Empowering Every Role in Language Education

The seventh instalment of the Language Teaching Takeoff Webinar Series explored how the TeacherMatic Language Teaching Edition supports not only teachers but also school leaders, administrators and other institutional roles.

Driving Institutional Excellence in Language Education with AI

London, November 2025 – In ‘Beyond the Classroom: Empowering Every Role in Language Education’, award-winning educator, author and edtech consultant, Nik Peachey demonstrated four AI generators specifically designed to streamline planning, policy-making, analysis and strategy, while enabling users to exercise ethical oversight and agency.

Moderated by Giada Brisotto, Senior Marketing and Sales Operations Manager at Avallain, the session illustrated how TeacherMatic extends beyond classroom resource creation to supporting institutional efficiency and decision-making at all levels.

Safe AI Tools for Institutional Efficiency

The TeacherMatic Language Teaching Edition includes over 50 AI generators, offering safe, pedagogically aligned tools specifically designed for language education. Whether you are a Director of Studies (DOS), Assistant Director of Studies (ADOS) or working towards these roles, TeacherMatic also provides generators that enable leaders and administrators to streamline their workflow. 

Each AI generator features pre-programmed prompts designed for precise educational purposes, reducing the need for users to have prompt-writing expertise. To support quick access to the right tools, Nik demonstrated how the generators can be filtered by roles, including Teacher, Leadership, Administrator and Marketing, making it easier to discover those aligned with specific responsibilities. He showed how frequently used tools can be favourited and highlighted how each generator includes clear descriptions and user suggestions.

Practical AI Generators to Support Leaders and Administrators

Automate and Simplify Planning

For those who coordinate school events, inspections or formal activities, the Project or Event Planning generator turns a complex task into a logical, manageable process. Nik demonstrated that by entering specific details, such as a descriptive title like ‘School Inspection’ and key factors such as ‘peer review beforehand’ or ‘parental communication’, helps users avoid generic results. 

The generator produces a detailed plan with actionable tasks and a table breakdown, where users can expand specific sections for more detail. Results can be exported in different formats, making it simple to share and collaborate. By automating and simplifying routine planning, this tool saves time, reduces stress and enables operational leaders to focus on execution rather than building plans from the ground up.

Create Tailored, Practical Strategies

The Draft Strategy generator is particularly useful for institutional leaders responsible for implementing new initiatives. It supports the creation of tailored, actionable strategies. Users provide key context such as their role, type of institution and strategic objectives, and the generator produces a structured draft that highlights goals and steps. Leaders can expand sections to address specific institutional priorities, providing a practical framework to guide decisions and coordinate teams effectively. By shaping outputs from user input, the generator empowers leaders to plan confidently and act strategically.

Structured Policy Creation for Confident Decisions

Drafting a policy statement can be daunting, especially when it’s unclear where to begin. The Draft a Policy Statement generator provides leaders with a structured starting point and guides them through the process with suggested inputs. Users can enter their institution type and add optional guidance or reference documents that the policy must align with, creating a draft that reflects the specific context and requirements of their organisation. While the generator delivers a strong, customised foundation that simplifies the initial stages of policy creation, Nik reminds users that maintaining oversight is essential to ensure compliance and alignment with guidelines.

Easily Uncover Patterns and Insights

While it may appear simple at first glance, the Insight Generator can be immensely valuable. A leader or administrator can upload a dataset and receive a summary analysis along with suggested questions, making it easier to uncover patterns and insights. Nik highlighted how this tool can help create student personas, track engagement trends or identify retention issues, giving leaders a clearer picture of learner performance and institutional dynamics. By translating raw data into valuable insights, the generator enables leaders to focus on strategic decisions and targeted interventions rather than manual data analysis.

Additional Resources to Support Strategic Leadership

In addition to these four generators, Nik highlighted several other tools that support leaders and administrators across an institution. For example, the SMART targets generator empowers leaders to set clear, measurable objectives, while the Improvement Plan generator guides structured staff development planning. The Self Assessment Advisor facilitates reflection on personal performance and identifies areas for growth. Together, these AI generators and additional tools extend beyond classroom-focused tasks to strategic and proactive leadership, enabling teams and institutions to achieve greater impact.

Bridging Classroom and Institutional Excellence

Excellence in language education relies on equipping leaders, managers and teachers with the right support. The TeacherMatic Language Teaching Edition offers pedagogically aligned AI tools that make it easier to develop customised plans, policies, analyses, strategies and more, ensuring clarity and cohesion across the institution.

Aligned with Avallain’s commitment to responsible, human-centred technology, TeacherMatic encourages ethical application and frees users to focus on facilitation and implementation, strengthening both classroom and institutional practice.

Explore the TeacherMatic Language Teaching Edition

The TeacherMatic Language Teaching Edition provides sector-specific, CEFR-aligned AI generators that support both classroom and institutional practice. Teachers, leaders and administrators can use the platform to create tailored lessons, structured documentation, analyses and more, all designed to meet the unique needs of their learners and institutions.

Next in the Webinar Series

Transforming Language Teaching with Ethical AI: A Panel Discussion

🗓 Thursday, 11th December
🕛 12:00 – 13:00 GMT | 13:00 – 14:00 CET

In this special episode of the Language Teaching Takeoff Webinar Series, join an expert panel as they explore how ethical AI is transforming language education. Pilar Capaul, Nik Peachey, Joanna Szoke and Ian Johnstone will share practical insights and real classroom examples, demonstrating how tools like the TeacherMatic Language Teaching Edition empower teachers to save time, foster creativity, retain the human touch and integrate AI responsibly, offering guidance for both classroom practice and institutional leadership.


About Avallain

For more than two decades, Avallain has enabled publishers, institutions and educators to create and deliver world-class digital education products and programmes. Our award-winning solutions include Avallain Author, an AI-powered authoring tool, Avallain Magnet, a peerless LMS with integrated AI, and TeacherMatic, a ready-to-use AI toolkit created for and refined by educators.

Our technology meets the highest standards with accessibility and human-centred design at its core. Through Avallain Intelligence, our framework for the responsible use of AI in education, we empower our clients to unlock AI’s full potential, applied ethically and safely. Avallain is ISO/IEC 27001:2022 and SOC 2 Type 2 certified and a participant in the United Nations Global Compact.

Contact:

Daniel Seuling

VP Client Relations & Marketing

dseuling@avallain.com

AI and Why It’s Impossible to Learn or Understand Language: Cultural and Cognitive Challenges

Language carries assumptions, cultural context, and implicit meaning that make comprehension and translation difficult for humans and even more complex for AI to master. Expanding on the first half, this piece explores language for persuasion, showing how cultural norms, reasoning patterns and rhetorical conventions shape communication, learning and the complexities of teaching or interpreting language effectively.

