growth potential. Still, their high valuations and technical challenges suggest a balanced exposure, possibly complemented by emerging platforms like Cold Wallet or XRP for diversification. The interplay of monetary policy, trade dynamics, and geopolitical risks requires investors to remain agile, leveraging data-driven insights to navigate this complex landscape.

In conclusion, the global financial markets are at a pivotal juncture, with improved risk sentiment driven by moderated tariff concerns, strong corporate earnings, and expectations of Fed rate cuts. While US equity indices and cryptocurrencies like Bitcoin, Ethereum, and XRP reflect this optimism, geopolitical tensions and economic uncertainties underscore the need for cautious optimism.

By balancing exposure to growth assets with defensive strategies, investors can position themselves to capitalise on opportunities while mitigating risks in this evolving environment.

Editor’s note: e27 aims to foster thought leadership by publishing views from the community. Share your opinion by submitting an article, video, podcast, or infographic.

Enjoyed this read? Don’t miss out on the next insight. Join our WhatsApp channel for real-time drops.

Image courtesy: Canva Pro

The post Bitcoin smashes US$124,000, gold hits US$3,356: The safe-haven secret investors are piling into appeared first on e27.

Posted on

Behind GoTo’s record Q2: The fine print tells a different story

Indonesian digital giant GoTo Group has announced its second-quarter 2025 financial results, touting “record-breaking performance” across key metrics.

While the headlines celebrate significant growth in gross transaction value (GTV), net revenue, and a move to positive EBITDA and adjusted EBITDA, a deeper dive into the figures reveals a more complex picture, particularly concerning the company’s reliance on “pro-forma” reporting and the underlying challenges in its core segments.

The pro-forma pivot: A key reporting strategy

GoTo’s press release prominently features “pro-forma” numbers for its group-level performance, explicitly stating that these figures assume Tokopedia and its related delivery and fulfilment businesses under GoTo Logistics were deconsolidated as of 1 January 2024. This accounting adjustment significantly impacts the reported growth rates and profitability, potentially presenting a more favourable view of the remaining business.

Also Read: GoTo posts record Q1 but adjusted metrics tell only half the story

While the company heralded a 23 per cent year-on-year (YoY) increase in net revenue to US$260 million (Rp4.3 trillion) based on pro-forma figures for Q2 2025, the “actual” figures tell a different story. According to the “actual” table, net revenue growth for the quarter was a more modest 18 per cent YoY, a noticeable five percentage point difference.

The discrepancy is even more pronounced for the six-month period ended 30 June 2025, where the pro-forma net revenue growth was 30 per cent YoY, compared to a significantly lower 11 per cent YoY under actual reporting. This substantial divergence suggests that without the deconsolidation, GoTo’s overall revenue growth trajectory appears less robust.

Furthermore, while the pro-forma net loss for Q2 2025 was reported at US$13.42 million (Rp222 billion), the actual loss for the period was considerably higher at US$22.66 million (Rp375 billion), marking an 80 per cent reduction from the previous year’s loss but still a substantial figure. The positive “profit from operations” of US$1.27 million (Rp21 billion) is also a pro-forma figure.

EBITDA positivity amidst continued net losses

GoTo highlighted that its Group adjusted EBITDA reached US$25.8 million (Rp427 billion) and was positive for the third consecutive quarter. Group EBITDA also turned positive, reaching US$17.65 million (Rp292 billion).
These achievements are attributed mainly to “stronger revenue performance and better cost management”. The company also reported positive adjusted operating cash flow of US$18.9 million (Rp313 billion).

However, it is crucial to note that both adjusted EBITDA and EBITDA are non-Indonesian Financial Accounting Standards (IFAS) financial measures. GoTo itself clarifies that these measures “have certain limitations in that they do not include the impact of certain expenses that are reflected in GoTo Group’s consolidated financial statements that are necessary to run GoTo Group’s business”.

