How Our Agency Uses AI and What You Can Expect
How Our Agency Uses AI and What You Can Expect
As a marketing agency, we absolutely believe that artificial intelligence (AI) is a tool that’s here to stay. When used responsibly, AI offers a ton of benefits that can improve efficiency and creativity. Our goal is to explain how our agency leverages AI and what you can expect when you work with our team.
The Ethics of AI
Artificial Intelligence (AI) is a transformative technology that is both exciting and concerning. On one hand, AI’s ability to handle complex tasks—such as writing and executing programs—at lightning speed is remarkable. What might take hours for a human can be accomplished by AI in just a few seconds.
On the other hand, use of AI raises valid concerns. If not properly checked, it could introduce bias, misinterpret goals and data analysis, and deliver inaccurate or outdated information as well as raise data privacy concerns.
How We’re Using AI to Grow Brands & Improve Our Services
The reasons to use AI significantly outweigh the reasons not to use it. Yet, efficiency with AI thrives when a human brain powers the research and crafts intentional prompts.
With an abundance of independent AI tools and tools with Copilot or ChatGPT integration, it can be overwhelming to navigate what to use in marketing campaigns and what to expect from marketing agencies.
Clients we work with are hearing about the following applications of AI from our teams:
- Content ideation and editing
- Ad copy and creative iterations
- Campaign testing opportunities
- Video editing and production
- Testing UGC creation
- Competitive research for clients
- Data analysis and projections
- Reporting
How Our Agency Leaders and Teams View and Use AI
Our agency leaders and teams agree that Custom GPTs and other AI tools make them more effective and efficient in their daily work.
We’re continually listening to how our teams find efficiencies and evaluate new AI tools. Overall, using AI for tactical tasks allows our teams more time to work on strategy and performance analysis.
Amber Murans, VP of Ads at Wallaroo, shared that her team remains involved in creative tasks even while using AI tools to improve efficiency and testing. “[AI] shortens my research time considerably…but there is still that human element.”
“For example, Wallaroo team members use AI to fine-tune important emails and revise responses to challenging conversations. The process has enhanced communication skills as the AI recognizes certain patterns and reframes client interactions.”
These tools have streamlined client communications across all levels, enabling leaders and team members to focus on the substantive aspects of their work while maintaining necessary client engagement.
“AI makes our email marketing smarter, from optimizing subject lines to analyzing & implementing top-performing strategies. Keeping our team trained on the latest AI tools has made a huge difference, allowing us to work faster, test more effectively, and continuously improve our campaigns.”
— Madison Grover – Wallaroo VP of Email Marketing
“AI has been a huge asset to our SEO team—it speeds up data analysis, uncovers trends, and helps us optimize and create content more efficiently. But at the end of the day, AI is just a tool; the real impact comes from skilled strategists who know how to use it effectively. Having the right people makes all the difference in turning AI insights into real results.”
— Todd Ortiz – Wallaroo VP of SEO
“I’m blown away by how fast AI is evolving—it feels like every week there’s a new tool or breakthrough that changes the way we work. One of the things that impresses me most is how our team not only keeps up with these advancements but actively integrates the best AI tools to offer more value to our clients. It’s not just using AI—it’s knowing which tools drive the best results and how to leverage them effectively. That’s what sets us apart.”
— CJ Lewis – Wallaroo CMO
“Using AI agents such as Operator have not only saved me literal hours of work, but have allowed me to expand time spent on clients websites providing even more value for them!”
— Justin Doyle – VP of Web Services
Some of our favorite uses include:
- Custom GPTs for Anonymized Campaign Analysis
We use custom GPTs to analyze campaign performance while maintaining strict data privacy standards. This allows us to identify trends, optimize strategies, and deliver insights without compromising sensitive information. - AI-Generated Ad Hooks for Smarter Brainstorming
GPT can generate multiple ad hook ideas based on campaign insights, providing a valuable starting point for brainstorming. With this list in hand, we can refine the messaging, tailor it to the brand’s voice, and explore angles that may not have been initially considered. AI streamlines the ideation process, allowing marketing experts to focus on creativity and strategy. - Creatify – Scaling UGC Creation & Testing
Creatify has been a game-changer for producing and testing high-quality user-generated content (UGC). By leveraging AI, we can efficiently create, test, and deploy UGC at scale, ensuring maximum engagement while maintaining brand authenticity. - ChatGPT for Brand & Competitor Research
AI accelerates research by quickly scanning client websites and competitor materials to extract key insights. This approach helps identify unique value propositions, common customer objections, and market differentiators. It speeds up the research process while ensuring a more thorough understanding of the competitive landscape. - Google Gemini – Smarter Meetings & Actionable Follow-Ups
We use Google Gemini to make meetings more efficient, capturing notes, summarizing key points, and generating actionable items. This helps ensure no detail gets lost in the shuffle and keeps projects moving forward seamlessly. - SEMRush AI – SEO & Content Optimization
AI-driven insights from SEMRush help refine content strategy, optimize for search engines, and uncover SEO opportunities. By analyzing keyword trends, competitor rankings, and content performance, we make data-driven decisions to improve organic visibility. - MidJourney & Sora – AI-Powered Creative Ideation
These AI tools help generate high-quality visuals and creative concepts for campaigns. Whether supporting ad creatives, content marketing, or brand visuals, MidJourney and Sora provide inspiration and execution support at scale. - ClickUp AI – Smarter Project Management & Productivity
ClickUp AI enhances productivity by automating task summaries, generating project updates, and providing intelligent recommendations for workflows. It helps teams stay on track, ensuring deadlines and priorities are effectively managed. - Slack AI – Communication & Summarizing
Slack AI streamlines internal communication by summarizing long conversations, surfacing key messages, and even suggesting action items from team discussions. This ensures that teams stay aligned without spending extra time searching through messages. - Notion AI – Organization
We use Notion AI to organize client insights, project updates, and internal documentation, ensuring that information is easily accessible and actionable. - Descript – AI-Powered Audio & Video Editing
Descript makes editing podcasts, video content, and voiceovers effortless by allowing text-based editing and auto-generating transcripts.
