Meet Genie: the WG Content internal AI knowledge assistant

It’s been nearly three years since ChatGPT launched, but it seems like just yesterday when I first hesitantly clicked on the link to see what all the buzz was about. I had to know, because this generative AI tool and others like it were and continue to be part of nearly every marketing conversation.

To my surprise and delight, what once felt like a threat to a content creator’s existence has become more of a helpful colleague — one made even more useful with options for customization.

In late 2023, OpenAI introduced custom GPTs. These more tailored chatbots allow users to enter custom instructions and knowledge.

At WG Content, we call our custom GPT “Genie.” Instead of replacing us, “she” is a team member — here to support us, streamline our work and elevate our game.

Why we built Genie

When we first imagined Genie, we weren’t eyeing something groundbreaking. We were trying to solve a common problem: How can we quickly sift through multiple files and sources to find and apply brand and style guidance to our client work?

The best place to start testing was within. So, we built a custom GPT for our team.

We instructed our new AI knowledge assistant to help WG Content writers, project managers, and sales and marketing team members find internal brand and style standards or track down important policies and processes. Including our own policy on using AI.

In January 2025, our Director of Digital Engagement, Diane Hammons — along with a small team of early AI adopters we call our WG Content AI Pathfinders — introduced a generically named version of our custom GPT, held a naming contest and asked everyone to start testing.
Since then, our 35-member internal team has prompted Genie for support nearly 700 times.

The takeaway: Genie isn’t just a tech experiment. She’s helped us work smarter. And what we’ve learned by building Genie can help you, too.

What does Genie do for our team?

Genie has quickly become more than just a 24/7 digital assistant. She’s AI for knowledge management.

• For content writers: Genie understands our brand voice and style and helps review and refine WG Content blogs and webpages to align with our standards.
• For project managers: She’s an onboarding guide, workflow resource and process-checker.
• For marketers and business developers: Genie is a marketing intelligence tool that keeps our capabilities messaging consistent.

How we built (and keep improving) Genie

Creating a custom GPT is deceptively simple. The real magic happens in the iteration.

Our initial version included a basic role prompt and a set of reference documents. But as we tested and used the GPT, we saw where it fell short and where we could make it smarter.

“We’ve refined the language, clarified instructions and even prompted our AI tool to critique itself for ambiguity,” Diane says. “Every insight helps us improve its performance.”

We’ve also learned the importance of managing expectations, Diane says. “Even the most well-trained GPT won’t be perfect. My research shows we can expect about 80% accuracy. That’s why we continue to supplement with clearer prompts, user feedback and regular maintenance.”

Examples of Genie in action

WG Content Writer Addy Werling used Genie for the company’s Inclusive Language Guide.

“When I was finishing up the guide, I ran my draft through Genie to see if she had any edits based on our style guide and brand voice,” Addy says. “She did a great job pinpointing where I could strengthen areas for tone and plain language. And she offered some ideas for things I could add to the guide, like glossary terms.”

Senior Content Writer and Editor Leigh Wilkins found Genie helpful with organizing her thoughts while writing industry-specific content services pages for our website.

WG Content project managers report using Genie to:

• Create project briefs — our version of an assignment — to share with WG Content writers.
• Help get the right tone on tricky emails, Teams messages or team-member recognition.
• Recall WG Content-specific processes, like closing out a project or estimating time for specific types of work.
• Review and gather feedback on client-facing and internal presentations.
• Think through tasks and steps for a complicated project setup.

Genie is built to help our team with day-to-day work, but she’s also there for everyday questions, like:

• How do I access my WG Content medical insurance plan?
• How do I request time off?
• What are WG Content’s paid holidays?
• Where can I find information about WG Content PTO?

Limitations of an AI knowledge assistant like Genie

Like any AI tool, our custom GPT has limitations. It isn’t built to:

• Function well without clear, thoughtful prompts and high-quality source material
• Be given access to or share personal or proprietary information
• Replace our team’s creativity, instincts or expertise

The future of Genie

Just six months after letting Genie out of the proverbial bottle, we’ve begun to see the potential for creating a powerful suite of Genies.

An RFP Genie is already in the works. This version knows everything about WG Content’s brand voice, capabilities and desired language for proposals.

We envision even more specialized versions of Genie, each tailored to different, specific aspects of our work or employee needs.

Your wish is our command

Creating a custom GPT is easy. Creating one that’s useful, accurate and maintainable takes strategy and iteration.

That’s where WG Content can help.

Through WGC Catalyst, we help clients build and maintain their GPT-powered assistants. When teams have the right tools, they do their best work. That’s what we’re here for.

Follow-up questions about AI knowledge assistants