Why Marketing Agencies should establish AI protocols for content creation

By Cam Velasco

CEO & Co-Founder
Published: Mar 8, 2024
In today's digital age, marketing agencies must navigate the complexities of AI in content creation with care. In this article, we'll explore what are AI protocols in content creation and how to establish them.
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In today’s digital age, marketing agencies must navigate the complexities of AI in content creation with care. In this article, we’ll explore what are AI protocols in content creation and how to establish them.

  • Ethical Use: Ensuring AI doesn’t perpetuate biases and remains transparent.
  • Quality Control: Balancing speed with the need for human oversight to maintain brand integrity.
  • Legal Compliance: Adhering to regulations about data use, copyright, and disclosure.
  • Building Trust: Being upfront about AI use can strengthen client relationships.

AI in content creation offers immense potential, from personalizing content to optimizing it across platforms. However, the key to harnessing this power lies in responsible implementation, guided by clear protocols that cover ethical concerns, quality assurance, and compliance. This approach not only mitigates risks but also fosters innovation, enabling agencies to deliver content that resonates deeply with audiences while maintaining ethical and legal standards.

The Current State of AI protocols in content creation

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AI can now write text that sounds pretty much like a human wrote it. This includes stuff like articles, blog posts, social media updates, emails, and more. There are tools like Jasper, Copy.ai, and ContentGalaxy that help do this. The cool part is that marketers can make a lot of content quickly and cover many topics.

But, AI isn’t perfect. Sometimes the text it writes can be a bit off or not quite hit the mark. That’s why it’s often suggested to use AI to help humans, not replace them. Humans still do the creative thinking better.

The Potential of AI in Marketing Content

Looking forward, AI could help marketers understand their customers better and make content that really speaks to them. Here are some ways AI could be used:

  • Personalized Content: AI can make messages that fit exactly what certain customers like or do. This means content that feels more relevant to people.
  • Optimized for Multiple Platforms: AI can adjust content so it works well whether it’s on a website, social media, email, and so on.
  • Data-Driven Content Strategies: AI can look at data to figure out what topics are hot, what content works best, and other helpful insights.
  • Multilingual Content: AI can translate content into different languages without needing a lot of human work.
  • Interactive Content: AI can help make content that lets people interact in new ways, like chatbots or stories where you choose what happens next.

The Need for Responsible AI Protocols

With all these cool things AI can do, there are also some worries. Things like being unfair, invading privacy, or spreading wrong information are risks we need to watch out for.

Here’s how agencies can use AI wisely:

  • Pick AI tools that are known to be good, fair, and clear. Go for ones that are well-respected.
  • Make sure there’s always a human checking the AI’s work before it goes out.
  • Be clear when content has been made with AI’s help.
  • Keep an eye on the AI and the content it makes to catch any problems early.

By being careful and ethical with AI, agencies can use it to do amazing things with their content, while making sure they’re doing it the right way.

The Problem: Risks Without AI Protocols

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Without the right rules for using AI in making content, marketing agencies could run into some big problems:

Ethical Considerations

When we use AI to make a lot of content quickly, we have to be careful about a few things:

  • AI can pick up and spread unfair biases if it learns from data that doesn’t represent everyone well. This could lead to content that’s unfair or hurts people’s feelings.
  • If we’re not clear that AI helped make the content, people might feel tricked. Being honest about AI’s role is important for trust.
  • Not saying when AI helps make content can make things seem less real or genuine.

To avoid these problems, we need to watch closely over what data AI learns from, how it’s trained, and the content it creates.

Quality and Consistency

AI can help us do more, faster, but we have to watch out for:

  • Content that’s made by AI could end up sounding the same or not quite right for the brand without a human touch.
  • As AI gets updated, the quality and style of what it makes could change, which might confuse people.
  • Without the right checks, some topics might not be covered accurately or in a way that’s useful.