What We’re NOT Using AI For:
- Full-Length Copywriting – AI assists with brainstorming and drafting, but all final content is written, refined, and approved by our team to ensure brand voice and quality.
- Complete Ad Copywriting – While AI helps generate ideas and variations, our team crafts and optimizes ad copy to align with brand messaging and strategy.
- Ad Campaign Management – AI provides insights and automation support, but strategic decisions, budget allocation, and performance optimization are handled by experienced marketers.
- End-to-End Creative Development – AI aids in ideation and concept generation, but full-scale creative execution, including design and production, is led by human expertise.
Our AI Policy
As a digital marketing agency, we want to be transparent with how we utilize AI. Our AI policy is as follows:
- We will be transparent about our AI use internally and with our clients.
- We use our human brains to create effective prompts for AI tools.
- We will carefully audit any research, ideation, or analysis produced by our AI tools as if we were using this work for our own brand.
- We will use our expertise and not use AI for campaign creation.
- We are aware of the security and privacy risks of using AI tools. We will anonymize any brand data before we use AI tools for campaign analysis.
- We will continue to share AI tool use with our clients.
Why Agencies Should Share Their AI Policy and Uses with You
Agencies should share their AI policy and usage with clients to build trust through transparency, demonstrate their commitment to ethical practices, and showcase how AI enhances efficiency and creativity without replacing human expertise.
When AI’s role is clarified, agencies can address client concerns, encourage collaboration, and highlight their innovative approach. Additionally, a clear AI policy helps resolve misunderstandings, ensures compliance with emerging regulations, and positions the agency as a forward-thinking leader in the industry.
In short, here’s what you should expect from your agency regarding AI use:
- Your Agency Should Be Teaching You About AI – Your agency partner should educate you on AI advancements and how they impact your marketing efforts.
- Efficiency in Achieving Your Goals – Expect your agency to leverage AI to analyze campaign opportunities and optimize performance efficiently.
- Continuous Testing & Innovation – Your agency should explore and test new AI tools, bringing fresh ideas and solutions to the table.
- AI + Human Expertise = The Right Strategy – AI should enhance—not replace—your agency’s marketing expertise to develop a strategy that fits your brand.
- Data Privacy Matters – Your agency should anonymize campaign data to protect your and your customers’ privacy.
- Strategists Should Focus on Strategy – Ensure you’re paying for strategic thinking and growth opportunities, not just repetitive, manual tasks.
- Bringing Innovation & New Ideas to Meetings – Your agency should introduce creative ways to leverage AI in discussions and brainstorming sessions.
- Prioritizing Strategy Over Tactics – AI can assist with execution, but your agency should focus on high-level strategic planning.
- Ongoing Testing & Experimentation – Expect your agency to test AI-driven marketing strategies and refine them based on real results.
- Enhanced Data Analysis & Reporting – AI should improve the way your agency interprets campaign performance and provides actionable insights.
- Regular Technology Reviews – Your agency should stay ahead of AI advancements and assess which tools bring the most value to your marketing.
- Streamlined Project Management – AI should support better workflow management, meeting documentation, and action item tracking.
- Boosting Your Visibility in AI Search – Your agency should help you optimize for AI-driven search engines and ensure your brand stays discoverable.
Learn How AI Can Help Your Brand
If you need support in content strategy or SEO ideation, testing, or implementation, we’d be glad to work as an extension of your team. We love sharing tips on using AI to make our processes and marketing strategy implementation more efficient, and we’d like to take some work off your plate. Get in touch and we’d be glad to complete a complimentary assessment and share how we can help.
Our team excels in paid media, SEO, CRO, email marketing, and content creation—combining advanced AI tools, top-tier talent, and a relentless focus on ROI to grow your business faster than ever.
