Curative

Things AI can do to improve your marketing workflow: 1. Run a legal-risk pass on drafted comms to get a quick directional read on something — then still loop in the actual legal team. 2. Pull market research from across the web — then kick the tires on the findings. 3. Personalize marketing collateral for different audiences – but still review before hitting “send.” 4. Pressure-test messaging against a specific audience before it ships ("read this the way a skeptical broker would”) — then make sure you agree with the outcome. 5. Draft a brand style guide you can use for initial alignment — then fine tune the final version with a human eye. If you’re sensing a theme here, it’s the final step that Jessica Scodary at @Curative, and we here at storyarb, stay committed to in marketing… ✨oversight ✨ More in this week’s The Standard...

“If you can’t beat ‘em, join ‘em” should NOT apply to brand voice. And AI will happily write you into the middle of the pack. Jessica Scodary is VP of marketing at @Curative, a health insurance startup built on $0 copays and deductibles. She’s up against the big dogs, but knows regurgitating versions of the same old messaging isn’t the way to outrun them. Which is why, when deciding how much of a human touch is needed in various aspects of marketing, Jessica likes to ask: Is the goal of this task speed, or distinctiveness? Here ya go, AI, sprint ahead: 🤖 everyday internal comms 🤖 repeatable processes (like campaign briefs) 🤖 rote reporting updates Human driven, requiring specificity and voice: ✍ PR ✍ brand development and crisis comms ✍ product launched ✍ anything brand-defining “You shouldn’t measure the success of your AI implementation program purely by the amount of AI used,” Jessica tells us. “You should measure by the effectiveness of the output.” How to build a marketing motion for efficiency gains without brand losses in this week’s The Standard: bit.ly/4hmOvzx