In this episode of the Business Schooled podcast, Amanda Hurte, Design Principal and Content Design Director at IBM, shared a refreshing perspective on the evolving world of content and creativity. Her journey — from business marketing to creative leadership — is a testament to how blending strategic thinking with creativity can open new career paths.
Amanda walked listeners through her “content quadrant” model, a simple but powerful way to understand the field: strategy to implementation on one axis, creative to technical on the other. This framework helps content professionals plot their strengths and identify areas for growth, whether it’s storytelling and brand positioning or technical areas like content management systems and SEO strategy.
But the heart of the conversation was about how AI is reshaping the content landscape. As brands push for more personalized, scalable experiences, the demand for content has exploded. Tools like IBM’s WatsonX are enabling smarter content creation—but Amanda is clear that human skills like intuition, creativity, and strategic judgment remain irreplaceable. AI, she argues, is happening for us, not to us.
Her advice for emerging professionals is equally valuable: find what you’re good at, explore what you’re passionate about, and don’t feel boxed in by your degree or background. In today’s fluid environment, creativity and business acumen are powerful partners.
Amanda’s message is clear: as technology evolves, so do opportunities for those willing to blend craft, strategy, and curiosity.