How Attentive Uses Writer to Cut Content Creation Time from Months to Days

Attentive operates at the intersection of AI and performance marketing, helping over 8,000 brands send personalized messages to their customers at scale. As a company that markets to marketers, the bar for content quality is exceptionally high, and the volume of content required to support global campaigns, events, and product launches keeps growing.

Before deploying Writer, Attentive’s marketing team struggled with brand fragmentation as more contributors across departments began producing content. Ensuring every piece reflected Attentive’s voice and met its quality standards required manual review cycles that slowed publishing timelines and consumed senior editorial bandwidth.

Senior Director of Brand and Content Marketing Kasey Hickey led the evaluation and deployment of Writer across the marketing team. After comparing Writer against another generative AI platform, Attentive chose Writer for its data privacy commitments, intuitive user experience, and strong reputation in the content community. The team uses it for a wide range of tasks: summarizing event notes, repurposing market research into blog posts, analyzing consumer data, and ideating new content directions. The Rewrite feature lets contributors quickly polish, shorten, or adjust tone. The Voice feature enforces a consistent brand voice for international teams. The Recaps feature converts raw transcripts and event recordings into polished external assets.

The impact was immediate. In the span of one week, Hickey’s team produced three pieces of content using Writer that would have previously taken months to complete. Speed-to-market is a competitive necessity for Attentive, and Writer removed the blank-page friction that slowed even experienced writers.

Attentive’s rollout model is instructive. Principal Copywriter Hilary Henning was designated the internal Writer expert, creating training materials, running office hours, building educational videos, and maintaining a Slack channel for team questions. This human-centric adoption approach — using internal marketing to surface specific use cases and celebrate wins — drove broader enthusiasm and organizational uptake beyond the marketing function.