AI and Why It’s Impossible to Learn or Understand Language: Cultural and Cognitive Challenges

Author: Prof John Traxler, UNESCO Chair, Commonwealth of Learning Chair and Academic Director of the Avallain Lab

This piece continues to argue that it is impossible to learn, understand or discuss what anyone else says or writes beyond the simplest, most specific and concrete level, even perhaps among people with a shared mother tongue. This makes conversation, learning, translation and reasoning more difficult than they initially seem, especially when they involve artificial intelligence. 

The piece is divided into two halves. The first, ‘AI and Why It’s Impossible to Learn or Understand Language’, already deals with language as idiom, whilst the second half deals with language for reasoning. We transition from language for description to language for persuasion. 

As I said in the first half of this piece, language as an idiom is a challenge for learners or translators outside the culture or community that actually hosts that idiom, and this clearly also applies to the chatbots of GenAI.

Sadly, but obviously, reasoning also depends on language, and reasoning is not usually about anything as concrete and specific as ‘the cat sat on the mat’. In fact, it seems safe to say, as we did in the previous piece, that language is mostly not about the specific and the concrete, rather that language, especially language that is in any sense important, is metaphor, simile or analogy, and each of these is based on implied notions or assumptions of ‘likeness’.

Deductive and Inductive Reasoning

Reasoning, or rhetoric or argumentation, in the West, is defined as either deductive or inductive.

Deduction, the former, is true by definition, like ‘2 and 2 is 4’ or ‘Socrates is a man, all men are mortal … etc, etc.’ This is because that is how ‘4’ and how ‘men’ are defined. It has to be true because that’s how the terms are defined, strictly speaking, not true but valid; it is a tautology; it is circular. On inspection, we may be unclear whether it is males, homo sapiens or hominids being discussed and unclear how some things are counted, clouds, for example. 

The latter, induction, works from specific instances towards inferences about the general, say from ‘every dog I’ve met at the park has been friendly’, to ‘all dogs are friendly always’. Somehow, those dogs in the park are ‘like’ all dogs all the time. In making this inference, we preserve or favour one aspect and neglect others, such as ‘in the park’. Even statistical inferences work the same way; the ‘sample’ being analysed is ‘like’ the ‘population’, and somehow representative of the ‘population’, to use the statistical terminology. 

But, and this is the kicker, they all depend on some tacit or shared consensus about the ‘likeness’ that is going on, that, ‘this one is like that one and like that other one and like all those others’, and they have something in general, in common, and that depends on culture, that the people within a culture or subculture basically agree. As we said, once you get slightly more abstract than cats sitting on mats, all language is metaphor, analogy or simile, sometimes in plain sight when we see ‘like’ or ‘as’ in a sentence, sometimes hidden, with only an ‘is’.

The Challenge of Abstract Thought

Plato’s ‘Allegory of the Cave’, from ‘The Republic’ (Book VII, 514a–520a), expresses the notion that we humans only experience separate poor solid instances of some higher, hidden, abstract and immutable reality. ‘The dog,’ for example, is perhaps the wrong way around; we experience each of those poor, solid real dogs and assume we can group them together as some abstract ‘dog’ and discuss them accordingly, whereas different cultures might do the grouping and thus the reasoning differently. We assume that the distinction between ‘dog’ and ‘not-dog’ is clear-cut and sharp, or the ‘park’ and ‘not-the-park’, with nothing vague and nothing in between. 

Fuzzy concepts as opposed to sharp ones are another challenge for logic and reasoning, needing the duality of ‘either/or’ with nothing smeared out in between. In fact, even ‘park’ or ‘dog’ might not be so clear; are feral dogs or wild dogs included and is Hampstead Heath a park? We could be pragmatic and use the rule-of-thumb attributed to Indiana poet James Whitcomb Riley (1849–1916), ‘When I see a bird that walks like a duck and swims like a duck and quacks like a duck, I call that bird a duck.’ So Hampstead Heath is a park; a car park is not.

One way or another, these mental processes do not generate new knowledge; they expose and perhaps distort knowledge already beneath the words being used.

Examples of Culture Shaping Understanding

To take some specific examples where different words are used to describe basically the same process. That is, the process of culture shaping reasons, of words not describing our experiences but shaping them:

Hammer and nail: Abraham Maslow said, ‘If the only tool you have is a hammer, you tend to see every problem as a nail,’ meaning the extent to which preconceptions or interpretations shape understanding or analysis, the solution shaping the problem.  

Evolution and creation paradigms: Creationists argue that God created fossils to test the Christian faith, whilst evolutionists argue that fossils were the product of sedimentary deposition. The culture of a specific community, whether creationist or evolutionist, determines how it understands the evidence rather than the evidence determining the understanding.

Policy and evidence: The (cynical) notion is that ‘evidence-based policy formulation’ is often ‘policy-based evidence formulation’, a suspicion familiar to many of us who have worked for ministries and ministers; that the interpretation of evidence precedes the gathering of it, and of course, logically speaking, there is no evidence for evidence, that would be circular, it would be a logical fallacy.

Personal construct theory: Those ways, major or minor, that individuals use to understand or organise their experiences, those dogs in the park, for example, partial or over-simplified or over-generalised explanations that help us live our lives.

We might use different words, paradigms, policies, cultures or constructs, for example, but these are all essentially the same process at work: words actively shaping experience rather than passively describing it. I admit to being on shaky ground when analysing the workings of words with words, but what choice do I have? The aim was to point out, however weakly, the difficulty that GenAI might have in conversation, translation and education.

The Principle of Linguistic Relativity

The Sapir-Whorf Hypothesis, aka the ‘principle of linguistic relativity’, is relevant here. It is the notion that language shapes thought and perception, meaning speakers of different languages may think about and experience reality differently, in mutually incomprehensible ways, and may never truly understand each other. 

The Hypothesis suggests that a language’s structure influences how its speakers conceptualise their respective worlds. In essence, it suggests that language shapes thought and perception, meaning speakers of different languages may think about and experience reality differently. The language we learn influences our cognitive processes, including our perception, categorisation of experience and even our ability to think about certain concepts. 

There are two versions. The strong version of the hypothesis proposes that language determines thought, meaning that thought is impossible without language. A provocative view, rejected mainly by linguists and cognitive scientists, but resonating with George Orwell’s idea of Newspeak, which we mention later. The weak version, proposing that language influences thought, suggests that whilst thought is not solely determined by language, it is significantly shaped by it, a more acceptable interpretation. 

