AI is everywhere, and for good reason – done well, it can transform the way agencies work. 

But if not implemented properly, AI can’t be the ‘magic bullet’ that many businesses think it is. And jumping straight in without sorting out the basics first? That’s a recipe for frustration, not innovation.

“Agencies want to put the cherry on top before they’ve baked the cake,” says Tom Wilson, an agency operations consultant. “You can’t layer AI on top of a business with broken or inconsistent processes and expect it to work. You’ll only create more problems.”

In this session with Tom, we’ll be covering:

• While it may sound obvious, it’s important that clear processes come first. “Most agencies are full of talented people solving problems their own way,” says Tom. “But if ten people are solving the same problem ten different ways, it’s impossible to optimise or integrate AI effectively.” As Tom says, you need to get your house in order first.
• How to organise your data for future AI success. “AI relies on data, and anything from conversations and reports, to feedback – but most agencies don’t know where it’s stored, or how to access it. If you’re not collecting, storing, and using data properly, AI can’t help you,” says Tom. “For instance, recording client calls and running sentiment analysis can reveal trends and improve client engagement. This isn’t extra work – it’s smarter work.”
• Making the most of tools you already have. “Most agencies only use a fraction of what tools like Google Workspace or Office 365 can do. Start there. Use what you’ve got to fix processes, then add AI on top”​.

In this session, Tom will break down the foundational work agencies need to do before they implement AI tools, and share the practical steps that ensure AI doesn’t just patch cracks – but delivers real, scalable results.