" />In our pursuit of continually developing and improving as an agency, we are integrating AI tools and best practices into our work over the coming months. This week, we took the opportunity to immerse ourselves in the latest insights from industry leaders at Prolific North’s Demystify the Myths and Risks as an Agency Using AI event.
The event included two panel sessions, where experts in the world of marketing and technology discussed how agencies are seizing opportunities with AI, while unpacking the mistruths and challenges surrounding this transformative technology.
As the capabilities of artificial intelligence grow at staggering speed it is important that we as an agency keep up with the developments to incorporate them into our own work and processes, and the services that we’re able to offer our clients. While we won’t be using generative AI to write copy any time soon there are a number of efficiencies that AI applications can have.
Here are seven key takeaways from the event that will help in shaping our approach to AI integration in the future.
Embracing AI for efficiency
The panel agreed that AI is a valuable tool for improving efficiency and effectiveness within PR and marketing. It allows agencies and practitioners to find quicker, smarter ways to get work done. As a result, it means that we have more time to do the work that matters and generate results for clients. Therefore, adopting AI can improve the quality of our work. It enables cost savings – reducing the time spent doing admin work. It also allows us to operate at speed. This is important for newsjacking and reactive comms work, for example, where speed is key to securing coverage for a client in a fast-moving news agenda.
Skill and knowledge still matter
While AI can polish and enhance work, it still requires a strong foundational understanding and skill set to generate quality input. The saying ‘garbage in, garbage out’ also applies to generative AI. The quality of the prompt will largely dictate the quality, accuracy, and relevancy of the output. AI can’t replace deep expertise or the creative edge that skilled PR and marketing professionals have. That puts us, as an agency with varied expertise across the marketing mix, in a strong position with our people having many years of successful and award-winning marketing campaigns.
Incoming education gap
The group was however concerned that universities are not adequately preparing students to use AI tools in professional settings. This could lead to a skills gap in the near future as new graduates enter industries, such as ours, where AI proficiency is increasingly expected. For example, the use of AI is strictly forbidden in many universities, while in the professional world, new jobs are being created off the back of the growth of AI. The panel discussed their work in generating and refine prompts for the businesses and clients, and an expectation that all staff would be able to do this type of work. As an agency we will consider adding an AI requirement and training to the next assessment day of our Young Talent Scheme.
Transparency with clients
The question ‘should agencies be transparent with clients regarding their use of AI tools’ was met with a resounding yes! Clients must be taken on the journey of discovery and implementation with the agency. This helps them incorporate AI tools into their own tool stacks and workflows internally. While the minutiae of tools that help an agency function might not always be disclosed, anything that directly impacts the client’s work must be shared transparently. Some larger networked agencies have developed their own solutions; however, this is a costly option and maintaining them is also resource intensive. Adopting and understanding the best tools for your agency and client requirements was the preferred route for the majority of the panel and those in the audience.
Legal and contractual considerations
The importance of including AI usage in client contracts is now paramount. Client preferences can vary widely – from fully embracing AI-generated content to rejecting it entirely. Many current indemnity contracts may not cover the use, or misuse, of AI as it is an emerging area therefore a review of these agreements may be necessary. For example, entering sensitive details into an open source AI can breach disclosure agreements. An eyes wide open approach was stressed by the panel experts.
Evolving roles and entry-level positions
There’s a recognition that entry-level roles may shift as AI takes over more mundane tasks. This could mean more interesting and strategic early career opportunities, with a focus on understanding broader business contexts rather than just administrative tasks. For example, meeting minutes and agendas are easily automated, however a member of the account team must make sure they accurately capture discussions and actions. The use of AI and automation cannot lead to mindless work. Everything must still be sense checked and reviewed by experts, and compared to their past experiences.
Optimism about the future of artificial intelligence
The future is bright. All the panel speakers expressed optimism that the future of AI was a positive one. The attitude is very much ‘adapt now or get left behind’. Some agencies are experimenting with different tools, while others are using the tools they are already familiar with and leaning on the third-party’s experimentation and adoption. Adobe, for example, has incorporated many AI innovations into its existing Creative Cloud suite of software which we already use within our creative content team.
We will continue to explore the best options for implementing AI into our existing agency processes, in order to make sure we’re at the forefront of what is possible, and delivering the best-in-class work for our clients.
Share your thoughts on the uptake of AI within agencies, and how we might adopt it further via our social media channels. Watch this space for innovations.
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