We know it’s important that today’s marketing leaders effectively leverage AI as a collaborative tool rather than a replacement for human creativity. While the strategy is clear, execution isn’t always seamless. This session will help you tackle the workflow challenges that stand in the way.
 
During this presentation, Ginger, Global Content Lead at SAP with 25+ years of B2B marketing experience, will guide attendees through a practical seven-step framework for integrating AI into content marketing workflows. You’ll be introduced to the innovative ""LEGO approach"" for creating modular content that can be efficiently adapted for different audiences while maintaining narrative coherence. Learn strategic prompt engineering techniques, iterative refinement methods, and verification processes to ensure content quality. 
 
Through real-world examples and humorous anecdotes, Ginger demonstrates how AI serves as a dependable coauthor that amplifies human creativity rather than replacing it, enabling marketing leaders to personalize content at scale while preserving authentic brand voice.
 
After this session, you’ll be able to: 
- Adopt a human-first approach that leverages AI as an enhancement tool, while your team retains full control over strategy and brand voice.
- Apply the "LEGO approach" to content creation and use AI to efficiently transform core messaging into modular components that can be reassembled for different industries, roles, regions, and formats while maintaining narrative coherence.
- Implement a structured workflow for effective AI implementation: strategic planning before engagement, skilled prompt engineering, iterative refinement, multi-tool comparison, rigorous fact-checking, and essential human editing to add the emotional resonance and contextual understanding that AI cannot provide.