We’re an advertising agency embracing AI. For our creatives, that means continually learning the new skills and thought processes needed to be brilliant with generative AI. For our executive and accounts team, that means learning how to collaborate openly with clients to stay ahead of the curve. For our media team, it means using AI to find audiences and reporting results with greater speed and accuracy.
As an agency, we stand by the following values:
- We subordinate technology to people, not the other way round.
- We want this tech to augment the skills of our team.
- AI education will be a constantly evolving process.
If you’re a business looking to explore AI alongside your advertising agency, consider the following:
1. Ask for an AI policy
With greater power in AI comes greater responsibility. That’s why creative agencies are developing AI policies: to put a clear framework on the new way of working to ensure you’re on the same page regarding IP, resource levels and more. If an agency has a policy, they should gladly share it with you.
2. Create your own AI policy
Decide where you stand on AI use, setting a boundary between what’s okay and what’s not okay. Make sure your whole team is clear on the policy and that your agency is aligned.
3. Know your ‘open’ from ‘closed’ AI
Think of open AI as information in, information out. Your data goes out to the world. Think of closed AI as just information in. You will need to make sure your agency is using closed AI if you want to keep your IP secure. Closed AI keeps your secrets. You’ll reap the benefits of information access without contributing any new information.
4. Know the breadth of AI applications
You’ve heard of ChatGPT and Midjourney, but that’s just the start. Marketers worldwide are using Descript, Runway, Sora, CapCut, Jasper AI – the list keeps growing. There are also creative non-AI-specific applications like Canva and Photoshop that have AI plug-ins. You need to know this when working with your agency as they may be using AI without you realising it.
5. Be clear about when and where AI can be used
Be clear with your agency partner about your level of comfort with AI. Understand which applications they are using and ensure your IP is protected.
6. Remember it’s an evolving technology
Be prepared to update your AI policy regularly. It may work for you now, but as technology progresses, you will need to revisit your position. Allow time and budget for professional development too. AI technology requires new skill sets. Even the best designers face a steep learning curve.
Want support in exploring the possibilities of AI for your brand? Our team is ready. Reach out to get started.
