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Editor’s Note: This article explores the impact of Generative AI (GenAI) on marketing, particularly within HaystackID, a leader in legal tech and compliance. Recently featured in an EDRM podcast hosted by Mary Mack, Kaylee Walstad, and Holley Robinson, members of HaystackID’s marketing team discussed how GenAI tools like ChatGPT and MidJourney have enhanced their ability to create high-quality content more efficiently while maintaining a strong focus on security and compliance.

What stands out in this piece is HaystackID’s multi-layered Quality Control (QC) process. This rigorous system ensures that AI-driven outputs are not only accurate but also aligned with the company’s brand voice and strategic goals. For professionals in cybersecurity, information governance, and eDiscovery, the article provides an essential look at how AI can be responsibly integrated into workflows without compromising on quality or security.

The insights shared by Erin Meyer, Mary Bennett, and Jason Cassel also offer a valuable roadmap for marketing teams aiming to adopt GenAI in a secure and thoughtful manner. HaystackID’s approach serves as a model of balancing AI efficiency with the creativity and precision needed in high-stakes industries.

Industry News – eDiscovery Beat

Harnessing the Power of Generative AI to Transform Marketing Teams: One Legal Tech Example

ComplexDiscovery Staff

Generative AI (GenAI) is reshaping industries worldwide, enhancing capabilities, and introducing previously unimaginable efficiencies. Recently, the Electronic Discovery Reference Model (EDRM), a global leader in eDiscovery and information governance, conducted an insightful podcast interview with members of HaystackID’s marketing team. EDRM’s podcast, part of their mission to empower eDiscovery professionals, highlighted how the marketing team at HaystackID is leveraging GenAI to revolutionize their operations securely and responsibly.

At HaystackID, a company recognized for solving complex data challenges related to legal, compliance, regulatory, and cyber events, GenAI has become a cornerstone of the marketing team’s success. The podcast, featuring Erin Meyer, Vice President of Marketing Operations, Mary Bennett, Director of Content, and Jason Cassel, Senior Marketing Manager, offered a behind-the-scenes look at how GenAI drives content creation, design, and audience engagement strategies.

Integrating GenAI for Enhanced Marketing Capabilities

During the EDRM podcast, Erin Meyer shared how the HaystackID marketing team began exploring the potential of GenAI in late 2022. Initially met with some skepticism, the team quickly realized the advantages that AI tools could offer in terms of speed, efficiency, and creativity.

“We knew if we didn’t figure out how to leverage AI, we’d be behind the curve,” Meyer noted. Since then, GenAI has become integral to their daily operations, helping their small team operate with the efficiency of a much larger department. Tools like ChatGPT, MidJourney, and Grammarly are now indispensable for content generation, image creation, and maintaining consistency across campaigns.

GenAI in Practice: Responsible and Secure Use at HaystackID

One of the key themes discussed during the EDRM podcast was how HaystackID prioritizes the responsible and secure use of AI. Jason Cassel, Senior Marketing Manager, explained how he utilizes MidJourney, an AI-driven image generation tool, to create impactful visuals tailored to the legal tech audience.

“I craft detailed prompts to generate images that resonate with our message,” Cassel said. “The more specific the prompt, the better the results, but we never rely solely on AI. Every output is carefully reviewed to ensure it meets our creative standards and is free from unintended biases.”

HaystackID’s marketing team works closely with company leadership to ensure compliance with a robust framework that governs AI usage. This approach includes a risk assessment and policies that outline how AI should be used in alignment with HaystackID’s commitment to security and privacy.

“While AI helps us work faster, we always keep security and compliance at the forefront of everything we do,” Meyer explained. “We have strict guidelines for using these tools to make sure we protect sensitive information and stay within legal boundaries.”

From AI Skeptic to Advocate: Mary Bennett’s Journey

Mary Bennett, who serves as HaystackID’s Director of Content, described her initial reluctance to embrace AI, recalling how she was a firm believer that AI could never replace the nuance and creativity of a human writer. However, Bennett changed her mind after joining HaystackID and seeing firsthand how her team was using AI to enhance their work.

“I went from being a naysayer to a champion,” Bennett remarked. “AI isn’t about replacing human creativity—it’s about enhancing it. It helps me refine my ideas, catch inconsistencies, and even offer suggestions I might not have thought of on my own.”

Bennett now uses tools like ChatGPT and Grammarly daily, but she emphasized that success with AI depends on thoughtful input. “The stronger your prompt, the stronger the output,” she said, encouraging other marketers to approach AI as a tool that can amplify their work rather than replace it.

The QC Process: Ensuring Quality Across All AI-Driven Outputs

While AI has undoubtedly revolutionized content creation and design at HaystackID, the human touch remains essential in ensuring the quality of all outputs. The team follows a rigorous Quality Control (QC) process to ensure that every piece of content—whether generated by AI or crafted by team members—meets HaystackID’s high standards.

