How agencies can use AI to become innovators in 2025

How leading agencies are using AI

Now let’s talk about the game-changers—the agencies that are doing more than scratching the surface with AI. These are the innovators who treat AI like a full-fledged team member, and they’re reaping the rewards. Here’s how they’re doing it:

Streamlining workflows and automating tasks

Imagine a world where your team doesn’t spend hours on repetitive tasks like scheduling, reporting, or campaign management. That’s the reality for agencies using AI to streamline their workflows.

Roland Jakob, Managing Partner at BlazeKin.Media, sums it up perfectly: “AI handles the repetitive grunt work so teams can focus on high-value tasks that require creativity and judgment.”

By offloading these time-consuming responsibilities, agencies can focus on strategy and creativity—the things that actually move the needle.

“Automating tedious tasks, like organizing interdepartmental workflows or analyzing large sets of campaign data, has saved my team countless hours,” adds Jakob.

Agencies looking to streamline their processes and maximize efficiency can take practical steps like these:

• Use AI-powered project management tools to automatically assign tasks based on team availability and skills.

• Leverage Copper’s email automations and AI-generated email templates to save time on client communications, whether it’s following up on leads or sharing campaign updates.

• Implement chatbots for client communication to handle FAQs and direct complex queries to the right team member.

• Automate repetitive design tasks, such as resizing graphics for different platforms, using tools like Adobe’s AI features.

Enhancing creativity and ideation

AI isn’t just a time-saver, it’s also a creativity booster. Need fresh campaign ideas? AI can analyze past successes, identify audience trends, and even pitch concepts you wouldn’t have thought of yourself.

Jeremy Bogdanowicz, Founder and CEO of JTB Studios, explains how AI helps his team stay ahead: “Knowing emerging trends helps us prepare before they start trending in the market. We can provide samples of trendy website designs to target clients before our competitors.”

Generative AI is also a total game-changer for art direction in agencies, making it easier (and cheaper) to bring big ideas to life. Take Poppins, for example—they’ll use tools like MidJourney to whip up super-detailed mockups before hiring a 3D artist. Need a hand holding a phone or a car parked in some moody architecture? Boom, AI’s got it covered.

It’s a great way to show clients the vision without blowing the budget on production right out of the gate. Plus, it gets everyone excited and on the same page, turning “what ifs” into “let’s do this” in no time.

If you’re looking for ways to tap into AI’s creativity features you could:

• Use AI-driven brainstorming tools like Jasper or Writesonic to generate creative concepts based on specific keywords or themes.

• Train AI models to analyze competitor campaigns and provide insights on what’s resonating in your niche.

• Integrate AI tools into your ideation process to create mood boards or concept visuals quickly.

Personalizing client experiences

We’re living in the age of personalization, and AI is the ultimate tool for making it happen. By analyzing user behavior in real time, agencies can tailor content and recommendations to each client’s unique needs.

For example, Derek Pankaew, Founder and CEO of Listening.com, has a refreshing take on AI. While most people think of it as a tool for automating tasks, Derek sees it as something much bigger.

“Instead of just automating tasks, we’re using AI as a 'second brain' to enhance our team’s creativity and decision-making,” he says.

To do this, he and his team have integrated AI models that analyze how users interact with their audiobooks in real time. This means they can adjust content on the fly, tailoring it to what listeners actually want—something that just wasn’t possible before.

By moving beyond basic automation, Pankaew and his team are proving that AI isn’t just about efficiency—it’s about opening doors to new possibilities for creativity and connection. If you’re looking to bring AI into your agency, here are a few ways to get started:

• Implement AI in email marketing to create hyper-personalized campaigns based on user behavior and preferences.

• Use predictive analytics to recommend products or services that align with customer interests.

• Develop dynamic website content that adapts in real time to individual users’ browsing behavior.

Predicting trends and making data-driven decisions

AI is like having a cheat code for predicting trends and making smarter decisions. It takes the guesswork out of figuring out what’s next by spotting patterns and opportunities that might otherwise slip under the radar.

As Bogdanowicz says, “AI’s predictive analytics allow us to spot trends we wouldn’t have noticed on our own.”

With this kind of insight, agencies can stay ahead, ready to jump on new ideas before the competition.

