Trace-Aware Workflows for Co-Creating Branded Content with Generative AI

Abstract

Generative AI tools have lowered barriers to producing branded social media images and captions, yet small-business owners (SBOs) still struggle to create on-brand posts without access to professional designers or marketing consultants. Although these tools enable fast image generation from text prompts, aligning outputs with a brand's intended look and feel remains a demanding, iterative task. In this position paper, we explore how SBOs navigate iterative content creation and how AI-assisted systems can support SBOs' content creation workflow. We conducted a preliminary study with 12 SBOs who independently manage their businesses and social media presence, using a questionnaire to collect their branding practices, content workflows, and use of generative AI alongside conventional design tools. We identified three recurring challenges: (1) translating brand "feel" into effective prompts, (2) difficulty revisiting and comparing prior image generations, and (3) difficulty making sense of changes between iterations to steer refinement. Based on these findings, we present a prototype that scaffolds brand articulation, supports feedback-informed exploration, and maintains a traceboard of branching image iterations. Our work illustrates how traces of the iterative process can serve as workflow support that helps SBOs keep track of explorations, make sense of changes, and refine content.