I'll be honest.
I resisted AI tools for a while.
"It's just hype." "The output is generic." "Real strategy needs human thinking."
Then I actually started using them properly.
What's working inside our agency right now
Research automation
- Transcripts from calls get summarized instantly
- YouTube videos from industry experts - captured and indexed
- Newsletters archived and searchable
I now have a "second brain" that remembers everything.
Strategy sparring
- I bounce ideas off AI before client calls
- It challenges assumptions I didn't know I had
- Finds blind spots in my thinking
Not replacing strategy. Sharpening it.
Content ideation
- Research becomes post ideas
- Client conversations spark content angles
- Never starting from a blank page
What's NOT working
- Fully automated ad copy (too generic)
- AI-generated "strategy" without human context
- Anything that skips the thinking
AI amplifies thinking. It doesn't replace it.
The gap is widening
Between those who use AI as a lever.
And those still doing everything manually.
I know which side I want to be on.
What AI tool has actually changed how you work? Not the hype - the real daily use.