Profound—the AI marketing platform built to help brands understand and shape how they appear across AI ecosystems like ChatGPT—has launched the public beta of Workflows, a new automation layer designed to solve one of marketing’s most urgent challenges: producing human-grade, AI-optimized content at scale without slipping into generic “AI slop.”

If the past decade was about optimizing for search engines, the next one belongs to Answer Engines—AI systems that provide direct, synthesized responses instead of links. For many brands, this shift has triggered a scramble to decode visibility inside models that don’t follow the rules of traditional SEO. But even with the right insights, turning analysis into action has required juggling data sources, manually building content, and hoping the work aligns with how AI systems interpret and surface information.

Profound Workflows is the company’s answer to this complexity—a single operational hub that streamlines insight gathering, content generation, approval routing, publishing, and ongoing performance measurement.

Tackling the AI Content Quality Problem

“The problem we are addressing is that marketers want to use AI to create marketing, but are understandably terrified of creating ‘AI slop,’” said James Cadwallader, Co-founder and CEO of Profound.

Cadwallader’s core thesis: AI content quality is determined by context, not creativity. The richer and more accurate the inputs, the more reliable and human-like the outputs. Profound says it has the largest dataset of real user prompts, deep visibility into AI citations, and proprietary optimization models—allowing Workflows to feed AI systems the context they need to generate meaningfully better content.

The goal is not just faster production, but aligned production—content that matches how AI models interpret topics, entities, and brand signals.

Built on AEO Data, Not Automation for Automation’s Sake

The company’s roots are in Answer Engine Optimization (AEO), a field that barely existed two years ago but is now driving marketing roadmaps at major brands. Profound’s infrastructure includes:

• The industry’s largest corpus of real AI prompt data

• Deep visibility into how models cite and reference brand content

• Proprietary models that predict and optimize for AI visibility

• Analytics tracking how often brands appear in AI-generated answers

Workflows layers automation on top of this foundation, turning insight into production. Marketers can:

• Aggregate data across platforms

• Conduct deep competitive and topic research

• Scrape top-performing pages

• Auto-generate briefs based on AI preference patterns

• Create content with AI, fueled by performance data

• Route drafts through approvals

• Push final content directly to CMS platforms

• Track AI and Answer Engine visibility in real time

The platform effectively unifies what used to be a fragmented stack—analytics in one system, content in another, production scattered across docs and spreadsheets.

“Profound Workflows has allowed us to thoughtfully incorporate AI search into our content optimizations,” said Sarah Shaffer, Organic Growth Specialist at Plaid.

Closing the Loop: From Insight to Impact

One of the biggest problems in AI-era marketing is measurement. Traditional analytics answer questions about traffic and search rankings—not how often or in what context your brand appears in AI responses.

Because Workflows integrates directly with Profound’s AI agent traffic analytics, marketers can see how content adjustments affect AI visibility, brand perception, and answer share. Optimization recommendations update automatically as models evolve.

“Profound Workflows opens up powerful automation possibilities that enable our SMEs to focus on the innovative work that truly requires human attention,” said Fiona Erickson, SEO Lead at MongoDB.

This closed-loop feedback cycle is the cornerstone of Workflows: strategy, production, and performance all inform one another in real time.

A New Standard for AI-Era Marketing Infrastructure

Profound’s move comes as AI search reshapes the digital landscape. Google’s Search Generative Experience (SGE), OpenAI’s ChatGPT Browsing, and Anthropic’s Claude Answers are already shifting user behavior away from traditional web search. Companies that once lived and died by SEO now face a fragmented, model-driven content economy where visibility is harder to track, measure, and influence.

By bundling insight, automation, and analytics into a unified system, Profound is positioning Workflows as the control center modern marketers increasingly need—especially as Answer Engines become the default discovery layer for consumers and B2B buyers alike.

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