FAQ: How Pace uses AI

1. Why is Pace using AI in content marketing?

AI helps us move faster and smarter, while letting us stay true to human creativity, brand voice and emotional resonance. It allows us to scale personalized content experiences, generate insights quickly, and test ideas rapidly, without losing the art and craft that great storytelling demands.

2. Does AI replace human creativity at Pace?

Absolutely not. AI is the engine, but our people are the drivers. We take a human-in-the-loop approach and use AI to enhance creativity, not replace it. Human insight, emotional intelligence, and storytelling are at the heart of every piece of content we produce.

3. What kind of AI does Pace use?

We’re in a period of rapid technological transformation, and our list of approved AI tools and platforms will evolve accordingly. But broadly, we focus on three types of AI:

  • Predictive AI for forecasting trends and analyzing data. Many of our media and analytics tools are supported by AI.
  • Generative AI for helping develop, edit and version content.
  • Agentic AI is something we’re watching, but it’s not a core part of our workflows today.

4. Where in the content lifecycle does AI show up?

Pace uses AI to elevate, not automate, content. We use it across the board, from planning through creation, distribution, optimization and management. Some of the places we can apply AI:

  • Strategy: Accelerated research, trend detection, forecast modeling and audience insights
  • Content Development and Creation: AI-assisted outlines, drafts, image manipulation, video and audio editing, SEO support, etc.
  • Distribution: Email subject line testing, development of channel best practices, testing approaches and metadata optimization
  • Measurement: Performance tracking, predictive analytics, date hygiene and organization, analytics code and tagging parameters

5. How do you make sure AI doesn’t compromise brand voice?

Everything is reviewed by humans who are intimately familiar with brand guidelines to safeguard voice, consistency, audience relevancy, and emotional resonance. When permitted, we train AI with custom prompts tailored to each client’s tone and editorial standards.

6. Will my content be 100% AI-generated?

Never. We use AI to assist in content development and creation, but final deliverables reflect the substantial input of expert strategists, editors, and creatives to ensure originality and brand alignment.

7. How does AI help improve content performance?

AI accelerates testing and iteration. For example, we can do A/B testing at scale and evaluate multiple iterations of subject lines and ad variables, quickly finding out what works best. It also enables more sophisticated segmentation and personalization, which boosts engagement. And using predictive AI frees up our strategists and analysts to spend more time on smarter briefs and enhanced program consultation.

8. What tools do you use, and are they secure?

We use only industry-standard, Pace-approved AI tools that are carefully vetted and fully licensed. All are selected to meet our standards for quality, security and compliance, and we block all other AI tools from our network. We don’t allow any AI system to train on confidential client information or identifiable customer data, so your content and information remain private and protected. We only use generative AI tools when we have explicit written permission from our clients. The list of tools we use evolves over time; we’re happy to let you know what we’re currently using.

9. How is Pace training its team on AI?

We’ve rolled out mandatory agency-wide education that covers essentials like copyright compliance, best practice guides, prompt writing workshops, and role-specific AI upskilling. We even created a new role: the AI-Safe Content Reviewer, focused on reviewing and safeguarding all AI-assisted work to ensure it abides with client agreements and copyright laws.

10. Can AI help my content rank better on search engines?

Yes. We use AI to optimize for SEO by identifying the right keywords, improving metadata, and analyzing competitors, all while ensuring the content remains human and meaningful. This is especially important as the focus of search shifts away from keywords and toward intent, as with AI-powered chatbots and AI Mode in Google search.

11. How does AI impact campaign timelines?

It shortens them. AI automates repetitive tasks like initial drafting, metadata creation, or social copy generation. This gives our teams more time to focus on high-value strategy and creative.

12. What about originality? Won’t AI make everything sound the same?

Not with us. Our editorial teams ensure that every piece feels original and aligned to your brand. AI gives us a starting point, but the final work reflects human insight and creativity.

13. What if I’m not comfortable with AI in my content?

That’s okay. We tailor our approach to client preferences and provide full transparency on when, where, and how AI is used. You’re always in control, and we’ll never use AI where it isn’t welcome.

14. How do you navigate copyright issues with AI?

We treat all AI-generated content as directional rather than final creative. We make sufficient human changes to ensure originality and adherence to brand standards. We save all prompts, AI outputs and subsequent edits. All AI-assisted assets are reviewed by trained content reviewers to ensure that they meet our standards and comply with current copyright law so full copyright can be transferred to you.

15. What’s next for AI at Pace?

We’re exploring tools for video personalization, dynamic storytelling, and smarter campaign management. But we’re doing it carefully, evaluating every tool for ethics, effectiveness, and fit with our human-led approach.

Still Have Questions?

Let’s talk about how AI can fuel love for your brand without losing your voice. We’re here to help you create what’s next—together.