How I think · AI workflow

How I use AI

I use AI to move faster on work I’ve already started, never to replace the thinking. Every piece begins with my own research, brief or rough draft, and every piece ends with a person checking it.

By Meryl D’Sa-Wilson

Where AI fits

Task	Tool	How I use it
Building on research	ChatGPT	Organizes and extends research I’ve already done
Briefs	ChatGPT	Reviews and fills out briefs I’ve started, trained over time on our priorities and messaging point of view
Images	ChatGPT	Drafts visuals for content and social
Analysis and comparisons	Claude	Compares data, pages and competitors, and helps me spot patterns

What it changed

Research for strategy and briefs used to take me 4 to 5 hours: SERP and competitor analysis, topic research and an internal linking plan. Now it takes 1 to 1.5 hours, and I spend the time I save on the parts AI can’t do, like talking to Sales and reviewing drafts with writers.

What I never hand off

Starting from nothing. I always bring a rough start: notes, an outline or a draft.
Final edits and content reviews, including feedback for my writers.
Customer quotes. They stay in customers’ own words.
Final positioning decisions.
Fact-checking.

How I check the output

I double-check every claim and ask for links to real, live sources I can verify.
I hold AI drafts to our brand guidelines for voice and tone.
If I can’t verify it, it doesn’t ship.

Where it fell short

AI made up sources, and it invented customer use cases: what it assumed customers might use a service for, not what our customers actually did. That’s why every claim needs a real, live source I can check, and why use cases come from customer calls, sales chats and our CRM, never from a model’s guess.

Bringing the team along

We built our training docs and prompt examples together as a team, so everyone uses AI the same way and to the same standard.

Two prompts I reuse

I always start with what I already have, then give the model a clear job and clear limits.

Expanding a topic cluster

We want to expand our content strategy for our CallMeClick callback service. We're seeing businesses use our services to set up internal hotlines (GSOC, global client communication, emergency hotlines, service desks), toll-free coverage in hard-to-reach regions, and so on. I want to build a content strategy that highlights our services in this capacity while reaching targeted audiences through both SERPs and AI search engines.

I currently have 1 pillar page on CallMeClick for GCF (attached PDF) and 2 supporting blogs: "What is web callback?" and "Telecom tips for enabling a global service desk hotline." Other relevant content: "How to expand global voice coverage with hard-to-get numbers."

How should I expand this cluster to incorporate new use cases and solutions to help with SEO and AEO?

Refreshing an outdated page

I want to update this GCF content page on International Toll-Free Service Provider. The content is outdated and needs a refresh.
- Keep SEO and AEO principles in mind. Core keywords: international toll-free service, ITFS provider
- Improve headers and sections
- Keep entity signals in mind: Global Call Forwarding, ITFS, international toll-free numbers
- Include use cases and our value prop (use memory for this)
- Include any other sections competitors have that we are missing

Keep reading

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