Riding Muse had the brand, the imagery and the travel expertise — but its content lived in fourteen different documents, none of them agreeing with each other. In September 2026 I audited the mess, built a connected AI system around it, and rebuilt the workflow so Rebecca can run it herself without an agency in the loop.
Riding Muse's content, strategy documents, captions, photos, reels and trip information were spread across different tools. The result was inconsistent output, generic AI captions, confusion around content pillars, and a posting workflow nobody trusted.
Riding Muse curates luxury horseback safaris and riding holidays worldwide — handpicked equestrian adventures from Africa to the Andes for a discerning, high-budget audience.
I worked as an AI and content-systems consultant: auditing the existing brand material, structuring its knowledge base, setting up Claude workflows, rebuilding the content calendar, and translating the system into a process Rebecca could use herself. The goal wasn't another strategy document — it was a system that survives without me.
The audit surfaced the fourteen conflicting pillar systems and the reel-vs-carousel contradiction. Both had been quietly steering content decisions for two years without anyone flagging it.
I created a controlled repository connected to Google Drive and the local file system, so Claude could work from brand documents, strategy, assets and content-planning material in one place — instead of Rebecca re-explaining context in every new chat. The setup included specialist workflows for captions, carousels, hooks, hashtags, planning, repurposing, and humanising Instagram copy.
We clarified the shift from a fashion-heavy original brand direction toward horseback travel, destinations and bookings — while keeping personal style as a differentiating medium, not the main event. The operating framework runs on four themes: place and perspective, people behind the ride, style, and Rebecca's origin story.
I rebuilt the content calendar in plain language, stripping the jargon that made the old system hard to use. The final workflow connects a calendar row straight to Claude Chat for caption generation, feedback and iteration — usable from desktop or phone, mid-trip or at a desk.
The system is built around Rebecca's actual writing: personal, cinematic, aspirational, warm, and free of generic travel-marketing language. A curated caption repository by destination is planned next, to give the model stronger source material over time.
For the Out in Africa trip campaign, I supported the Instagram content workflow, reel structure, caption refinement, brochure production, asset organisation, and a ManyChat comment-to-DM lead flow. The keyword "BUSH" triggers trip details and captures the lead for follow-up.
The work moved Riding Muse from scattered documents and off-brand AI output to a single, repeatable content-production system — and from a strategy Rebecca depended on others to run, to one she runs herself. It also produced a live campaign workflow combining Instagram, a shareable brochure, automated DMs and lead collection. The system is newly live; campaign-performance numbers aren't in yet, and I'll add them here once there's enough data to report honestly.
Want your brand's scattered docs and generic AI output turned into a system you can run yourself? Reach out at mo@sahardid.com.