Center for Sustainable Entrepreneurship (CenSE) - Odisee
Center for Sustainable Entrepreneurship (CenSE) - Odisee

PWO COntent

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CenSE researchers: Saskia Vanden Eede and Karel Deneckere
Duration: September 16, 2023 - September 15, 2025
Financing: PWO (Odisee)
Partners: Katja Verbeeck and Thomas Van den Bossche (UCE)


In the PWO project COntent, fully subsidized by Odisee, we delve into the opportunities that generative AI offers for the content marketer and guide Flemish SMEs with its application within their content marketing activities.

Every day, new content generation tools appear on the market which on the one hand makes this technology more accessible. On the other hand, this makes it more difficult to navigate through the multitude of possibilities.

Due to the controversy that has recently arisen, there is a need for clarity on how Flemish SMEs can make a sustainable impact on their business using this technology.

This project therefore aims to show Flemish SMEs, or more specifically content writers and players within communications and content agencies:

  • Show them how their content marketing activities can be automated and optimized using this technology;
  • inspire and guide them in producing personalized, textual content using fully developed content generation cases;
  • raise awareness around legal and ethical aspects of automated content generation.

This research will thus offer a 360° perspective by taking into account strategic, technological, legal and ethical aspects in the development of a number of practical use cases tailored to the Flemish SME.


Curious? Contact (CenSE) or (UCE)

Center for Sustainable
02 609 88 64