Despite the positive adjusted EBITDA and EBITDA, the company continues to report a net loss for the period. While the net loss saw a significant reduction of 77 per cent YoY (pro-forma) or 80 per cent YoY (actual), the fact remains that GoTo is yet to achieve overall net profitability.

Segment performance: Strengths and undercurrents

Fintech: This segment appears to be a strong performer for GoTo. It achieved a record adjusted EBITDA of US$5.3 million (Rp88 billion), marking its third consecutive quarter of profitability. Core GTV grew by 46 per cent YoY to US$4.97 billion (Rp82.2 trillion) driven by consumer payments, and net revenue soared by 76 per cent YoY to US$84.6 million (Rp1.4 trillion), underpinned by loan book expansion and payment transaction growth.

Lending revenue, in particular, saw a massive 130 per cent YoY increase to US$53.13 million (Rp879 billion), with consumer loans outstanding principal expanding by 90 per cent YoY to US$398.97 million (Rp6.6 trillion). The segment’s strategic collaborations, including the introduction of GoPay Pinjam on TikTok Shop, GoPay’s partnership with Telkomsel for data packages for TikTok users, and the co-branded Telkomsel Wallet by GoPay, point to robust ecosystem integration and potential for continued growth.

On-demand services: This segment delivered a record adjusted EBITDA of US$19.82 million (Rp328 billion), a 264 per cent YoY increase. While this is a substantial improvement, the nuances within its sub-segments are noteworthy.

Mobility: The gross transaction value (GTV) grew by 10 per cent to US$362.65 million (Rp6 trillion). However, the press release reveals that this adjusted EBITDA improvement of 16 per cent YoY to US$11.06 million (Rp183 billion) was achieved “against a backdrop of intensified competition that prompted the use of strategic, targeted incentives to protect market share”. This indicates that profitability in mobility is being sustained while navigating competitive pressures, possibly at the expense of deeper margins.

Delivery: GTV grew by 8 per cent to US$622.54 million (Rp10.3 trillion). The segment saw a significant improvement in adjusted EBITDA, reaching US$11.24 million (Rp186 billion). While GoTo states it “increased wallet share among higher-income users while widening reach across the broader consumer base”, it also noted that merchant-funded promotion spend rose by a substantial 118 per cent YoY. This highlights a growing reliance on merchant contributions to promotions, which, while beneficial for GoTo’s immediate margins, could potentially strain merchant relationships or their own profitability in the long run if not managed carefully. Advertising revenue, though growing, remains a small fraction at 1.8 per cent of Food GMV.

Strategic moves and outlook

GoTo has actively pursued cost efficiency, notably completing a complex cloud migration to Alibaba Cloud and Tencent Cloud, which is projected to reduce annual cloud spend by more than 50 per cent. The company has also established new tech hubs in China to leverage engineering expertise and accelerate its product roadmap.

Its investment in AI is evident with the launch of Sahabat-AI’s 70-billion-parameter foundation model, which is trained and hosted in Indonesia and supports multiple local languages.

Also Read: GoTo Group sees four top executives resign ahead of AGMS

Despite the underlying complexities, GoTo maintains a solid cash position of US$1.1 billion (Rp18.2 trillion) as of 30 June 2025.

The company has reaffirmed its full-year 2025 Group adjusted EBITDA guidance of US$84.6-96.7 million (Rp1.4-1.6 trillion) and remains confident in meeting its targets. However, this outlook is explicitly subject to “various uncertainties and risks including increasing market competition, cost inflation, macroeconomic conditions and other variables”.

In essence, while GoTo Group’s Q2 2025 results demonstrate notable operational improvements and strong segment growth, particularly in Fintech, the heavy reliance on pro-forma reporting, the continued presence of net losses despite positive EBITDA, and the strategic manoeuvres in competitive markets suggest that the journey to sustainable, overall profitability remains a challenging one.

The post Behind GoTo’s record Q2: The fine print tells a different story appeared first on e27.

Posted on

17LIVE’s H1 report shows tough road ahead for Asian streaming pioneer

Singapore-listed live streaming group 17LIVE Group has reported a significant net loss for the first half of 2025 (H1) despite the company’s aggressive cost-cutting measures.

