Q: How?
A: When talking about workflow efficiency, it’s tempting to imagine AI as a one-size-fits-all solution that can be applied instantly to streamline processes. Reality, however, is different. A workflow is the sequence of steps, decisions, and interactions that move a piece of work from concept to completion. In publishing, this includes briefing, content creation, editing, design, approvals, and distribution. Before bringing AI into the mix, organisations must ask themselves two key questions: is AI genuinely fit to improve this step in the workflow and is AI truly necessary, or would human oversight or structural changes be more effective?
Inefficiencies usually do not stem from the absence of AI but from poorly defined roles, outdated systems, or bottlenecks created due to unclear communication. For example, if an editorial team is uncertain about who approves final copy, adding AI tools will not solve the underlying problem. In such cases, human intervention — clarifying responsibilities, improving collaboration, and ensuring consistent standards — before introducing automation is essential. AI offers an opportunity and can serve as an accelerator to review your existing workflows. Optimise all steps but apply AI only where it makes sense — not because it’s available.
Once the foundation is in place, AI can indeed transform workflows in powerful ways. Take layout automation. AI-powered tools can remove repetitive layout tasks such as resizing frames and automatically place stories on the page using the most suitable article shape. This means fewer people are (or should be) involved in the process because, due to the high-quality AI output in these types of tasks, only final creative touch-ups are required. The result? Faster production, less manual effort, and more time for designers to focus on creativity.
Copy automation provides another valuable example. Publishers frequently need headlines, subheadings, and teasers adapted for different platforms (newsletter, homepage, social feed). AI can generate suggestions based on the tone, style, and performance history of similar content. Copy automation doesn’t replace the editor’s voice but offers a draft or a set of options to polish.
Similarly, AI can make standardised changes such as shortening text to fit character limits, optimising keyword placement for search engines, or ensuring consistent formatting across publications. The real advantage comes from using AI within the publishing tool itself, avoiding the need to switch between external apps and keeping the entire workflow seamless, efficient, and under editorial control.
Is AI required for every improvement? Sometimes, a simple template or revised editorial guideline may save more time than an AI tool will. For example, if editors repeatedly adjust texts for time-sensitive updates, creating a structured workflow with pre-approved language may be more effective than relying on AI rewrites. It’s important to carefully evaluate where AI adds real value versus where human insight or small organisational changes could suffice.
It’s not just about what AI can do, but about what AI should do within the specific context of the publisher. By identifying repetitive, low-value tasks — whether in image editing, copy adaptation, or standardised formatting — publishers can allow AI to do the heavy lifting, while humans bring creativity, nuance, and editorial judgement. When sensibly implemented, AI becomes a trusted assistant that accelerates workflows and reduces friction, rather than a blunt tool applied indiscriminately.
Q: What are your three top tips?
Publishers wanting to harness the true potential of AI around workflow efficiency, should approach implementations strategically. The following tips are designed to ensure that AI adoption supports the publishing process.
1. Decide what you want AI to do — and what not. The first step is clarity. Publishers operate within a specific business context with its own automation tolerance level. While a lifestyle magazine may be comfortable using AI to generate multiple versions of a headline, a financial journal may require every word to be reviewed for compliance. Publishers must set boundaries and priorities: where is AI acceptable? Where should human judgement be in charge? AI can bring speed and scale, but it may also reduce nuance or originality. Understanding what matters most to brand, audience, and editorial integrity allows publishers to use AI responsibly.
2. Implement AI in cooperation with the editorial team. The success of AI adoption depends on people, not technology. If editors, designers, and journalists — who will interact with AI tools daily — feel threatened or sidelined, they’ll resist. But when engaged, well-trained, and comfortable using AI to reduce drudgery, excitement grows. In short: collaborative rollout is essential. Through workshops where teams test AI features on real assignments, feedback loops to refine tools, and transparent communication about goals and limitations. By making staff co-owners of the AI journey, publishers can build trust and ensure smoother adoption.
3. Define clearly what’s an AI process versus a creative process. Finally, publishers must draw a clear line between tasks for AI and tasks requiring human creativity. AI processes are typically rules-based, repetitive, and data-driven: resizing images, generating metadata, or proposing headline variations. By comparison, creative processes such as writing investigative journalistic copy, or making editorial choices about sensitive topics, involve judgement, originality, and an understanding of audience context. By defining which tasks belong to AI and which remain human, publishers prevent confusion and over-reliance on AI, and set boundaries that protect quality and ensure accountability.
These tips create a balanced approach: clarity about the role of AI, collaboration in implementation, and boundaries between machine processes and human creativity. The result is a thoughtful integration of AI into your publishing workflow, not simply replacement of human effort. AI brings efficiency, consistency, scale... and room for humans to focus on creativity, judgement, and audience connection.
Tom and the other contributors to our AI Special took part in an ‘AI Special – Q&A’ webinar on 18th November. You can watch a recording of the webinar by registering here
WoodWing provides the technology for publishers to create exceptional content — at scale. Our integrated solutions allow you to create, collaborate on, and manage content in one experience, enabling a shorter time-to-market, and easy optimisation for every channel. WoodWing was founded in 2000 and has a global workforce exceeding 200 employees.
Website: www.woodwing.com
LinkedIn: www.linkedin.com/company/woodwing
This article was included in the AI Special, published by InPublishing in October 2025. Click here to see the other articles in this special feature.
