AI playbook for comms leaders in APAC

Turn AI from scattered experiments into a practical, safe and scalable part of how your communications and marketing teams work every day.

Archetype’s AI playbook is a structured programme that gives you a clear view of where you are today, a realistic roadmap, and the training and guardrails your teams need to execute.

Talk to us about the AI playbook

What is the AI playbook

The AI playbook is a 6 to 12 week engagement for communications and marketing leaders who want to stop tinkering with AI tools and start using them in a deliberate, governed way across PR, content, social and campaigns.

It combines three core elements:

  1. Assessment - where AI is already being used, what is working, and where the risks sit.
  2. Design - a practical roadmap, workflows and use cases that fit how your teams actually work.
  3. Enablement - training, templates, prompts and governance so the playbook does not just sit in a drawer.

Problems the AI playbook is built to fix

  • Your teams are experimenting with AI in pockets, but there is no consistent way of working.
  • Legal, risk or IT are nervous about AI, so everything moves slowly or stalls.
  • You have pockets of training, but nothing that translates into changed day to day behaviour.
  • You lack a clear view of where AI can actually save time or improve quality in comms workflows.
  • Vendors keep selling platforms and licences, but no one is responsible for adoption or impact.

Who the AI playbook is for

This offer is designed for:

  • Communications, marketing and corporate affairs leaders in Australia and across APAC.
  • Regional teams who sit between global HQ guidelines and local market realities.
  • Brands that already use tools like ChatGPT but want a serious, governed approach.
  • Organisations that need to balance speed and innovation with privacy, security and reputation.

What you get from the AI playbook

The exact format is tailored to your organisation, but typically includes:

1. AI readiness and risk assessment

  • Interviews and surveys with leaders and practitioners across comms, marketing and digital.
  • Audit of current AI usage across tools, teams and markets.
  • Risk and opportunity mapping, including data, reputation and operational risks.

2. Priority use cases and workflows

  • Shortlist of priority AI use cases across PR, content, social and campaigns.
  • Mapped workflows that show where AI fits alongside your existing processes and tools.
  • Example prompts, templates and operating guidelines your teams can use from day one.

3. AI governance and policy foundations

  • Draft AI usage principles for communications and marketing teams.
  • Guidance on data handling, human review, transparency and model limitations.
  • Roles and responsibilities for AI ownership, oversight and continuous improvement.

4. Training and enablement

  • Live training sessions for your teams on applied AI for comms and marketing.
  • Role specific playbooks for PR, content, social and digital teams.
  • Train the trainer support so you can embed the playbook after the engagement ends.

Typical 8 week AI playbook timeline

Weeks 1 to 2 - Discovery and assessment

  • Kick off workshop with your leadership team.
  • Stakeholder interviews and team survey.
  • Audit of current tools, data and workflows.

Weeks 3 to 4 - Use cases and roadmap

  • Identify and prioritise high value use cases.
  • Design pilot workflows and success metrics.
  • Draft your AI roadmap for comms and marketing.

Weeks 5 to 6 - Governance, policy and playbook

  • Define AI principles, guardrails and risk controls.
  • Document role based playbooks and workflows.
  • Align with legal, risk and IT where required.

Weeks 7 to 8 - Training and handover

  • Run training and use case labs with your teams.
  • Refine the playbook based on feedback.
  • Agree next steps for pilots and ongoing support.

Why work with Archetype on your AI playbook

  • Deep comms and marketing experience - we specialise in tech and B2B brands that need to move quickly without creating unnecessary risk.
  • Applied AI focus - we work with large language models every day, across PR, content, social and digital, not just in theory decks.
  • APAC first - we understand global to regional dynamics, and how to adapt AI policies and playbooks for different markets.
  • Change and adoption built in - we focus on behaviour change, training and ownership, not just producing another PDF.

Frequently asked questions

How is this different from AI training

A one off training session might introduce your teams to new tools, but it rarely changes how work gets done. The AI playbook is a structured programme that covers assessment, design, governance and enablement, so training is tied to a clear roadmap and set of guardrails.

Do we need to pick a specific AI platform first

No. We start by looking at your existing tools, policies and risk appetite. The playbook can be platform agnostic or aligned with a specific stack such as Microsoft, Google or OpenAI, depending on your environment.

Can you work with global guidelines we already have

Yes. Many clients already have high level AI principles from global HQ. We translate these into practical behaviours, workflows and training for comms and marketing teams in APAC, and highlight where local nuance is needed.

What size organisations is this for

The AI playbook works well for both regional teams in large enterprises and growing tech brands that want to get ahead of AI governance. We scope the work to match your size, complexity and timelines.

Ready to put a serious AI playbook in place

If you want your comms and marketing teams in APAC to use AI with confidence, not guesswork, let us help you design and embed the right playbook.

Book an AI playbook conversation