A prominent player in the Asian live streaming economy, the firm saw its operating revenue tumble by nearly one-fifth, with substantial unrealised foreign exchange losses pushing it deep into the red. The results may raise questions about the long-term sustainability of its current strategy and the effectiveness of its diversification efforts amidst a challenging market.

Revenue woes and shifting sands

For H1 June 2025, 17LIVE Group posted an operating revenue of US$81.15 million, a steep 19.8 per cent decrease from US$101.16 million last year. The company attributed this primarily to a decline in “Liver live streaming” revenue, which fell from US$92.4 million to US$717 million. While “V-Liver live streaming” revenue grew 16.4 per cent to US$5.6 million, its relatively small contribution could not offset the broader decline.

Also Read: The future is virtual: Inside 17LIVE’s plans for avatars and immersive experiences

Geographically, the revenue slump was broad-based. Japan, the company’s largest market, experienced a significant drop from US$71.2 million in H1 2024 to US$56.51 million in H1 2025. Taiwan also saw a decline from US$25.5 million to US$21.4 million.

The “others” segment, comprising live-commerce and the Wave App, remained largely flat, indicating that current diversification efforts have yet to materially offset the contraction in the core live streaming business.

The cost-cutting conundrum

Despite the revenue contraction, 17LIVE improved its gross profit margin to 44.3 per cent in H1 2025, up from 41.2 per cent in H1 2024. This was largely a result of a disproportionately higher reduction in the “cost of revenue” compared to the revenue decline.

The company highlighted its “cost optimisation initiatives” across IT infrastructure, marketing, and organisational optimisation, which led to a 16.9 per cent decrease in total operating expenses, from US$40.4 million in H1 2024 to US$33.5 million in H1 2025. These efforts helped boost operating income by 79.4 per cent, from US$1.3 million to US$2.4 million.

While this sounds impressive, it is crucial to note that this improvement in operating income is primarily driven by rigorous cost management in the face of declining top-line performance, rather than robust revenue growth. This signals a defensive strategy to maintain profitability in a shrinking market, which might not be sustainable for long-term growth.

Unpacking the net loss

The company’s bottom line paints a more challenging picture. 17LIVE swung from a profit before income tax of US$3.3 million in H1 2024 to a loss before income tax of US$4.1 million in H1 2025. The shift was largely attributed to “other losses” of US$6.5 million in H1 2025, a stark contrast to “other gains” of US$2 million in H1 2024.

A key driver of these “other losses” was a substantial US$7.9 million in net foreign exchange losses in H1 2025, a significant reversal from a US$171,000 net foreign exchange gain in H1 2024. Specifically, unrealised exchange losses amounted to US$5.2 million in H1 2025, compared to nil in the previous period. Such a significant impact from currency fluctuations suggests high exposure to foreign exchange risk, potentially affecting their international operations in markets like Japan and Taiwan.

Consequently, the loss attributable to owners of the company for the period was US$4.6 million, a sharp decline from a US$1.95 million profit in H1 2024. This resulted in a negative basic earnings per share of US$(0.03) for the period.

Cash flow: A deceptive positive?

Despite the net loss, 17LIVE reported positive operating cash flows of US$4.1 million for H1 2025. The company highlighted a US$16.9 million increase period-over-period. However, the accompanying explanation states this was “primarily due to the absence of one-off payments related to the Group’s De-SPAC in 2023”. This clarification suggests that the improvement in operating cash flow is not necessarily a reflection of strengthened core operational cash generation in the current period, but rather the absence of specific large outflows that occurred in the previous year.

Also Read: 17LIVE acquires Japan’s N Craft to enhance virtual talent and content creation

For instance, trade and other payables saw a cash inflow of US$1.8 million in H1 2025 compared to a substantial cash outflow of US$22 million in H1 2024, significantly impacting the period-over-period comparison. The group’s cash and cash equivalents stood at US$82.2 million at the end of June 2025, which the company describes as “robust” and “ample liquidity”.

