Smart Content in the Age of AI

Smart Content in the Age of AI: How Brands Can Stay Human and Competitive

AI is changing the way we create and consume content—but the brands that win will be the ones who stay human. As a marketing leader, learn how to navigate the AI landscape with a content strategy that’s ethical, scalable and still rooted in real connection. Learn how to work smarter with generative AI without sacrificing trust, tone or brand voice.

By the end of this session, participants will be able to:

• Distinguish between content tasks best suited for AI and those requiring human creativity and brand alignment.

• Assess the risks and ethical implications of using AI-generated content within regulated or trust-sensitive industries.

• Develop a hybrid content workflow that integrates generative AI while maintaining editorial oversight and brand standards.

• Construct content prompts or templates that improve efficiency without compromising tone, voice, or accuracy.

• Formulate internal messaging and training guidelines that equip cross-functional teams to adopt AI responsibly and strategically.

Melissa's Bio:

Melissa Harrison is an award-winning, international speaker with two decades of experience in business development and marketing strategy. She makes audiences laugh and inspires them with real situations and answers to dive into the things that are often scary, but necessary for growth. Melissa teaches audiences how to embrace change and engage audiences. She connects on a personal level because she’s been there before—building up companies through recessions and turnovers.

Melissa is an exceptional marketing strategist, leading content marketing programs for brands across the globe including 3M Littmann Stethoscopes, Capella University, Endeavor Air (a Delta company), Lifetouch, MN State Bar Association, SPR Therapeutics and UnitedHealth/Optum.

Host or Publisher South Dakota Advertising Federation