Using AI for content production: Practical methods, examples and best use cases

AI has become an indispensable tool in modern content production. This applies to copywriting, image creation, idea development and optimisation of existing materials.
For many companies, this means shorter production times, more consistent output and a better ability to continuously test and improve content.

This article provides a practical, hands-on introduction to how AI can be used effectively for web content – with concrete prompts, do’s & don’ts and an overview of the best scenarios where AI creates real value.

Why use AI for content production?

AI makes it possible to produce faster, create more variety and deliver more targeted content across web channels. Where humans typically excel in deep insight, context, creativity and understanding of the brand, AI is strong at structuring, analysis, idea flow and large-scale production. In practice, the two work best together, with AI supporting and accelerating the work, while humans set direction, quality and authenticity.

AI’s strengths and human strengths

AI’s key strengths

• Fast generation of high-quality text and images.
• Consistent tone and structure across large amounts of content.
• Ability to analyse data and suggest improvements or variants.
• Well suited to repetitive tasks, summaries and rewrites.

Strengths of human content production

• Deeper understanding of target audiences, values and brand identity.
• Creative judgement, strategy and quality control.
• Ability to create nuanced storytelling and emotional appeal.
• Critical sense and understanding of context.

The most effective process combines AI’s efficiency with human judgement. Instead of leaving everything to the tool, think of AI as a competent assistant that makes it easier to produce better content faster. The goal is to build content that both people and AI can trust, and that delivers quality for readers.

How to write a good prompt

Prompts are crucial for getting precise and usable results from an AI. A good prompt provides clear direction, context and expectations. The more clearly you describe the purpose, target audience and the AI’s role, the better and more consistent the output you will get.

Before you generate text, it helps to have clarified:

• What role the AI should take on (e.g. copywriter, marketing specialist, editor).
• Who the target audience is and what they need the content for.
• What tone of voice, length and structure you want.
• Which facts the AI should base its output on.
• What should be prioritised: details, selling points, clarity, SEO, etc.
• How much creative freedom the AI is allowed.
• That the AI is welcome to ask clarifying questions if something is unclear.

When these elements have been considered from the start, the output becomes both more accurate and easier to use directly.

Practical examples: Good prompts for web content

The examples below are optimised according to the principles above. They are phrased so the user gets more precise and higher-quality output.

A key factor in getting good results from AI is writing clear and precise prompts. We’ve created a blog post where you can learn how to prompt effectively.

Prompt for a blog post

"Act as a Danish web copywriter with experience in the experience industry. Write an engaging blog post of approx. 1,000 words, aimed at families with children and other visitors. The topic is: how a day in our [amusement park/zoo/museum/etc.] can become even better with our new services. [Briefly describe the new services]. Use a clear structure, concrete examples from guests’ everyday lives and a friendly, easy-to-understand tone. End with practical tips for the visit. You must never make things up or invent information yourself. Do not become too creative with the content – everything must be fact-based, and please ask questions if you are missing details."

Prompt for a product description

"Act as a marketing copywriter for an attraction. Write an SEO-optimised product description of our new annual pass for guests. The target audience is families with children, adults and seniors living in Denmark. Include features and benefits [Describe what the pass offers in terms of concrete experiences, and how it makes the visit easier and cheaper]. Keep the tone clear, guest-focused and easy to read. Do not become too creative with the content – everything must be fact-based, and please ask questions if you are missing details."

Prompt for image creation

"Act as a visual concept developer. Generate a photorealistic image showing happy guests on their way through the entrance to our [amusement park/zoo/museum/etc.]. Include families, children and an atmosphere that reflects the experience. Use natural colours and a welcoming expression. Format: wide 16:9 image for use in the hero section on the front page."

Prompt for rewriting and improvement

"Act as an editor with experience in guest-oriented communication. Rewrite and improve this text so it becomes clear, easy to read and targeted at our visitors [Optionally describe typical visitors]. Keep the messages, tighten up the language and make the text more inspiring and relevant for guests. You must not add new content unless you ensure it is fact-based and relevant to the text. If you add new content, I would like a separate section after the text describing what you have added. Please ask questions if you are missing details."

Do’s & Don’ts when using AI-generated content

Here you get a fresh angle on do’s & don’ts – not about the prompts themselves, but about the practical use of AI output in the experience industry.

Do’s

• Use AI as a supplement to data: combine guest data, seasonal patterns and analyses with AI-generated text.
• Let AI help adapt content to different target groups: families with children, young people, schools, tourists, etc.
• Use AI to ensure consistency in tone and wording across pages and campaigns.
• Involve AI in small routine tasks such as text variants, ticket information or practical guides.
• Let AI optimise repetitive processes such as newsletters, practical messages or FAQ updates.

Don’ts

• Do not let AI write about safety information or rules without manual review.
• Do not use AI-generated content without checking factual information (opening hours, prices, offers, etc.).
• Avoid generic or overly polished descriptions that do not match your brand or experience.
• Do not rely on AI to assess cultural heritage, historical facts or specialised communication – this requires expert insight.

Top 10 use cases for AI in content production

1. Blog posts and articles: AI can help marketing produce content about events, seasonal activities, guides and guest stories.
   
   
2. Product descriptions: Perfect for annual passes, tickets, season passes, VIP packages and add-ons. AI ensures clarity and consistency.
   
   
3. SEO elements: Meta descriptions, headings and keyword-optimised descriptions targeted at visitors in Denmark.
   
   
4. Image generation: Hero images, variations of park environments, themed visuals or illustrations for events.
   
   
5. Newsletters: Fast adaptation of text for different segments: families, schools, commuter visitors, annual pass holders.
   
   
6. Content ideation: Brainstorming for campaigns, seasonal activities, themed weekends and social media series.
   
   
7. Text improvement: Simplifying, rewriting, landing pages, guides and practical sections.
   
   
8. Layout and structure support: Suggestions for website structures, guides, planned visit itineraries and flows on information pages.
   
   
9. Persona adaptation: You can create variations for different types of guests: families with children, young couples, grandparents, tourists, etc.
   
   
10. Summaries: Transforming longer text into shorter versions for social media or campaign pages.

How do you integrate AI into a professional content process?

AI should be considered a natural part of the marketing department’s toolbox. When AI is used to produce first drafts, variations, images and structures, it frees up time for the tasks where human judgement matters most: strategy, quality, storytelling and ensuring content is rooted in the brand.

How do you ensure quality and authenticity?

Quality is achieved through the interaction between AI and professional expertise. AI delivers speed and variety – humans ensure authenticity, understanding of guests and precision. A clear internal process for approval, fact-checking and tone of voice ensures that the output becomes professional and fully usable on the web and social media.

AI is not a replacement for human insight, but an effective tool that amplifies creativity, quality and productivity. When used strategically, it can elevate the entire content production and make even complex projects far more manageable.

Get started with AI

We have written several blog posts about how to use AI, which AI tools exist and how to get started. For example, read the blog posts below:

• What You Can Do with ChatGPT and Gemini Today
• Artificial Intelligence (AI) in Business – An introduction
• ChatGPT – Optimise SEO and marketing with AI
• Mistral AI: GDPR-friendly European AI with an open-source focus
• Claude AI: Advantages & disadvantages. Comparison with competitors

We also have some articles on how to work with AI in a climate-friendly way.

• Climate-friendly AI: The sustainable technology of the future
• How to use AI in a climate-friendly way

You should also be aware that there are rules for the use of AI – in Europe this is the AI Act.

• The AI Act and the experience industry: What your business needs to know