Marketers used to struggle with creating enough content to keep up. That was yesterday’s problem. Today, the landscape has changed. The challenge isn’t producing more; it’s ensuring the flood of AI-generated content isn’t a liability.
The push for AI has created a tidal wave of “workslop” — content that looks fine on the surface but is shallow and off-brand upon closer look. This is the new crisis in marketing: A deluge of AI material that hits volume targets but fails on quality.
The data is clear: 92% of companies cranked up their AI use for content last year, and now over half of all enterprise content has AI’s fingerprints on it. This isn’t just a trend; it’s a real problem that needs guardrails before it spins out of control.
The hidden risks behind high-volume AI content
The problem is bigger than you think. “Shadow AI” — the use of unapproved AI tools — is rampant, with 79% of organizations admitting they use multiple LLMs, creating massive governance gaps.
Generative AI is fast, but speed doesn’t equal quality. When brands rely too heavily on AI without oversight, they’re exposed to a nasty set of risks: A diluted brand voice, inconsistent tone, and flat-out factual errors that kill credibility and trust.
It’s no surprise that a majority of organizations now report moderate to high risk from unsafe AI content. The top fears are regulatory violations (51%), IP or copyright issues (47%), inaccurate or misleading information (46%), and inconsistent tone or brand misalignment (41%).
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Why AI creation alone isn’t enough
Everyone is using AI to scale, but nobody actually trusts it. There’s a huge disconnect: 97% of organizations believe AI models can check their own work, yet 80% are still stuck doing manual reviews and spot-checks.
Because AI-generated content introduces risk, scaling isn’t just about producing more; it’s about doing so reliably. That’s exactly why we’re seeing strategies shift from “How much can we create?” to “How much can we trust what we create?”
Bridging the gap: Oversight as the new frontier
So, what’s the fix? It’s simple: You need an AI to watch the AI. Enterprises need a layer of oversight on top of content creation to ensure every single piece of output is accurate, on-brand, and compliant.
AI that monitors other AI — think of Gartner’s guardian agents — empowers marketers to create content faster across the enterprise, while also maintaining control. It’s not only about mitigating the risks that come with inaccurate, noncompliant, and inconsistent content. It’s also reputational damage, loss of customer trust, legal noncompliance, and financial implications.
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Building scalable content workflows that you can trust
As companies move from AI pilots to full production, just plugging AI into old processes won’t cut it. You need to redesign your workflow so that quality keeps pace with volume.
- Strong standards and governance are essential. Your AI is only as good as your rules. AI oversight tools need to understand what to check for and what passes as quality. Clear brand guidelines, including voice, tone, and terminology, are critical to keeping content aligned and compliant.
- Redesign workflows for maximum impact. Leaders need to understand how agentic systems fit into the content lifecycle. Pilot programs help teams test new processes, build best practices, and refine how humans and automation work together.
- Trust (and measure) the process. To truly scale, your teams have to trust the process. That means closely measuring the quality of the output to prove it’s working.
- Human judgment still matters. AI accelerates content creation, but people are still essential for validation. Oversight tools free up your team by drastically reducing the amount of content that needs manual review.
You can’t afford to wait. As content volume explodes, a trustworthy oversight system is the only way to ensure that scaling up doesn’t mean watering down your accuracy, brand, or compliance.
The future of brand content: Quality at speed
Generative AI is here to stay. The brands that win won’t be the ones that create the most content, but the ones that can scale quality. Tomorrow’s leaders will integrate AI creation with AI oversight, making them masters of both scale and quality.
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