Last week’s E3 Inspiration Hour brought together 57 agency professionals from across the globe—from Brazil to Belgium, Italy to the UK—to explore how AI is reshaping content marketing. The session, hosted by Yentel Wissink, was designed to share real-world examples, exchange ideas, and spark discussion on where AI is adding the most value.

What does E3 think of AI in content marketing?

Attendees kicked things off with a quick poll, sharing one word to describe their feelings about AI—“useful,” “efficient,” “exciting,” and even “scary” were among the top responses. The overall view I from attendees was that:

• Most agencies are experimenting: The majority of participants are testing a handful of AI tools, but few have a clear strategy in place.
• Top area of value: Content ideation and brainstorming emerged as the number-one use case for AI.
• Other hot spots: Personalization and SEO/keyword analysis are also driving strong results.

Case Study 1: Vanessa Sensato (Agencia Sabia, Brazil)

Vanessa shared how Sabia is systematically embedding AI into agency workflows. The team mapped every stage of digital campaign delivery—planning, briefing, concepting, reporting—and selected standardized AI tools for each, including custom GPTs for briefings, reporting, and content creation. This not only streamlined processes but also trained staff in consistent best practices.

She also highlighted Sabia’s innovative offer for universities and research institutes. These clients often need to promote hundreds of patents, which are typically highly technical and hard to market. Sabia built three bespoke GPTs: one to create clear one-page summaries of each patent, one to generate supporting images, and one to classify technologies by industry. This allowed universities to build compelling, searchable portfolios at scale. The project underscored the importance of confidentiality, with all work carried out in closed, secure environments.

Case Study 2: Matias Metsänen (Valve, Finland)

Representing Valve, Matias introduced HubSpot’s Content Remix tool—a powerful way to repurpose existing content into multiple formats and channels. By feeding in a blog post or URL, users can instantly generate ads, emails, social posts, and even podcast scripts, all aligned with brand voice.

While this can be done in ChatGPT, the integration within HubSpot makes it seamless—allowing direct publishing across connected channels. Matias emphasized its value for smaller marketing teams with limited resources: the tool multiplies output without multiplying headcount. Clients have already reported strong results, especially in ensuring tone consistency and speeding up campaign delivery. With HubSpot releasing over 200 new AI updates in the past week, he expects the tool to become a central part of client workflows.

Case Study 3: David Bavin-Hobbs (BBC, Belgium)

David showcased BBC’s bold experiment with Lara, a virtual ICT expert developed for Proximus Next. Facing delays in securing input from human subject matter experts, the team proposed adding Lara to the company’s expert lineup—not as a replacement, but as an AI-powered addition.

Built with retrieval-augmented generation (RAG) in collaboration with specialist studio No Computer, Lara was trained on company-specific knowledge. She now contributes blog posts, creates video content, appears as a hologram at events, and even answers Q&As. The benefits are speed, scalability, and availability.

The reaction has been overwhelmingly positive, though challenges remain around customer comfort with AI-driven interactions. For clients with large-scale needs, Lara demonstrates how AI “influencers” can fill critical content gaps while staying aligned with brand standards.

What are you doing with AI?

It is clear that every agency has different ideas – and this is, of course, how it should be. It’s our job to be original! But if you would like to know more about any of these cases, please reach out to the agency concerned, either through your own contacts or via the E3 agents. We are sure they would be happy to chat further.