How AI is changing the approach to content creation

25/ 09/ 2026

On 24 September, the European Business Association’s Marketing and Communications Committee, together with the Task Force, held a webinar entitled “AI Content Workflows: How Content Creation, Adaptation and Scaling Are Changing”. Anastasiia Doroshenko, COO at Task Force, spoke about how AI is changing the approach to content creation — from the initial brief to the final deliverable. Today’s AI is better at understanding context, culture, style and technical constraints. This enables the same content to be adapted for different audiences, markets and formats. Instead of creating each version separately, companies can use one core piece of content and systematically adapt it to specific needs. At the same time, effective scaling requires not only access to AI tools, but also a well-designed workflow and a clear understanding of where human involvement is needed. The webinar also covered practical cases of using AI for translation, editing, localisation and multimedia content, including examples from Asters, Monarch and the EBRD. One of the key takeaways from the webinar was the gradual move towards a model in which the output of one AI system is reviewed by another, with humans stepping in where their expertise and professional judgement are required. AI is therefore gradually moving from being a standalone tool to becoming an integral part of a broader workflow. For marketing and communications teams, this means an opportunity to create and adapt content more quickly, scale it across different audiences and channels, while maintaining professional oversight of the final output.

On 24 September, the European Business Association’s Marketing and Communications Committee, together with the Task Force, held a webinar entitled “AI Content Workflows: How Content Creation, Adaptation and Scaling Are Changing”.

Anastasiia Doroshenko, COO at Task Force, spoke about how AI is changing the approach to content creation — from the initial brief to the final deliverable.

Today’s AI is better at understanding context, culture, style and technical constraints. This enables the same content to be adapted for different audiences, markets and formats. Instead of creating each version separately, companies can use one core piece of content and systematically adapt it to specific needs.

At the same time, effective scaling requires not only access to AI tools, but also a well-designed workflow and a clear understanding of where human involvement is needed.

The webinar also covered practical cases of using AI for translation, editing, localisation and multimedia content, including examples from Asters, Monarch and the EBRD.

One of the key takeaways from the webinar was the gradual move towards a model in which the output of one AI system is reviewed by another, with humans stepping in where their expertise and professional judgement are required.

AI is therefore gradually moving from being a standalone tool to becoming an integral part of a broader workflow. For marketing and communications teams, this means an opportunity to create and adapt content more quickly, scale it across different audiences and channels, while maintaining professional oversight of the final output.