What Each Role Actually Does in a GenAI Team From strategy to scale, these are the roles that make it work. Who owns what. What good looks like. What skills matter. Roles, responsibilities, and the skillsets that make the difference.

Almost six months ago, I wrote about how to set up your creative team for AI. And I already have to refresh it. That’s how fast AI is moving. One of the biggest shifts since then has been the release of Workflows, a nodal-based UI that lets you visually map insights to ideas to outputs (including revisions). Instead of bouncing between chats and sheets, you now connect everything together: context, attachments, logic, references. You can literally see why you’re doing what you’re doing. An insight flows into a persona. A persona flows into a concept. A concept flows into images, videos, and copy. Nothing sits in isolation. Nothing loses its origin story. And when you can see the logic, you start designing teams differently. “When the system becomes visible, new roles emerge.”

This week, we chat with Pencil's Head of Enablement and Education Tim, to walk through in-depth use of our Agent Builder tool, plus we create one live and see incredible results! Also, see Jules' blog here: https://community.trypencil.com/public/blogs/how-to-structure-agents-so-creative-teams-can-actually-use-them-2026-01-20