Strategic moves under srutiny

17LIVE has been actively pursuing acquisitions, notably acquiring 78 per cent of Japanese entertainment startup mikai Inc. in November 2024, and an additional 5.5 per cent in April 2025. The acquisition costs for mikai were approximately US$1.4 million in November 2024 and US$100,480 in April 2025. The purchase price allocation for mikai resulted in an upward adjustment of US$414,000 to provisional goodwill, bringing the total goodwill from this acquisition to US$1.9 million. Goodwill, which represents future economic benefits from acquisitions, is notoriously difficult to value and can be prone to impairment if the expected synergies do not materialise.

Furthermore, the acquisition of mikai includes a contingent consideration of US$364,000, obligating 17LIVE to acquire the remaining 22 per cent of outstanding shares if certain performance indicators are met. This represents a future cash outflow and continued acquisition risk.

The company also acquired N Craft Co., Ltd in July 2024 for approximately US$230,790.

While these acquisitions are part of the “revenue diversification” pillar of the “17LIVE Forward Strategy”, the flat performance of the “Others” segment suggests that these efforts have yet to yield significant revenue uplift, or are still in their early stages of contribution.

Shareholder returns: A capital question

In a curious move given the net loss, 17LIVE declared its first interim dividend of 1.5 Singapore cents per ordinary share (approximately US$0.011775). Notably, this dividend is stated to be “wholly a capital distribution out of the company’s share premium account,” meaning it is not paid from current or accumulated profits. Distributing capital while reporting a loss could be interpreted as a measure to maintain shareholder confidence in challenging times, but it also draws down the company’s equity base.

Adding to this, the company significantly increased its purchase of treasury shares, repurchasing approximately US$1.9 million worth of shares in H1 2025. This increased the proportion of treasury shares from 0.06 per cent at 31 December 2024 to 1.56 per cent at 30 June 2025. While treasury share repurchases can support share price and reduce share count, engaging in such activities during a period of net loss and capital distribution could invite closer scrutiny regarding capital allocation priorities.

Outlook vs. reality

17LIVE’s “group outlook” remains optimistic, focusing on “platform innovation, ecosystem expansion, and sustainable growth”. Initiatives like AI Co-Host, enhanced talent discovery and gifting algorithms, and the launch of “LiveCommerce Total Solutions” in Japan are highlighted. The company states it is “confident in achieving further revenue and profitability growth”.

However, the H1 2025 financial results present a stark contrast to this forward-looking statement. The significant revenue decline in core markets, the shift to a net loss driven by substantial forex impacts, and the reliance on cost-cutting to improve operating income suggest that these strategic initiatives have not yet translated into a tangible financial turnaround.

Also Read: Streaming the dream: How live streaming technology can increase access to brands

The challenge for 17LIVE will be to demonstrate how these innovations and acquisitions can reverse the declining trend in its core business and translate into sustainable, profitable growth, especially in the volatile Asian tech landscape.

The post 17LIVE’s H1 report shows tough road ahead for Asian streaming pioneer appeared first on e27.

Posted on

Startale invests in Kyo Finance to build next-gen DeFi infrastructure

Singapore-headquartered Startale Ventures has announced an undisclosed strategic investment and ecosystem partnership with Kyo Finance, a next-generation full-stack, vote-escrowed decentralised exchange (veDEX) infrastructure.

Kyo Finance will leverage the capital and partnership to create the “first fully vertically integrated liquidity infrastructure for the Superchain”. It will continue to utilise Startale’s Account Abstraction infrastructure and Startale Nodes to enable gasless transactions, demonstrating the practical value and interoperability of Startale’s technology stack across its portfolio companies. This positions Kyo Finance to unify fragmented liquidity across Superchain networks, optimise capital flows, and establish a new standard for how DeFi infrastructure should operate in a multi-chain future.

