I try to do the human/AI/automated split a bit differently - I map it per content type rather than per task category, because the same "drafting" task needs full human hands for some formats and almost none for others. Like, LinkedIn posts - 80% mine, email drafts - 99% AI haha.
Wilbert, this is exactly the kind of real-world documentation that is missing from the AI in marketing conversation. Everyone talks about what AI could do. You are showing what it actually looks like when you walk into a new role, face scattered marketing, and build from scratch with a team of three.
Two things stood out to me. First, using onboarding conversations as raw material for brand voice. That is such a smart move. The way colleagues naturally describe what the company does is more authentic than anything a workshop will ever produce. Second, your human/AI/automated split is the right framework. Too many teams skip straight to automation without doing the strategy work first. Your line “If your brand voice is confused, AI will generate bad content” should be printed on every marketer’s wall.
I love this, first of all congrats :) :)
I try to do the human/AI/automated split a bit differently - I map it per content type rather than per task category, because the same "drafting" task needs full human hands for some formats and almost none for others. Like, LinkedIn posts - 80% mine, email drafts - 99% AI haha.
But 6 brands is craaaaaazy!!
Thank you, Mia!
Also a very good way to tackle this, will try this as well. And yes… 6 brands, wish me luck!
Very interesting approach Wilbert, I am curious to see how this will evolve…also, do your co workers enjoy it as well?
And, great input Mia!
I am hosting a Claude training session on Monday for the full team… let’s see!
Wilbert, this is exactly the kind of real-world documentation that is missing from the AI in marketing conversation. Everyone talks about what AI could do. You are showing what it actually looks like when you walk into a new role, face scattered marketing, and build from scratch with a team of three.
Two things stood out to me. First, using onboarding conversations as raw material for brand voice. That is such a smart move. The way colleagues naturally describe what the company does is more authentic than anything a workshop will ever produce. Second, your human/AI/automated split is the right framework. Too many teams skip straight to automation without doing the strategy work first. Your line “If your brand voice is confused, AI will generate bad content” should be printed on every marketer’s wall.
Looking forward to Part II. 🦊🎓