For all agencies and, perhaps in-house agencies in particular, the rise of AI presents both opportunities and challenges.
To completely harness AI’s potential and remain competitive, agencies should first ensure a robust operational foundation.
This means prioritising:
- A clear briefing process
- Efficient workflow management
- Consolidated production
- Effective resource allocation
- A centralised digital asset management system
Only once this operational backbone is in place, should agencies consider integrating AI to unlock its full potential.
That is, using AI to bring the right tools and the right data to the specific role (person) at the right time, within the operational process.
Jim Wilson sets out the steps for building this foundation - essential for every in-house agency looking to not just survive but to thrive in the new, rapidly evolving, creative landscape shaped by AI.
