AI has become part of everyday agency work, but not always in the way people expect. It’s not about replacing teams or publishing raw outputs. The real value comes from using AI to remove friction, speed up repetitive tasks, and give people more time to focus on strategy, creativity, and client results.
Here’s how we’re actually using AI inside our agency, what tools we rely on, where it helps the most, and where human input still matters.
We’re using AI in several areas of our agency to streamline things. In SEO, it’s a huge help for drafting blog posts and generating meta titles and descriptions. With Google Ads, AI helps us come up with headlines, descriptions, and even images when clients don’t have their own. For email marketing, we use AI to suggest subject lines and the best times to send emails. We also use AI for image editing, especially when clients can’t afford professional photography. If they send us product photos, we can use AI to improve them or create new backgrounds quickly—saving time and money.
We’re using ChatGPT and ContentShake AI by SEMRush to generate drafts for blog posts. These tools help our team with content structure and brainstorming.ChatGPT also helps with meta titles and descriptions, and for Google Ads, we use it to create headlines and descriptions.The Adobe AI tools are fantastic too. For clients on a tight budget, we can ask them to send over product photos, and with AI, we can make those photos look like professional studio shots without the high costs.
There haven’t been too many issues. A couple of minor things with Adobe AI tools, like not being able to create new layers after using the AI features. As for content, one thing we’ve found is that AI can be a bit too generic at times, so it’s obvious when something is AI-written. It’s great for drafting and helping with structure, but we still rely on our team to refine the content and add that human touch.
We’ve learned to use AI tools for what they’re best at—drafting and structuring. It saves our team time on the initial work, and we can then focus on adding the finishing touches to ensure the content feels more natural. As the tools keep improving, these little issues are getting less and less.
We’ve integrated AI tools into our standard processes, so everyone knows exactly how to use them. For content creation, we’ve set up documents and instructions that guide our team in using the tools efficiently. This way, everyone’s on the same page, and we’re making the most out of AI without overcomplicating things.
The biggest mistake is thinking AI can replace the human element. AI tools are great for helping with certain tasks, but they can’t do everything. We’ve seen agencies that publish content straight from AI without any editing, and that can really hurt your SEO and the brand’s authenticity. Also, as more people use AI, it’s becoming easier to spot AI-generated content, so it’s key to make sure to edit and add that personal touch to keep your clients’ brands strong and reliable.
AI has saved us so much time in content creation, which means we can focus on the more important aspects of our work. It’s also helped improve communication with clients, especially with team members whose first language isn’t English. They’re more confident in their emails and interactions now. Plus, AI has cut costs when it comes to photos especially for clients who can’t afford professional shoots. All in all, it’s improved both our workflow and client relationships.
AI adds the most value when it supports people, not when it replaces them. Used properly, it removes busywork and gives teams more time to think, improve, and deliver better outcomes. The agencies getting real results from AI aren’t relying on it blindly; they’re using it as a tool, then applying experience, judgement, and a human touch on top.
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