The pace of change in the communications industry has always been fast, but the accelerating use of generative AI is marking a significant shift. What once felt like an experiment in the early stages is now becoming a central tool for agencies of all sizes, operating and influencing everything from content creation to client reporting. But the ones we see adopting it the most are the smaller, independent agencies who are more agile and less constrained by rigid systems, moving swifty and reaping the early benefits from being more tech savvy. So, what can the rest of the industry learn from them?
To start with, independent agencies tend to have a flatter structure, shorter chains of approval and less lengthy processes. This makes it easier for them to experiment with emerging new platforms and embed them into the workforce quicker. It frees up capacity on the more time-consuming tasks like content drafting, data analysis and reporting, allowing focus to be spent on higher value creative and strategic work by using tools such as ChatGPT, Jasper or Copy.ai to test various methods of working. For smaller agencies speed could be a key factor in being competitive and boosting productivity. For example, Create Future are pioneering AI integration into digital transformation for their clients and in their own engineering teams. Using generative AI, they are reducing task completion times by 41% and boosting output quality by up to 51%.
For larger networks, the barriers to implementing new technology can vary. The bigger the scale, the more complex requirements are needed to satisfy processes, all of which can impact final decision making. Integrating new technology across hundreds or even thousands of employees requires a clearer plan of action, training and consistent approach over a longer period. By the time those processes are complete, the technology itself may have already moved on. Independents are showing their value by setting the standard and shaping trends in the market and some are even creating their own solutions. Eight & Four, a digital marketing agency, have created Platform 12, a suite of AI tools for video production, copywriting and brand tracking. These tools augment the creative and account teams to realise huge productivity gains and cost savings for their clients.
One challenge affecting many industries in the adoption of AI is a lack of trust, with understandable concerns around intellectual property, data security, and maintaining the essential human element. While independent agencies tend to, but not always, have fostered closer and more transparent relationships with their clients, they don’t always have the budgets to invest in professional AI services or education. Whereas, larger agencies often have the benefit of being able to explore working with consultants and outsourcing specialists to assist them in implementing AI tools.
But there are still some lessons they could learn from the smaller market players. For example, adopting a ‘test-and-learn’ model. Independents succeed because they can experiment with a quick turnaround. This is something which larger agencies could benefit from by creating smaller, more agile teams to share feedback, rather than waiting for it to be rolled out at scale. This will also help test various tools rather than focusing on one solution for the whole network.
Finally, big agencies could learn from the way independents frame AI to clients. Smaller agencies often position it as a tool that saves time for more in-depth work and helps to manage the admin side of tasks. This reassures clients that a human-first and authentic approach remain central. For larger networks, talking about using AI in a more transparent way could help build client confidence in their services and lead to quicker adaption of new solutions.
Clients are no longer seeing independent, smaller agencies as the riskier choice as they use AI as a powerful tool in enhancing and adding to their creative processes. From initial concepts and mood boards, to brainstorming campaign headlines or brand narratives, AI is becoming an active collaborator in early stages ideas, helping teams reach answers in less time. At Common People Film, the creative team start by creating a storyboard and characters for a new film. To produce the film the team then train AI models on the characters, which ensures consistency in every scene, and use AI to create a complimentary musical score for the background. The team then add the finishing touches using traditional post techniques to bring it all to life.
The future of the creative industry won’t be defined by who is biggest. It will be defined by who can adapt, earn trust, and implement new tools like AI to elevate, not dilute, the human element.
