Problem:
Gregory led a content team that developed special reports for a national insurer. It was a highly collaborative process—often involving complex data, expert interviews, and multiple rounds of refinement. Multiple iterations made the content better, but a lot of time and energy went into first drafts, which were often discarded.
Solution:
Gregory spearheaded the adoption of a generative AI workflow to streamline the early content development phase. Using a “human-in-the-loop” process, the team fed structured inputs into a generative AI tool—including themes and relevant background material. The AI produced rough first drafts, helped brainstorm narrative angles, and suggested reliable sources. From there, Gregory’s team stepped in to refine and fact-check the content, shaping it into polished first drafts ready for expert review.
Subject matter experts often replaced AI-sourced references with more authoritative or proprietary studies—but the initial drafts helped spark ideas and made it easier for experts to respond. Most of the content evolved significantly from the AI draft, but using generative AI for ideation and structure accelerated the process and provided a stronger starting point for collaboration.
Results:
The AI-assisted workflow increased content velocity without compromising quality. For example, it cut 10 business days from the development of a special report. It helped the team move faster from idea to first draft, created more meaningful engagement with subject matter experts, and allowed reports to hit the market sooner—without sacrificing rigour or credibility.
