AI and ChatGPT transformation for communications and marketing teams in APAC

Archetype APAC’s AI practice supports organisations across strategy, governance, training and activation. This page focuses on one of our core offers: AI and ChatGPT transformation for communications and marketing teams in APAC. Archetype helps communications and marketing teams in APAC turn AI and large language models into everyday tools that improve how work gets done.

We focus on practical, responsible use of AI for PR, content, social and campaigns, with a particular emphasis on ChatGPT and applied large language models. Our work is designed for teams that need more than experimentation, and want AI embedded into how they plan, create and report.

If you are looking for AI and ChatGPT support for communications and marketing teams in APAC, this is where we operate.

Who we work with

We support organisations where communications and marketing are knowledge heavy and highly visible, including:

  • Global and regional B2B tech brands
  • Platforms, SaaS and enterprise software companies
  • Financial services, fintech and climate finance institutions
  • International organisations, multilaterals and NGOs
  • Agencies and in house teams running complex multi market programmes

We typically work with:

  • CMOs and communications leaders
  • Heads of digital and transformation
  • Marketing operations and enablement teams
  • PR, content and social leads

What we do: AI and ChatGPT for comms and marketing

We focus on making AI usable, safe and embedded in real workflows, not just pilots.

AI strategy and guardrails for comms and marketing

  • Assessment of how your teams are already using tools such as ChatGPT
  • Clear principles for AI use in communications and marketing work
  • Practical guardrails for confidentiality, client data and sensitive topics
  • Alignment with your legal, IT and risk requirements
  • Roadmaps for phased AI adoption across comms, content, social and campaigns

The goal is to move from ad hoc usage to a clear, defensible approach.

ChatGPT training and capability building

We design and deliver training programmes tailored to comms and marketing teams.

  • Executive briefings for CMOs, CCOs and senior leaders
  • Foundations training for PR, content, social and campaigns teams
  • Advanced sessions on prompt design, chain of thought and quality control
  • Team specific training, for example for PR, social, content, paid or strategy teams
  • Train the trainer models so AI champions can support ongoing adoption

Training is practical, example driven and anchored in your work, not generic demos.

Workflow and playbook design

We help teams design and document AI supported workflows that fit how they actually operate.

Typical workflow areas include:

  • Research and background summaries
  • First drafts for media materials, content and copy, with human editing
  • Social content ideation and adaptation across markets
  • Reporting, clipping summaries and insight synthesis
  • Campaign planning support, audience analysis and concept refinement
  • Internal communications, decks and briefing materials

We create:

  • Step by step workflows
  • Prompt libraries and templates
  • Examples of good and bad outputs
  • Clear rules for review, approval and sign off

AI in multi market and APAC hub environments

For regional and global teams, we focus on:

  • Using AI to speed up adaptation of narratives and content across markets
  • Supporting translation and transcreation workflows with human oversight
  • Summarising market input, reporting and feedback for regional and global stakeholders
  • Keeping local nuance while protecting global consistency

We build workflows that reflect how hub and local teams already interact.

Change, adoption and communication

AI adoption in communications and marketing is as much about people as tools.

We help you:

  • Communicate the why, what and how of AI to your teams
  • Address fears around replacement, quality and risk
  • Identify and support AI champions across teams and markets
  • Build feedback loops so workflows improve over time
  • Report back to leadership on adoption, sentiment and impact

This makes AI a shared capability, not a side project.

What AI looks like in day to day comms and marketing

Examples of how teams typically use AI after working with us:

  • PR teams using ChatGPT to draft first versions of press releases, Q and A and briefing notes, with clear rules for editing and fact checking
  • Content and thought leadership teams using AI for outlines, structure options and alternative framings, then layering in expertise and voice
  • Social teams using AI for idea generation, variations and localisation, with human judgement on tone and suitability
  • Campaign teams using AI to summarise research, audience insight and past performance, so planning starts with a clearer view
  • Regional teams using AI to summarise input from multiple markets, and to adapt global materials for local use under guidelines

All of this is done within guardrails that respect confidentiality, compliance and brand. If you want to translate this into a visible leadership presence, explore our founder and executive narratives offer.

Why communications and marketing teams choose Archetype

Built by people who actually do the work

We are not a generic AI consultancy. We are a communications and marketing agency that has integrated AI into our own work.

That means:

  • Our examples and workflows come from real PR, content, social and campaign work
  • We understand deadlines, approvals and the realities of client expectations
  • We know where AI helps and where it creates risk or noise

You get advice and tools that make sense to practitioners, not only to technologists.

Focus on applied, responsible use

We focus on applied AI, not hype.

  • We show where AI adds value and where it does not
  • We build in human oversight, editorial judgement and quality control
  • We work closely with legal, IT and risk to stay within your guardrails

This helps you move faster without cutting corners on trust.

Regional and multi market experience

Working across APAC, we understand:

  • The complexity of multi market teams and agency ecosystems
  • Language and cultural nuance across markets
  • How AI can support, not undermine, local expertise

We design AI approaches that work for global HQ, regional hubs and local teams.

How we work with your organisation

With CMOs and communications leaders

  • Set the ambition and direction for AI in communications and marketing
  • Agree scope, guardrails and success measures
  • Align AI work with broader transformation and capability agendas

With in house teams

  • Co design workflows and playbooks with the people who will use them
  • Deliver training and coaching suited to experience levels and roles
  • Provide ongoing support as teams adopt and refine AI usage

With agencies and partners

  • Align AI use between in house teams and agencies, including Archetype
  • Agree shared guardrails, workflows and expectations
  • Avoid duplication and mismatched approaches across your ecosystem

Typical briefs we answer

Organisations usually come to Archetype with questions such as:

  • “Our comms and marketing teams are already using ChatGPT informally. We need structure, training and policy.”
  • “We want AI workflows for PR, content and social that save time without damaging quality or trust.”
  • “We need a practical AI programme for APAC that works across markets and agency partners.”
  • “The leadership team wants to see tangible impact from AI, not just experimentation.”

Frequently asked questions

Is this a technical AI implementation service?
Our core focus is business enablement: strategy, guardrails, training, workflows and change. Where deep technical build or custom integration is needed, we work alongside your internal teams or specialist partners.

Do you only work with OpenAI and ChatGPT?
ChatGPT is a major focus due to its maturity and adoption, however we are tool agnostic. We help you apply your chosen LLM tools within the constraints of your security and IT environment.

Can you support both HQ and APAC specific programmes?
Yes. We run APAC focused programmes and also plug into global AI enablement initiatives, ensuring regional needs and realities are reflected.

Do you tailor workflows to different roles and seniority levels?
Yes. Workflows for a social manager look different to workflows for an SVP of communications. We design for real roles and responsibilities.

How do you measure impact from AI in comms and marketing?
Typical measures include time saved on defined workflows, quality indicators, adoption and confidence levels, and qualitative feedback on how AI is changing the work.

Talk to us about AI and ChatGPT for your comms and marketing teams

If you want communications and marketing teams in APAC to use AI confidently and responsibly, Archetype can help you:

Contact the Archetype APAC team to discuss your organisation, current AI usage and priorities, and we will recommend an approach that fits your structure and ambitions.