This piece is a little different from our other posts, because Sverre and the team are writing about how we work ourselves, not about a client. Frontkom uses Claude together with an MCP server connected directly to Sanity, the content system behind frontkom.com, to plan and produce part of the content you're reading here.
What an MCP server actually is
MCP stands for Model Context Protocol. Put simply, it's a standardized way for an AI model to talk directly to a system, like Sanity, instead of a human copying information in and out manually. For us that means Claude can read which case studies, blog posts, and pages already exist, and create or update content directly in our content system.
What a normal round looks like
We start with an editorial calendar listing topics and which person at Frontkom is relevant to attach to each one. Claude then pulls up existing content to understand tone and structure, writes first drafts in both Norwegian and English, and creates them as drafts in Sanity so one of us can review before anything gets published.
This article is actually an example of the process in practice: it was written in one round, reviewed, then expanded and adjusted based on feedback, just like every other piece of content we produce this way.
What still requires a human
Sverre is clear that this isn't a push-button solution. Someone still has to decide which topics are actually relevant, check that the facts hold up, and make sure the text feels like Frontkom and not like generic AI text. Images are also added by us ourselves, not generated automatically, because the visual expression we want requires a human eye.
The tool writes the first draft. We still decide what's worth saying.
Why we're sharing this openly
We think more businesses will build similar setups over the next few years, and we see no reason to be secretive about how our own works. If you work with Sanity, WordPress, or another content system and wonder what something similar could look like for you, that's exactly the kind of conversation Sverre enjoys having.
