Content teams were among the first to adopt generative AI. Used well, it speeds up work without lowering standards.
Useful Tasks
- Brainstorming angles and headlines.
- Drafting first versions from briefs.
- Repurposing content for different channels and lengths.
- Editing for clarity and consistency.
- Summarising research and interviews.
- Localisation drafts.
Protecting Quality
- Provide brand voice guides and examples in prompts.
- Fact-check every claim, statistic and quote.
- Keep human editors responsible for publication.
- Avoid generic, interchangeable content; add original insight, data and expertise.
Legal and Ethical Considerations
- Check tools' terms on ownership and commercial use.
- Avoid imitating specific creators' distinctive styles.
- Disclose AI use where expected or required.
- Don't input confidential information into unapproved tools.
Workflow Integration
Build shared prompt libraries, templates and review checklists. Measure time saved and quality, not just output volume.