Strategy matters more than volume
AI can create many headline options but cannot choose a priority segment without quality context. Candidates should show how they research audiences, shape a category, select channels and stop low-value activity. Strong marketing starts with choices, not a publishing calendar.
Editorial accountability
Generated text can contain inaccuracies, generic promises or an unsuitable voice. Explore the process for checking facts, sources, legally sensitive claims and the uniqueness of the position. A named person must always own the final publishing decision.
A practical candidate task
Provide a short product brief, audience data and a limited budget. Ask for one campaign hypothesis, channel rationale, success criteria and a clear role for AI. Assess the sequence of decisions rather than the number of ideas.
Analytics and learning
AI makes reports easier to prepare but may confidently explain random movement. Marketers need to distinguish correlation from causation, check data quality and document experimental conclusions. Strong candidates explain not only success but what the team learned from a failed test.
Practical checklist
- Clear audience choice
- Evidence-based positioning
- Fact-checking process
- Named editorial owner
- Experiment metrics and learning
Frequently asked questions
Should companies ask for a portfolio of AI content?
Ask for the brief, decisions, editing and outcome. The final text alone does not reveal the candidate’s contribution.
How can brand voice be assessed?
Provide examples and ask the candidate to explain tone rules, risks and required changes.