How to start building content engineering skills (even if you’re not on an AI project)
A few weeks ago, I wrote about how content design is evolving into content engineering. Since then, I’ve heard from content designers across the industry all asking the same question:
“How can I build these skills if I’m not working on AI right now?”
It’s a great question — and an important one. While some content designers are already deep in generative AI work, many others are still trying to figure out how to get started.
Here’s the good news: You don’t need to be staffed on an AI project to start building content engineering skills. There are real, actionable steps you can take today — and I’ve rounded up four that I think are especially impactful.
You don’t need to be staffed on an AI project to start building content engineering skills. There are real, actionable steps you can take today.
1. Take a class (and bring others with you)
There are high-quality, content design–specific courses out there that can help you get up to speed fast:
The UX Content Collective offers a great series focused on AI and conversation design.
UX Writing Hub also runs regular workshops with hands-on practice working with AI tools.
Button has a whole day dedicated to AI this year!
If you’ve got a learning and development budget, ask your manager to cover the cost. If budget is tight, propose a shared learning model: have different teammates take different classes and run a skill-share series to scale the learning across your team.
2. Start using AI in your daily workflow
You don’t have to wait for permission to start experimenting with generative AI.
Use it to brainstorm. Use it to explore tone. Use it to check clarity, translate intent, or generate content variants. Try writing your own prompts, and then iterate and analyze what changes based on how you structure them.
Pay close attention to how your company’s voice, tone, and terminology show up in the output. Try refining the prompt until it matches. Keep a log of what works, what doesn’t, and how the model responds to different inputs.
Prompt design is a craft. The best way to learn it is by doing.
3. Find the AI work already happening around you
If you’re not working on an AI project, someone at your company probably is — even if it’s just a prototype or proof of concept.
Start asking around. Search your company Slack. Reach out to your PMs, engineers, or data scientists. Figure out who’s thinking about generative AI — and then ask if you can get involved.
Even if you’re volunteering a few hours a week, that hands-on experience matters. It builds credibility. It helps you learn fast. And it positions you as a go-to partner for AI work in the future.
4. Propose AI work yourself
AI is likely already part of your company’s strategy. If no one’s asked you to apply it to content yet, maybe you should be the one to bring it up.
Are you producing long-form or repetitive content? Suggest using AI to generate first drafts.
Are you doing large-scale content review? Propose using AI to automate or augment the process.
Are your stakeholders experimenting with AI in other domains? Ask if you can help design the prompts or evaluate the results.
Look for problems content engineering can solve — and start solving them.
The mindset matters
Content engineering isn’t just a buzzword. It’s a real shift in how we design content for AI-powered systems — and it’s within reach for content designers.
It’s also not about having the perfect title or the perfect project. It’s about building the muscle. Practicing the skills. Raising your hand. Because this shift is already here — and we need more content designers ready to lead it.