AI in Content Creation: How Enterprise Content Teams Are Using AI To Streamline Their Workflows

January 8, 2024

Before AI came along, content teams spent days researching facts, finding sources, and finally piecing them together. It's exhausting and some parts can be boring and repetitive.

Today, more brands are using AI to streamline their content production and cut out time-consuming tasks. Likewise, you can do the same—let AI do the heavy lifting while you spend time on the creative parts of content creation you actually enjoy.

How AI Is Transforming Content Creation

AI is transforming how we create content in powerful ways. With AI-powered tools, you can automate repetitive and time-consuming tasks, generate high-converting content, and gain actionable insights to improve your content strategies.

Photo by Glenn Carstens-Peters on Unsplash

Automate Time-Consuming Tasks

AI can handle many of the mundane parts of content creation, quicker than any human can. With AI, you can conduct research, gather data, and even write drafts in a matter of minutes. Tools like Hypotenuse AI can generate content on any topic by analysing data from across the web—live—with its Content Detective feature. Simply provide a prompt, enter SEO keywords, and the AI does the rest. This allows you to focus your efforts on critical thinking, creativity, and strategic work rather than repetitive research and drafting.

Generate High-Converting Content

AI models can generate content tailored to your target audience. For example, an e-commerce company could use AI to dynamically generate product descriptions targeting customers' needs and pain points. On Hypotenuse AI, all you need to do is to provide us information on your target audience, upload your product names, include specific product keywords, and the platform automatically produces SEO-optimised descriptions that speaks to your audience. This helps to drive higher engagement and conversion rates at a scale that would be nearly impossible for human writers alone.

Gain Actionable Insights

AI also provides content teams with data and insights to help improve their content strategies. For example, tools can analyse how readers engage with and respond to content. You can see which topics, content types, headlines or publishing times resonate most with your audience and use it to make data-backed decisions to optimise content for stronger engagement.

In summary, AI is enhancing content creation in major ways. With the guidance of human writers, AI tools help automate time-consuming work, generate high-converting content and provide data-driven insights. This powerful collaboration between human and machine is enabling content teams to work smarter, faster and more strategically than ever before.

Top AI Marketing Tools for Enterprise Content Teams

If you're looking to incorporate AI into your team's workflow, here are some powerful AI tools you can consider.

Descript - AI Podcast Editor

Descript allows users to record, edit, and publish podcasts assisted by AI. Unlike many podcast editing programs that utilize a traditional timeline, Descript's text-based editor lets you modify audio and video within the transcript—just like what'd you do on a word document. With a single click, you can remove filler words and background noise, incorporate voice-overs, and correct audio errors leveraging AI voice cloning, all within a single application.

Hypotenuse AI - AI Content Writing Platform

Hypotenuse AI manages and creates content for companies using AI. This includes blog articles, e-commerce product descriptions, social media posts and more. Just enter a few keywords or phrases about what you want to convey and Hypotenuse AI will generate customised copy that matches your brand voice—all in a matter of seconds. This helps free up time for your writers to focus on creative thinking and strategy.

Planable - AI Content Marketing Collaboration Tool

Planable is a one-stop AI marketing tool for content marketing collaboration and approvals. It offers AI-powered content curation to discover trending topics, hashtags and influencers in your industry. Planable’s AI can also analyse your audience and suggest the best times to post content on social media to maximise engagement. The tool provides an automated approval workflow, content templates and analytics to gain insight into how your content is performing. For enterprise marketing teams, Planable helps break down silos and streamline content operations at scale.

Midjourney - AI Image Generator

Midjourney is an AI image generator that allows users to create art and images using text prompts. Simply describe the type of image they want and Midjourney's AI model generates multiple visual options based on that prompt. This helps content creators generate custom images to accompany their blog posts, social media updates and other projects. The AI-generated images can match the tone and visual style of a company's branding.

Pictory - AI Video Creation Tool

Pictory is an AI video creation tool that allows users to generate video content with just text. Users enter a script, choose a video style and length, and Pictory's AI model generates a custom video matching that description. The AI analyses the text to determine key elements like tone, style and pacing and then generates visuals and audio to accompany the script. Pictory videos can be used for social media, ads, tutorials and more.

How to streamline your workflow using Hypotenuse AI

Here are five ways you can use our platform to reduce time spent on mundane tasks and optimise your content for better engagement.

First, research, brainstorm and generate content. Hypotenuse AI can quickly outline and draft long-form content like blog posts and shorter copies like e-commerce product descriptions based on your guidelines and initial input.

Second, repurpose existing content. Use AI to transform existing blog posts into social media content or email copies. This maximises the value of existing content and increases reach.

Third, batch create content. If you're an e-commerce brand, you can simply upload your product catalog with relevant keywords and generate product descriptions for the entire catalog with a click of a button.

Fourth, create personalised content. The AI leverages your audience data and interests to create tailored and dynamic content for different segments, improving engagement and conversions.

Fifth, get content ideas from a live stream of your top publishing sites like Hubspot, Buffer, and Forbes. Our platform identifies trends and opportunities to surface fresh and relevant content in your feed based on what's working for competitors and industry leaders.

The Future of AI in Content: What to Expect

The future of AI in content creation is exciting. AI-powered tools will continue to evolve into invaluable assistants for content teams, helping human writers craft high-quality, engaging content more efficiently.

AI will be able to handle more complex content tasks

AI writing assistants are learning how to write higher quality and more coherent articles, blog posts and long-form content. They can now generate product descriptions, email newsletters, social media posts and more. AI will continue improving at understanding context and semantics, writing in a natural, human-sounding tone and personalising content for specific audiences.

AI will enhance content optimisation and distribution

Tools will get better at optimising content for search rankings and suggesting the best keywords and phrases to target. They’ll also improve content distribution by recommending the best channels and platforms for each piece of content based on its topic and format. AI can then automatically post and share the content on those channels.

Content production will speed up

AI will help teams research topics faster, suggest outlines and content frameworks, and generate drafts. Writers can then step in to refine and improve. This will allow content teams to focus their time on high-value and creative work.

Personalisation will reach the next level

AI will get much better at analysing customer data and interests to generate highly personalised content for different audience segments. AI may even be able to generate real-time personalised content for individual customers.

The future of AI in content creation is promising. While human writers and judgment will always remain essential, AI will continue to evolve into an invaluable partner—enhancing creativity, increasing productivity and allowing content teams to achieve more. The key will be using AI tools to augment human capabilities rather than replace them. With AI and people working together, the future of content creation looks bright.


So there you have it, some of the ways enterprise content teams are using AI to enhance and optimise their content creation and management processes. As AI continues to advance, we'll see even more sophisticated tools emerge that can handle increasingly complex content tasks. But for now, even basic AI can provide huge efficiency gains and allow content teams to focus on the creative and strategic work that really matters.

If you're not already experimenting with AI in your content workflows, now is absolutely the time to start. Who knows, in a few years you might wonder how you ever lived without it!

Sushi has years of experience driving growth across ecommerce, tech and education. She gets excited about growth strategy and diving deep into channels like content, SEO and paid marketing. Most importantly, she enjoys good food and an excellent cup of coffee.

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