Imagine using AI to fine-tune your social media strategy—analyzing what content is getting the most engagement and what topics are gaining traction. Or picture a PR team tracking public sentiment in real time, catching potential issues before they snowball or amplifying positive buzz. AI doesn’t just help you react. It helps you act first.

Here’s how you can start making predictive AI work for your agency:

• Dive into trends early using tools like Google Analytics 4 to track customer behavior and figure out what will resonate in upcoming campaigns.

• Use social listening platforms to uncover conversations that are gaining momentum in your industry, giving you a head start on what’s next.

• Test out different campaign ideas by running scenario simulations. This way, you can see what might work (and what might flop) before committing your time and budget.

• Analyze how different channels are performing and make adjustments in real time, ensuring you’re putting resources where they’ll have the most impact.

• Create on-trend visuals. Let AI tools like Runway or Adobe Firefly guide your design choices, so your creative work always feels fresh and relevant.

With AI, it’s not just about keeping up, it’s about leading the charge. It’s your secret weapon for making bold, informed moves that set you apart and keep your clients impressed.

Getting started with AI in your agency

Thinking about bringing AI into your agency but not sure where to start? Don’t worry, it’s easier than you think. The key is to start small, keep things simple, and build from there. Here’s how to make AI a natural part of how your team works:

• Take stock of what you’re already doing: First things first, figure out how you’re using AI right now. Is it saving you time? Are there gaps where it could do more? Maybe you’ve nailed automated reporting but haven’t tried using AI to brainstorm campaign ideas. Knowing where you stand helps you see where to go next.

• Give your team the tools they need: AI can only work its magic if your team knows how to use it. Whether it’s a quick workshop, a tutorial, or just time to play around with new tools, investing in training is worth it. When your team feels confident, they’ll be more excited to experiment and innovate.

• Pick tools that actually fit your goals: Don’t just grab the shiniest new AI toy. Find tools that solve real problems for your agency. Need help coming up with creative ideas? Try a brainstorming tool. Want to predict audience behavior? Go for something with analytics. Start with what you need and build from there.

• Start small, think big: Treat AI like the new team member it is. Start with one project or task, like writing social media captions or automating reports, and see how it goes. Once you’re comfortable, expand its role across the agency.

• Check in and adjust: AI isn’t a “set it and forget it” thing. Make it a habit to check how it’s working. Is it saving time? Is it giving you better insights? Ask your team what’s working and tweak as needed to make sure you’re getting the most out of it.

Before you know it, AI will feel like just another (super-efficient) part of your team, helping you work smarter, not harder. It’s all about starting where you are and building from there.

Maintaining the human connection

AI is a tool, and an incredibly powerful one at that. But it’s still just that: a tool. Jakob puts it best: “When clients express concerns about AI, I’m upfront: it’s there to enhance what we do, not take anything away.”

Think of AI as your agency’s ultimate sidekick. It’s not here to steal the spotlight but to help you shine brighter.

Take campaign mockups, for example. AI can whip up a 3D scene in minutes, saving hours of back-and-forth. But it’s your team that adds the personality, tweaks the visuals to match the client’s vision, and makes it shine. Or think about analyzing trends. AI can flag what’s catching fire online, but it’s your strategists who turn that data into campaigns that actually connect with people.

This is what makes AI so exciting: it doesn’t replace creativity—or humanity—it turbocharges it. By taking care of the repetitive, time-sucking tasks, AI gives your team the time and space to focus on the stuff that really matters.

And let’s face it: clients want that human connection. They want stories that make them feel something, ideas that push boundaries, and relationships built on trust. AI is here to support that, not replace it. It’s about letting the tech do the grunt work and quick tasks so your team can shine brighter, think bigger, and create better.

The road ahead for agencies

2025 is here, and the future belongs to the bold. The agencies that rise above the rest will be the ones that go all in on AI—not just as a trendy tool but as an essential partner in their success. By embracing AI as a true team member, you unlock a new era of possibilities: smarter workflows, bolder creativity, and strategies that keep you ahead of the curve.

This isn’t about only keeping up—it’s about leading. It’s about setting the pace for what’s possible in your industry and redefining what innovation looks like. AI is your agency’s chance to amplify what you’re already great at while clearing the path for bigger, better ideas.

So, are you ready to lead the charge? It’s time to step up, think bigger, and fully embrace the game-changing potential of AI. The tools—like Copper—are there, the opportunities are endless, and the time to act is now. The future of your agency isn’t waiting—let’s go create it.