So we have differing vocabularies for snow in English. Languages like Inuit suggest that English speakers might have a less nuanced understanding of snow-related concepts. Secondly, some languages assign grammatical gender to objects, potentially influencing how speakers perceive those objects; meanwhile, the Chinese ideogram or character for ‘happiness’ was derived from ‘woman in house’, an interesting trajectory from the concrete to the abstract.

The point about Orwell is that the appendix in his novel ‘1984’ describes a political system that, by eliminating problematic or challenging words from its language, Newspeak, eliminates problematic or challenging thoughts from the population, suggesting again that the possibility that language can shape culture (or society in this case), or Orwell thought so. Any resonance with current concerns about political and corporate influence on the news media is, of course, purely coincidental.

Cultural Dimensions and the Definition of ‘Culture’

At some point, we ought to introduce ‘cultural dimensions’ and Geert Hofstede’s work, among others, as much of this piece mentions or implies culture as a fundamental mechanism in shaping language. Being abstract, we can only define ‘culture’ using either metaphors or other abstractions, so we will settle for something simple, ‘the way we do things around here’, ‘here’ being our society, our friends, our organisation, our profession or wherever else a group of people have shared values.

Cultures are obviously different from each other; ‘cultural dimensions’, based on Hofstede’s work, are a tool for describing in what respects and by how much they differ. So we might say that some cultures are risk-taking, others risk-averse; some are consensual, others authoritarian; some take the long view, others the short one; some are individualistic or even selfish, others communal and collectivist, and so on, giving us scales by which to calibrate different cultures. 

So these are alternative perspectives, language and conversation shaping culture and thought, and the opposite, culture and thought shaping conversation and language, or perhaps a dynamic between the two.

Culture, Reasoning and the Diffusion of Innovations

If we are to use language to reason, question, analyse, judge, evaluate and critique, rather than merely locate the cat, then we have to recognise how language is shaped by culture. This may be national culture, regional culture, gender culture, class culture, generational culture, ethnic culture, or indeed a mixture of all of these, as they still shape language. 

Reasoning, questioning, analysing, judging, evaluating and critiquing are essential components of higher-level learning and of higher-order language learning, if learning is to be about reasoning as well as rote reciting. Cultural dimensions, however, suggest that some cultures may be less tolerant of dissent and the outcomes of reasoning than others (and may not even have the language to express it), or might find some conclusions less palpable, less conforming or more risky. 

A further complication is the theorising behind the Diffusion of Innovations, which suggests that changes to opinions, attitudes or beliefs, in effect acceding to reasoning or argumentation, are all dependent on various factors; culture is one of these, as we can deduce from Hofstede’s ‘cultural dimensions’, for example, the risk-aversion/-acceptance and the consensual/authoritarian dimensions. There are, however, others, for example, the ‘relative advantage’ of the changed opinion, attitude or belief and its ‘trialability’, ‘observability’, ‘compatibility’ and ‘complexity’ are also factors in acceding to an argument or reason representing the changed opinion, attitude or belief. The pure logic of GenAI may well see these complications as unreasonable.

Language and Its Cultural Influence

The work of linguist Robert B. Kaplan comes at this from a different direction. Analysing essays from English, Romance, Semitic and Asian students suggested that every language is influenced by a unique thought pattern characteristic of that culture, or by the collective customs and beliefs of its people. 

Rhetoric, argumentation and thus reasoning exhibit culturally distinct patterns. Rhetorical conventions vary across cultures, affecting how students compose essays. English rhetoric in this depiction follows a linear, logical structure influenced by Western philosophical traditions. This harks back to our depiction of inductive and deductive reasoning, whilst other cultures may employ parallelism, helical, zig-zag or indirect approaches in writing, leading to different expectations in composition and argumentation, ones that make less sense to the processes of GenAI. 

Western Reasoning

Interestingly, a paper from Harvard published in November 2025 observes that, ‘LLM responses … their performance on cognitive psychological tasks most resembles that of people from Western, Educated, Industrialized, Rich, and Democratic (WEIRD)’

Returning briefly to Western, or WEIRD, reasoning: whilst we have described the established ways of reasoning correctly, the deductive and the inductive, there are also Western ways of reasoning incorrectly. When learning logic, you start with the fallacies of irrelevance: fallacies that introduce irrelevant information to distract from the main argument. 

For example:

Ad Hominem: Attacking the character or personal attributes of an opponent rather than the argument itself.  

Appeal to Emotion: Manipulating emotions, such as pity or envy, instead of using logical reasoning to win an argument.

Ad Populum: Claiming something is true or right because many people believe it. 

The Red Herring: A distracting point to divert attention from the actual issue. 

Straw Man: Misrepresenting an opponent’s argument to make it easier to attack. 

There are also Fallacies of Weak Induction, such as: 

The Post Hoc Fallacy: Assuming that because one event followed another, it must have caused it. 

The Slippery Slope: Asserting that a small first step will lead to a chain of related, often negative, events. 

Finally, there are Fallacies of Presumption, including:

Circular Reasoning: Using the conclusion as a premise to support a conclusion.

False Dichotomy: Presenting only two possible options when more options exist.

Cultural Significance of Logical Flaws

Our point is that these errors, even if valid within a Western context, may not be obvious or convincing to a non-Western language learner accustomed to reasoning differently, and that their weight may be less or different in other cultures. So, more hierarchical or authoritarian cultures may find Ad Hominem arguments perfectly valid when made by someone with sufficient status, whilst more consensual or communal cultures might be happy with Ad Populum arguments rather than standing out in the crowd. Additionally, cultures are probably each on a continuum from emotional to rational, and this, too, will determine how they react to reasoning and argument.  

Culture or individual cultures are, however, not immutable. According to historian Ian Mortimer, the Elizabethan hand mirror and the vernacular Bible, Tyndale’s in English and Luther’s in German, moved the needle towards greater individuality or individualism and lessened communality or collectivism in their societies, as the mobile phone selfie has done more recently. Relating individually to AI chatbots might have similar consequences, as individuals use them for emotional and intellectual support, or it might involve a completely different cultural dimension.

Other Linguistic Dimensions

Another attribute of language is lexical distance, the distance and differences within and between language families. So, for example, German is very close to Dutch but distant from Chinese, so German speakers might struggle to learn Chinese but not Dutch. Are GenAI chabots somewhere amongst the Anglo-American, low-context, consultative and slightly out-of-date languages, lexically distant from many other language families?

