Weeks to an Hour: Redesigning Content Production with Agentic AI Workflows

Most marketing teams have tried AI for content. Fewer have seen it hold up across a whole campaign: on brand, consistent, and ready for approval.

As Chief Product and Technology Officer at Australian fintech Humbli, Marta James and her team lived this gap. Producing one content series took four to five weeks, and quality varied widely between writers. Their first attempt at automation made each step faster, but the overall result barely changed.

The real shift came from redesigning the work, not just automating it. Today the same series takes under an hour, with people reviewing and approving at every key point.

In this session, Marta shares the learnings from that journey and the method behind it, so you can apply it to your own campaigns.

You will learn how to

• Map how content really gets made in your team, and where quality slips

• Codify your brand, briefs and standards so AI gets it right from the first step

• Redesign your workflow instead of automating the steps you already have

• Build layered quality checks, with people making the final call

• Avoid prompting fatigue and get consistent results across every channel

Who should attend: Heads of marketing, marketing and campaign managers, and content, email and social specialists across Australia and New Zealand.

Every attendee receives a practical workbook to codify their own content workflow.

About the speaker

Marta James has spent more than 20 years helping organisations rethink how they serve their customers, across automotive, retail, SaaS and fintech.

The common thread in her work is redesigning customer journeys so they are simpler for customers and easier for teams to run, with automation doing the heavy lifting. Her career spans Toyota, Myer, Whispir and Adore Beauty. At Toyota Australia, she led the CRM transformation that connected journeys across Toyota, its dealer network, Toyota Financial Services, Toyota Insurance and aftercare into one personalised customer experience.

As Chief Product and Technology Officer at Humbli, Marta turned that same thinking on content production itself, leading the team that redesigned it with agentic AI workflows. This webinar shares what they learned.

About Time Under Tension

Time Under Tension is an award-winning Australian generative AI consultancy and an OpenAI Services Partner. Since 2023, it has delivered more than 100 AI projects for brands including Asahi, AGL, Foxtel, Adairs and King Living.

The team helps organisations become AI-first: setting AI direction with leadership, training teams from executives to specialists, and designing and building AI products and agents with responsible AI at the core.

Learn more at timeundertension.ai