What Happens When You Let AI Run Your Blog? (Spoiler alert: It’s awesome.)

Ever wondered if you could automate your whole content creation process—from brainstorming ideas to hitting “publish”—without a team of developers or a huge budget? That’s exactly what Matthias Werner did, and honestly, it’s kind of mind-blowing.

The Big Idea: Smarter, Not Harder

Let’s face it: there’s a ton of AI content out there, but most of it is just noise. Matthias wanted to see if he could build something better—a system that not only cranks out content but actually involves the writer and ensures quality. And he did it all in a single day, using tools you probably already know:

  • Google Sheets (yep, the humble spreadsheet)
  • Apps Script (for a little automation magic)
  • Chipp.ai (the secret sauce for smart AI agents)

Here's what it looks like:

And yes, if you're getting crazy investigation vibes, you're not alone! But don't worry, we'll walk you through it.

How the Matthias AI Content Engine (MACE) Works

An idea this powerful needs an acronym, so here is your MACE - protecting you from wasted time and poor quality content.

MACE has a brilliantly simple flow that repeats throughout the process: Agent ➡️ Evaluation.

Every time the AI creates something, there is then an evaluation step, sometimes human and sometimes AI, to maintain quality.

In practice, this is six steps:

  1. Idea Machine: Every week (or whatever schedule is chosen), a script pings a Chipp agent to come up with new blog post ideas. It checks what’s already been done from the sheet to avoid repeats. It can refer to news headlines or ideas online from trusted sources. Then, it drops fresh content headlines and outlines into a Google Sheet.
  2. You’re Still the Boss: Matthias gets an email with the new ideas and gives each one a thumbs up or down. Only the good stuff moves forward.
  3. Three AI Writers Walk Into a Doc… For every approved idea, three different AI agents (Claude, Gemini, and ChatGPT) each write a draft. Since Chipp allows users to choose any frontier models, all three drafts are created by different Chipp chats. All the drafts get logged in the sheet.
  4. The Grader Steps In: Another agent built on Chipp reads the drafts and evaluates them, giving each a score out of 10. If any draft scores 8 or higher, Matthias gets a heads-up.
  5. If It’s Not Good Enough, It Gets Better: If nothing hits that 8/10 mark, a “refiner” agent on Chipp takes the best draft, uses the grader’s feedback, and keeps improving it until it passes.
  6. Final Touches & Go Live: Matthias gives the final draft a quick polish, marks it as ready, and—boom—it’s published to Webflow with a single click.

The Results: Big Savings, Fast Setup

There is plenty of AI hype, but not always clear results. Matthias created a high-quality, "agentic" flow that saves money and time.

Here's the results by the numbers:

  • Money saved: About $108,000 a year (if you’re paying $300 per post, 30 posts a month)
  • Time saved: It took just one day to build the flow. Now it saves ~2 hours per post or ~60 hours per month.
  • Quality ensured: AI does the heavy lifting, but the writer is always in the loop

What We Learned About Agentic Flows (and Why You Should Care)

Matthias showed that the hype around agents and agentic workflows can be realized.

Crucially, he showed the enabling agents to complete a task and then evaluating the quality throughout the process leads to better results that maintain a human touch.

Even if you don't want a content writer, you can learn a lot from Matthias' flow.

The MACE Workflow has important lessons for all builders:

  • You don’t need to be a coder: If you can use Google Sheets, you can build powerful AI autoamtions.
  • AI is great, but humans still matter: The MaCE Workflow succeeds because Matthias reviews and tweaks everything before it goes live.
  • Don’t wait for perfect: The grading isn’t always spot-on, but you’ll learn and improve as you go. It's much easier to improve an agent that isn't perfect than trying to start.
  • Automate the boring stuff: Let AI handle the grunt work so you can focus on the fun, creative parts. By having AI sort the top ideas, Matthias sits down and immediate enters creative flow.

Build Your Content Engine with Matthias' Template (Chipp Members)

Anyone can use the MACE Workflow for their own agentic flows...but it is definitely easier and faster to stand on the shoulders of German giants like Matthias.

That's why we are pleased to offer the MaCE Workflow for all Chipp members.

This includes everything you need to get started:

  • Pre-built Chipp agents to use each step along the way
  • App scripts to copy and use
  • A Google sheet template
  • A Chipp account to build and duplicate these agents for your own colleagues or clients

If you have a paid Chipp plan, you are already a Chipp Member!

If you don't yet have a plan, you can subscribe. Your subscription will give you access to all member content and upgrade your Chipp account to a pro plan.

Subscribe to Chipp for Full Access

Meet Matthias Werner

Matthias is a CRM & RevOps specialist who brings automation and AI workflows into professional football through his company High Block.
He helps clubs unlock new revenue streams by making fan engagement smarter, faster, and more personalized.
Always open to exchange thoughts on AI and automation—and happy to support ambitious teams beyond football—Matthias is the go-to partner for anyone ready to modernize their commercial game. Get your free consult with him here.

Now, on to the templates...

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Members Only Content Below

The Matthias Template Docs

Get started with the Matthias Template, including instructional videos, here:

Download the Matthias Template
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