The rapid mass-onboarding onto AI platforms like OpenAI’s ChatGPT and Google’s Bard has that web2.0 digital gold-rush feel to it. After several years where it felt like tech was struggling to find the new killer app that would turn the whole world upside down and revolutionise our conception of productivity, efficiency and content – the concept of an AI agency became suddenly became a real possibility.
But we’ve been here all along. Anything is Possible’s experiments as an AI agency started on day one five years ago, when we built our virtual assistant aiPete to automate client reporting and manage our internal processes. It’s a founding proposition that we connect and automate every process that we can. It’s a principle that guides everything we do. Moving our colleagues’ time and expertise away from repetitive and (let’s be honest) boring tasks into exciting, value-adding activities that only human empathy and insight can achieve. My co-founder Mark even received a degree in Artificial Intelligence from University of Sussex, way back in the dim and distant 1990s.
Harnessing the power of AI through the recent proliferation of plugins, apps and platforms lets us focus on strategy and creativity, rather than get bogged down with routine processes. And this drives what we really care about: client success. Here are some of the specific ways we are using or developing AI solutions to boost agency value for client effectiveness.
Notes and summaries
AI can significantly help media, tech, and creative agencies streamline their note-taking and summarising processes. Natural language processing tools can accurately transcribe meetings, interviews, or brainstorming sessions, generating notes in real time. These notes can be further refined, with apps like Kaizen summarising the main points, decisions, and actionable items, thus ensuring that no critical details are lost in translation.
AI can then go further to analyse these summaries and identify recurring themes, important tasks, or client sentiments, providing valuable insights into client needs and perspectives. It can also identify trends in our client interactions – identifying gaps, suggesting possible avenues for improving the relationship or creating more value.
AI solutions can also play a vital role in assessing the health of client accounts. With advanced predictive analytics, AI can forecast future performance based on historical data. It can identify potential risks and opportunities, suggesting proactive actions to improve account health.
In addition, AI can be used to analyse client feedback, social media posts, and other public comments related to a client’s brand. Sentiment analysis can provide valuable insights into the public’s perception of a brand, identifying potential issues before they become serious problems.
Enabling better briefs
AI can enhance the briefing process by providing actionable insights from large volumes of data. It helps us understand our clients’ context by analysing past campaigns, market trends, their brand’s perception, competitive analysis, and more. It can also predict the likely effectiveness of different campaign strategies, helping us prioritise campaign recommendations.
AI agency chatbots can also streamline the briefing process, allowing clients to provide information about their needs at their own pace and in their own words. These chatbots can ask clarifying questions, ensuring that we have all the information we need to develop effective proposals.
Automation of complex tasks
AI can automate various complex tasks in a media, tech, and creative agency like ours, including:
- Data analysis: AI can quickly analyse large volumes of data, identifying trends and patterns that might be missed by human analysts. This can provide valuable insights into the effectiveness of marketing campaigns, audience behaviour, or the performance of individual social media posts, for instance. Within agreed client parameters, these insights can also be used to trigger different campaign optimisations in response.
- Content creation: AI can generate initial drafts of articles, social media posts, or ad copy, speeding up the content creation process. This lets our creatives iteratively refine and personalise the content rather than going back to the drawing board each time.
- Campaign management: AI can monitor ongoing marketing campaigns, adjusting bids, targeting parameters, or ad placements to optimise performance. It can also identify poorly performing elements of a campaign and suggest improvements.
- Customer service: AI-powered chatbots (just one of aiPete’s many faces) can handle routine client service queries, freeing up our Possiblists* to handle more complex issues. Chatbots like Pete can provide quick, accurate answers to common questions, and triage more complex ones, letting clients get what they need without having to divert attention away from ongoing projects.
By automating these complex tasks, AI lets us focus on strategic decision-making and creative work, improving our effectiveness and efficiency. This not only provides more value to our clients but also makes us more competitive -and able to bring our services to more exciting brands.
*What is a Possiblist? I get asked this a lot. There’s only one way to find out.