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Upgrade your classical Ad Agency with today's Zeitgeist by implementing AI. (Benefits & Roadmap)



Challenge


AI revolutionizes every industry, touchpoint, and process imaginable.


Every employee and company not adapting will stifle their career and lose significant business within the next few months – especially Ad agencies who once were the main creators of commercial content aka ads, films, banners, websites, etc.




Idea


Upgrade your classical Ad agency with today's Zeitgeist – by implementing AI.




I created for you:




Executive Summaries


Chief Executive Officer


Implementing AI and automation will transform our agency and prepare us for the future of marketing and advertising. AI and automation will maximize efficiency, increase profit margins, and enhance our competitive positioning.


Our agency can leverage generative AI to automate content creation, augment human creativity, and produce more output with less time and effort. This will reduce costs and free up resources to focus on high-value strategic initiatives. (Trend Report AI 2023, page 19) With AI, we can deliver personalized and optimized campaigns at scale across multiple platforms. We can track and predict trends in real time to stay ahead. (100 AI Use Cases, pages 6-10)


Adopting AI also presents a major opportunity to elevate our brand as an innovator and leader. Our employees will upskill and we will attract top AI talent. First movers in AI like us shape the future marketplace. (Rewired, page 43) With the right vision and commitment, AI transformation will bring our agency measurable competitive advantages. (GWA Trend Report AI 2023, page 24)


The headline benefits of implementing AI

  • Increased efficiency and productivity

  • Higher profit margins and cost reduction

  • Competitive differentiation as an AI leader

  • Optimized and personalized ad campaigns

  • Real-time insight into trends and performance

  • Upskilling employees and attracting AI talent

  • Shaping the future of marketing and advertising


Chief Financial Officer


AI and automation offer significant financial upsides for our agency. The quantifiable benefits make this a sensible investment.

By automating repetitive tasks like data entry and analysis, AI frees up employees to focus on high-value work. This drives efficiency gains equivalent to 30-80% improvements in individual tasks. (Rewired, page 42) With AI, we can do more with less, reducing operational costs.


AI empowers data-driven decision making. We can leverage AI tools to quickly analyze financial data, identify cost-savings, and optimize budgets in real time. (100 AI Use Cases, page 11) AI-powered business forecasting and predictive analytics will give us greater visibility into future performance.


As we automate routine functions, we can evolve our business models and billing practices. Value-based pricing will better reflect our IP and expertise. (GWA Trend Report AI 2023, page 49) New AI products and services also represent potential revenue streams.


Adopting AI positions us competitively. We'll attract top AI talent, steal share from slower-moving shops, and build our reputation as an innovator. The upfront investment will pay dividends.



Chief Technology Officer


Implementing AI presents some technical challenges, but the capabilities far outweigh any hurdles. With the right infrastructure and governance, our technology stack can support transformative AI adoption.


Our AI systems will require robust data pipelines, storage capacity, and computing power. Migrating to the cloud will provide the flexibility and scalability we need. We should invest in our data architecture and integrations to connect siloed systems.

As we build proprietary AI models, we must implement rigorous model training, evaluation, monitoring and versioning processes. We need infrastructure to support continuous model improvement and maintenance. We should create frameworks for model explainability and auditability to ensure ethical AI practices.


Our technology team will need to reskill around AI development and deployment. We should incentivize learning and exploration of new techniques like few-shot learning. We'll attract top AI engineering talent as an innovator.


With deliberate effort, we can make our technology stack "AI ready." The payoff is immense enhanced productivity, decision making and growth. AI unlocks capabilities that will keep our agency on the cutting edge.


Chief Strategy Officer


AI represents a strategic opportunity to transform our value proposition, business model and competitive positioning. If we act decisively, AI can redefine our agency's future.


AI allows us to know our customers better than ever before, creating opportunities for highly targeted, personalized and impactful campaigns. We can integrate AI throughout the marketing funnel to optimize ideation, creation, distribution and reporting. (100 AI Use Cases, pages 28-33)


We should explore new business models like selling proprietary AI tools, microservices and platforms. Our creative IP and expertise position us to build leading AI solutions. We can supplement services revenue with AI product sales.


AI impacts our workforce strategy. We should train staff on AI-relevant skills and emphasize collaboration between humans and machines. We can attract top AI talent by pioneering new techniques.

