A three-tier AI content production model to meet the demands of your business

by Megan Arnold

Generative AI requires a tiered content production approach to maximize its potential. This is dramatically different from today’s methods of translating corporate strategy into messaging, copy, design, and review phases regardless of the type of content. To account for the impact of generative AI, as marketers we need to understand specifically the roles and responsibilities of AI in the production process and organize our teams and work streams accordingly. In an AI-driven content organization, three tiers of content exist that require different levels of management: original works, derivative works, and long-tail works. 

With AI-enabled content creation, organizations should build a different production process for three different types of content.

Tier 1: Original Works Creation

In the first tier, human-led efforts play a crucial role in developing foundational assets such as brand guidelines, messaging frameworks, value propositions, and personas. These original works serve as the source material for generative AI to create derivative content. Human involvement ensures strategic vision, creativity, and the incorporation of changes in corporate strategy, product updates, market feedback, and institutional knowledge.

Tier 2: Derivative Works Generation

In this tier, generative AI tools utilize the original works to produce derivative content that can be consumed by the target audience. The AI-led process allows for an infinite number of permutations, tailoring the content to specific segments, industries, and use cases. Human input is essential to curate and guide the AI's output, ensuring accuracy, relevance, and brand integrity.

Tier 3: Long-tail Works

In the final tier, generative AI takes center stage in producing long-tail assets, including call scripts, social posts, sales outreach emails, blog posts, and more. These assets often have limited use and are temporal, requiring personalization and customization for establishing a human-to-human connection with prospects. Generative AI empowers individual sales representatives to create authentic and relevant content in a decentralized fashion.

The three-tier content production model harnesses the capabilities of generative AI while incorporating human creativity and strategic direction. By capitalizing on generative AI's strengths at each tier, B2B marketing organizations can achieve unprecedented levels of content personalization and customization. This collaborative approach empowers marketers to connect with customers on a deeper level, driving engagement, and building long-lasting relationships.