Watch Rebecca’s Win in 60 Seconds on Unpacking AI here.
The theme of BQ24 is a timely one. I recently ran a series of LinkedIn posts on AI governance and compliance, prompted by growing interest in how AI tools should be used, when they add value, and who should be using them. A few years ago, the question was whether organisations should use AI at all. Now, the real issue is separating the hype from the reality.
Many organisations entered the AI conversation expecting dramatic, near-instant gains – the idea of an “easy button” that could churn out multiple compliant proposals with minimal effort. In practice, most teams are not seeing those results. While AI is undoubtedly useful, expectations have often run ahead of what the tools can realistically deliver today.
AI can support content creation, but it is not particularly effective at writing proposals end-to-end. Even with well-constructed prompts, outputs typically require significant reworking before they are suitable for submission. The notion that AI can simply generate finished proposal responses that can be copied and pasted rarely holds up in real bid environments.
Where AI does deliver genuine value is in signal extraction rather than full authorship. Analysing requirements, identifying patterns across previous proposals and debriefs, and supporting research on the business development and capture side all play to AI’s strengths. Used well, these capabilities drive consistency and reduce avoidable errors – outcomes that matter far more than raw word count.
This shift requires discipline. Prompting AI to “write the proposal” is rarely effective; focusing instead on shaping, testing, and aligning outputs with agreed messaging is where teams see results. AI can accelerate parts of the process, but it does not remove the need for professional judgement over what is said, how it is framed, and what is left out.
Crucially, AI does not eliminate work – it redistributes it. By reducing manual grind, it frees time for higher-value activity. With the right integrations in place, AI can feel like having the most knowledgeable person in the organisation on speed dial, instantly surfacing relevant material without endless searching or repeated requests to Subject Matter Experts.
This shift changes the role of bid and proposal professionals for the better. Less time spent chasing content means more time for strategy, coaching, decision-making, and improving overall workflows. The real gains from AI are not found in replacing people, but in supporting them to focus on the work that genuinely influences outcomes.
No matter how clever the prompts, the organisations seeing real benefit from AI are those using it to strengthen human expertise – not sidestep it.
Rebecca Link
Rebecca is a transformational leader, trainer, and orals coach with over 14 years’ experience leading cross-functional teams in proposal management, technical writing, and strategic growth. An advocate for AI innovation, she blends best practice with a passion for team empowerment, driving corporate buy-in and successful outcomes. Rebecca is known for fostering high-performance cultures while supporting aggressive growth initiatives. She is APMP Practitioner certified and committed to elevating standards across the business development lifecycle.
