Lately

What is Lately?

Lately is a chat-based AI assistant for content creation and repurposing. Its purpose is to help teams turn existing longform content into social media posts and employee-sharing content while aiming to keep messaging aligned with a brand’s voice and target audience.

The site also describes an upcoming super-agent experience (“Kately™”) and positions Lately as a workflow that supports acquiring customers with AI-powered messaging, automating reuse of existing assets, and enabling employee advocacy on social under a centralized approach.

Key Features

• Chat-based content workflow: Users interact with Lately through chat to generate and refine content rather than using only one-off prompts.
• Longform-to-social repurposing: Lately takes existing assets (e.g., blogs, newsletters, press releases, white papers/e-books, and other longform content) and creates multiple social highlights from them.
• Multi-format output for social channels: Generated highlights can be formatted for different social platforms and presented as text, audio, or video highlights (as described on the site).
• Brand voice and audience targeting via patterns: Lately identifies “high-performing patterns” of words, ideas, grammar, and other characteristics to produce messaging that is customized to a brand and target audience.
• Employee sharing enablement: Lately is described as uniting employee advocates under a single platform to create individualized, controlled, and compliant content in each employee’s voice.
• Scheduling at an “optimal cadence”: The assistant can schedule generated content for specific days and times to support a consistent posting cadence.

How to Use Lately

1. Get started by signing up or requesting a demo from the Lately website.
2. Feed Lately with existing content you want to repurpose (such as a blog, newsletter, press release, or similar longform asset).
3. Use the chat interface to guide outputs toward your brand voice and the audience you’re targeting, then generate multiple social-ready highlights.
4. Review and prepare for distribution, including content intended for employees to share.
5. Schedule posts through Lately so content is released across platforms at planned times.

Use Cases

• Repurpose a webinar or podcast into social highlights: After creating a longform episode, generate multiple text/audio/video social snippets tailored for different platforms to extend the asset’s lifespan.
• Turn quarterly thought leadership into posts across markets: Use brand-aligned messaging to produce social content that can be adapted for different target audiences and sub-areas without starting from scratch for every post.
• Automate promotion of a white paper or e-book: Convert a longform report into dozens of platform-specific highlights and schedule them over time to maintain consistency.
• Enable employee advocacy with individualized content: Provide employees with controlled content they can share, aiming to keep it consistent with company messaging while preserving each employee’s voice.
• Support acquisition-oriented messaging: Use AI-powered, personalized messaging to engage prospects through targeted social communication built from the brand’s existing voice and high-performing language patterns.

FAQ

• What kinds of content can Lately repurpose? The site states Lately can repurpose longform assets such as blogs, newsletters, press releases, white papers/e-books, and also content like podcasts or workshops/webinars/interviews.

• Does Lately create content for specific social platforms? Yes. The site describes creating “channel-specific posts” that are automatically formatted and customized for individual social platforms.

• How does Lately keep messaging aligned with a brand? It describes using pattern identification (e.g., words, ideas, grammar, and other characteristics) to produce customized messaging that reflects the brand and targets the intended audience.

• Can Lately help with employee sharing on social media? Yes. Lately is described as creating individualized, controlled content for employee advocates so they can share company messaging in their own voice.

• Is there a product update planned? The page mentions an “all new version” and introduces “Kately™,” described as a chat-based super agent that is gearing up for launch and requires joining a waiting list to be notified.

Alternatives

• ChatGPT (general-purpose AI chat): A general assistant for writing and repurposing content; Lately is positioned specifically for social content workflows and brand-/audience-aligned repurposing.
• Social media management platforms with scheduling: Tools focused on planning and scheduling posts; Lately emphasizes generating and customizing content from longform assets rather than only organizing publishing.
• Marketing automation platforms with content modules: Platforms that support multi-channel campaigns; Lately is tailored to repurposing longform content into social highlights and enabling employee advocacy workflows.
• Employee advocacy tools: Tools that help organizations coordinate employee sharing; Lately combines this idea with content generation and audience/brand voice customization as part of the assistant workflow.