This linguistic metric might also apply to different literary genres or, indeed, different literary authors. Is James Joyce lexically distant from Ernest Hemingway, or a haiku from a sonnet, and thus more or less difficult to understand or translate, especially for chatbots rooted in the GenAI culture they inherit from their trainers?

Languages are also sometimes classified on a continuum from high-context to low-context, with greater or lesser baggage, background, assumptions and preconceptions, and metaphorically expecting more or less bandwidth for successful comprehension or translation. Clearly, low-context language learners will struggle to hear, for example, the irony, euphemism, hyperbole or sarcasm at work in high-context languages. In a high-context language, the neurodiverse will have much less metaphorical bandwidth; they, me, in this context, are low-context, missing cues and signals from their higher-context culture or colleagues.

The Challenge for Educational AI

It is difficult to imagine how to converse with each other with all of these issues going on, so perhaps we should spend more time talking about the cat sitting on the mat and less time on democracy and freedom, and perhaps, for safety’s sake, conversations with GenAI chatbots should also stick to cats. Language is not as simple as it seems, nor is learning it or teaching it, nor hoping that GenAI will be good at either.

The challenge for educational AI is how to proceed safely, from helping learners with the specific and concrete to the abstract and general, from learning about cats to learning about freedom.

The mention of ‘safely’ does, however, add the additional element of ‘harm’. This piece was not really about the ethical dimension of educational AI. This too can be tackled, like our account of deduction and induction, from the top down, from abstract general principles, such as beneficence, to the concrete and specific, such as bomb-making recipes, or from the bottom up, from a long list of concrete and specific misdemeanours, to some abstract general principle that unites them. 

Either way, we hope AI can replicate human reasoning, but human reasoning is flawed, and those flaws will likely be replicated in the training of GenAI. This is precisely the two approaches being explored and investigated at Avallain Lab.


About Avallain

For more than two decades, Avallain has enabled publishers, institutions and educators to create and deliver world-class digital education products and programmes. Our award-winning solutions include Avallain Author, an AI-powered authoring tool, Avallain Magnet, a peerless LMS with integrated AI, and TeacherMatic, a ready-to-use AI toolkit created for and refined by educators.

Our technology meets the highest standards with accessibility and human-centred design at its core. Through Avallain Intelligence, our framework for the responsible use of AI in education, we empower our clients to unlock AI’s full potential, applied ethically and safely. Avallain is ISO/IEC 27001:2022 and SOC 2 Type 2 certified and a participant in the United Nations Global Compact.

Find out more at avallain.com

_

Contact:

Daniel Seuling

VP Client Relations & Marketing

dseuling@avallain.com

EU’s Guidelines for Trustworthy AI: A Reliable Framework for Edtech Companies

This post is the first in a series that highlights the most relevant recommendations, and regulations on ethics and AI-systems, produced by international institutions and educational agencies world-wide. Our goal is to provide updated and actionable insights to all stakeholders, including designers, developers and users involved in the field.

EU’s Guidelines for Trustworthy AI: A Reliable Framework for Edtech Companies

A look into the EU’s ethical recommendations and their possible adaptation to Gen-AI-based educational content creation services.

Author: Carles Vidal, Business Director of the Avallain Lab

Since the release of OpenAI’s ChatGPT-3.5, in November 2022, the edtech sector has focused its efforts on delivering products and services that leverage the creative potential of large language models (LLMs) to offer personalised and localised learning content to users. 

LLMs have prompted the educational content industry to reassess traditional editorial processes, and have also transformed the way in which teachers and professors plan, create and distribute classroom content across schools and universities.

The generalised uptake of Generative AI technologies [Gen-AI], in education, calls for ensuring that their design, development and use are based on a thorough understanding of the ethical implications at stake, a clear risk analysis, and the application of the corresponding mitigating strategies.

We start by discussing the work of the High-level Expert Group on AI (HLEG on AI), appointed by the European Commission in 2018 to support the implementation of the European strategy on AI. The work provides policy recommendations on AI-related topics. The “Ethics Guidelines for Trustworthy AI”(2019) and its complementary “Assessment List for Trustworthy AI, for Self-Assessment” (2020) are two non-binding texts that can be read as one single framework.

1. Ethics Guidelines for Trustworthy AI

From an AI practitioner’s point of view, the guidelines and the assessment list for trustworthy AI are strategic tools with which companies can build their own policies to ensure the implementation of ethical AI-Systems. In this sense, the work of the HLEG on AI is presented as a generalist model that can/should be adapted to the context of each specific AI-System. Additionally, due to its holistic approach, the framework addresses not only the technological requirements of AI-systems, but also considers all actors and processes involved throughout the entire life cycle of the AI.

As the HLEG on AI states, the guidelines’ “foundational ambition” is the achievement of trustworthy AI, which requires AI-systems, actors and processes to be “lawful, ethical, and robust”. Having said this, the authors explicitly exclude legality from the scope of the document, deferring to the corresponding regulations, and focus on addressing the ethical and robust dimensions for trustworthy AI-systems.

The framework is structured around three main conceptual levels, progressing from more abstract to more concrete. At the top level, defining the foundations of trustworthy AI, four “ethical imperatives” are established, to which all AI systems, actors, and processes must adhere:

  1. Respect for Human Agency
  2. Prevention of Harm
  3. Fairness 
  4. Explicability

At a second level, the framework introduces a set of seven key requirements for the realisation of trustworthy AI. The list is neither exhaustive nor presented in a hierarchical order. 

  1. Human Agency and Oversight
  2. Technical Robustness and Safety
  3. Privacy and Data Governance 
  4. Transparency
  5. Diversity, Non-discrimination and Fairness
  6. Societal and Environmental Wellbeing
  7. Accountability

The relevance of these key requirements extends beyond these guidelines. They also inform recital 27 and, implicitly, article 1 of the recently published EU AI Act, of April 2024.

The guidelines suggest a range of technical and non-technical methods for their implementation (e.g., architectures for trustworthy AI, codes of conduct, standardization, diversity and inclusive design) that actors can use to enforce the mentioned requirements. 

Achieving trustworthy AI is an ongoing and iterative process that requires continuous assessment and adaptation of the methods employed to implement key requirements in dynamic environments.

2. Assessment List for Trustworthy AI

The third level of the framework consists of an “Assessment List for Trustworthy AI” (ALTAI), intended to operationalise the key requirements. It is primarily addressed to developers and deployers of AI-Systems that directly interact with users. 

The ALTAI list breaks down the key requirements into more concrete categories. It provides a range of self-assessment questions for each of these, aiming to spark reflection around every aspect. Each individual actor is left to decide on the corresponding mitigating measures.

