Case Study

AI-Assisted Promotional Content Automation

Designing a scalable enterprise production workflow that combined AI, automation, cloud production, and creative oversight.

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Executive Challenge

The demand for promotional content across Paramount’s entertainment brands continued to accelerate as marketing organizations produced increasing volumes of digital, streaming, social, and broadcast assets.

Many production activities remained repetitive, requiring editors, producers, designers, and operations teams to spend valuable time locating content, preparing projects, generating graphics, routing approvals, rendering deliverables, and managing production logistics.

The opportunity was not simply to automate production.

It was to redesign the production workflow itself.

Organizational Context

Marketing teams were expected to produce significantly more content across more platforms without proportional increases in staffing.

Rather than viewing AI as a standalone technology initiative, the organization explored how automation could strengthen creative operations while preserving editorial quality and human decision-making.

Success depended on collaboration between Production Operations, Engineering, Creative Services, Marketing, Product, and external technology partners.

Strategic Leadership

Helped shape the operational strategy for an enterprise AI-assisted production workflow.
Worked across Operations, Engineering, Creative, and Product teams to connect planning, content selection, graphics generation, review, approvals, and cloud production into a unified operating model.
Integrated Airtable, Quickture, Adobe After Effects, Frame.io, and cloud production services into a connected production ecosystem.
Built governance, user adoption strategies, operational feedback loops, and continuous improvement processes.
Designed automation around repetitive production work while preserving creative ownership and editorial control.

Business Impact

Reduced manual production effort by more than 50% for targeted workflows.
Expanded adoption across multiple Paramount entertainment brands.
Increased production capacity without proportional resource growth.
Improved workflow consistency through standardized automation.
Established a scalable foundation for future enterprise AI initiatives.

Organizational Impact

The initiative demonstrated that enterprise AI could improve operational efficiency while strengthening—not replacing—creative teams.

Editors and producers increasingly viewed automation as an operational accelerator that removed repetitive work while allowing greater focus on storytelling, editorial judgment, and creative quality.

The project also established a model for future workflow automation initiatives across the organization.

Leadership Insight

Successful workflow automation is not about removing people. It is about removing unnecessary work.

The greatest value of AI comes from orchestrating people, workflows, and technology into an operating model that allows creative professionals to spend more time creating and less time managing process.

Executive Capabilities Demonstrated

Enterprise AI StrategyWorkflow TransformationCreative TechnologyEnterprise ArchitectureCloud WorkflowCross-Functional LeadershipChange ManagementOperational ExcellenceAI GovernanceProduction Operations

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Staff and Contractor professionals organized within a centralized, multi-regional service organization.: 30+
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Production and post-production collaboration enabled across major U.S. facilities and remote teams.: Multi-Site
Estimated annual savings associated with one facility consolidation enabled by the distributed operating model.: $2M
Remote-production approach adopted as a model by other teams during the COVID-19 pandemic.: Blueprint

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Global users supported across combined managed enterprise platforms.: 20,000+

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Modernizing Media Infrastructure & Enterprise Archives

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Source marketing media successfully ingested into the enterprise archive each year.: 3+ PB/year
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