Using AI to Build More Creative Workflows

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Introduction

# Christine Royston, CMO at Wrike, reveals how marketing teams are transforming creative collaboration through AI-orchestrated workflows. With experience leading marketing at Dropbox, Salesforce, and Cisco, Royston brings deep insight into how enterprise organizations can move beyond using AI for simple task automation to building intelligent systems that amplify team creativity. Her perspective on balancing pla ed themes with reactive agility offers a roadmap for marketers struggling to adapt to the rapid pace of change in 2025.#n#n1

The Shift from Campaign Thinking to Always-On Orchestration

# Traditional quarterly pla ing cycles are becoming obsolete as markets demand faster response times. Royston emphasizes that marketing teams must "balance pla ed themes with being reactive to hot topics popping up in the market." She recommends holding 15-20% of team capacity for emerging opportunities rather than pla ing to 100% capacity. This shift requires moving away from rigid campaign structures where "everything needs to be in this little box" to continuous workflows that allow teams to jump in and adjust without starting and stopping projects.#n#n1

Building Scalable Workflow Systems

# The key to successful orchestration lies in standardizing repeatable processes while maintaining creative flexibility. Royston explains that workflows for webinars, blog posts, and other content types follow consistent steps - "you're identifying a topic, finding speakers, creating a deck, having dry runs." By building these standard workflows, teams eliminate the constant question of "what's the next step?" and can focus creative energy on the unique aspects of each project. This approach creates more time for ideation and strategic thinking rather than process management.#n#n1

Context Engineering for AI-Powered Creativity

# Effective AI orchestration requires providing rich context to both human teams and AI systems. Royston stresses the importance of ensuring teams have "access to the ICP care abouts, research, and summaries of customer conversations." This context becomes critical when using AI for personalization - allowing teams to create industry-specific, department-specific, or individual-level customizations based on engagement data. The goal isn't just automation but intelligent adaptation based on performance metrics and audience behavior.#n#n1

Maintaining Quality Through Human Oversight

# While AI handles routine tasks and first drafts, human judgment remains essential for brand consistency and creative quality. Royston advocates for "keeping humans in the loop" especially when building new workflows. Teams need to evaluate whether AI outputs match expectations and provide feedback to refine the system. This human oversight ensures that automation enhances rather than replaces the creative process, maintaining the taste and judgment that resonates with audiences.#n#n1

Essential Tools for Marketing Orchestration

# Royston highlights three critical technology categories for modern marketing teams. First, AI-powered SDR tools like Qualified optimize website experiences while preserving human resources for complex conversations. Second, generative engine optimization platforms like Profound provide insights into AI search visibility as organic traffic patterns shift. Third, modern webinar platforms like Goldcast enable content repurposing and maximize engagement through video. These tools work together to create an integrated system that scales marketing efforts while maintaining quality.#n#n1

Key Takeaways for Marketing Leaders

# The path to effective AI orchestration starts with focus and prioritization. Royston warns against trying to automate everything at once, instead recommending teams identify workflows that are "ripe for automation" based on resource intensity and expected impact. Success requires building workflows with enough detail - breaking complex tasks into smaller, concrete steps increases success rates. Most importantly, whether using AI or manual processes, the guiding principle remains constant: "putting the customers first" ensures marketing efforts create genuine value rather than just operational efficiency.#n#n1