The Bloom Room is officially open for business

You know that question you’ve been sitting on because you suspect everyone else in the meeting already knows the answer? 

Welcome to The Bloom Room. Each week, bloom strategy’s Jess Wood and Kristy Emmanouil will tackle the questions keeping media and advertising people second-guessing themselves - from winning business to managing teams and getting a good idea beyond the brainstorm. 

Between them, they’ve worked across publishers, platforms, agencies and the creator economy, including Snapchat and News Corp Australia, so they’ve seen a few things (and survived a few strategy decks). Now they’re bringing that experience to Mediaweek, with practical advice and room for the questions you’ve been too embarrassed to ask. 

Pull up a chair.

Question: I’m using AI to write my pitches and emails; am I doing anything wrong? 

Answer: The short answer is no.

In an industry driven by deadlines, utilising AI to help you build a pitch response, a strategy deck or even an email is a no-brainer.

But your brain, your experience and your level of critical thinking are paramount to the quality of the output.

The problem is that looking finished and being right are not the same thing.

The competitive edge now belongs to people who can tell the difference.

That edge is taste & judgement. These aren't instincts you're born with; they’re built from three learnable skills: creative problem-solving, critical thinking, and strategic analysis.

The craft of creative problem-solving has shifted from producing work to shaping it.

The quality of the output is reliant on the quality of your prompt.

Your prompt needs to be specific, on task, and include actionable outcomes.

Treat your prompts like a conversation. Ask the question, marinate in the answer and go again. Continuing to iterate on both the prompt and the answer will help you build deeper responses.

A magic formula to get what you want out of your prompts is:
Outcome + Context + Format + Quality Criteria

Outcome – what am I trying to achieve?

Context – for whom? Define your audience.

Format – presentation delivery: how do I want the answer presented?

Quality Criteria – specific standards to abide by.

Mastering critical thinking is essential to ensure you produce strong, sound work. Your role is to stop reviewing for errors and start reviewing for quality. Your lens over the work will deliver excellence. When you move into the quality review phase, ask yourself three questions:

Does this solve the problem?
Does this move the project forward?
Does this add value to the work?

AI can do the writing. Your taste and judgement are what make it worth reading.

Strategic analysis with AI doesn’t differ that much from what we already do day in and day out.

Judgement is a business skill. We know that good work isn't what you personally like – it's what fits the client, the problem and the deal.

Once you’ve got all the information you need, go back and check your original task. In a world where editing has become the new making, ask yourself: does this deliver what is required? You also need to put the output into a real-world scenario – if you’re presenting this work in a room, can you eloquently and convincingly explain why this is the solution? You’ll need to be able to stand behind the work you produce, no different from how we worked before AI became our newest colleague.

So, to sum it up, using AI to get through your day-to-day jobs isn’t a no-no. But if you are just a prompt machine, you are doing yourself and your clients a disservice. When major concerns across industries say AI is coming for our jobs, you need to place a higher value on your knowledge, your experience, and why you’re in the seat in the first place.

Mastering how to ask the right questions, review for quality and analyse output strategically will enhance your work, delivering stronger outcomes for the business and your clients. The more AI writes, the more these skills matter. They're what turn a good draft into a great pitch, and a good operator into someone clients trust.

Remember, completed doesn’t mean correct.

If you want a question answered by The Bloom Room, email: [email protected]