Rethinking Content Strategies with AI: Insights from Lance Cummings

Written by
Barb Mosher Zink

Content creation has become a multifaceted operation that demands more than just good writing. As Lance Cummings, an AI content strategist and professor of professional writing at UNC Wilmington, shares in a recent episode of the Content Matters podcast, the integration of AI into content workflows is reshaping the way we approach writing, collaboration, and distribution. Below, we unpack his key insights into content strategies, AI’s evolving role, and why writers remain pivotal in this dynamic landscape.

The Evolution of Content: From Writing to Workflows

For Lance Cummings, writing has always been more than just putting words on paper. He views it as a workflow-driven process where understanding people, context, and technology is critical. Reflecting on his early experiences with AI, he notes how tools like GPT-2 sparked his interest in exploring AI's potential in content operations.

“It’s not just about generating text; it’s about fitting AI into every part of the workflow—brainstorming ideas, organizing thoughts, and optimizing delivery.”

This perspective redefines writing as a collaborative and technologically enriched activity. Lance argues that the traditional “romantic” view of writing, where ideas flow unassisted from the mind to the page, no longer holds in the 21st century. Instead, he encourages professionals to see writing as a dynamic interplay of human creativity and machine intelligence.

AI Operations and Content Strategy: Finding the Right Fit

One of the critical aspects of Lance’s work is identifying how AI fits into content operations. He draws parallels between content operations and AI operations, describing both as ecosystems of people, processes, and technologies. Successful AI integration, according to Lance, requires an understanding of workflows.

“If you don’t know your workflows, you’re going to have a hard time picking the right AI tools.”

Smaller teams, he advises, can achieve significant results with basic tools like ChatGPT. However, large organizations may need custom AI solutions that align with their specific workflows. Lance emphasizes the importance of experimentation, urging teams to start small and gradually expand their use of AI tools.

Building AI Literacy: From Prompts to Machine Rhetoric

AI’s potential is vast, but using it effectively requires a deep understanding of its capabilities. Lance frequently highlights the need for “machine rhetoric,” a concept he describes as persuading AI systems to produce desired outcomes through well-crafted prompts, structured content, and fine-tuned models.

“Prompt engineering is not just about writing magical commands—it’s about analyzing context and optimizing inputs for better results.”

This approach bridges the gap between technical and creative aspects of content creation. For Lance, teaching students and professionals how to prompt effectively is about instilling analytical and rhetorical skills that remain relevant even as AI technology evolves.

The Emerging Roles of Writers: From Creators to Content Engineers

The rise of AI is transforming traditional roles in content creation. Lance observes that writers are becoming content engineers and designers—terms that highlight their involvement in backend processes like structuring content and designing knowledge bases. This shift underscores a broader trend where the value of a writer is measured not just by their ability to generate text but by their capacity to collaborate with technology and optimize workflows.

“Our root skill is not in the text we generate but in how we create environments where content can flourish.”

Despite concerns about AI replacing human jobs, Lance believes writers and creators will remain indispensable. Their ability to understand context, analyze outputs, and shape AI systems ensures they play a central role in the future of content.

Becoming Builders, Not Users

Lance champions a proactive mindset when working with AI. He advises professionals to go beyond passive usage and experiment with customizing AI systems to suit their unique needs.

“Be a builder, not just a user. Shape the out-of-the-box models to reflect your workflows and context.”

This builder mentality, he suggests, allows businesses and individuals to unlock AI’s full potential, creating tailored solutions that enhance productivity and creativity.

AI’s Role in Shaping the Creator Economy

AI’s influence extends beyond traditional business environments. Lance sees parallels between the Creator Economy—a burgeoning movement where individuals create and monetize content directly—and the role of rhetoric in ancient Greece. In this digital age, creators wield immense power by establishing credibility and authenticity, traits that resonate deeply with their audiences.

“As AI integrates into the creation process, the challenge becomes maintaining authenticity while leveraging technology. Creators will need to adapt and evolve their ethos to thrive.”

A Collaborative Future for Content Creation

Lance Cummings’ insights remind us that AI is not a replacement for creativity but a tool that amplifies it. By integrating AI thoughtfully into content strategies, professionals can enhance collaboration, optimize workflows, and deliver more impactful results.

Curious to dive deeper into Lance’s perspectives? Listen to the full episode of the Content Matters podcast for an in-depth discussion on AI, content strategy, and the future of writing.

Subscribe to our monthly newsletter. Get the latest insights and tips on content strategy.

By subscribing you agree to with our Privacy Policy.
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.