Beyond Training: The cultural shift bid teams need to embrace AI

Training alone isn’t enough

Generative AI is reshaping the world of bid and proposal writing. But while there are plenty of training programmes on how to use AI tools for writing, many organisations are discovering that upskilling alone isn’t enough. The real barrier isn’t technical competence, it’s cultural resistance. And within the proposal function, the writing team can be the most change-resistant corner of the business.

So, how do you bring experienced bid writers along for the AI journey? How do you overcome inertia, scepticism, or fear of redundancy? And what role do leadership, policy, and peer behaviour play in making AI adoption stick?

This blog explores the cultural transformation needed to unlock the real potential of AI in bid teams, and offers practical strategies to help writing teams evolve, not revolt.

Understanding the root of resistance to AI

Bid writers are often some of the most experienced professionals in an organisation. They know what works in bids, understand compliance and how to make a proposal stand out. They are rightly proud of their craftsmanship. But some view generative AI with suspicion, seeing it as a (not very good) shortcut, or worse, a threat. Resistance tends to fall into several categories:

• Professional identity: Many writers see their value in originality, tone and precision. AI feels like outsourcing their hard-earned skills and experience.
• Fear of obsolescence: The narrative that “AI will replace jobs” feels very real in writing-heavy roles.
• Loss of control: Generative AI introduces variability and different perspectives. Writers used to complete control may distrust AI-generated output.
• Change fatigue: After years of changing tools, templates, and frameworks, AI might feel like another passing fad.

Understanding these emotional and professional concerns is crucial. AI adoption isn’t just a technical upgrade; it’s a psychological and cultural one.

What culture change with AI looks like

Adopting AI in bid writing teams requires shifting from a mindset of “craft as control” to “craft as orchestration.” That doesn’t mean giving up quality or nuance. It means accepting new methods of achieving them.
Here’s what that cultural change looks like:

• From ownership to stewardship: Writers move from owning every word to using their experience to curate and refine AI-generated drafts.
• From isolated expertise to collaborative intelligence: AI becomes another team member, accelerating tasks and unlocking insights.
• From risk aversion to experimentation: Teams that create safe spaces to trial AI, test limits and build confidence.
• From fixed roles to evolving skillsets: Writers become AI-augmented communicators, with a focus on storytelling, strategy and compliance.

This isn’t about replacing judgement. It’s about amplifying it.

Making the case for AI – Carrots, not just sticks

To drive meaningful adoption, the benefits of AI need to be crystal clear. That means reframing AI as a superpower, not a threat. Key benefits to communicate:

Time saved = strategy gained

With AI handling content libraries and first drafts, writers can spend more time on win themes, value propositions, and differentiation. And let’s not forget the huge benefit of AI’s ability to reduce word and page count without losing valuable (point scoring) content.

Consistency without compromise

AI can harmonise tone and structure across responses, enhancing professionalism and readability. With the added benefit of time saved when making adjustments to sections later in the process.

Writing expertise is still key

AI will get proposals through the red team reviews faster, whilst ensuring compliance and completeness. But the writing team is still essential to add the flair and nuance to make the proposal compelling. And as AI supports getting them to this point, they will be a lot less frazzled.

Insight from data

Generative tools can be paired with data and analytics to surface compliance gaps, strengthen persuasive elements or track down relevant evidence.

Wellbeing boost

Automating low-value tasks helps reduce burnout and deadline stress. Not only that, but AI removes the empty page terror that can strike at the outset. Even if what is initially generated isn’t right, the seal of terror has been broken, and the writer is freed to get on with the task of writing (with the support of AI, of course!)

Yes, some “stick” may be necessary, such as it’s-here-so-it’s-going-to-be-used mandates or that AI is being integrated in standard operating procedures. But adoption is far smoother when writers want to use the tools, not when they’re told to.

7 strategies for lasting cultural adoption

Whilst training is a good starting point, it is only part of the solution. Here are 7 practical strategies to shift culture and embed AI use:

1. Involve writers early

Invite experienced writers to test tools, shape workflows and share feedback. Ownership drives buy-in.

2. Celebrate early wins

Highlight stories where AI shaved hours off deadlines or raised submission quality. Turn small wins into team-wide momentum.

3. Set realistic expectations

Make it clear that AI augments, not replaces. Reinforce that judgement, storytelling and finer adjustments still rest with the humans.

4. Define new KPIs

Move beyond word count and deadlines. Track improvements in narrative strength, compliance scores, or review pass rates.

5. Create champions

Identify early adopters and empower them to mentor others. Peer learning beats top-down mandates every time.

6. Adapt your governance

Update bid governance frameworks to include AI-specific controls: prompt libraries, audit trails and review protocols.

7. Model the change at the top

Leadership must use the tools themselves, or at least visibly champion them. Culture change flows from example.

Resistance is futile

‘If you don’t like change, you’re going to like irrelevance even less.’
General Eric Shinseki

The harsh truth? AI won’t replace bid writers, but bid writers who don’t or won’t use AI may find themselves replaced. Just as no one hires a writer who only uses a typewriter these days, tomorrow’s (today’s?) bid teams will expect fluency in AI-assisted writing. Not because it’s trendy, but because it delivers better outcomes.
Adapting culturally is about survival, but it’s also about opportunity. Bid writers can now:

• Influence strategy with more time for thinking.
• Complete first drafts faster, leaving more time to edit for excellence.
• Strengthen collaboration with real-time content iteration.
• Lead innovation by co-creating with technology.

Conclusion: Embrace the shift, shape the future

The organisations that succeed in implementing AI in their writing teams won’t be the ones who simply roll out training. They’ll be the ones who reshape their culture to embrace a new kind of craftsmanship, where technology is a partner, and human expertise becomes more valuable, not less.

Generative AI is here and it’s here to stay. The question is: are your people ready to work with it, or are they hoping it will pass them by? Change the culture, and you change the outcome. For your team and your bids.

Article published: July 2025