How Editorial, Design, and Analytics Teams Are Supercharging Their Workflows with AI

If you’ve been tiptoeing around the idea of incorporating AI into your content marketing workflows, consider this your gentle nudge into experimentation mode. During our latest AI in Your BackPocket session — where our team gathers to share best practices — we spotlighted how different parts of our team are not just dabbling in AI, but using it to speed up workflows, boost creativity, and sharpen insights.

Here’s how our content, design, and analytics trailblazers are using AI right now. 

Editorial: Faster, Clearer, Smarter Content

From science-speak to sixth-grade level
Senior content manager Amy Berstein, one of our editorial pros, is using ChatGPT to repurpose highly technical or scientific content into language that’s crystal clear even for a sixth grader. She’s tested it live at an event, snapping a photo of a research abstract and having ChatGPT break it down for a general audience. For content marketers balancing expertise with accessibility, this kind of AI-assisted translation really speeds up editorial workflows.

Formatting workflows on fast-forward
Meanwhile, Matt Schur, senior content manager, has found his AI sweet spot in formatting. One of the healthcare magazines he oversees publishes multiple continuing education articles every issue. People with science backgrounds — i.e., not professional writers — are submitting these features, meaning they haven’t been trained on how to format and cite sources properly. Some of these articles can have upwards of 20 references. Styling every reference and citation according to the publication’s rules used to take several hours every issue. ChatGPT cuts that formatting time to a couple of minutes.

Design: From Blank Canvas to Honed Concept

Prompt, refine, repeat
When stock imagery just doesn’t cut it, Gretchen Rund, senior art director, turns to Adobe Firefly to help visualize complex concepts. Her approach is all about iteration — tweaking prompts until the visuals align with the creative vision. It’s early-stage exploration powered by AI, and it’s helping her push past the blank canvas faster than ever.

Enhancing (not replacing) the creative touch
Senior art director Donovan Foote is putting AI to work inside Photoshop — not to create new images, but to improve what’s already there. Think: removing low-res artifacts, extending awkward crops, and boosting visual quality. It’s the kind of fine-tuning that can normally eat up hours, now handled in a few keystrokes.

Analytics: Data Storytelling with a Human Lens

Helping data make sense (but not taking it at face value)
Senior digital marketing manager Justine Savage’s approach to AI and analytics is cautious but clever. She’s been using ChatGPT to help interpret paid ad performance data — feeding it small batches of numbers and using the output to cross-check her own analysis. The key here isn’t outsourcing the insight, but using AI to accelerate clarity and uncover angles she might have missed.

What These Teams Have in Common

Whether it’s transforming how we edit articles, create visuals, or analyze data, one theme runs through all these examples: AI isn’t replacing anyone’s work; it’s enhancing it. Each marketer is staying firmly in the driver’s seat, using AI as a tool to go faster, deeper, or more creatively.

So if you’ve been waiting for the “perfect” prompt, workflow, or tool to try — stop waiting. Try something. Test an idea. Be like Justine and remain curious. Be like Gretchen and embrace imperfection as part of the process.

Ready to build your own AI-powered workflows?

Whether you’re in content, design, or analytics, we’d love to help you think through how AI can support your team’s goals. Reach out if you need support developing smart, practical AI workflows that actually work for your day-to-day.