How Grammarly scaled its AI resource hub without sacrificing quality

For 16 years and counting, AI and machine learning have powered Grammarly, now a part of Superhuman, behind the scenes. But when the world’s interest in generative AI surged, Grammarly saw an opportunity to share its expertise more visibly. The challenge: building an authoritative AI content hub fast, without compromising the clarity and polish that define Grammarly’s brand.

“Positioning Grammarly as an AI solution was an important evolution for us,” explains Kat Shereko, Growth Marketing Manager. “Since the very beginning, AI powered our product behind the scenes — we just hadn’t told that story as boldly as others in the space.” So Kat set out to create an AI content hub: a library of explainers covering high-search-volume topics in AI and machine learning. The pieces had to be technically rigorous, while approachable for a business audience — and the composition had to meet Grammarly’s high editorial bar.

That vision came to life through a partnership with Copytree. In under nine months, Grammarly published over 60 AI-focused articles that built lasting search visibility and helped the brand claim its place in the AI conversation.

The hurdle: Making AI expertise visible

Establishing authority in a crowded AI landscape required more than publishing fast. Every article had to be accurate enough to earn trust from experts — and approachable enough to engage a general business audience. Grammarly needed a partner who could scale that balance.

Before Copytree, Kat tried a few familiar avenues for developing the posts, including working with in-house technology experts and individual freelancers. But drafting and reviewing posts wasn’t the best use of engineers’ or researchers’ time, and generalist freelancers struggled to unpack complex AI concepts with the clarity and accuracy that would uphold Grammarly’s reputation. “Many writers have experience with tech topics, but few truly understand how to translate complex concepts into clear, accurate, and engaging content,” she says. After facing a few early setbacks, Kat learned about Copytree. Once she reviewed the caliber of their initial drafts, she decided to bring the technical writing agency on board for the whole series.

“Without Copytree, this initiative probably would’ve stalled,” Kat says. “They brought the consistency, technical depth, and scalability we simply couldn’t achieve with individual freelancers.”

Copytree’s approach: Quality at scale

Copytree embedded a small team of AI-savvy writers who quickly absorbed Grammarly’s voice and editorial standards. Together, they developed a shared framework for consistent tone, technical accuracy, and topic prioritization — allowing Grammarly’s content program to scale like an internal function, not an external vendor.

Kat appreciated that Copytree’s writers got up to speed quickly and welcomed feedback with a learning mindset. “The team was collaborative, responsive, and genuinely easy to work with,” she recalls. “I could trust that the draft I saw was already 90% there.”

Beyond following individual briefs, the team would suggest new ideas and untangle related topics, like deep learning vs. neural networks. As Kat puts it, “They weren’t just writing, they were helping us think strategically about how each piece contributed to our broader story we wanted to tell.”

Results: Authority, traffic, and peace of mind

The metrics that Kat saw proved the business value of high-quality educational content at scale. Within months, Grammarly’s AI explainers began ranking alongside long-established tech publishers, proving that clarity and technical rigor could scale together. The growing visibility reinforced Grammarly’s credibility as an AI innovator, not just a writing assistant.

Working with Copytree also showed the value of keeping content fresh: with AI evolving so quickly, Kat and the team updated several pieces. Those updates helped the pages regain rankings and visibility in search features, contributing to steady, measurable growth in organic traffic.

Operationally, the work moved at a steady, fast pace. Grammarly and Copytree established a streamlined workflow that kept projects moving efficiently and with minimal oversight. “It genuinely felt like they were part of our team, not an external vendor. They shared our standards, our pace, and our commitment to quality,” Kat says.

Lasting impact and what’s next

Grammarly met its ambitious goals while maintaining its high standards because Copytree focused on accuracy, clarity, and voice, while putting systems in place to handle volume. “With Copytree, you get more than a writing service; you get a true partner,” Kat says. “They’re curious, thorough, and quick to build deep subject matter expertise. That level of partnership makes a world of difference.”

Her advice to other marketers: “You can’t cut corners if you want to create exceptional content—especially now, when so much can be generated with AI,” Kat advises. “True credibility still depends on human expertise. That’s where Copytree stands out.”

Today, Grammarly’s AI hub is a long‑term asset. Copytree has continued to update high‑priority pages, expand topics, and suggest visuals to keep explanations engaging. The foundation built here means Grammarly can keep pace with one of the fastest‑moving industries in the world, with clear content on complex topics that’s worthy of its brand.

Ed. note: Of the dozens of pieces we've written for Grammarly's AI resource hub, some of our favorites include Natural Language Processing, Neural Networks, and the classic What is AI?