Anyone who’s spent more than a few minutes inside the agency world knows that the key to success in this business has always laid in the strength of our client relationships.
For all our talk of programmatic efficiency, winning clients and building lasting value often comes down to our ability to foster lasting relationships built on trust and creativity.
Today, with Artificial Intelligence (AI) stepping onto the advertising stage, these relationships are set to become more critical than ever.
Perhaps the greatest unsung upshot of outsourcing certain agency functions to AI is that it is going to free up more time for Agency leaders to focus on client strategy and less time on managing tedious operations.
We already know that AI is poised to revolutionize the ad industry by automating tasks like ad creation, media buying, and campaign optimization. With the machines handling the grunt work, agencies can become smoother, faster, and more cost-effective than ever before.
But when everyone is adopting these tools it becomes difficult to differentiate on things like SLA’s or FTE rates and a lot more important to be deeply in-tune with your client’s brand.
To thrive in this new era, here are some essential tips for agencies looking to leverage the power of AI while keeping the focus on client relationships:
Build culture that prioritizes client relations:
In an AI world everyone in your agency becomes a client ambassador. Empower everyone to foster client relationships and hire for every role as if it were client facing.
Empower your creative team:
While AI takes care of the logistics, remember that human creativity is still the star of the show. Invest in hiring, developing, and retaining top creative talent, and encourage your team to create engaging stories that resonate with audiences.
Partner with AI:
Allow AI to handle the grunt work, but never underestimate the value of client relationships and human input. Establish a collaborative partnership between AI tools and your team, enabling technology to support and enhance your ability to foster strong connections with clients.
Stay ahead of the curve:
Keep up to date with AI advancements and industry trends. Be prepared to adapt your approach and processes to stay innovative and offer fresh, valuable solutions to your clients.
Educate clients about AI:
Help your clients understand the potential benefits and limitations of AI in advertising. By being transparent about AI's role in your agency, you can ensure they recognize the enduring value of human creativity and relationships in the process.
In a nutshell, while AI is certainly going to reshape the ad industry, it's the human touch – and more specifically, the strong client relationships – that will keep agencies thriving. By embracing AI's capabilities to streamline operations and focusing internal teams on enhancing client connections, ad agencies can position themselves for long-term success and growth in an ever-evolving industry landscape.
At Jetson Advertising Intelligence we’re helping agencies use human-in-the-loop AI to automate processes, build new revenue streams, escape the FTE-billing trap and build stronger customer relationships. If you run an agency we’d love to talk with you today!
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