CMSWire: How to Govern Creation Sprawl Without Blocking Marketing AI Innovation

This article was written by Greg Kihlström for CMSWire. Read the full article here.

Things were running smoothly for the marketing team until a team member quit rather suddenly and left behind a mess of automations, workflows, prompt-based tasks and other items that were nearly impossible to catalog and harder to recreate in any short amount of time. All of a sudden, work ground to a halt.

Sound familiar? If it doesn't today, it might soon enough.

It seems unlikely that there has ever been a time when a method to speed delivery hasn't been welcome. The speed and efficiency gains from AI adoption including generative AI and agentic workflows are certainly no exception. As brands race to adopt AI, there are some less than optimal byproducts, however.

While there is a lot of talk about AI slop these days (and rightfully so), there is another phenomenon happening that may seem less problematic, or even annoying, than slop: creation sprawl. While AI slop is generally associated with poor quality content and creations of dubious value, there is another category of things being created by AI that are useful yet duplicative, difficult to govern, and harder to locate and eradicate if needed.

In short, "creation sprawl" refers to the AI-driven proliferation of small tools and automations across marketing that outpaces oversight, leading to inconsistency, risk and rework. Let's explore how we got here, and what can be done about it

This article was written by Greg Kihlström for CMSWire. Read the full article here.