The Future of AI in Agency Services: Key Takeaways from StudioSpace’s Recent Agency Community Event in Sydney

There’s no looking back on the impact AI is having on our industry. It’s no longer a choice to ignore the disruption and opportunities arising from AI - clients demand the efficiencies available from using AI and agency business models are at threat of becoming unsustainable without leveraging the technology.

On the evening of November 14, 2024, we hosted a lively event at Miroma Project Factory in Redfern, Sydney, to dive into one of the most pressing topics shaping our industry: the role of AI in agency services. With insightful discussions from industry leaders, this event brought together a dynamic group to explore the potentials and challenges AI presents to agency work today. The panelists shared experiences, ideas, and practical examples of how AI is transforming everything from content creation to client relations.

The evening’s discussion centered around the theme of AI’s impact on agency services, and our expert panelists brought varied perspectives and deep insights from their respective fields:

Kat Robinson – Global CEO at Miroma Project Factory:

As a leader at the intersection of digital and creative services, Kat offered a comprehensive view on the practical and ethical considerations when applying AI solutions to real-world challenges with clients. Her work at Miroma Project Factory positions her uniquely to understand both the possibilities and risks of integrating AI into creative and digital workflows.

Ben Cooper– Founder of Braintrust and Innovation & Strategy Partner at Time Under Tension:

Ben, known for his experience in innovation and strategy internationally, shared insights on the flexibility and adaptability AI can bring to independent agencies. With a wealth of experience advising clients on digital transformation, Ben emphasised the importance on how AI can enhance strategic decision-making and enable agencies’ production models.

Pip Bingemann – Cofounder of Springboards.ai:

With a focus on AI tools for the agency world, Pip provided valuable perspective on how AI can streamline processes and allow teams to focus on high-impact work. His expertise in creating AI-driven solutions for business efficiency made him an invaluable voice on the importance of balancing technology with the irreplaceable human elements of creativity and strategic insight.

Key Takeaways from the discussion

As the panelists shared their thoughts on AI, several important themes emerged, each underscoring the necessity for a thoughtful, client-centric approach to using AI in agency services.

1. Ethics and Transparency in AI Use

One of the most discussed topics was the critical need for establishing clear ethical guidelines, or “house rules,” around AI usage. The panel emphasised transparency with clients, ensuring they understand when and how AI is used. This approach cultivates trust and demonstrates AI as a responsible, value-driven tool in the agency-client relationship. As AI standards evolve, these ethical practices will allow agencies to show that AI is used with integrity, supporting creativity and client outcomes alike.

2. Agility of Independent Agencies

Independent agencies are well-positioned to leverage AI due to their inherent flexibility. Unlike larger firms bogged down by bureaucracy, independents can swiftly adapt, experiment, and adopt new AI technologies without delay. This agility allows them to respond quickly to client needs, remain competitive, and even set the standard for AI-driven innovation in agency services.

3. Collaborative Client Relationships Drive Innovation

The panelists also highlighted the importance of collaboration with clients, suggesting that true innovation comes from working closely with clients willing to explore AI’s potential. By bringing clients along for the journey, agencies can develop AI solutions that are more closely aligned with specific goals and create more impactful, customised services. This partnership approach fosters dynamic, adaptable relationships, leading to innovations that directly contribute to client success.

4. The Human Element Remains Vital

AI enhances but does not replace the creativity, strategic insight, and expertise that agency professionals bring to their work. Panelists suggested that AI should be seen as a tool to support, not substitute, the human elements of agency work. Automating repetitive tasks allows teams to focus more on strategy and creativity, ensuring that the core of agency work—human ingenuity—remains at the forefront.

5. Value Creation Over Hype

The final takeaway was a reminder that AI in agencies should be about generating real value. Panelists cautioned against adopting technology for technology’s sake. Instead, they encouraged the audience of agencies to focus on AI’s tangible outcomes, such as client satisfaction, operational efficiency, and measurable results. Agencies that use AI strategically to drive client value will stand out in a fast-evolving landscape.

Hot Tools and Resources Shared by Our Experts

Throughout the evening, our panelists also highlighted some cutting-edge AI tools they recommend for agencies to explore:

• Springboards.ai: A resource for AI-driven solutions aimed at enhancing business efficiency.

• Hey Juno: talks to real customers and users to gather feedback fast.

• BeSuper.ai: AI tools tailored for agency workflows and content generation.

• Perplexity.ai: An AI assistant that helps in research and ideation processes.

• Claude.ai: A conversational AI tool that assists with customer support and engagement.

• NotebookLM by Google: An AI-based tool that facilitates collaborative research and data analysis.

• Theresanaiforthat: The largest database of AI available on the market.

• Superintelligent: A tool that empowers organizations to build AI that is fair, interpretable, auditable, and understandable.

As the night wrapped up, it was clear that StudioSpace and its network of agencies are not only excited about AI’s potential but are also committed to integrating it thoughtfully and ethically. By staying focused on transparency, agility, collaboration, and real value, independent agencies are well-positioned to lead the way in leveraging AI to its fullest.