Another great Ad Age event in Boston. I could have spent 3 hours addressing the topic of AI.
AI is here to supercharge agencies. It creates an incredible lift in productivity, efficiency, and client value. And, if you happen to be smaller, it has democratized the ability to operate with the horsepower of a much larger shop. However, while creatives, media, and some operations people have embraced it… account management, project management, and strategy are not nearly taking advantage of the potential that is here right now.
When do you start?
Well… 87% of clients say generative AI represents the future of marketing (credit: Dentsu Creative). This means you need to get your ass in gear pretty quickly if you’re not already fully digging in.
In addition to just a handful of the key apps, the LLMs (GPT + Claude) are more powerful than most realize. With simple prompt engineering methods, you can do client/prospect business analysis, targeting and segmentation, target audience research, persona development, journey modeling, and more. And start with the bigger apps to get rolling, the small specialized ones will soon be replicated within those who already dominate.
Here’s where it gets even better: start creating basic custom models that take on the persona of your client or prospect. Then, engage that model for input and feedback on strategy, creative concepts, presentations, and proposals — long before you even sit down with the client.
Just scratching the surface here.
Join me this October 9/10.
If any of this resonates, join me at our Mirren AI & Tech Summit this October 9/10 in New York (and virtual).
