For agency leaders navigating the evolving landscape of artificial intelligence, the question isn't if to integrate AI, but how. Recently, we hosted a Second Wind JAM Session called AI and Other Tech. Below are insights shared by participating agency owners and managers, reflecting how Second Wind agencies are embracing and adapting to AI today.
Building an AI-Ready Culture
Agencies leading the way with AI aren’t just adopting tools, they're creating a mindset. Success starts with fostering curiosity, openness, and consistent learning across the team.
- Create “AI Labs” – Internal chat channels where team members drop articles, tools, and examples to keep everyone engaged.
- Normalize learning through transparency – Agencies share both wins and failures in team meetings to build confidence and reduce hesitation.
- Make AI part of the routine – Weekly team discussions dedicated to AI keep the topic top of mind and foster experimentation.
Rethinking Pricing and Services
AI is speeding up production, shifting how agencies think about value and how they price for it. Many are moving away from hourly billing and toward models that better reflect strategic impact.
- Adopt value-based pricing – Charging based on the results or strategic value of work, not the time spent.
- Offer tiered service models – Basic AI-assisted work at lower tiers, with human refinement and strategy at higher levels.
- Use AI for smarter scoping – Historical data helps create more accurate estimates for fixed-fee projects.
- Explore performance-based fees – Some agencies are tying compensation to measurable outcomes, especially in AI-enhanced campaigns.
Managing Client Perception
Client reactions to AI range from skepticism to overconfidence. Agencies are actively managing both ends of the spectrum through education and transparency.
- Address skepticism head-on – Clients may question paying for AI-supported work; agencies respond by highlighting expertise, security, and added value.
- Counter over-reliance – Clients who say “Just AI it” may need reminders that human creativity, judgment, and nuance still matter.
- Educate through demonstration – Show what AI can do in capable hands, and use A/B testing to prove value beyond DIY tools.
Using AI Internally
AI isn’t just for client deliverables; it’s changing how agencies run day to day. From project planning to internal ops, agencies are tapping into efficiencies.
- Streamline project estimates – AI tools analyze past work to help scope timelines and budgets more accurately.
- Automate financial insights – Analyze P&L trends and provide forward-looking forecasts.
- Enhance meeting management – Tools like Microsoft Copilot summarize notes and reduce admin tasks for team members.
- Document processes quickly – Screen-recording tools like Scribe help agencies build onboarding and training materials efficiently.
Tackling Security and Policy
With power comes responsibility. As AI enters daily use, agencies are formalizing policies and developing safeguards to protect clients and teams.
- Set clear meeting protocols – Clients may not be comfortable with recorded conversations; agencies are adjusting workflows accordingly.
- Use secure AI platforms – Paid, vetted tools like Microsoft Copilot or Jasper help minimize data exposure.
- Create AI use policies – “Acceptable use” guides are now part of employee handbooks and contracts, covering fact-checking, copyright, and tool selection.
Balancing AI Quality and Creativity
AI has real creative power but it still needs a human touch. Agencies are using AI to speed up ideation while keeping a close eye on quality and originality.
- Fact-check everything – Even strong tools can “hallucinate” or fabricate details; human review is essential.
- Tap into AI for creative exploration – From mood boards to image variations and storyboards, AI is fueling faster, smarter brainstorming.
- Watch for copyright risk – Agencies are sticking to licensed tools like Getty AI and Adobe to avoid infringement.
- Train staff to spot weak output – Teams are learning how to refine AI content and ensure it meets agency standards.
AI is here and it’s changing how agencies operate, think, and deliver. For small agencies, success with AI doesn’t require a tech overhaul; it requires strategic integration, open culture, clear policies, and client-focused communication. Agencies that embrace this shift thoughtfully are already seeing real value and building a competitive edge.
