Emma is an AI presenter
Emma is not a real person. She is an AI-generated presenter, created with the video platform HeyGen, who delivers our episodes on YouTube and introduces our articles here. We say this plainly on every page because you deserve to know who, and what, you are listening to.
Why an AI presenter?
An AI presenter lets a small team publish clear, consistent episodes regularly. It means our time goes into the part that matters most: getting the explanation right.
People make the editorial decisions
Emma does not choose topics, do research or decide what is true. People do. Each episode follows the same process:
- Research. We gather primary sources: protocol documentation, improvement proposals, research papers and official data. AI research tools help us find and summarise material, but they are a starting point, not a source.
- Script and article. We write the script and the companion article, citing the sources we relied on.
- Review. A person reads the final script and article before publication and checks the key claims against the cited sources.
- Production. The approved script is presented by Emma and published on YouTube, with the full article and sources here.
- Corrections. If we get something wrong, we fix it and note the change.
What Emma will never do
- Tell you what to buy or sell.
- Promote a project for payment without a clear disclosure.
- Pretend to be human.
Read our research standards for the detail.