Which content tasks should we give AI first?

Initially, the best content tasks to assign generative AI are transcription, quote-finding, spelling and grammar checks, research support and early idea exploration. These are useful forms of AI-assisted content production because a person can review the result quickly and retain control over the final work.

AI can take the grind out of turning an interview into searchable text, locating a useful quote or pressure-testing an argument. It can also help a team get past the blank-page moment by offering starting points to develop, reject or reshape. Repetitive work is where generative AI can create room for the parts that need imagination, empathy and a sharper point of view.

Do not hand over the work that makes a B2B brand recognisable. Distinctive language, a considered narrative and an original idea need human direction, not a prompt-and-publish shortcut.

Generative AI earns its place only when total cycle time falls without creating a bigger review burden, weaker brand consistency or more rework. A rapid first output can still be the slow route if a writer, editor or developer must untangle repetition, check every claim or rebuild the work for long-term use.

Make human-in-the-loop review part of the workflow from the start. Give a named person accountability for checking the output against source material, brand voice and the purpose of the piece. Treat AI feedback as input, not authority: keep the edits that improve the work and discard the ones that do not fit.

Technical work needs the same discipline. AI-generated code can save research time while producing repetitive, bloated code that creates technical debt. For anything designed to last, expert review and maintainability matter more than a fast first build.

We believe generative AI is most valuable when it removes repetitive effort and gives people more room to think, imagine and make better decisions. It can research, organise and generate useful starting points, but it cannot reliably capture the character of a voice or create the unexpected ideas that make a brand distinctive. That is why we keep human judgement at the centre of content creation. We have developed in-house AI tools to improve efficiency in our work and for clients, while continuing to champion human imagination as a business advantage. Through Brand Proximity, we also use AI to help organisations organise the knowledge already held in their content, so audiences can find and trust it more easily.