For example, the ethical requirement of Diversity, Non-Discrimination and Fairness, is divided in three subsections: 

1) Avoidance of unfair bias

2) Accessibility and Universal Design 

3) Stakeholder participation

In turn, for Avoidance of Unfair Bias, a series of self-assessment questions are proposed, a sample of which is listed below:

  • Did you establish a strategy or a set of procedures to avoid creating or reinforcing unfair bias in the AI system, both regarding the use of input data as well as for the algorithm design? 
  • Did you consider diversity and representativeness of end-users and/or subjects in the data? 
    • Did you test for specific target groups or problematic use cases? 
    • Did you research and use publicly available technical tools, that are state-of-the-art, to improve your understanding of the data, model and performance? 
    • Did you assess and put in place processes to test and monitor for potential biases during the entire lifecycle of the AI system (e.g. biases due to possible limitations stemming from the composition of the used data sets (lack of diversity, non-representativeness)? 
    • Where relevant, did you consider diversity and representativeness of end-users and or subjects in the data? 

The guidelines also suggest that companies incorporate their assessment processes into a governance mechanism, involving both top management and operations. The text even proposes a governance model, describing roles and responsibilities. 

The assessment list is not intended to be exhaustive and follows a generalist (horizontal) approach. The purpose of the HLEG on AI is to provide a set of questions that help all AI-system actors operationalise the more abstract key requirements, and to encourage them to adapt the assessment list to the specific needs of their sector and continuously update it.

In accordance with this vision, and grounded in the same framework, the European Commission published in September 2022, the “Ethical Guidelines on the Use of AI and Data in Teaching and Learning for Educators”. This document is a valuable resource for teachers and educators, helping them to reflect on AI and critically assess whether the AI systems they are using comply with the Key Requirements for Trustworthy AI.

3. Adapting and implementing the guidelines.

Having analysed the work of the HLEG on AI, we understand that it is proposed as a framework that companies like Avallain, along with other AI-system deployers, can build upon to create an adapted version that ensures the ethical design, development, and use of AI tools for the educational content creation community.

To this end, we support the framework’s recommendation of establishing a multidisciplinary body within companies to define ethical and robustness standards, identify the corresponding mitigating interventions, and ensure their implementation across all involved areas. This governing body should play a crucial role in the continuous adaptation of the company’s ethics and AI strategy to future ethical challenges.

About the Avallain Lab

We established the Avallain Lab in 2023 to be an ethically and pedagogically sound academic resource, providing support to Avallain product designers and partners, as well as the wider e-learning community.

This unit operates under the academic leadership of John Traxler and the business direction of Carles Vidal. The Avallain Lab also has the support of an advisory panel including Professor Rose Luckin. This experience and expertise allows us to deliver research-informed technology and experiences for learners and teachers, including in the field of AI.

The Avallain Lab is a unique, novel and innovative approach acting as the interface between the world’s vast and rapidly evolving research outputs, activities, networks and communities and Avallain’s continued ambition to enhance both the pedagogic and technical dimensions of its products and services with relevant medium-term ideas and longer-term concepts.

The Lab supports Avallain’s trials and workshops, informs internal discussion and draws in external expertise. The Lab is building a library of research publications, contributing to blogs and research papers and presenting at conferences and webinars. Early work focussed on learning analytics and spaced learning but the current focus is artificial intelligence, specifically ethics and pedagogy and their interactions.

About Carles Vidal

Business Director of the Avallain Lab, 
MSc in Digital Education by the University of Edinburgh.

Carles Vidal is an educational technologist with more than twenty years of experience in content publishing, specializing in creating e-learning solutions that empower educators and students in K12 and other educational stages. His work has included the publishing direction of learning materials aligned with various curricula across Spain and Latin American countries.

About John Traxler

Academic Director of the Avallain Lab, 
FRSA, MBCS, AFIMA, MIET

John Traxler, FRSA, MBCS, AFIMA, MIET, is Professor of Digital Learning, UNESCO Chair in Innovative Informal Digital Learning in Disadvantaged and Development Contexts and Commonwealth of Learning Chair for innovations in higher education. His papers are cited over 11,000 times and Stanford lists him in the top 2% in his discipline. He has written over 40 papers and seven books, and has consulted for a variety of international agencies including UNESCO, ITU, ILO, USAID, DFID, EU, UNRWA, British Council and UNICEF.

About Rose Luckin

Advisory Panellist of the Avallain Lab,
Doctor of Philosophy – PhD, Cognitive Science and AI

Rosemary (Rose) Luckin is Professor of Learner Centred Design at UCL Knowledge Lab, Director of EDUCATE, and author of Machine Learning and Human Intelligence: The Future of Education for the 21st Century (2018). She has also authored and edited numerous academic papers.  

Dr Luckin’s work centres on investigating the design and evaluation of educational technology. On top of this, she is Specialist Adviser to the UK House of Commons Education Select Committee for their inquiry into the Fourth Industrial Revolution. 

Her other positions include: 

  • Co-founder of the Institute for Ethical AI in Education
  • Past President of the International Society for AI in Education
  • A member of the UK Office for Students Horizon Scanning panel
  • Adviser to the AI and Robotics panel of the Topol review into the future of the NHS workforce
  • A member of the European AI Alliance
  • Previous Holder of an International Franqui Chair at KU Leuven

Avallain increases impact with strategic investment in AI Platform, TeacherMatic

Education Technology Provider, Avallain, today reaffirmed its commitment to responsible generative AI and innovation in education with a number of key announcements.

Avallain, a twenty year veteran of innovative and impactful edtech, has acquired TeacherMatic, one of Europe’s fastest growing generative AI toolsets for educators. The acquisition supports Avallain’s broader AI strategy including remediation and copyright protection, both features developed for its industry leading content creation tool, Avallain Author. 

The Avallain product suite already enables publishers to use the full breadth of the best generative AI while meeting educational, legal and commercial requirements. TeacherMatic has, over the last year, developed and organised one of the most complete AI toolsets to support educators globally, allowing everything from lesson plans and flashcards to schemes of work and multiple choice quizzes  – alignable to curricula – at the click of a few buttons. This coming together of TeacherMatic and Avallain forms the basis of a strong partnership of leading-edge and ethical capability applying generative AI for education.

Ursula Suter, Co-Founder and Executive Chairwoman at Avallain, says “We see this joining of forces with TeacherMatic as a crucial step to counter the main risks from generative AI while also benefiting educators and education, in general, in a manner that will cater to high quality educational publishing and learning outcomes. For many years we have been delivering grounded and considered educational innovation. With TeacherMatic, we will continue to do that and more. Our product suite achieves both high-quality education and commercial viability with success for all parties involved.”

