Et Tu, ChatGPT? The Use of AI in Agencies

The rise of AI has caused plenty of buzz in creative industries. For digital agencies, it’s either the beginning of the end - or the start of something brilliant. The reality? AI is just a tool. Like Photoshop. Like Figma. Like the jump from print to web. What matters is how you use it.

A Tool, Not a Threat

When Photoshop first appeared, traditional illustrators bristled. When Squarespace launched, developers rolled their eyes. But the best agencies didn’t panic - they adapted. AI is no different. It’s not here to replace creativity. It’s here to remove the noise, speed up workflows, and open new possibilities.

Whether it’s writing a first draft, generating image concepts, analysing data trends, or even crafting code snippets, AI can streamline the boring parts - giving creatives more time to focus on ideas, storytelling, and execution.

Agencies Will Need to Up Their Game

Let’s be honest: the days of charging premium rates for average work are over. Clients are becoming more savvy. If an AI can build a generic website in seconds, why should they pay a premium for something that feels the same?

This is where great agencies stand out. The real value isn’t in the pixels - it’s in the strategy, taste, craft, and originality behind them. AI raises the baseline. It means agencies need to be sharper, more thoughtful, more human. That’s a good thing.

What’s Possible When It’s Used Right

Used well, AI isn’t a shortcut - it’s a multiplier. Imagine brand guidelines that evolve dynamically with a campaign. Websites that self-optimise based on live user behaviour. Social ads that adapt tone based on time, place, and platform. Or creative concepts that begin with a single sentence and evolve into fully formed brand worlds.

All of that is starting to happen. And it’s exciting.

The Future Is Human + Machine

The best work will come from teams who know when to use AI - and when to ignore it. Just like a brilliant designer still needs a pen and paper. Just like a copywriter knows when to delete 90% of what a chatbot suggests.

Digital agencies aren’t being replaced. They’re being challenged. And those who embrace the challenge, with craft and courage, will come out stronger - and more valuable - than ever.