There’s no denying that artificial intelligence (AI) is already disrupting advertising, marketing communications, content production and almost every business sector. And it might beg the question: “Why would I use an agency if AI can do so much for me?”
It’s a valid question to ask, especially since AI can automate tasks, analyze massive datasets in under a minute and even generate copy, images, voiceovers and videos.
So, does mass availability of AI tools mean agencies are out of a job? Don’t count on it.
At Simantel, we’re not just aware of AI’s potential—we’re deeply engaged with it. Our agency is actively testing a variety of tools and even starting the initial steps of building our own. But we’re documenting every use case, and enhancing the power of these tools with the creativity and care that only Simantel’s humans can bring to the table. The only magic, or ‘wow’ factor we’re seeing (at least in the present) is when we’re enhancing what AI is bringing to the table and delivering on efficiency and insightful creativity.
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AI: A Tool, Not a Replacement
AI’s potential is undeniable. Our teams are using it to automate routine tasks, shorten our time to insights and, in some cases, deliver real-time insights when we’re testing new concepts. The tools we’ve been testing and building are providing us with ways to scale some of the things we do faster, freeing up time to create more compelling stories with data, or spending our energy in more creative pursuits to do more for our clients.
You’ve probably heard how AI can generate social posts, analyze customer data and even create personalized email campaigns. But what AI lacks right now is the ability to connect on a human level—an element that’s still crucial to building lasting relationships with customers.
Let’s break it down: AI can show you trends, but it’s your agency that crafts a narrative around those trends, helping your brand stand out in meaningful ways. It can create content, but can it tell a story that resonates emotionally with your audience? That’s where agencies step in, blending the power of AI with human creativity, strategic thinking and relationship-building.
The Role of an Agency in the Age of AI
So, if AI can handle much of the heavy lifting, why bother with an agency? Here’s why agencies remain essential, especially when AI is part of the equation:
- Long Tail Strategy: Yes, AI can process data and offer insights and, in some cases, provide fairly accurate pictures of what may happen (see predictive analytics tools like Pecan.ai). But it can’t predict where your brand needs to go next. At present, horizon planning requires human foresight. AI can certainly provide speed and help analyze and provide a lot of information on the present and the past, but it’s the humans who are still helping you to see around the corner for what’s next when it comes to brand management. A good agency partner should be helping you develop strategies for MULTIPLE future scenarios, activating on a roadmap that provides you with strategic expertise and domain-based experts in your vertical. When you couple that vision with powerful tools, you can forecast to be ready to adapt and grow in a rapidly changing landscape.
- Creative Storytelling: AI is great at creating content, but true storytelling—the kind that resonates on an emotional level—is still an expert human skill. Agencies understand the nuances of brand storytelling, crafting narratives that not only engage but inspire action. Whether it’s a social campaign or a full-fledged brand strategy, creative brilliance is still something machines can’t fully replicate.
- Tailored Solutions: AI excels at data-driven insights, but applying those insights in ways that are personalized to your brand is another story. Agencies take what AI delivers and craft it into tailored solutions that align with your goals. Personalization at scale is where AI shines, but it takes an agency to ensure that these personalized experiences feel personal and on brand.
- Human Relationships and Trust: Business isn’t just about transactions; it’s about relationships. AI might provide customer insights, but an agency helps you turn those insights into lasting relationships and has a history of working WITH your people. Agencies act as trusted advisors, consultants and sounding boards, brainstorming new ideas, navigating challenges and delivering strategies that resonate with real people. AI can assist, but only an agency brings the human touch that builds trust over time.
Our Take: AI and Agencies—Better Together
At Simantel, we believe that AI should enhance—not replace—what we do. It helps us work smarter, analyze more efficiently and personalize our work experience at scale. But it’s human creativity and strategic insight that bring those capabilities to life.
AI is simply a tool, not a magic bullet. Like any tool, it’s only as effective as the person using it. In the hands of an agency, AI becomes a powerful accelerator. But it’s the human element that turns data into a story, insights into strategy and campaigns into relationships that further the brands we serve.
Related Content: Collaborating for Bigger Wins: Simantel + Your In-House Team
Why You Need Both
It’s not about choosing between AI and an agency. It’s about leveraging both to drive results. If your agency isn’t doing experiments with AI, you should be considering it.
Just like with the explosion of social media, mobile and responsive design, AI is here to stay. If your agency isn’t getting the most out of AI’s promises of speed and efficiency while bringing the creativity, insight and strategy needed to make your brand stand out, they’re not preparing you for your future together.
If you’re looking to integrate AI with human ingenuity, let’s talk. We can help you use AI to drive growth, without losing the human touch and relationship focused partnerships that make all the difference.
