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.”
The New Shape of a Creative Team
Before, creative teams were layered mostly around craft and oversight.
Now, there’s a third layer.
Not above. Not below.
But around.
The Minimal Role Map
Vision
Craft & Execution
System & Orchestration
This is not hierarchy.
It’s a circuit.
What Changed?
When Workflows arrived, creative work stopped being linear.
We’re no longer just moving from brief → idea → execution.
We’re mapping:
Insight → Persona → Concept → Channel → Visual → Motion → Copy
And every node carries context.
So now:
- Someone has to design the prompt logic across Chat, Sheets, and Workflow.
- Someone has to architect how nodes connect and how data flows.
- Someone has to ensure the system scales without collapsing.
These roles didn’t replace creatives.
They made creative systems possible.
“When context travels, creativity scales.”
Prompt Engineer
Designs and optimizes prompt logic across Chat, Sheets, and Workflow.
They don’t just write prompts.
They design input-output behavior.
They understand how small wording changes influence large creative shifts.
They build reliability into experimentation.
Agent Architect
Designs structured logic inside Workflow.
They map nodes.
They define data flow.
They orchestrate how insights become outputs.
They make sure the AI doesn’t forget why it’s generating what it’s generating.
Creative Technologist
Bridges creative ambition with technical feasibility.
They test models.
They evaluate fidelity.
They stress-test scale.
They make sure the idea survives reality.
“AI didn’t simplify creativity. It made structure visible.”
And The Creatives?
They didn’t shrink.
They expanded.
Creative Directors are closer to production again.
Art Directors prototype in hours instead of days.
GenAI Designers iterate at scale.
Copywriters test narratives across variants instantly.
Motion Designers and Editors stitch generated frames into cohesive stories.
The difference is this:
They’re no longer operating alone.
They’re working inside a system that remembers context.
Why This Matters
Because scaling creative is no longer about volume.
It’s about logic.
If your team understands:
- How insight feeds persona
- How persona shapes concept
- How concept determines format
- How format influences generation
Then you don’t just create assets.
You build creative infrastructure.
And infrastructure scales.
“You can literally see why you’re doing what you’re doing.”
Six months ago, we were experimenting.
Now we’re architecting.
And I suspect in another six months, this article will need another refresh.
That’s a good sign.
It means we’re not standing still.
