“What we do with AI is try to make quality content as fast as we can and make it where it’s actually enjoyable to read.”
Tony Cohn
Director of Customer Marketing at Everflow
What does it take for companies to produce quality content at AI speed?
Tony Cohn is the Director of Customer Marketing at Everflow, where he leads the company’s content production. With more than 15 years in marketing, Tony’s work centers on translating complex, jargon-heavy technology into language people can actually understand.
In this episode, Tony and Kristen explore how content functions across an organization, how partner and affiliate marketing really works, and how AI is changing the way teams produce and use content.
As AI tools make it easier to create massive volumes of content at scale, teams must navigate maintaining quality at AI speed. Tony explains that at Everflow, AI hasn’t replaced writing, but it has streamlined content production. Content processes that once took weeks—such as producing case studies—now take only days because AI handles tasks like transcription and developing the initial outline of an asset.
Critically, Tony emphasizes that without human oversight, content generated by AI risks “getting lost in a world of AI slop.” The value comes from using AI to automate repetitive tasks while relying on experienced marketers for the more strategic elements of content creation: structuring it well, presenting it clearly and accurately, and getting it to the right people. Though initially skeptical of AI, Tony now sees it as a tool that has opened a world of possibilities for how work gets done.
Expertly Said is a podcast on the art and impact of communication. Each episode features a conversation about how people connect with understand and influence one another.
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