Peter Kilcoyne, MD at TeacherMatic comments “TeacherMatic was formed by a group of lifelong educators with the aim of making generative AI available and accessible to all teaching staff to help reduce workloads and improve creativity. We are delighted to have been acquired by Avalllain whose expertise and experience in terms of both education and technology will greatly enhance our future developments, improve TeacherMatic as a platform as well as engaging with new markets around the world. We see the ethical, technical and educational principles that drive both Avallain and TeacherMatic make this a partnership that will benefit both organisations as well as our customers and all teachers and students in organisations that we support.”

Ignatz Heinz (President & Co-Founder), Ursula Suter (Executive Chairwoman & Co-Founder), Alexis Walter (MD), Monika Morawska (COO), Rahim Hirji (Executive VP) © Mario Baronchelli

In an additional announcement, Professor Rose Luckin has been appointed to the advisory board of Avallain. Rosemary (Rose) Luckin is a Professor at University College London and Founder of Educate Ventures Research (EVR) who has spent over 30 years developing and studying AI for Education. She is renowned for her research into the design and evaluation of educational technology and AI. 

Rose comments “Avallain has, for many years, been the quality engine of education for publishers and content providers. I am delighted to support them and provide guidance and direction for Avallain’s products as we step forward into this exciting era of AI within education” 

Finally, Avallain also officially announced the Avallain Lab, with John Traxler as Academic Director. Traxler holds Chairs from the Commonwealth of Learning for innovations in higher education and from UNESCO for Innovative Informal Digital Learning in Disadvantaged and Development Contexts. The Avallain Lab was incubated in 2023 with a remit to provide research and rigour around product development for partners covering everything from learner analytics and accessibility to ethical AI applicability for learners. The Lab will support Avallain’s current partners and operate commercially in partnership with other institutions exploring innovation in educational contexts – and welcomes global collaborators.

Avallain’s announcements today build upon its established commitment to ethical generative AI, which is already available for Avallain Author, its market-leading content authoring tool and its newly launched SaaS Learning Management System (LMS), Avallain Magnet. Current clients can leverage new tools that can automate parts of the editorial workflow while leaving editors and learning designers firmly in control of the process.

About Avallain

Avallain powers some of the most renowned educational brands including Oxford University Press, Cengage National Geographic Learning, Cambridge University Press, Santillana, Klett, and Cornelsen, reaching millions of learners worldwide. Avallain most recently raised 8M Euros from Round2 Capital Partners and is advised by i5invest. Through the Avallain Foundation, the technology is also made available to partners improving access to quality education.

Find out more at avallain.com

About TeacherMatic

TeacherMatic was formed in 2022 as Innovative Learning Technologies Limited and has developed a suite of generative AI tools for educators. Teachermatic has adoption in FE Colleges in the UK, Universities and Schools and recently partnered with OpenLMS.

Free trials are available at teachermatic.com

For media comment, contact Rahim Hirji, Avallain, rhirji@avallain.com

Contact:
Daniel Seuling
VP Sales & Marketing
dseuling@avallain.com

Richmond Solution, powered by Avallain, receives prestigious ISTE Seal

Richmond Solution has recently been awarded the prestigious ISTE (International Society for Technology in Education) Seal for its commitment to excellence in educational technology. At the heart of the Richmond Solution digital offering are two key Avallain systems: the Avallain Unity custom LMS solution powers the Richmond Learning Platform and Avallain Author is used to create most of Richmond’s digital content.

The ISTE Seal serves as a symbol of high-quality product design for educational solutions that enable and guide exceptional learning. By earning the ISTE Seal, Richmond Solution demonstrates its dedication to best pedagogical practices, effective technology implementation, and alignment with the ISTE Standards. This recognition emphasizes the practical usability, digital pedagogical implementation, and exceptional quality of Richmond Solution’s offerings.

“Richmond and Avallain have been working together since 2008 to build truly innovative digital content delivered on a user-friendly, dynamic learning platform. It is an honour to see this collaboration recognised by a body such as ISTE after undergoing the demanding ISTE Seal process.” Luke Baxter, Digital Publisher at Richmond Publishing.

“We are very proud of the recognition Richmond Solution has received through the prestigious ISTE Seal, which underscores Richmond’s unwavering dedication to excellence in educational technology. Avallain is delighted that Avallain Author, our e-learning authoring tool, and Avallain Unity, our custom LMS solution, played a pivotal role in this endeavour.

Witnessing our collaboration acknowledged by the rigorous ISTE Seal process is a testament to our joint commitment to delivering unique digital education experiences.” Alexis Walter, Managing Director at Avallain.

Swiss edtech innovator Avallain raises 8 million euros from Round2 Capital

Lustmühle, December 14, 2022 – Avallain, the award-winning Swiss provider of cutting-edge e-learning and edtech solutions, which works with leading premium brands worldwide, has succeeded in securing a second growth financing amounting to EUR 8 million from the European investment fund for revenue-based finance and growth financing, Round2 Capital.

The company’s founders Ursula Suter and Ignatz Heinz continue to control the company as majority shareholders. The aim of this funding round is to provide solid support for the company’s strong growth and pace of innovation.

In the pandemic edtech boom of recent years, Avallain proved itself as a reliably positioned pioneer and long-standing partner to the education world, enjoying considerable growth as a result.

The award-winning edtech scale-up Avallain, founded in 2002, pursues the mission of unleashing human potential through innovative, technology-enabled education, enabling quality-driven companies and organizations to create and operate highly interactive e-learning solutions. Round2 Capital recognized the company’s great potential as recently as 2020, when it invested a 7-figure amount in the emerging scale-up.

Now, the Vienna-based investment fund and European pioneer in revenue-based finance, which invests in leading technology and software scale-ups in Europe, has further strengthened the partnership and provided another EUR 8 million in growth financing, on a revenue-based basis as well as with a minority equity component, to the Swiss scale-up. Once again, i5invest acted as advisor to Avallain AG and supported the growth financing transaction with Round2 Capital.

The newly raised capital will enable Avallain to introduce product innovation for customers faster and to expand further into existing as well as new markets, beyond the possibilities of its own profits. In doing so, Avallain will continue to provide holistic solutions to the education industry’s greatest challenges and potentials.

These solutions will follow a broader strategy that ensures they are effective, secure, sustainable and innovative, so that Avallain’s customers are one – or even more – steps ahead of their competition, both now and in the future. Furthermore, Avallain will continue to expand its partnerships and ecosystem to enable customers to implement seamlessly into their digital landscape and benefit from new synergies.

