Build a campaign brief
ObservedWhat changes
Faster synthesis from research, email and prior plans
Human role
Choose the real customer tension and commercial priority
Try nextCompare an AI draft with one successful past brief
Living role briefing
How work is changing for marketing & content
Drafting is getting cheaper. Distinctive judgment, evidence and distribution are becoming more valuable.
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Current signal
Google Docs can now match writing style and document format across more languages.
See the latest changes →The short version
The role is not moving as one block.
Repetitive preparation and synthesis are accelerating. Judgment, exception handling and accountability remain with the person doing the work. Use the task map to decide where to test and where to add a hard review gate.
What changes, and what stays human
Create first drafts
ObservedWhat changes
Low-cost, on-brand starting points
Human role
Original reporting, taste and accountability
Try nextMeasure edit burden, not word count
Repurpose content
EmergingWhat changes
High-volume format adaptation
Human role
Protect the argument from becoming generic
Try nextUse a claim checklist before publishing
Useful only when the workflow fits
Work suiteObserved
Gemini for Workspace
Increasingly embedded in Docs, Sheets, Drive and Meet, with admin controls that matter as much as the writing features.
Watch: Smart-feature settings, rollout windows and source fidelityOpen tool page →General assistantObserved
ChatGPT
Flexible across research, drafting and analysis, but the workflow needs deliberate context and verification.
Watch: Plan controls, sensitive data and unsupported factual claimsOpen tool page →General assistantObserved
Claude
Strong for document-heavy and structured work; economic research is useful but represents Claude usage, not the whole economy.
Watch: Vendor-data generalisation and workflow-specific accuracyOpen tool page →Skill move
Build this skillEvidence-led editing
The goal is not to memorise one tool. It is to build the durable capability that makes changing tools safer and more useful.
One small experiment, properly measured
- Week 1Choose one repeated, low-risk task.
- Week 2Record a human-only baseline.
- Week 3Run five AI-assisted cases and log failures.
- Week 4Keep, change or stop the workflow based on evidence.
What this role should read next
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