What Is Future Proofing Your Creative Production Strategy
Future proofing your creative production strategy is building the people, processes, and tools that let you deliver more assets, faster, with consistent brand quality as AI adoption increases and channel demand expands.
Kerry Matto, Principal, Studio Operations at Just Eat Takeaway.com, describes the work in operational terms, and the numbers make the point. “On average we have around 2000 briefs a year. We intake, we resource, we plan and assign to the studio, we manage stakeholders, we look at tooling and processes as well as new technologies.” This is not theory, it is day to day studio control at volume.
If you want a production strategy that holds under pressure, start where Kerry starts, with intake, throughput, and the work mix.
If you want the full interview, download the 2026 Industry Voices report. It is published by TKM Consultants and sponsored by We Are Amnet.
Start With Your Operating Context, Not A Tool List
Volume exposes weak points fast. If your briefs arrive inconsistent, approvals drift, and stakeholders send feedback in multiple places, you will lose time even with the best AI tools.
Kerry also points to the operating footprint. “My team spans London, Amsterdam and Wroclaw.” Distributed teams make clarity even more important. You need one way of working that makes it easy to plan, assign, review, and report.
What you should do this week
- Pull your last 30 to 50 briefs.
- Group them into three types, routine template work, campaign work, and local versions.
- For each type, track how many revision rounds you typically get.
- Identify the top two causes of rework. Fix those first.
This gives you a baseline before you touch workflows or AI use cases.
Treat Template Work As A Production Asset
Kerry describes the reality many teams live with. “Additionally, as much of the BAU is ‘offer based’ template work, we’ve built a beautiful suite of templates.”
If your routine work dominates your intake, templates stop being a design shortcut. They become a production asset you must manage.
What you should put in place
- Assign one template owner. Give that person responsibility for updates, approvals, and version control.
- Define what is editable, and what is locked. Document it in one page.
- Require stakeholders to request changes through the template owner, not through ad hoc feedback on live jobs.
- Maintain a short template log, what changed, why it changed, and when it went live.
This reduces revision churn, and it protects brand consistency at speed.
Apply AI First Where The Work Is Repeatable
Kerry gives a clear starting point. “How can we use AI for push notifications, weekly newsletters and other areas that perhaps require less creative thinking, where we can train the AI to know our tone of voice, so our teams can focus on the high impact, high value campaigns.”
You should make the same decision in your environment. Put AI where the work is repeatable, and keep human review where the risk is high.
A simple categorization you can use
Category 1: Brand defining work. High scrutiny, high risk if wrong.
Category 2: Campaign variations and local versions. Medium risk, high volume.
Category 3: Routine and repeatable work. Lower risk, high volume.
Start AI pilots in Category 3. Use it for first drafts, variant copy, and structured formats. Keep final review with a human who owns brand standards.
Move Fast, And Build The Conditions For AI To Work
Demand for speed is real. Kerry states it directly. “There is a need to accelerate how quickly we can move, people want AI and they want these tools. As with all companies, we need to create an environment for that to happen successfully.”
That environment is not abstract. It is governance, training, and clear review rules.
What you should define before you expand AI use
- Approved use cases. List the content types where AI output is allowed.
- Prohibited use cases. List content types that carry legal exposure, regulated claims, or sensitive topics.
- Review rules. Decide who signs off, and what they must check.
- Training. Train the team on rules and examples, not just concepts.
If you skip these steps, you will create output that slows approvals and raises risk.
Balance Speed With Legal Risk And Audience Trust
Kerry names the constraint most teams face, and many avoid. “Of course we also need to be very aware of legal implications, as well as consumer distrust of AI and how we could potentially utilise AI for commercial use but balance all of this with the pace of approval.”
You will not solve this with more tools. You will solve it with clear decisions and consistent review.
What to do to keep approvals moving
- Create a short reviewer checklist for AI assisted content, accuracy, brand tone, claims, and rights.
- Record legal decisions and reuse them. When legal approves an approach, document it and apply it to the next similar brief.
- Set one owner for final approval per asset type. Avoid shared ownership that causes delays.
Choose Systems Your Team Will Use Under Pressure
At volume, complexity becomes a bottleneck. Kerry ties tool choice to usability and data handling. “When you’re moving as quickly as we do, dealing with, on average, 172 briefs a month you need systems that are simple to use where data can be easily uploaded, through both manual intervention, but also automation and integration.”
If your system is hard to use, your team will work around it, and your data quality will collapse. That will break reporting, resourcing, and any AI effort that depends on clean inputs.
A practical way to assess your workflow tools
- Time to create a job. If it takes too long, adoption will drop.
- Single source of truth. Stakeholders must see the current file and status.
- Data completeness. Your team must be able to enter consistent fields without friction.
- Integration. Your workflow must connect to your approval and asset storage processes.
Prioritize Briefing And Prompting As A Skill, Not A Trend
Kerry makes the link in plain terms. “Only recently we were looking at the difference between writing a good prompt versus a bad prompt, and it’s comparable to a good brief or a bad brief. A good brief will dictate good work and a bad brief means you won’t get great work. It’s the same with prompts.”
If you want better output, improve your briefs. AI will amplify the quality of your input, good or bad.
Three changes you can implement immediately
- Add mandatory fields to your brief form, objective, audience, channel, format, and success measure.
- Require one accountable brief owner. Do not start work until that owner signs off.
- Build a prompt library tied to your strongest briefs. Store what worked, and the context that made it work.
What You Should Take Away, And What To Do Next
Kerry’s interview shows a practical path to future proofing that you can apply without guessing.
- Measure your volume and work mix.
- Treat templates as a managed asset for routine work.
- Start AI in repeatable categories, keep human review where risk is high.
- Define governance and review rules before you scale AI use.
- Use systems that stay usable at pace, and protect data quality.
- Improve briefing and prompting discipline, because inputs determine outputs.
If you want the full set of leadership interviews, data points, and recommendations, download the 2026 Industry Voices report published by TKM Consultants and sponsored by We Are Amnet.
