AI disruption in digital marketing agencies in Miami

Leadership in Times of AI – 7 tips from the Trenches

02 Jun 2023

I know what you are thinking: Not another ChatGPT article! But hear me out: As a leader at Qode Media, Qode Agency, and Miami SEM, I have witnessed firsthand the impact of AI disruption on digital marketing agencies. Introducing AI tools like Jasper, ChatGPT, and Fliki has sent tremors of uncertainty all throughout our industry and the workplace. But it has also produced a unique opportunity for digital agencies to grow by increasing productivity and restructuring our operations. In this article, I will share our approach to this challenge at Qode Media and highlight seven tips for leaders to navigate the uncertainty of AI disruption.

Tip #1: Embrace AI as an opportunity.

The AI revolution can be a reset for agencies. Consider it a window of opportunity for agency growth and productivity and a way to break into the future successfully. By embracing AI tools like ChatGPT for text, Fliki for audio and video, or DALL-E for text-to-image generation, marketing teams can automate tasks that have historically been time-consuming, freeing up employees to focus on more strategic and high-value work.

Tip #2: Test the tools.

Before implementing AI tools and using them for clients, testing them thoroughly is essential. At Qode, we take a test-and-learn approach to AI implementation, where we experiment with different tools and evaluate their effectiveness before implementing them across the agency. We also have an anti-copy-and-paste system. The human touch is critical, and the more personalized the output of the content you create, the more relevant it will be to your target audience.

Tip #3: Retrain employees.

The robot apocalypse we have seen in movies, along with the introduction of AI tools, can be intimidating for employees who fear that their jobs will be replaced by machines. To keep everyone on the same page, train your employees on the use of AI tools and communicate the benefits of these tools to them. Show them how AI can make their work more accessible and efficient and create new opportunities for growth and advancement within the agency.

Tip #4: Utilize employees’ skills in more high-value functions.

AI tools can automate some job functions, but they cannot replace human creativity and expertise. That’s why we automate more mundane and repetitive tasks and leverage employees’ skills in areas like copyright, design and video to create high-quality content that resonates with our clients’ audiences.

Tip #5: Be transparent about job positions that may be eliminated.

The introduction of AI tools may eliminate some job functions within the agency. As digital agency leaders, we need to be transparent about any roles that may be replaced by AI and provide our employees with training and resources to adapt to these changes. Communicate openly with your staff about the impact of AI on the industry, the agency and the opportunities it creates.

Tip #6: Restructure teams to focus on more strategic work.

As AI tools automate some job operations, agencies must rethink their organizational structure and processes. We have restructured our teams to focus on more high-value, strategy-bound work. We have also created new roles (AI prompters being one of them) to manage AI systems and free up our employees to focus on creative work that requires human expertise.

Tip #7: Be agile and open to change.

The introduction of AI tools may create anxiety and tension in the workplace, but there is a silver lining, as it also produces an opportunity for agencies to grow and become more competitive. That’s why it’s so important to be agile and open to change and willing to pivot as needed to adapt to this new era. The AI revolution is here to stay, and we are committed to embracing it as an opportunity for growth and expansion.

As a managing director at a digital agency, it is my job to be quick to adapt and lead my team and employees through contesting and disruptive times. To navigate this challenge, as leaders, we must embrace the inevitable and already present AI “revolution” as an opportunity. And by testing the tools, training employees, utilizing their skills and being transparent about job functions that may be eliminated, we can restructure teams and be agile and open to change.