Agentic AI: Social Media Copywriting

 

Case Study: Driving Efficiency with AI for Carlyle Tools 

Our team was spending nearly 3 hours a week in planning meetings. That’s equal to 144 hours a year, or 18 full workdays lost to discussion instead of creation. 

By building custom AI tools through ChatGPT-5, we’ve streamlined both content and process.

  • Carlyle Copywriter Chat: Generates first-pass drafts, reducing blank-page time and allowing writers to focus on refinement and strategy.

  • Social Planning Chat: Creates modular editorial calendars that cut recurring meetings and keep projects moving.

  • Teaching Function: Acts as a knowledge hub, reducing the need to retrain or repeat processes.

Expected Results: Fewer meetings, faster copy, and significant cost savings by keeping work in-house rather than outsourcing to our creative agencies. AI isn’t just creating content, it’s helping us reinvent the way we work.

The interface to set up and provide parameters for the custom agentic AI in ChatGPT-5.

 

Speed & Tonal Accuracy

In under 30 minutes, my team created a fully functioning, private agentic chatbot inside ChatGPT-5: the Carlyle Social Copywriter. The speed alone was a revelation. What surprised us even more was how quickly it delivered usable outputs: roughly 70% of the way to publish-ready copy on its first attempt.

But this wasn’t just about speed. We approached the setup like we would any new teammate: by on-boarding it thoroughly. Our process included:

  • Defining Tone and Style: Giving it context for Carlyle Tools’ brand voice, even though our social channel only launched in April and is still evolving.

  • Embedding Audience Insights: Target demographics, consumer mindset, and what our tagline represents.

  • Establishing Rules: Do’s and Don’ts, because what you don’t want is just as critical as what you do.

  • Output Formatting: Ensuring every draft came back with 2–3 variations for options.

  • Modeling with Examples: Training it on the kind of social content we expect.

Results: Faster first drafts, fewer hours spent in planning, and a tool that scales efficiencies while freeing our people to focus on higher-order creative. Moreover, this isn’t about replacing jobs, it’s about teaching AI and working with it as a collaborator so we can continue refining our creative workflows.

The chat window of the Carlyle Social Copywriter (Version 1).

In Version 1 of setting up the Carlyle Social Copywriter, we attached key documents for the AI to scan and use as guidance.

In order to ensure my instructions, brand tone and style, and parameters are clearly understood by the chatbot, the brand guidelines and manifesto were condensed into a word document to ensure the AI could clearly read and understand its goals. Above is a selection of the condensed brand guidelines, manifesto, and additional demographic data for Version 2 of our agentic AI to better craft compelling and on-brand copy as well as better resonate with the Carlyle Tools audience.

CARLYLE TOOLS CORE DEMOGRAPHICS

 

Age:

Sex:

Race:

 

Key Learnings from GPT Copywriting

Brand Tone & Accuracy: While the generated copy is fairly consistent, it is not flawless. The GPT managed to maintain a fairly consistent brand tone when pulling from its knowledge base and parameters, but accuracy could vary. It became evident very early on that examples and references matter. Since we did not provide many samples to draw from, our model lacked the proper guardrails to consistently hit the mark.

Instruction Adherence: Selective listening regarding the guardrails was a consistent obstacle. Despite being instructed to not use em-dashes or emojis, the GPT would often incorporate them regardless, often in ways that were not relevant or logical.

Complex Tasks & Limitations: The GPT could not read or properly leverage spreadsheets when we provided them for context. It is possible that this may have been due to an issue with our setup or document type, but it highlights the current model’s limits for highly structured data integration.

Speed & Efficiency: There was significant time-saving opportunities present with this GPT. Currently, our external agency typically takes 2 to 3 weeks to deliver copy drafts for review. With this GPT model and half an hour of learning and work, we generated platform-specific copy with numerous variations that were often very close to publish-ready.

 

Takeaways

  • Ongoing training and more robust, brand-specific examples of copy are critical for stronger alignment.

  • The instructions and parameters for copy need constant reinforcement, and some formatting issues arose that require a degree of QA or editing.

  • GPT is best leveraged for copy generation, not a full replacement for copywriters or robust data tools.

  • While imperfect and ample room for improvement, these tools significantly accelerate copy workflows and can quickly and easily empower internal teams to most faster.

 

Final Thoughts on the Carlyle Social Copywriter GPT

Overall, the Carlyle Social Copywriter GPT has greatly improved the efficiency of our copywriting process for social content. What previously took weeks and thousands of dollars in expenses with our external partners can now be completed in a matter of minutes internally, with multiple platform-specific variations generated in a single session. This significantly reduces the workload for dedicated copywriters and lightens the lift for smaller social teams.

With that said, there is still plenty of room for improvement. Future iterations of ChatGPT would benefit from more advanced document reading capabilities beyond Word documents. Refining the capacity for data interpretation and ensuring that established parameters are strictly adhered to would greatly strengthen this as a creative tool. While the current limitations have not been a major roadblock, it highlights the opportunity for further refinement.

As this technology continues to evolve and as we provide more training and examples to draw from, the need for human oversight will likely decrease, but not be fully eliminated. For now, the GPT functions as an incredibly powerful co-author rather than a full replacement, allowing creative teams (especially smaller internal creative teams with limited budget and resources) to work faster, smarter, and with more creative flexibility.