Writing in the age of AI
The Problem
AI and machine learning are reshaping how we write, ideate, and create.
For professional creatives, the shift feels seismic. Jobs are getting cut. Expectations are skyrocketing. AI the tools meant to “help” can just as easily drown us in generic noise and cliches.
Teams mistake speed for strategy. Quality for quantity. In a rush to keep up, they risk losing what makes communication matter in the first place: originality, clarity, and human connection.
The solution
The truth is, AI isn’t coming for creativity — it’s clearing a path for it.
The real opportunity is creating systems where AI accelerates the work — and humans sharpen it. The writers who know how to direct that orchestra won’t just keep up. They’ll set the tempo for everyone else.
Those who build creative systems around AI — and keep human judgment at the core — won’t just survive this shift. They’ll lead it.
At Muck Rack, I partnered with our VP of Brand to build a branded GPT trained on our voice and tone guidelines.
The goal wasn’t to replace writers. It was to unlock them.
Here’s how it worked.
- Custom GPT: Sales teams used a trained model to generate first-draft messaging for emails, outreach, and basic marketing needs.
- Workflow integration: Content moved into Asana, kicking off a structured workflow with built-in due dates and review stages.
- Human review: I reviewed drafts, accepting, refining, or rejecting with clear feedback — ensuring brand accuracy without endless back-and-forth.
Muck Rack GPT
Sales teams draft messaging fast using a GPT trained on Muck Rack’s voice, tone, and brand rules.
Push to Asana, Trigger Workflow
Drafts a land in Asana, setting due dates, reviewers, and clear next steps — no bottlenecks.
Review with Human Oversight
I review drafts — polishing, approving, or rejecting with feedback to keep everything sharp and on-brand.
Feedback Loop (When Needed)
If needed, updates flow back into the process quickly — no endless meetings, just fast refinements.
Launch with Confidence
Approved messaging moves into sales, marketing, and outreach — faster, stronger, brand-safe.
Outcomes.
- Sales had more autonomy and fewer bottlenecks.
- Content stayed on-brand, even without a writer touching every sentence.
- Broader teams got a real education in what “on-brand” actually means — not just a PDF they glanced at once.
- And I freed up my time to work on bigger moves: brand messaging frameworks, concepting, creative strategy.