By harnessing AI proactively, we will distinguish ourselves from competitors. We can lead our industry into the future, shaping how AI is leveraged creatively versus reacting to market changes. We should make big bets in AI or risk falling behind.


Chief Creative Officer

AI presents unprecedented opportunities to enhance creativity, generate new ideas, and produce higher quality content faster. AI will transform our creative process and output.


AI tools like DALL-E enable ideation at scale, rapidly iterating initial concepts that designers can refine. AI can also expand the creative possibilities of experienced practitioners. (Trend Report AI 2023, page 30) We can use AI to generate endless personalized variations of ads and content.

For content creation, AI excels at rote tasks while empowering humans to focus on high-level creative direction and strategy. AI content meets baseline quality bars, which creators then refine and elevate. This human + machine collaboration drives efficiency gains.


AI possesses some creative abilities but still lacks human contextual understanding, originality and judgment. Our creatives should embrace AI as a tool to complement their skills while recognizing its limitations. With training, our creative teams can maximize value from AI collaboration.


AI presents new ethical challenges we must address responsibly. Overall, AI offers immense potential for creators by enhancing ideation, accelerating production and generating more impactful, personalized content. AI propels human creativity rather than replaces it.


HR Director


AI and automation provide immense opportunities to transform HR operations, freeing up your team to focus on more strategic initiatives and enhancing the employee experience.

Many repetitive and data-driven HR tasks can be fully or partially automated with AI. This includes screening resumes, scheduling interviews, administering surveys, answering common questions, and managing benefits enrollment. AI bots and chatbots offer 24/7 self-service options for employees. (100 AI Use Cases, pages 16-17)

AI tools excel at gathering and analyzing employee data to derive insights around satisfaction, retention risk, skills gaps, and more. Predictive analytics will help you anticipate and address issues proactively. AI can match learning content to individual needs and interests. (Trend Report AI 2023, page 18)

Automation reduces manual work so your team can shift focus to more high-value areas like culture building, change management, and organizational development. AI provides real-time data to inform your people strategies.


AI-powered automation also enables you to provide consumer-grade, personalized experiences that improve employee satisfaction. Your team is freed from monotonous tasks.

With AI capabilities, you can strengthen HR operations, use data-driven insights to enhance workforce and talent strategies, and elevate the employee experience. AI is a game changer for modern people teams.




How each Department profits from AI



Contact & Account Services

AI can automate lead generation, qualify leads, and route them to the appropriate account reps. Chatbots and voice assistants can handle common customer service queries, freeing up account managers to focus on high-value client relationships. AI tools can analyze client data and conversations to surface upsell opportunities and deepen relationships. (100 AI Use Cases, page 27)



Research & Strategy

AI excels at gathering and analyzing data from various sources to uncover consumer insights and trends. It can track campaign performance and competitive activity in real-time, allowing strategists to optimize efforts and stay ahead of market shifts. AI also enables advanced scenario planning and predictive analytics. (Trend Report AI 2023, page 33)


Media Planning & Buying

AI can inform media buying decisions by identifying the optimal mix of channels and placements. It can optimize budgets and bids to maximize ROI. Dynamic creative optimization driven by AI allows ads to be tailored to specific users and contexts for greater relevance and performance. (100 AI Use Cases, page 32)


Creative

AI tools help ideate concepts at scale and rapidly iterate initial creative directions. AI can generate endless personalized creative variations and optimize assets for specific audiences and contexts. AI also accelerates rote production tasks. Humans provide creative direction and refine AI output. This collaboration enhances ideation and improves productivity. (Trend Report AI 2023, page 30)


Human Resources

AI streamlines repetitive HR tasks like screening candidates and scheduling interviews to focus talent acquisition efforts. It enables personalized, AI-driven training and development programs. AI bots can answer common employee questions and provide HR services 24/7. AI performance management tools provide real-time feedback. (100 AI Use Cases, pages 16-17)


Production

AI automates aspects of content production like editing videos and images, creating 3D models, and adapting assets across formats and sizes. This accelerates timelines and reduces costs. AI can also generate new creative concepts and raw materials. Humans elevate the technical quality and refine content. AI boosts the volume and velocity of content production. (Trend Report AI 2023, pages 31-32)



