The standards we hold our writing to.

Research and sourcing

Our blog posts start from primary research we have conducted in client engagements, original analysis of public data, or interviews with practitioners. We do not aggregate other people’s takes into “10 things to know about AI search” round-ups.

When we cite external sources, we link to the original. If a statistic appears in our work, you can trace it back to a study, a public dataset, or a named expert. If we cannot link it, we either replace it with something we can or remove it.

Use of AI in writing

We are an AI search agency, and we use AI tools daily. We are also clear about the lines:

• We use AI for: research, draft acceleration on outlines, brainstorming counter-arguments, summarising long source documents for our own use, prompt monitoring for client tracking, quality checks on grammar and structure.
• We do not use AI for: writing the final draft of anything that ships on asad.ae or any client domain, generating fake quotes or fake expert opinions, producing case study text without client sign-off, ghostwriting founder posts without the founder reviewing every word.

The reason for the line is practical, not philosophical. AI engines visibly down-weight content that reads as AI-generated. Using AI to write final drafts would defeat the work we do for clients. So we do not.

Editing and fact-checking

Every published piece is read by at least two people before it goes live. The author, plus one editor (typically Shantanu for substantive pieces, plus a copy reviewer for grammar and structure). Material claims about engagements, clients, or external facts are checked against source before publication.

Attribution and quotes

When we quote someone, the quote is real and attributable. We do not paraphrase and present as direct quotes. We do not invent quotes from “industry leaders” or “marketing executives”. Where a client appears in our content with a quote, the quote has been said by them and approved for publication.

Corrections

When we get something wrong, we want to know. To report a correction or factual issue, email hello@asad.ae with “Correction” in the subject line. We will review and respond within five working days.

If we make a correction, we update the piece in place, add a “Correction” note at the bottom with the date and the nature of the correction, and where the original piece was widely shared, we reach out via the same channels to flag the update.

Conflicts of interest

Where we write about a tool, vendor, or partner we have a commercial relationship with, we disclose it clearly inside the piece. Where a client of ours is mentioned, we say so. We do not write covertly favourable content about clients or covertly unfavourable content about non-clients.

Author bios and credentials

Every author bio names the role, the relevant experience, and links to a verifiable profile (LinkedIn or company page). Where credentials are claimed (certifications, prior employers, education), they are real and can be checked.