How we use AI to create and curate our content
At Switchity, our mission is to make choosing everyday services simple, transparent and fair. Whether you are comparing broadband, mobile, TV or energy, we want you to have clear, trustworthy information you can rely on.
To create content efficiently and maintain quality, we use artificial intelligence (AI) as part of our editorial process, always guided and verified by people. AI helps us work faster, but humans remain responsible for accuracy, fairness and final approval.
What AI never touches
The deals, prices, speeds, contract lengths and price rise details you see on our comparison pages come directly from our live data feed and from the providers themselves. They are not written or estimated by AI. The order deals appear in is calculated by fixed rules that apply equally to every provider, and no AI is involved in ranking. Our How We Compare page explains how results are ranked and where the data comes from.
AI assists only with editorial content: guides, explanations, local area descriptions and similar writing. Where an area page or guide quotes a live figure, such as the cheapest deal available, that figure is filled in automatically from the data feed at the time the page is generated, not written by a person or an AI.
Why we use AI
AI allows us to process large amounts of industry data, analyse updates across providers, and identify trends quickly. This lets our editorial team focus on what matters most: clarity, accuracy, and helping you make confident decisions.
AI is a tool that supports our writers, not a replacement for them. Every page published on Switchity is shaped, fact checked and signed off by a human editor.
Our AI-assisted content process
We are transparent about how each page is created from start to finish.
- Human research of sources. Our team identifies credible, verifiable resources, such as Ofcom data, provider documentation, government publications and market insights.
- Providing resources to AI. These materials are supplied to AI tools to help structure and inform the initial draft.
- AI creates a first draft. The AI generates a draft outline or copy framework using the supplied resources. It never publishes independently or without review.
- Human editing and contextual review. An editor reviews and rewrites the content, ensuring it is accurate, balanced and written in Switchity's tone of voice.
- Adding source links. Source citations and provider links are inserted by our team to keep information transparent and traceable.
- Refinement requests. Our editors may ask the AI to refine certain sections for clarity, flow or readability, still under full human direction.
- Final editorial check. Before publication, a senior editor reviews the page for accuracy, neutrality and user experience.
- Publish. Only after all checks are complete is the content published on Switchity.
Our commitment to accuracy and trust
- All factual information is verified by humans before publication.
- No AI tool can publish or modify content without review.
- Each piece of content is created with user benefit as the top priority, never to promote a provider unfairly.
- Older pages are regularly reviewed and refreshed to ensure information stays current.
Every article, guide and comparison table on Switchity has a human accountable for its final version. Our About Us page explains who we are.
Continuous improvement
AI technology evolves rapidly. We continuously review how we use it to ensure our approach remains ethical, transparent and responsible. As new standards emerge, we adapt, always with our readers' trust at the centre of everything we do.
If you have any questions about our use of AI or would like to understand more about our editorial standards, email hello@switchity.co.uk.
