1Brand voice
One brand voice, for everyone
inConcept captures your brand voice once, from your own website and texts. Whoever writes, the text sounds like you.
Comparison
inConcept vs ChatGPT, Claude, Gemini and Copilot
ChatGPT, Claude, Gemini and Copilot make you faster at almost everything you do. inConcept adds what they do not touch: communication that sounds like your organisation, that colleagues work on together and that someone approves. An honest comparison, and how to use them together.
- The same brand voice for everyone
- Approval before it goes out
- inConcept works in Claude and ChatGPT
To be fair
Where an AI assistant is better
An AI assistant such as ChatGPT, Claude, Gemini or Copilot is there for everything. Summarising a report, working through a spreadsheet, brainstorming a name, checking a piece of code: inConcept was not made for that, so it does not do it.
For a quick text, too, an assistant is often the shortest route: an email, a summary, a first outline. An assistant does write with the context you give it that time. The less there is, the more generic the text becomes, and you notice that when you write alone as well.
To be fair
Where inConcept is better
inConcept is built for one craft: your organisation's communication. It is very good at that, and around it stands everything that craft needs: your brand voice and the voice of whoever signs, suggestions from the sources you follow, text types each with a form of their own, a schedule, and publication to your website.
Colleagues read along, someone approves, and afterwards you can see what was published when. That starts to count as soon as more than one person writes, or as soon as it matters that a text is right.
Using both
It does not have to be a choice
Did you know you can connect inConcept to Claude and ChatGPT? You brainstorm in the AI assistant you already use, and have inConcept write the text in your brand's voice.
How to connect Claude or ChatGPTConnecting works with Claude and ChatGPT, not yet with Gemini or Copilot.
The difference
Three things an AI assistant does not arrange for you
2Approval
Nothing goes out without approval
Colleagues read along in the same text, comment on a passage and approve. Per text you see who did.
3From start to finish
From occasion to publication
Suggestions from the sources you follow, texts for every channel, and after approval to your website or as Word or PDF.
Part by part
Side by side
Not everything is a yes or a no. A lot can be done in an AI assistant too, if you set it up and keep it up yourself. So each part says what it means in practice.
- Yes: Built in and works straight away
- Partly: Partly, or if you set it up and maintain it yourself
- No: Not there
Part
AI assistant
inConcept
Brand and voice
Writing a good first draftA text that is right on substance and reads well.
AI assistantYesThey are good at it.
inConceptYesWith a built-in model, such as Claude.
Knowing your brand voiceHow your organisation sounds: the tone, the choice of words, what you never say.
AI assistantPartlyWith your own instructions or a project. You write them and you keep them up.
inConceptYesCaptured from your website and your own texts, with a quote and the source for every statement.
The same voice for every colleagueWhoever writes, the text sounds the same.
AI assistantPartlyPossible with shared instructions on a team plan. Someone has to manage them.
inConceptYesEveryone writes with the same voice profile, without setting anything up.
A voice of their own per senderA text on behalf of the director sounds like the director.
AI assistantPartlyPasting examples per person, or making a separate instruction for each.
inConceptYesA personal voice per sender, beside the brand voice.
Occasion and planning
Being handed topicsOccasions from the news and the calendars that matter to you.
AI assistantPartlyLooks something up when you ask. Does not follow your sources by itself.
inConceptYesFollows the news sources and calendars you choose and has suggestions ready.
Planning textsWhat appears when, around a campaign or an event.
AI assistantPartlyMakes a plan when you ask. Does not watch over it afterwards.
inConceptYesCampaigns and a calendar, with a day per text.
Working together
Working on one text togetherColleagues read along and comment on a passage.
AI assistantNoYou can share a conversation. Commenting together in the text is not possible.
inConceptYesColleagues read along in the same text and comment on a passage.
Approval before a text goes outWith a record of who approved.
AI assistantNoNo approval and no record.
inConceptYesNamed reviewers approve. Per text you see who.
Roles and permissionsWho writes, who reads along and who publishes.
AI assistantNoAdministration is about accounts, not about who may approve a text.
inConceptYesSet per department or person.
Publishing and control
Exporting to Word and PDFA text as a file, ready to pass on.
AI assistantYesMakes a file when you ask.
inConceptYesAlso as plain text, Markdown and HTML.
Publishing to your websiteAn approved text is on the site without copying and pasting.
AI assistantPartlyPossible with a connection of your own, which you build and maintain.
inConceptYesAfter approval to WordPress, or to your own site through the API.
Knowing what appeared whereAn overview of what was published when.
AI assistantNoThe conversation is in someone's history, and that is all.
inConceptYesRecorded per text: where and when it appeared.
Choosing the AI model yourselfDeciding which model processes your texts.
AI assistantPartlyAmong the models of that one provider.
inConceptYesA built-in model, or your own model through an API.
Beyond communication
All other workSummarising a report, working through figures, writing code, doing research.
AI assistantYesThis is what they are made for.
inConceptNoinConcept is not for that.
By an AI assistant we mean ChatGPT, Claude, Gemini or Copilot as you use them yourself, without a connection to inConcept. What they can do differs per provider and plan, and changes fast. Is something no longer right? Let us know
Why we build this
“As an alderman I saw how the communications team switches between audiences and voices every day, and how much depends on the right tone. An AI assistant makes the text faster, but the switching stays with the team. That is what inConcept is for.”
Thomas van BroekhovenFounder of inConceptTry it
Experience the ease of inConcept as an extension of your AI assistant
Enter your website and inConcept captures your brand voice. It costs nothing and needs no credit card. After that you write along for seven days, beside the AI assistant you already use.
That depends on what you do with it. For individual work an AI assistant is enough. As soon as several people write on behalf of the organisation, inConcept adds what an assistant does not arrange: one brand voice for everyone, review and approval, and a record of what appeared when. The two can be used side by side.
Yes. You connect inConcept to Claude or ChatGPT once and then ask for a text in a conversation. inConcept writes it in your brand's voice. This is not yet possible with Gemini and Copilot.
No. inConcept is a subscription of its own, from €99 a month for three writers, and the built-in model is included. An AI assistant beside it is useful for all your other work, but not needed to write with inConcept.
That's your choice. inConcept works straight away with a built-in model, such as Claude. Prefer your own? Connect it via an API, and you decide which model processes your communication.
No. inConcept takes the research and the first draft off your hands, so your team keeps its time for the work that matters. You stay in control: nothing goes out that nobody has read.