Roadmap for AI implementation

1. Conduct an AI readiness assessment

  • Assemble cross-functional team to evaluate current tech stack, data infrastructure, workflows, and skills gaps

  • Identify quick wins for AI adoption and long-term AI priorities (Rewired, pg 59)

2. Define an AI strategy and business case

  • Analyze how AI can enhance specific capabilities and use cases (100 AI Use Cases)

  • Develop hypotheses around AI value drivers, cost savings, new revenue (Trend Report AI 2023, pg 24)

  • Create projected ROI models and assess required investment

3. Upgrade foundational elements

  • Improve data pipelines, quality, and governance (Trend Report AI 2023, pg 56)

  • Assess gaps in skills and begin reskilling programs (Trend Report AI 2023, pg 48)

  • Start shift towards cloud computing for scale and agility (Trend Report AI 2023, pg 49)

4. Launch pilot projects

  • Start with bounded projects like AI-enabled lead gen or creative ideation (100 AI Use Cases)

  • Validate capabilities and refine approaches based on user feedback

  • Demonstrate quick wins to build momentum (Rewired, pg 59)


5. Scale adoption across organization

  • Promote AI literacy and enthusiasm through training and communications (Rewired, pg 105)

  • Develop frameworks for ethical AI practices (Trend Report AI 2023, pg 20)

  • Expand best practices and lessons from pilots more broadly


6. Continuous improvement

  • Collect user feedback and performance data continuously (Rewired, pg 121)

  • Maintain rigorous model monitoring, retraining and upgrading procedures

  • Keep pace with advances in techniques and tools through R&D investment


7. Consider new business models

  • Explore building products and IP around proprietary AI models and tools (Trend Report AI 2023, pg 49)

  • Develop services to help other companies implement AI, like change management consulting (Rewired, pg 177)

  • Startups focusing exclusively on AI marketing could emerge




Implementing AI – in 3 Scenarios


1. Without a dedicated AI specialist

  • Employees adopt AI tools in a fragmented, ad hoc way based on individual needs (Rewired, pg 121)

  • No centralized governance or coordination around AI adoption

  • Risk of poor data practices, bias, and misuse of AI due to lack of oversight (Trend Report AI 2023, pg 42)

  • AI used in siloes rather than holistically integrated across organization

  • Lack of scaling as best practices not shared and adopted more broadly

  • Lost efficiency gains and ROI without expert guidance on AI optimization (Rewired, pg 105)

Overall, AI implementation is suboptimal without specialist leadership. There are risks of bias, misuse, lack of holistic adoption, and lost efficiency gains.


2. With a generalist AI specialist

  • Specialist brings AI expertise but lacks advertising agency context (Rewired, pg 177)

  • Less effective at identifying high-value AI use cases or customizing approaches for the agency

  • More change management needed to convince stakeholders without insider credibility

  • Slower traction on adoption with less tailored messaging and positioning of AI

  • Generalist perspective still misses some integration opportunities across siloes

A generalist AI specialist can provide technical guidance but may lack the advertising agency insights to maximize value.



3. With an industry AD veteran who’s an AI specialist

  • Expert pairs AI expertise with decades of ad agency experience (Rewired, pg 177)

  • Can rapidly pinpoint and articulate highest value AI applications to each function (100 AI Use Cases)

  • Gains stakeholder buy-in more easily with insider credibility and language

  • Identifies more integration opportunities across teams leveraging holistic view

  • Promotes best practices and scales successes faster thanks to relationships

  • Unlocks more value from AI transformation due to insider perspective

An AI specialist with extensive advertising expertise can best optimize the integration of AI across the organization. Their insider knowledge helps maximize strategic value.




Recommended Ad Veteran & AI Expert


I’m a Creative Director, bilingual Copywriter (DE+EN) & Marketing Strategist with 20+ years of marketing & WWW and 30+ years of IT expertise, who's supercharging into AI as a Prompt Engineer and Head of Generative AI to create next-level campaigns, better ROI & wins for companies.


Contact me for a first free consultation on what AI can do for you and how I may help.


🙋🏼‍♂️ Elias Kouloures


🐌 Luisenstr. 48, 10117 Berlin, Germany, Earth, Milky Way, Virgo & Laniakea Supercluster

📞 +491602448800





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