At WP Mayor, we’ve started seeing our work in two categories:

• Stuff that requires our brain.
• Stuff that doesn’t.

The second category? That’s now AI’s job.

We didn’t start this year with the goal of becoming an “AI-powered company”, but like a lot of WordPress businesses, we’re a small team with big ambitions. We were constantly getting bogged down in repetitive, brain-draining tasks; writing the same responses, formatting the same posts, drafting the same outlines, and answering the same questions.

So we asked the question that’s now become our unofficial motto:

“Why are we still doing this ourselves?”

And one by one, we started restructuring those tasks.

What We’re Assigning to AI

These days, at WP Mayor, AI contributes to:

• Initial SEO research and certain blog post drafting
• Summarizing team discussions and customer feedback
• Suggesting content updates for outdated articles
• Proposing support replies for common questions
• Creating first-pass product descriptions, headings, and social captions
• Repurposing content into different formats
• Creating images instead of using stock photos
• Providing analysis and useful insights on how to improve content performance

It’s not writing for us. It’s not replacing our decisions. But it is removing the friction; the “dirty (but necessary) work” that used to eat up our time and energy.

Instead of writing the same content from scratch, we start with a draft.

Instead of rewriting the same emails, AI repurposes our existing ones.

Instead of repeating ourselves, we let AI do it for us.

What We Kept for Ourselves

There’s a common fear that AI will replace people’s jobs, especially in content creation, customer support, or marketing. I’m seeing that happen first-hand at other WordPress companies, but at WP Mayor and RebelCode in general, we’ve found the opposite to be true.

AI may be the assistant, but we are still the authors.

We’ve held onto the work that truly makes a difference; the thinking, the judgment, the creativity, and the voice. Here’s what that looks like…

Strategy and Prioritization

AI doesn’t know our long-term goals and how they change day-to-day. It doesn’t see around corners or understand the nuance of our business landscape (yet). It can help surface ideas, but it can’t decide what matters most right now. That’s still our job.

Editorial Judgment

We don’t let AI hit publish. It can outline, summarize, and suggest, but only we decide what’s worth saying and how it should be said. Our readers know when something feels generic, and we’re not in the business of shipping generic.

Brand Voice and Perspective

What makes WP Mayor unique isn’t how fast we publish, it’s how honest and thoughtful our content is. That comes from real people, with real experience, giving real feedback. We keep our voice human because trust doesn’t scale with automation.

Product Vision

AI doesn’t use WordPress. It doesn’t run a plugin business. It doesn’t talk to customers or feel their pain points. Every product decision we make, whether it’s for Spotlight, Aggregator, or anything else, is rooted in real conversations, real feedback, and real-world experience.

Culture and Values

AI doesn’t care about our mission, our community, or our team. It can’t foster collaboration, spark ideas over a call, or nudge someone forward when they’re having a mental block. That emotional layer, the culture we’re building, is entirely human.

So while AI does the heavy lifting in the background, we stay focused on the work that actually defines us.

We’re not outsourcing our thinking. We’re protecting it and giving it more space to thrive.

AI Is Not the Magic, Focus Is

The real win here isn’t AI itself. It’s the focus we’ve reclaimed because of it.

The kind of thinking that happens when your brain isn’t constantly drained by tedious tasks. The kind of work you can do when you’re not writing the same onboarding email for the 10th time this week.

We’re freeing ourselves to think bigger, build faster, and write more honestly.

And this benefits our clients. We can focus more time and resources on creating better results for their services and products and help them squeeze more bang for their marketing bucks.

The Bigger Picture

A lot of WordPress teams are still stuck trying to scale content manually. Others are burning out on support. Some are even trying to ship new features while drowning in daily noise.

Here’s our bet:

The teams that become AI-first to clear the clutter will be the ones who win.

This isn’t about replacing people. It’s about giving your people room to do their best work.

Try This

If you run a product business, here’s a challenge:

Keep a “Repeat Log” for one week.

Write down every task you do more than once.

Then ask yourself…

“Could AI handle the first 80% of this?“

If the answer is yes, stop doing it manually. Fire yourself and hire AI, so that you can focus on the more valuable 20%.

Stay Human, Stay Ahead

This is just the beginning.

We’re actively exploring how AI can support, not replace, our team across every part of the business: content, support, marketing, product development, and beyond. And we’re doing it all with a very simple filter:

Does this create meaningful impact by helping us think better, work smarter, or connect more deeply with our audience?

We’re not interested in jumping on hype trains or blindly automating everything. We’re interested in real tools, real workflows, and real impact, shared openly, so other WordPress businesses can benefit too, because here’s what we believe…

In a world full of robotic content, the human voice will become your most powerful competitive advantage.

If you’re curious how we’re using AI behind the scenes and want to learn from our wins and losses, join our newsletter. We’ll be sharing the good, the bad, and the unexpected ways AI is shaping our work at WP Mayor.

Sign up here to stay in the loop.

Let’s build smarter.