Also Read: The future of investing isn’t TradFi or DeFi: It’s tokenised, transparent, and built for the next billion

Sota Watanabe, CEO of Startale Group, said: “Together, we will tackle some of the most pressing issues in today’s DeFi sector, starting with uniting fractured liquidity and enabling a truly multi-chain ecosystem”.

Kyo Finance is a native veDEX built on the Soneium network, designed to deliver a “seamless, user-first” DeFi experience. It combines Automated Market Maker (AMM) functionality, real-time governance, and simplified ve-tokenomics. Unlike traditional epoch-based DEXes, Kyo offers intuitive one-click batch transactions, real-time vote weighting, and a fully fungible vote token, eliminating the need for complex NFTs or time-based locking systems.

Kai, CEO of Kyo Finance, noted, “With over 50 chains launching within the Superchain, Kyo addresses critical liquidity fragmentation through a fully vertically integrated stack.”

The company claims to have achieved over US$55 million in peak Total Value Locked (TVL) and more than US$530 million in cumulative trading volume since its launch on 14 January, alongside the debut of the Soneium Mainnet.

Kyo Finance was also selected as the winner of the Soneium Spark Incubation Programme from dozens of applicants, receiving both financial backing and deep technical alignment with Soneium’s long-term growth strategy.

The DeFi landscape is experiencing a dramatic shift, with over fifty per cent of trading volumes now routed through aggregators or embedded swap interfaces. Kyo Finance aims to address critical liquidity fragmentation through a fully vertically integrated stack.

The post Startale invests in Kyo Finance to build next-gen DeFi infrastructure appeared first on e27.

Posted on

AI-powered content creation: Scaling without burnout

Picture this: It’s Monday morning. You’ve got five blog posts due, a LinkedIn post to craft, three emails to write, and multiple social media posts on your content calendar. You’re overwhelmed, staring at a blank screen, wondering how you’ll possibly get it all done.

Sound familiar?

This is a familiar story I hear every time I talk to marketing professionals and startups. Around 70 per cent of content marketers struggle with consistent content creation, and traditional workflows are often 3-5x longer than necessary. ChatGPT is the buzzword that does the work, but what about personalising content across different platforms?

After all, omni-channel presence is also a buzzword that you can hardly ignore. But here’s the good news: AI-enhanced content creation is already helping creators save 80 per cent of their time while achieving 40 per cent better results.

Why this matters beyond marketing teams

But content creation isn’t just a marketer’s job. In this era of personal branding, whether you are building your LinkedIn authority, Social Media presence, or personal blog ideas, the essence of meaningful content lies in consistency.

The problem? Content creation burnout is a real phenomenon.

The old way vs the AI way

Traditional content creation

The old approach was painfully linear:

  • Idea → research → write → edit → publish
  • Everything is manually crafted from start to finish
  • Multiple editing cycles with team dependencies
  • 8-12 hours per blog post
  • Constantly waiting for approval chains

AI-enhanced content creation

The new approach leverages parallel processing:

  • Multiple steps happen simultaneously
  • Intelligent automation handles routine tasks
  • 2-3 hours for higher quality content
  • Highly scalable (one person can do the work of three)
  • Human creativity amplified, not replaced

Important note: Don’t expect instant results. Quality AI content still requires human involvement and strategic thinking.

Also Read: Rewriting the narrative about motherhood and career: Insights from a female tech leader

The five-step AI content creation framework

Here’s your framework for creating AI-enhanced content.

The key principle: Don’t try to do everything in a single prompt. AI works best when tasks are broken down into focused steps.

Ideate –Drive inspiration with intelligence

  • Trend analysis: Leverage AI to scan thousands of sources in minutes
  • Audience intelligence: Understand how your audience responds to various types of content. Look for viral topics across LinkedIn, Social Media and the  internet
  • Competitive gap analysis: Identify where your competitors are missing opportunities

Research — Automated data collection

Save time by reducing three hours of manual source gathering work to just 30 minutes of AI-curated insights using tools like:

  • Perplexity
  • Claude research
  • ChatGPT with deep research
  • Genspark
  • Other research tools

Write — AI-assisted drafting with the 70/30 rule

Your 70 per cent contribution:

  • Strategic creative direction
  • Emotional intelligence and nuance
  • Final quality control and approval
  • Your unique voice and perspective

AI’s 30 per cent contribution:

  • Detailed outlines
  • Structured drafts
  • Consistency maintenance
  • Real-time optimisation

Remember: AI doesn’t replace your creativity. It amplifies it by handling the heavy lifting.

