AI is industrializing knowledge work. Agencies clinging to bespoke, artisanal methods will be outcompeted on speed and cost. The future belongs to those who implement factory-like systems: standardized workflows, rigorous quality control, and the ability to mass-produce top-tier creative and strategic output.
A book summary business was wiped out not because AI created perfect summaries, but because it generated "passable" ones in seconds. This destroyed the value proposition of an 8-hour human process, proving that for many consumers, "good enough" is the new perfect when it's instantaneous and nearly free.
AI has no memory between tasks. Effective users create a comprehensive "context library" about their business. Before each task, they "onboard" the AI by feeding it this library, giving it years of business knowledge in seconds to produce superior, context-aware results instead of generic outputs.
Standard file formats like .docx and .pptx are filled with complex code that LLMs struggle to parse. To build effective AI workflows, companies must create deliverables in formats that are both human-readable and AI-friendly. HTML is a prime example, as it is visually appealing for people and easily ingested by AI.
With advanced AI, a marketing consultant who knows what "good" looks like can now deliver competent work in sales, finance, or operations. This expands their service offering from a single silo to a holistic advisory role, dramatically increasing their value to clients by solving problems across the entire business.
Traditionally, creating variations of creative assets like ads or designs required significant time and cost. With AI, generating countless alternatives is nearly free. This allows marketers and creators to iterate endlessly on a promising idea, moving from "give me 5 options" to "give me 5 more based on this best one" repeatedly.