HaystackID’s QC process is multi-layered and involves both human oversight and AI-generated assistance to catch errors, maintain brand consistency, and verify the accuracy of content.

  1. First Layer of QC: Human and AI Collaboration

The initial review process begins with the collaboration between AI and human inputs. For example, when Jason Cassel creates visuals using MidJourney, he carefully reviews the AI-generated outputs to ensure they align with the company’s branding, message, and tone. Similarly, Mary Bennett uses ChatGPT and Grammarly to draft content but reviews the suggestions and improvements offered by these tools to ensure they enhance, rather than dilute, her creative intent.

As Vice President of Marketing Operations, Erin Meyer serves as a critical reviewer in this first layer of QC. Meyer ensures that the content is free of grammatical errors and aligns with the company’s marketing objectives, brand guidelines, and industry standards.

“I look at everything from a macro and micro perspective,” Meyer explained. “From ensuring visuals match the messaging to checking every detail for accuracy and consistency, we leave no stone unturned.”

  1. Second Layer of QC: Departmental and Organizational Review

Once the content passes the first layer of QC, it moves to the second layer, where a higher-level review is conducted by department leads or subject matter experts (SMEs) within the organization. This ensures that the content or visuals are in line with the current organizational goals, are factually accurate, and reflect the latest data and industry trends.

This step is particularly important when creating content related to HaystackID’s offerings, such as cybersecurity solutions or legal compliance services. A second-layer reviewer may catch gaps that the first layer missed, ensuring that the content is both strategically aligned and relevant to the target audience.

Mary Bennett emphasized the importance of this second layer: “We create content in high-stakes industries like legal tech and cybersecurity. The second review ensures our messaging is accurate and reflects the complexities of our offerings. It’s not just about looking good—it’s about delivering the right information.”

  1. Final QC: Holistic Brand and Strategic Alignment

The final round of QC is the most comprehensive and involves a holistic review to ensure that the content or visuals support HaystackID’s overall brand voice, audience expectations, and long-term strategy. At this stage, reviewers ensure that the content fits into the company’s broader marketing campaigns, considers the needs of clients, and aligns with any upcoming projects or product launches.

“Ultimately, the goal is to ensure that every piece of content is valuable to our audience and strategically on point,” Meyer said. “By the time content reaches this stage, it’s gone through multiple rounds of refinement to make sure it resonates both creatively and practically.”

This process ensures that HaystackID’s use of AI remains purposeful, secure, and efficient while maintaining a human-centric approach that guarantees quality and compliance at every step.

Striking the Balance Between AI Innovation and Human Creativity

While GenAI has significantly improved the speed and efficiency of HaystackID’s marketing efforts, the team remains committed to balancing AI innovation with human oversight. Cassel and Bennett both emphasized that while AI plays an important role in content creation, it’s the human touch that ensures their work remains impactful and aligned with their brand.

“AI enhances our work, but it doesn’t replace the need for human creativity,” Cassel noted. “We use AI to generate ideas, but it’s up to us to refine them, add emotion, and make sure they connect with our audience.”

Looking Ahead: The Future of AI in Marketing at HaystackID

As GenAI continues to advance, HaystackID remains committed to leveraging its potential while ensuring that its use is responsible, secure, and in line with the highest standards of ethics and compliance. The team’s detailed QC process ensures that every piece of content is not only efficient but also meets the rigorous demands of the legal and compliance industries they serve.

How is your marketing team using AI to stay ahead in today’s competitive landscape?

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The post Harnessing the Power of Generative AI to Transform Marketing Teams: One Legal Tech Example appeared first on ComplexDiscovery.

Alan N. Sutin

Alan N. Sutin is Chair of the firm’s Technology, Media & Telecommunications Practice and Senior Chair of the Global Intellectual Property & Technology Practice. An experienced business lawyer with a principal focus on commercial transactions with intellectual property and technology issues and privacy

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Alan N. Sutin is Chair of the firm’s Technology, Media & Telecommunications Practice and Senior Chair of the Global Intellectual Property & Technology Practice. An experienced business lawyer with a principal focus on commercial transactions with intellectual property and technology issues and privacy and cybersecurity matters, he advises clients in connection with transactions involving the development, acquisition, disposition and commercial exploitation of intellectual property with an emphasis on technology-related products and services, and counsels companies on a wide range of issues relating to privacy and cybersecurity. Alan holds the CIPP/US certification from the International Association of Privacy Professionals.

Alan also represents a wide variety of companies in connection with IT and business process outsourcing arrangements, strategic alliance agreements, commercial joint ventures and licensing matters. He has particular experience in Internet and electronic commerce issues and has been involved in many of the major policy issues surrounding the commercial development of the Internet. Alan has advised foreign governments and multinational corporations in connection with these issues and is a frequent speaker at major industry conferences and events around the world.

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