Refine — Performance-driven optimisation

Let AI handle:

  • Automated editing for grammar, style, and readability
  • Performance prediction for engagement potential
  • SEO or GEM optimisation framework
  • Multiple variations of headlines and call-to-actions

Repurpose — Maximise your content investment

Don’t reinvent the wheel each time; transform each topic into multiple formats:

  • Blog post → Five social media posts
  • Article → Email newsletter
  • Long-form content → Video script outline
  • Written content → Podcast episode notes

AI automatically adjusts tone, length, and style for each platform while maintaining your core message.

Also Read: AI power shift: How geopolitics and innovation are rewriting global rules

The best tools to get started

Recommended core tools (try avoiding ‘multiple AI tool’ fatigue):

  • ChatGPT – Best for brainstorming and general content
  • Claude – Superior writing style and humanised content
  • Google Gemini – Excellent for research

Your AI content creation journey

Beginner level: Start with ChatGPT Plus

  • Complete content creation suite with image generation
  • Easy learning curve
  • Large community for support and tips

Intermediate level: Combine Claude + ChatGPT

  • Create drafts in one platform, refine in another
  • Best writing quality with creative flexibility
  • Professional-grade results for all content needs

Advanced level: Scale with automation

  • API integrations for workflow automation
  • Custom brand voice training
  • Enterprise-grade workflows

Measuring your AI content ROI

First four weeks: Foundation metrics

  • Time spent on content (before vs after AI)
  • Content volume increase
  • Team satisfaction levels

Months two-three: Performance metrics

  • Engagement rate improvements
  • Quality consistency
  • Testing frequency and results

Long-term: Strategic metrics

  • Overall ROI calculation
  • Brand recognition growth
  • Follower/audience growth
  • Competitive advantage gained

Common questions answered

Will AI replace human writers?

No. AI is an amplifier, not a replacement. Think of it this way: amplification of zero is always zero. You need to provide the seed—your thoughts, strategy, and voice. The most successful AI content combines AI efficiency with human strategy and emotional intelligence.

How do I maintain quality and authenticity?

Quality and authenticity come through practice and iteration:

  • Stay in experimental mode
  • Continuously train and retrain your AI
  • Develop clear brand guidelines
  • Maintain human oversight
  • Optimise based on performance data

Your audience is the best judge of quality—if they’re responding positively, you’re on the right track.

This sounds complicated. Where do I start?

Start small and simple:

  • Pick one content type (e.g., headlines)
  • Choose one tool (ChatGPT is great for beginners)
  • Measure results before expanding
  • Gradually expand your AI usage (Grammarly for text optimisation, GPT pro for deep research, etc.)

Don’t try to revolutionise your entire content process overnight.

Your next steps: The small change

What’s next:

  • Pick one piece of content you need to create
  • Time yourself creating it without AI
  • Create the duplicate content with AI assistance
  • Compare quality and time invested
  • Note the difference in effort vs. output

Remember: A post with 70 per cent of your voice might only require 10-20 per cent of your usual effort because you’ve strategically leveraged AI for the heavy lifting.

The bottom line

The content creation revolution is already here. The question isn’t whether you should adopt AI tools, but how quickly you can start using them to scale your content without burning out.

Start small and stay consistent, as is the case with every new endeavour.

Editor’s note: e27 aims to foster thought leadership by publishing views from the community. Share your opinion by submitting an article, video, podcast, or infographic.

Enjoyed this read? Don’t miss out on the next insight. Join our WhatsApp channel for real-time drops.

Image courtesy: Canva Pro

The post AI-powered content creation: Scaling without burnout appeared first on e27.