Keeping things high-quality means humans need to keep an eye on things, make tweaks, and check on the AI.

Legal and Compliance Issues

Not having clear rules can also lead to legal problems:

  • Laws about privacy often say we need to tell people how their data is used and get their okay.
  • Content made by AI has to follow laws about being clear, respecting copyright, and protecting data rights.
  • Some areas of work have extra strict rules about using AI.

Having written policies and a clear way to make sure AI is doing what it should helps avoid these risks.

The Solution: AI Protocols

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Setting up clear AI protocols can help marketing agencies use AI for making content in a way that’s fair and smart. These rules should cover three main areas:

Ethical Guidelines

  • Make a set of rules about using AI that matches the company’s values about being fair, open, and responsible.
  • Use AI that learns from a wide range of data so it doesn’t unfairly leave anyone out. Keep checking to make sure it st    ays fair.
  • Always say when content is made by AI and be open about how AI tools are used.
  • Make sure there’s always a person checking the AI’s work to keep the quality high and make changes if needed.

Quality and Human Oversight

  • Keep people in charge of coming up with ideas, planning, and giving the final OK on content.
  • Regularly check the AI’s work, test different versions, and look at how well it’s doing.
  • Set up ways to keep making the AI better based on what you learn from checking its work.
  • Always have a person review content made by AI before it’s shared.

Legal Compliance and Data Security

  • Have team members keep an eye on rules about advertising and protecting people’s information.
  • Use secure ways to keep client information safe when using AI.
  • Make sure AI-made content doesn’t break copyright or other laws about who owns ideas.
  • Be clear about how you use personal information and get permission when needed, following rules like GDPR and CCPA.

By setting up these detailed rules, agencies can use AI safely while keeping an eye on risks. The main point is to always have people involved, making sure everything runs smoothly. This helps agencies stay true to high standards, ethics, and legal needs – making clients trust how they use AI.

Implementing AI Protocols

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To make sure marketing agencies use AI the right way, they need to focus on training, keeping an eye on things, checking how everything’s working, and making sure to review everything carefully.


  • Make sure everyone who uses AI tools knows how to use them responsibly. This includes understanding how to avoid unfair biases, being clear about how AI is used, and knowing about privacy.
  • Keep learning. When new rules about AI come out, everyone should get a refresher.
  • Keep track of who’s completed their training to make sure everyone’s up to speed.


  • Have some team members watch over the AI tools and what they make. Look out for any drop in quality, or if the content starts sounding all the same, or if it seems unfair.
  • Let clients and others tell you if they see anything off with the AI-made content. Keep the lines of communication open.
  • Also, keep an eye on the data and content that’s being used to teach the AI. Make sure it’s fair and correct.


  • Regularly check how the AI protocols and systems are working. This can be done by the agency itself or by someone from outside.
  • Look at the data being stored, how the AI is built, and how it decides things to make sure everything is fair, safe, and up to standard.
  • Be open about what the audits find and be ready to make changes if needed.


  • Before any AI-made content goes out, have a person check it. Look for things like quality, if it matches the brand, fairness, and if it’s true.
  • Keep updating the rules based on what you learn, what audits show, and feedback from people. See what’s working and what needs to be better.
  • Keep a record of changes to the rules, why they were made, and let people know about them.

With the right training, watching, checking, and reviewing, agencies can make sure they’re using AI in a good and careful way. It’s all about keeping an eye on things and always trying to do better, to build trust with clients and everyone else.


As AI keeps changing how we create content, it’s super important for marketing agencies to have clear rules for using it. Without these rules, the problems that come from using AI without checks could outweigh the benefits.

By setting up clear rules about ethics, making sure content is good, following the law, and protecting people’s information, agencies can really make the most of what AI offers. These rules help make sure the content matches what the agency stands for, feels real to the audience, and follows the rules of the game. They also help avoid problems like bias or sharing wrong information.

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Cam Velasco

CEO & Co-Founder

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