Breakout Session

From “Fine” to On-Brand: Coaching Your Team to Direct AI

Whitney Lacey

Head of Content Design · Expedia Group

Most teams already use AI for copy and UX content. But leaders often hear "it's fine, but not quite right."

This session gives managers and design leaders a repeatable coaching framework so their people can brief AI with strategy, evaluate output with editorial judgment, and iterate with purpose instead of endless "make it better" loops.

You'll experience what strong AI direction feels like through a hands-on case study, then translate that into how you coach ICs: what to ask for in a brief, what "good" looks like in output, and how to run fast review cycles.

Walk away with

A four-step workflow (Define · Direct · Evaluate · Refine), two coaching tools (the Context Brief and Keep / Cut / Push back), and language for 1:1s, critiques, and team standards — without needing to be the best prompter in the room.

Who it's for

UX, content, product, and design leaders (and senior ICs who lead others) who want higher-quality AI-assisted content from their teams.

What it's not

Tool training, a prompt-engineering deep dive, replacing content designers, or "AI will write everything." This is about leadership habits that raise the floor on AI output across a team.