The Avallain founders with the leadership team. © Avallain AG

Ursula Suter, Co-Founder Avallain AG: 

Based on the recent dramatic increase in demand for edtech during the pandemic, Avallain has once again proven itself as a solid, high-quality provider and reliable partner for end-to-end edtech solutions. In order to consolidate and expand our leading position internationally in an environment of new entrants that often focus on single challenges rather than holistic solutions, we decided to raise additional funds from a strong partner who understands and appreciates our markets and the high potential we have based on the best-in-class technology and market position we have built over the past years. The previous cooperation with Round2 Capital has been excellent and we are pleased to extend the participation of a growth partner with a philosophy that suits us. With this deal structure, the founders retain control of the company and receive sufficient potential for the next chapter.

Stefan Nagel (c) Markus Schlögl

Stefan Nagel, Managing Partner at Round2 Capital: „We are excited to take the next step in our collaboration with Avallain with this transaction. Avallain’s management team, led by Ursula and Ignatz, has used Round2 Capital’s initial 2020 investment to holistically position the company for growth and has begun rolling out its new SaaS application, Avallain Magnet. Following the successful implementation of these processes, we are pleased to be able to further support this expansion with our funding. Education Technology is one of Round2 Capital’s focus sectors, along with Cybersecurity. Avallain is very well positioned to address the further growth potential of the digitization of education.”

About Avallain | www.avallain.com

Founded in 2002 by edtech pioneers Ursula Suter and Ignatz Heinz, Avallain is an award-winning Swiss provider of edtech and eLearning solutions, working with leading brands worldwide. The company’s mission is to unlock human potential through innovative and technology-enabled education. Avallain’s team covers five continents and represents more than 14 nations. The company is an active participant in the UN Global Compact and aims to advance the SDGs by being climate positive from 2023 and contributing to positive social change in sub-Saharan Africa through the Avallain Foundation.

About Round2 Capital Partners | www.round2cap.com 

Round2 Capital is a fast-growing European investment fund with €115 million under its management. The Vienna-based company is a strong partner for European scale-ups and companies with digital and sustainable business models. Since its founding in 2017, Round2 Capital has been pioneering revenue-based finance in Europe and is active in several European countries, with a focus on Germany, Switzerland, Austria and the Nordic countries. To date, Round2 Capital has invested in more than 25 different companies.

Avallain & Eaquals: breaking new ground in digital innovation for language institutions

Avallain is delighted to announce a new collaboration with Eaquals, the renowned international accreditation body for providers of language education. Our associate membership offers a unique opportunity to forge meaningful connections with a broad membership of innovative institution, and enables us to pilot products, seek feedback and ideas and share technology and expertise. 

Eaquals is an international non-profit membership association, founded in 1991 with the aim of fostering excellence in language education across the world by providing leadership, guidance and support to governments, teaching institutions and individuals. Eaquals is independent of any commercial group and exists solely to serve the interests of language learners and the language education profession.  

“We are thrilled to be forming an association with Eaquals,” said Ignatz Heinz, President & Co-Founder of Avallain. “It is a natural extension of our deep connections with language education and our commitment to excellence in the field.  Our partnership will facilitate a free exchange of insights and expertise with the exceptional practitioners who make up the Eaquals membership, and the provision of Avallain technologies through piloting and exclusive member arrangements. We look forward to a bright and creative future in the Eaquals family!”

Lou McLaughlin, CEO of Eaquals said: “Eaquals is delighted to welcome Avallain into the Eaquals network as our newest associate member. Avallain’s commitment to delivering the best learning experiences to students and teachers aligns with Eaquals mission to foster excellence in language education and they are a great addition to the Eaquals membership.”

Over the past two decades, Avallain has become the leading technology provider to ELT and educational publishers. Through our white-labeled solutions, we have delivered the very best learning experiences for students and teachers in a range of educational settings. Now, with the release of Avallain Magnet, we have made that unrivaled blend of technology and educational experience available directly to language training organizations of all sizes, whether private language schools, universities or state institutions. 

And because Magnet seamlessly combines digital content authoring and learning management features, it offers innovative institutions – such as those that comprise the Eaquals membership – the opportunity to deliver specialist, tailored or own-branded content programmes, helping them to enhance their educational offer and stand out from the crowd. 

About Eaquals

Eaquals is an international non-profit membership association. Founded in 1991, we are independent of any commercial group and exist solely to serve the interests of language learners and the language education profession.

About Avallain

Founded in 2002, Avallain is an award-winning Swiss EdTEch and eLearning solutions provider that works with leading premium brands worldwide. The company’s mission is to unlock human potential through innovative technology-enhanced education and to enable businesses and organisations to create highly interactive e-Learning content solutions. Co-founders and EdTech pioneers Ursula Suter and Ignatz Heinz lead the international Avallain team, which spans five continents and has staff members from over 14 countries.

The company is an active participant in the UN Global Compact and aims to advance the SDGs by maintaining a zero-carbon footprint and contributing to positive social change in Sub-Saharan Africa through the Avallain Foundation.

Avallain and digital transformation at Eaquals Annual International Conference 2022

The Eaquals Annual International Conference 2022 will be held this year in Venice, Italy, from 28-30 April, and Avallain will proudly join the exclusive lineup of plenary speakers, with the participation of our own Max Bondi, Head of Product Management. Max will take the stage and discuss ways to ensure resilience and flexibility by transitioning to a truly digitally native school.

For more than ten years, Max has worked extensively with ELT and educational publishers such as Oxford University Press, Cambridge University Press, Pearson, National Geographic
Learning | Cengage, and Santillana Richmond to deliver some of the industry’s most trusted digital solutions, used by millions of learners every day. Now, he is focused on bringing these innovations to the institutional market.

Since the onset of the pandemic, there has been a renewed urgency to engage effectively with digital solutions. And yet, all too often, technology brings complexity. Max will explore ways of simplifying: bringing together self-authored and published language courses, virtual classes, apps, messaging, analytics, e-commerce, and other key features of a successful digital programme in one impactful experience.

During the session, Max will introduce Avallain Author, our powerful online authoring tool, as well as Avallain Magnet, the all-in-one learning management system. Both solutions, fully integrated with each other, bring together powerful features honed for language training, enabling the delivery of truly interactive and engaging online courses. Max will also be joined by Chris Moore, MD of Specialist Language Courses, who will discuss how these solutions have helped his institution to extend its digital offering.

