Agentic AI should make better creative work possible, not just make it faster to produce. I developed a practical approach to using AI across content and creative workflows, identifying where automation could improve efficiency and where human judgement, craft and creative thinking must remain central.

A traffic-light system helped teams assess each GTM kit project and determine how much creative time and intervention it deserved.

Each traffic light had its own workflow. But in all, AI is introduced only after the concepts and hero asset so the story is well-crafted before we work with AI to produce the more formulaic work faster.

I created a suite of AI workflows in Sana for outlining and writing assets. It included strict instructions for when to use them, when not to, and how to use them effectively.

By introducing AI at the right time, we could free resources for earlier stages of projects where we’re establishing the story and creative thinking is so critical.