Scaling Content in the Age of AI
Why structure - not speed, defines the winners
- Article
- 3 MIN READ
- Dec 2, 2025
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Apply DigitalStaff
Summary
Generative AI has transformed brand creation, but the real winners know speed isn’t the goal—structure is. AI delivers consistent, repeatable value only when it runs within systems that provide clarity, context, and guardrails. TasteMaker, the AI-assisted content platform built for Kraft Heinz, is a clear example. Backed by more than 50 global brands and time-to-market gains of up to eight times, it proves a simple point: AI delivers real impact when it’s backed by the right foundations.
At Lightbox NYC 2025, Apply Digital Technology Director Jamie Lockie spoke about how organizations can wield the power of AI to drive content scaling in a way that delivers real value.
AI Scaling Requires More Than Models
Early AI pilots impress, but do not change how content really gets made and delivered. Most content operations were built for people, not machines. Scattered assets, messy data, and manual steps make it difficult for AI to work reliably and impossible to scale.
TasteMaker changes that by fitting AI right into existing workflows. Built to do more than generate, TasteMaker evaluates and connects to the right processes and systems. This creates a structured, trusted environment where brand rules, product info, compliance, and processes are clear—so teams can be confident.
This is responsible AI in action. It does not let models run wild but builds the framework that helps content shine without losing control or quality.
Context Is What Unlocks Creative Scale
When AI understands the brand, the work changes. With content, rules, and insights structured in systems like Contentful, teams don’t need complex prompts. TasteMaker retrieves what’s relevant automatically. Creators spend their time shaping ideas, not instructing a model.
This “promptless” approach is what opens the door to more exploration. More concepts. Faster refinement. Higher confidence.
And this is the moment where the operational groundwork turns into something more meaningful.
Brand Relevance Comes From Context
Today, the goal is to produce content people relate to and return to. Experiences worth revisiting.
Context makes that possible. When AI works inside a structured ecosystem, it can translate real behavioural signals into stories that feel timely and human. It helps brands move at the speed of culture while staying consistent with their voice, their standards, and their truth.
The result isn’t just faster output. It’s content that lands, lasts, and strengthens connection.
AI That Gives Creativity More Space
The biggest transformation shows up inside teams. When repetitive tasks disappear, and information is structured, people get more room to think. One Kraft Heinz marketer went from producing five concepts per quarter to fifty, and then focused her energy on shaping the strongest ideas. AI didn’t replace her creativity — it expanded it.
A More Mature Approach to AI Adoption
Leaders in AI-enabled content treat AI as part of their operating system. They invest in structure, governance, and workflow design because they know that’s what determines whether AI can scale.
TasteMaker reflects this shift. It shows that clarity and consistency, not just speed, are what allow people and technology to create meaningful, high-quality work together.
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