How agencies are using AI to streamline workflows and boost creativity

Innovation in the advertising industry has traditionally focused on flashy consumer-facing campaigns and cutting-edge storytelling. But recently, it's been the AI-driven innovations in infrastructure and internal processes—the stuff that nobody sees—that have been most transformative.

Generative AI augments not only creative ideas but also how these ideas are brought to life. It’s introducing a new wave of digital transformation for our business or, as David Droga noted in his keynote at this year's Cannes Lions International Festival of Creativity, a potential way to streamline the “messy middle” of our processes.

As agencies grapple with the AI evolution, the lines between advertising, innovation and infrastructure are blurring. And that’s worth noting because infrastructure has never been a focus for creative agencies. But generative AI is now fueling a wave of infrastructure innovation, and to stay competitive creative agencies must start paying attention to how it fundamentally alters internal processes.

Here are five key learnings that can help you implement AI across your agency:

Experimentation is the best education

The best way to democratize the power of AI is through education and access. CIOs are no longer siloed on the back end of agency management. As creative teams are embracing new tools, such as a Gen AI sandbox—a secure environment in which to explore generative AI—technologists are becoming more central to the process of our agencies. Investing time and resources in experimenting with AI will help your employees understand the pitfalls and identify opportunities to leverage AI for all sorts of tasks, better future-proofing your organization.

Unlock new potential with tools you already use

Most of the software tools used daily, such as Adobe Photoshop and Google Workplace, have recently incorporated new AI-powered features, and new standalone AI-powered products launch every week. It’s well worth spending time researching what tools and functionality are worth paying for. Allocate a budget for experimenting to gain access to some of the pro-level AI tools that will help your agency the most. By strategically embracing AI tools, small agencies can optimize operations and compete more effectively in today's rapidly evolving business landscape.

Empower your digital nerds

The digital nerds at your agency have historically focused on integrating innovative technologies into clients' advertising campaigns. But infrastructure is where innovation is happening today. Lean into these nerds (and their experience with AI) to help you better understand the optimal way to integrate AI ethically into your processes across departments. This presents a unique opportunity for digital-minded folks to broaden their influence by responsibly harnessing AI to improve our ideas and the creative process itself.

Establish AI policies from the beginning

An AI usage policy is essential to implementing AI ethically while avoiding unintended consequences. It's critical to understand potential biases, errors and legal concerns around using AI and learn how to mitigate them. AI policies should be an ongoing evolution, adapting to the technology's progress, deepening your understanding of its implications and the introduction of new legislation. It’s our responsibility to continue learning about and experimenting with AI to ensure the most positive impact on the agency, industry and society.

Human oversight is essential

Leverage AI to augment human capabilities, not replace them. Look to AI to help with small, mundane tasks, not the entire workflow. There will always be a need for human refinement and creative direction, and having humans in the loop is essential for utilizing AI effectively and responsibly. I genuinely believe that human creativity will become even more essential and valued as we move into a world increasingly shaped by AI-generated content.

Innovation has always been fundamental to the success of business. The advertising industry is starting to embrace AI as a tool for streamlining internal workflows and amplifying creative potential. The future of advertising is one where human ingenuity and AI-powered efficiency work in tandem.

This is not merely a technological shift but a philosophical one, where enhancing how we work is just as vital as enhancing the work itself. Your agency has the opportunity to revolutionize the industry from the inside and can be at the forefront of this new wave of business transformation. Making the work better by making the process more efficient, all through the benefits of AI.