The Eaquals conference traditionally provides a rich programme for centre owners, directors, academic managers, teacher trainers as well as researchers and teachers alike. The 2022 conference programme will cover five main themes:

  • Language teacher and learning
  • Course design, CEFR & assessment
  • Staff development
  • Leadership & Management
  • Business & Marketing

“Technology has a crucial role to play in delivering powerful learning experiences, but too often this is done without focusing on the core engagement with the learner. How do you harness technological innovation without the technology getting in the way? How do you embed this in an organisation without succumbing to the destructive power of digital disruption? This is the problem that Avallain Magnet solves. I look forward to a lively discussion with a set of influential practitioners the like of which only Eaquals can bring together” said Max Bondi, Head of Product Management at Avallain.

Want to attend Max Bondi’s presentation?

Make sure to come to Spazio 3 at 2:00 PM CEST, Saturday 30 April, at the NH Venezia Laguna Palace in Mestre, Venice, where the Eaquals Annual International 2022 conference will be held.

Fancy a more personal conversation?

Max Bondi (mbondi@avallain.com) and Ignatz Heinz (iheinz@avallain.com), our President and Co-Founder, are just an email away if you would like to meet them and chat during the conference.

About Eaquals

Eaquals is an international non-profit membership association. Founded in 1991, we are independent of any commercial group and exist solely to serve the interests of language learners and the language education profession.

About Avallain

Founded in 2002, Avallain is an award-winning Swiss EdTEch and eLearning solutions provider that works with leading premium brands worldwide. The company’s mission is to unlock human potential through innovative technology-enhanced education and to enable businesses and organisations to create highly interactive e-Learning content solutions.

Co-founders and EdTech pioneers Ursula Suter and Ignatz Heinz lead the international Avallain team, which spans five continents and has staff members from over 14 countries.

The company is an active participant in the UN Global Compact and aims to advance the SDGs by maintaining a zero-carbon footprint and contributing to positive social change in Sub-Saharan Africa through the Avallain Foundation.

Avallain announces the first Avallain Author Certifications

Avallain is delighted to announce the first certifications awarded under the brand new Avallain Author Training & Certification Programme

Those recognised include dozens of independent freelance editors, writers and publishing professionals, along with the content team of Weblink Software, which becomes the first Avallain Author Certified Team. All trainees have completed an extensive six-hour self-study course and a certification module, which assesses both acquired knowledge and practical skills. Certified professionals and teams are able to demonstrate and promote their Avallain Author skills to the wider industry, opening up opportunities to work on the hundreds of projects delivered on Avallain Author each year by clients such as Oxford University Press, Pearson, Cambridge University Press, Santillana and Cengage.

Avallain Author has become the central digital content creation tool in the education industry. The new Training & Certification Programme ensures that content professionals — whether in-house or out-of-house — have an excellent foundation in the many capabilities of Avallain Author and are able to demonstrate their skills to colleagues, publishers and institutions. In addition, by certifying at least 5 team members and retaining their own Author licence, content service providers and publishers can now achieve Avallain Author Certified Team status. Weblink Software is the first to be recognised with a team certification.

“As a key provider of content creation services to the educational publishing industry, Weblink Software is delighted to become the very first Avallain Author Certified Team,” said Gavan Tanham, Chairman of Weblink Software. “Given the important role that Avallain Author plays in the industry,  our team’s certification will allow us to provide and promote our services more widely, and assure our clients that their digital projects are in excellent hands.”

Many of the first content professionals to become certified are English Language Teaching specialists and can be found via an accreditations search in the ELT Publishing Professionals directory, developed in collaboration with Avallain.    

Ignatz Heinz, President and Co-Founder of Avallain said: “We have always wanted to make our Avallain Author training available to all professionals and teams – in-house or out-of-house – and to provide certification so that they can demonstrate their capabilities. These first certifications offer our clients and their providers exciting new opportunities to work together in Avallain Author, secure in the knowledge that they have all the skills needed to create groundbreaking, powerful educational content. Congratulations to all!”  

Avallain is an award-winning Swiss EdTEch and eLearning solutions provider that works with leading premium brands worldwide. The company’s mission is to unlock human potential through innovative technology-enhanced education and to enable its clients to create highly interactive e-Learning content solutions. 

Weblink Software is a complete content service provider for the ELT industry, transforming print-based content for delivery in online platforms. Trusted by the biggest publishers and the first team to be certified by Avallain, Weblink provides a hassle-free and constructive workflow to create high-quality digital outcomes.

ELT Publishing Professionals is a dynamic online directory specialised in helping ELT and educational publishers hire freelancers with the right skills, experience and accreditations for their outsourced projects. ELTpp’s CPD programme includes input from Avallain, and together they have developed a filter for publishers to find Avallain-accredited freelancers.

Avallain announces the Avallain Author Training & Certification Programme

Avallain Author was created over 15 years ago with the intention of establishing the most powerful and flexible digital authoring tool available to educational content creators. Over the years, it has evolved to be the central technology used by the industry, benefitting from real-world-use with educational publishers throughout the world. 

Avallain Author now provides unrivalled support for diverse content formats, use-cases, workflows and modes of learning, resulting in more than 8.5 million interactive content items – all of them developed by our clients. The more it has been used by real content creators and deployed at scale, the more sophisticated Avallain Author has become.

An essential skillset for publishers, freelancers, and content service providers  

To keep pace with the many developments in Avallain Author, Avallain has evolved its customer support and training, ensuring that clients are able to make the best use of the tool and achieve truly unique, vibrant and impactful learning experiences. 

Given the many collaborations that happen in content creation, this training should be available to everyone, from in-house editorial staff, to authors, freelancers, and content service providers. And they should have a reliable and recognised way to demonstrate their Avallain Author knowledge and skills. 

Welcome to the Avallain Author Training and Certification Programme. 

This brand-new programme combines a 6-hour video-led training course and a 2-hour certification module. Everything is delivered on Avallain’s powerful learning platform, Avallain Magnet, meaning that the course can be completed in the trainee’s own time and on any device. It includes sandboxed access to Avallain Author itself, so that trainees can practise all they have learned and establish a lasting set of skills. 

Trainees and teams that complete the training and pass the final test receive a digital certificate and badge that can be easily displayed on profiles, directories, and websites. This ensures that Avallain Author and Avallain Magnet clients are able quickly to identify skilled Author professionals and companies to help with their content programmes.

Dozens of professionals and a number of content service providers are already on their way to becoming Avallain Author certified, and upcoming cohorts are already scheduled, with seats still available. 

Those interested in joining this unique programme can visit the registration page to find more information about how to get certified on one of the most powerful and popular authoring tools in the world.