Artificial intelligence is an innovative technology that aids businesses worldwide in areas ranging from shipping and logistics to sales. In the marketing and advertising space, AI can offer crucial technological advantages. Given their ability to learn from mistakes and track records accurately, AI and machine learning are invaluable tools for collecting and analyzing data.
While workflow processes can be improved by leveraging AI, doing so requires a clear understanding of how the system would work. Below, 11 experts from Forbes Agency Council weigh in on how an agency can improve its workflow by using AI to bolster existing processes.
Forbes Agency Council members discuss ways that AI can improve an agency’s workflow.
Photos courtesy of the individual members
1. Automating Repeatable Tasks
Look for functions where repeatable and relatively consistent tasks can be automated or, if done differently, could vastly reduce time and effort. Pretesting creative to predict engagement and gain insights on what audiences demand can decrease creative development time, massively cut discovery and live experimentation and reduce underperforming or wasted spend. – Vance Reavie, Junction AI Inc
2. Streamlining Business Development
Business development is an important and resource-intensive part of agency work, and AI tools exist that can automate data gathering, tagging and access across different formats, sources and groups. Tools such as Lucy.ai dramatically decrease the time and resources spent at the beginning of the process, allowing the focus to be on turning the data into insights for a compelling pitch. – Scott Severson, Brandpoint
3. Enhancing Social Listening
Choosing a strong social listening platform is an absolute must. Tools such as Awario are wonderful, as they will automatically comb through all social media platforms, Reddit and blogs to check for company mentions. This reduces the amount of time spent searching for and compiling this data, and it helps you stay on top of your client globally! – Christopher Tompkins, The Go! Agency
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4. Improving Customer Communication
Utilizing an AI customer service communication or chat service for your website can improve your workflow. We have found that being able to offer immediate initial replies to website visitors is very valuable. It provides instant feedback, an immediate value-add and partial satisfaction to the website visitor. – Timothy Nichols, ExactDrive, Inc
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5. Comparing Messaging Across Channels
Having tools that make us smarter in helping our clients and map into our daily workflow is a competitive advantage in today’s world. We use a natural language tool that allows us to compare company messaging across channels. Knowing our AI platform is working in the background to alert us of reputational risks and media mentions is essential. The possibilities are endless! – Kathleen Lucente, Red Fan Communications
6. Accessing More Relevant Information
While this is not an area of specialty for me, I believe AI makes relevant and current information available to agencies like never before. This helps guide our every move, making us wiser, faster and more competitive. From market research to analytics, AI is redefining the way we function. – Ernest Ross, Ross Advertising
7. Improving Content’s Quality And Readability
Using AI-powered writing tools, such as Grammarly and ProWritingAid, is a sure way to improve the quality and readability of content. Other tools evaluate how your content compares with similar content on the web and can help you rewrite yours to be more engaging and relevant. – Jim Caruso, M1PR, Inc. d/b/a MediaFirst PR – Atlanta
8. Leveraging Smart Email Programs
Smart email has been a life-changer for our organization. Email AI programs allow you to automate who is notified and/or assigned when client messages come into team inboxes and reassign important or pressing conversations if someone is out of the office. It has helped us ensure that tasks are getting done on time and that no one is drowning while others simply tread water. – Hannah Trivette, NUVEW Web Solutions
9. Ensuring That Strategies Are Complementary
To ensure that all of an agency’s marketing strategies are complementing one another, integrated AI tools can more efficiently pull data from various platforms into one place, such as Google Data Studio, where you can see a more fully realized big picture of your accounts. Combining this view with attribution data insights and social listening will help you understand audiences in the most granular way. – Larry Gurreri, Sosemo LLC
10. Monitoring Influencer And Social Media Trends
Advancements in AI have taken the legwork out of monitoring the latest trends in influencer and social media marketing. These AI tools enable you to zero in on the topics your target audience engages with the most online, defining these specific demographics across social media channels. This frees up your agency to spend less time on content research and more time on content creation. – Adam Binder, Creative Click Media
11. Managing Databases And Qualifying Leads
Applying AI to manage your database and qualify leads adds more depth while saving you a tremendous amount of time. Combining AI with workflows, you can intelligently assign contacts to personas, weed out inactive contacts and surface qualified leads. AI can be applied to detect patterns that show which contacts and accounts are most likely to convert to opportunities, moving beyond manually preset parameters. – Wendy Covey, TREW Marketing
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Author: Expert Panel®, Forbes Councils Member
