Scaling AI-Enabled Content Delivery at Enterprise Scale
Company: CVS Health / Aetna
Role: Senior Manager, Content Strategy – Generative AI
The Challenge
CVS and Aetna operated with fragmented content systems, inconsistent standards, and manual workflows that slowed speed to market and increased operational costs. At the same time, leadership needed to safely explore generative AI for content creation within strict enterprise compliance and security requirements. The focus was to figure out how best to enable designers and content designers to us AI without removing the human element from the craft.
The Strategy
Across the Digital teams at CVS and Aetna I explored how content was currently being produced, where it was being created, the roadblocks users were experiencing, and where we can save some time. I led enterprise content standards strategy, defining where content would be created, governed, trained, and scaled across CVS and Aetna. This included developing content standards as a practice, unifying standards, and establishing governance and security protocols to support content production at scale.
Key initiatives included:
Designing enterprise-wide content standards across teams and products
Partnering with engineering, product, design, legal, and security teams to find the right tool and workflow
Establishing AI training protocols using proprietary style guidelines
Securing executive buy-in across multiple leadership teams
Execution
Project-managed AI tool implementation across hundreds of stakeholders
Overhauled and unified brand style guidelines across CVS and Aetna
Established one source of truth for reusable content across decentralized teams
Removed extra tooling and steps for content and designer collaboration
Results
$1.1M in annual cost savings through content system optimization
75% reduction in production timelines
25% reduction in internal meeting load through improved planning frameworks