In the Loop: Week Ending 8/16/25
Last Week in AI: GPT-5's Rough Week, Perplexity’s Big Swing, Maternal AI? The AI industry weathered a turbulent week as OpenAI's long-awaited GPT-5 la...
Last week we talked about how overwhelming it can feel to chase after every new AI model, and I shared some practical ideas for getting started with AI in small but relevant ways.
Let’s revisit the four steps I recommended:
Sounds simple enough, but how do you actually do it? Today’s post focuses on how to conduct an AI pilot for one of the most common challenges I hear when talking with marketers: written marketing content production.
AI is changing the field of marketing – perhaps more than any other field at the moment. It’s requiring marketers to think differently about what, why and how they go about their work, and upending one of the core components of a marketing team’s job: written content creation.
This guide helps marketing teams pilot AI in content creation, ensuring it enhances efficiency, creativity, and performance without sacrificing brand identity.
✅ Reduce time spent on content creation by automating routine tasks
✅ Improve content consistency while maintaining brand voice
✅ Increase content volume to keep up with multi-channel demand
✅ Enhance performance with AI-driven insights
✅ Free up marketing teams to focus on strategy and creativity
Let’s dig in. The good news is that getting started leans into a bunch of tactics that marketers already do every day.
Now that you understand the current and ideal future content production flow, home in on a specific problem you want to solve. Here are a few examples:
Then set clear parameters for the pilot and how you’ll measure success. For example:
It’s time to launch your pilot.
Now’s the time to evaluate your pilot and decide what to do next. Conduct a team debrief session to discuss findings and refine future AI use.
✅ How was the overall experience for the team? What surprised them?
✅ Did AI improve efficiency without sacrificing quality?
✅ Where did AI excel, and where was a human the better fit for the job?
✅ How should AI be integrated into the long-term content strategy?
Based on what worked and what didn’t, identify long-term changes you’ll make to your content production process.
AI isn’t about chasing the latest flashy tool; it’s about solving real problems that you and your team are struggling with. Instead of trying to do everything at once, start with a small, focused AI pilot that aligns with your goals. One tool, one workflow, one measurable outcome. Prove its value, refine your approach, and then scale smartly.
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