AI and transformation for marketing and communications teams

AI is reshaping how marketing and communications work, but tools on their own do not deliver change. The real value comes from clear strategy, strong guardrails, practical workflows and teams who know how to use AI with confidence. Archetype APAC helps organisations move from experiments to embedded, everyday AI across marketing, comms and creative.

This page provides an overview of our AI services for marketing and communications. For specific offers, see:

Why AI in marketing and comms needs a different approach

Generic AI programmes often overlook the reality of marketing and communications work. You have to protect brand reputation, manage sensitive information, work to tight deadlines and navigate complex approvals. You need a practical approach that fits how your teams already operate and respects your risk profile.

At Archetype APAC we:

  • Start with your objectives, workflows and constraints, not just the latest tools
  • Design AI use cases that are specific to marketing, comms and creative roles
  • Build governance and guardrails that protect your brand, data and stakeholders
  • Focus on adoption and behaviour change, not only one off pilots

The result is an AI programme that your teams trust and actually use, rather than another initiative that lives in a slide deck.

Strategy, governance and operating model

Strong foundations are essential if AI is going to scale safely. We work with leaders to set direction, define guardrails and agree how AI decisions will be made.

Our work typically includes:

  • AI strategy for marketing and comms
    Identifying where AI can support your marketing and communications value chain, from insight and planning to creation, activation and reporting.
  • Use case discovery and prioritisation
    Mapping and ranking practical use cases by impact and feasibility, then shaping a roadmap that blends quick wins with deeper change.
  • Governance, policy and risk
    Defining clear guidelines, approval flows and risk controls for AI usage, covering data handling, accuracy, transparency, tone of voice and escalation.
  • Operating model and roles
    Clarifying who owns AI at team and leadership level, how decisions are made and how AI connects with existing agency, IT and legal partners.

For organisations that need broader strategy and policy support across marketing and communications, we often recommend our dedicated service AI and ChatGPT consultancy for organisations in Australia.

Training and enablement for teams

AI only delivers value if people know how and when to use it. We focus on building confident, capable teams who can apply AI to their own work with clear guardrails.

Our programmes usually cover:

  • Role specific training
    Practical, hands on sessions for marketers, comms professionals, creatives and leaders, built around your channels, content types and approval processes.
  • Prompting and workflow skills
    Teaching teams how to design prompts, structure briefs and iterate with AI so outputs are usable and on brand, not generic and risky.
  • Playbooks and templates
    Reusable guides, prompt libraries and checklists for common tasks such as research support, messaging drafts, content outlines and reporting assistance.
  • Coaching and office hours
    Follow up sessions where teams can bring live work, troubleshoot challenges and share examples of what is working.

If your priority is to embed AI into day to day PR, content, social and campaign workflows, you can dive deeper into our specialist offer AI and ChatGPT transformation for communications and marketing teams in APAC.

Workflow, tools and AI co pilots

AI is most effective when it is embedded into the tools and processes your teams already use. We help you move from isolated experiments to integrated workflows that save time without sacrificing quality.

Our support includes:

  • Workflow mapping and redesign
    Analysing current processes to identify bottlenecks and repetitive tasks, then designing new workflows where AI plays a clear, defined role.
  • AI co pilot design
    Shaping and configuring AI assistants for specific roles and tasks, such as briefing support, content generation support, campaign planning support or reporting support.
  • Tool selection and configuration
    Working with your chosen AI platforms, marketing stack and collaboration tools to ensure they are set up correctly for real world usage and risk controls.
  • Content quality and brand alignment
    Defining standards, review steps and feedback loops so AI supported outputs stay on brand, accurate and legally compliant.

This is typically where our transformation work for comms and marketing teams goes deeper, with tailored workflows and playbooks. You can learn more on AI and ChatGPT transformation for communications and marketing teams in APAC.

AI visibility and experimentation in public channels

Generative search, AI overviews and foundation models are changing how audiences discover and evaluate brands. You need to understand how your organisation appears in this new environment and how to influence it responsibly.

Our AI visibility work focuses on:

  • Auditing your AI footprint
    Assessing how your brand, spokespeople and key themes are represented in AI tools and generative search experiences.
  • Content and structure for AI driven discovery
    Identifying the content, formats and technical foundations that help AI tools retrieve accurate, up to date and useful information about your organisation.
  • Controlled experimentation
    Designing tests that explore new AI driven formats and surfaces without undermining trust, compliance or existing channels.

For clients focused on this aspect, we usually point to our dedicated AI visibility service in the age of LLMs.

Measurement, adoption and continuous improvement

AI transformation is not a one off project. You need to understand what is working, where risks are emerging and how behaviour is changing across teams.

Our approach includes:

  • Clear success metrics
    Defining what success looks like for AI in your organisation, from time saved on critical workflows to quality, reach and campaign performance.
  • Adoption and usage tracking
    Monitoring how teams use AI, which use cases are gaining traction and where people are getting stuck or reverting to old ways of working.
  • Feedback and improvement loops
    Creating channels and routines for teams to share examples, raise issues and propose new use cases, feeding into regular updates of playbooks and guardrails.
  • Executive reporting
    Summarising progress, risks and opportunities in ways that inform leadership decisions, investment and change management.

This helps you move from isolated pilots to a culture of ongoing experimentation and learning, supported by clear data and stories.

How our AI services fit together

Our AI offer for marketing and communications combines three core service lines that can be used individually or as a connected programme:

We help you decide which combination makes sense for your structure and maturity, then coordinate delivery so you do not end up with duplicate efforts or conflicting guidance.

How we work with your organisation

We can act as your specialist AI partner for marketing and communications, or collaborate with your existing agencies and internal transformation teams.

Typical engagements include:

  • AI strategy and roadmap for marketing and communications functions
  • Development of AI policy, guardrails and governance for content and campaigns
  • Training and enablement programmes for regional or global teams
  • Design and rollout of AI co pilots and workflows for specific teams or use cases
  • Audits and optimisation sprints for existing AI initiatives and tools

We adapt to your organisational structure, whether you are centralised, regional or highly distributed, and involve key stakeholders at the right time.

Talk to us about your AI and transformation plans

Whether you are at the beginning of your AI journey or looking to scale existing pilots, we can help you move quickly and safely.

Ready to make AI part of how your teams work every day? Contact the Archetype APAC team to discuss your AI and transformation priorities and explore how our consultancy, transformation and visibility services can support your next stage of growth.