Caroline Gilbert — Director of Content & Editorial at Angi — joins Ross Hudgens to explore how one of the largest home-services brands is using AI to scale, transform, and optimize content operations.

They discuss how Caroline’s team doubled Angi’s content library to 12,000+ articles, how AI helps maintain top-funnel visibility amid shifting search behaviors, and the nuanced balance between human expertise and generative automation.

Caroline breaks down the three pillars of Angi’s AI framework — generation, transformation, and operations — and how they’ve automated everything from brief creation to CMS ingestion while keeping a strong editorial voice.

Plus: lessons learned from early AI missteps, real examples of disclosure testing, and how AI is reshaping both content creation and search behavior itself.

Show Notes

0:08 – From cost guides to “everything home”: expanding Angi’s library

1:00 – Moving up-funnel: education, troubleshooting, light DIY, and when to hire

2:14 – Top-funnel ROI drops as AI overviews change search behavior

2:56 – Why Angi adopts gen-AI: maintain helpful content without heavy human lift

3:27 – Staying visible where intent is early but brand value matters

4:45 – Content becomes commodity: deciding where humans add unique value

5:55 – Evergreen “how-to” steps vs. human nuance (risks, gotchas, pro POV)

7:18 – How AI is used: full refreshes, component injections, data-driven sizing

9:01 – The real trade-off: human time vs. technology time

9:26 – Scale context: 5k → 12k pages (growth mostly human-led)

9:41 – Three pillars: generation, transformation, operations

10:38 – Ops wins: briefs, automated edits/QA, CMS ingestion, minutes → hours

12:21 – Designers focus on UX polish when ingestion is 98% done

12:58 – Where AI struggled: risky DIY (HVAC/roofing), brand POV, nuance

15:02 – Licensing content is messy (state/county rules): tighter human review

17:19 – Design: generate/transform/streamline + “vibe coding” prototypes

20:18 – Pilot first: small cohorts, guardrails, measure engagement/conversions

21:22 – Disclosure tests: placement/tone matter; users split ~50/50 on trust

25:53 – “Tools, time, or talent”: when to push pro hire messaging

27:39 – Differentiators: pro interviews + Angi’s original homeowner cost data

28:07 – AI helps editors analyze like analysts; humans shape the story

29:19 – Looking ahead: AI shifting search from answers to utilities/experiences

Show Links

Caroline Gilbert on LinkedIn: https://www.linkedin.com/in/caroline-gilbert-41463518/

Angi: https://www.angi.com/ Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on

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