AI WHISPERERS: What Does AI Actually Reveal About Your Agency Strategy?

“We expected agencies to use it on their clients – but most of them put themselves in first.”

When Charlie and Harri Nicholson built Margo, they thought they were solving a familiar problem: strategy takes too long, costs too much, and doesn’t scale.

But when 30–40 agencies signed up to use their AI tool after launch, something unexpected happened.

They didn’t start with client work, but with themselves. What came back wasn’t just faster strategy and tips and tricks, but a reality check.

“It’s basically done a deep dive on agencies,” Charlie explains. “And we’ve started seeing the same patterns over and over again.”

In this session, they’ll take us through Margo’s insights, including:

• A real reluctance to specialise – even though the data points towards a specific niche to scale.
• What happens when your positioning is built on process, and why it ends up sounding like everyone else.
• How strategy gets spread across people, decks, and documents, and why that makes it almost impossible to scale.

The irony? These are the same things agencies tell their clients to fix.

In this session, Charlie and Harri will unpack the patterns Margo has uncovered and hold a mirror up to your own strategy.