Using AI Backwards: A Smart, Easy Starting Point for GenAI Adoption

Generative AI buzz is everywhere. Some of our clients are already deeply immersed, using AI to fuel their marketing strategies. Others are just starting to explore, cautious about the challenges that come with adoption.

We know what GenAI promises: real-time personalization, content localization, automated asset creation, and dynamic optimization that makes messaging more relevant and effective. It helps marketers move faster and smarter. But getting there—especially at the enterprise level—is rarely simple.

Legal concerns, operational bottlenecks, and integration hurdles can turn GenAI into a slow-moving initiative. Implementing it at scale often requires new workflows, cross-functional coordination, and considerable time and investment. That’s why we’re seeing many brands hesitate—not because they doubt the value, but because they fear the disruption.

Flip the Script: Use AI for Validation, Not Just Creation

At Razorfish, we’ve found success with a different approach. Instead of starting with content generation, we use AI to validate existing assets. We call it “using AI backwards.”

Rather than focusing GenAI solely on creating something new, we use it to review and assess what’s already been made. This includes checking for alignment with brand tone, color schemes, and overall aesthetic. This approach eases the integration of GenAI into current workflows while avoiding the legal gray areas that come with AI-generated content.

For marketers in highly regulated industries, this approach is especially useful. “Reverse” GenAI tools can help flag non-compliance before content goes live, acting as a first line of defense against costly errors. This becomes an invaluable asset for maintaining your brand's reputation and consumer trust.

To help clients adopt this model, we've developed BrandCheck, a bespoke AI tool trained on your specific brand assets, tone, and voice. It fits into your existing workflow and enables content creators to stay on-brand without slowing down.

BrandCheck’s results are compelling:

• 65% reduction in quality assurance (QA) cycles
• Faster alignment with brand voice and tone
• More time freed for strategy and creativity

And here’s the added benefit: In training a tool like BrandCheck, brands naturally deepen their understanding of what makes them distinct. This foundation makes it easier to later scale into full creative generation—because your GenAI tools are already fluent in your brand.

A Practical On-Ramp to GenAI

If you’re hesitant about taking the GenAI plunge, using AI backwards offers a manageable way forward. It lets you tap the power of GenAI without overhauling systems or running afoul of legal concerns.

By shifting the focus from output to oversight, you can drive immediate results: improved efficiency, reduced risk, and stronger brand cohesion. As your teams gain confidence, you'll be better positioned to scale GenAI across your entire marketing operation.

GenAI isn’t just the future—it’s already here. The key is starting in a way that makes sense for your business today.