Overview: These are independent perspectives from our Leadership Team. They may or may not align with strategic recommendations for current clients, and/or may simply be the way we feel as individuals. Rather than giving you a curated blog article, we wanted you to know how we, as humans, think.
- Marcelo (CEO): I’m more excited about workflow changes with AI, than I am about generative AI. No doubt generative AI is remarkable, but I’ve made a career out of being a force multiplier for clients, and this is absolutely a force multiplier for humans. Imagine never missing a message, having immediate access to data, or better yet routing requests perfectly and intelligently to a global workforce (like ours) so that campaign SLAs are shortened without dips in quality? I’m in!
- Alec (Design Director): AI has been a troubling thought in the creative community ever since it started going mainstream and people realized its power and ease of use. While those thoughts are still totally valid, I think we are all coming to the realization that AI is here to stay and it’s best to embrace the change rather than fight it. In design, our workflow benefits from AI in almost every aspect. One of the most dramatic improvements that I’ve seen is in our concepting & look dev workflow. In the past we would spend hours scouring the web for inspirational imagery or sketching an idea. Now, in a matter of seconds we can start generating that same imagery and iterate on it at an incredible pace. We’re heading into production in a fraction of the time previously spent, while continuing to make the highly custom and creative designs our clients know us for. I think the biggest epiphany we’ve had over countless AI discussions & tests is that we understand that while AI is massively changing the game, we still very much need the human behind the AI to succeed.
- Matt (Technical Director): AI is fundamentally changing how development teams work, not by replacing developers but by becoming a collaborative partner in the process. My team uses Claude Code for code review, documentation, and ideation, which has accelerated our ability to learn and implement new tools. I recently implemented Jira from scratch with zero prior knowledge, leaning on Claude to guide me through the process. This kind of real-time learning support means we can tackle unfamiliar territory with confidence rather than getting stuck in research mode.
- Peter (Content Director): While AI has captured our imaginations (and sometimes anxieties) with the big, flashy things it can create, its greatest value may come from its quiet, behind-the-scenes use cases. While we’re always looking for “the thing we could not create before AI existed,” we’re also using it to become faster and more accurate in our existing workflows. However, the implementation of AI into our daily work creates new demands for business leaders. We must develop the technical skills necessary to lead AI implementations with authority, ensuring it is used to create actual value instead of costly AI workslop. Developing these skills in your leadership cadre will have a trickle-down effect that I believe will determine what businesses survive, thrive, and die in the next 12 months.
- Matt M (Director of Project Management): The real workflow change is treating AI outputs as components, not quality-loss shortcuts. While yes, there are tools that can make just about anything, and social media today may not always care, there are some context limits it may have at creating something specific. And that limitation is sometimes due to you not giving it all context it might need too. For our line of work for brands we can’t necessarily risk an important detail being manipulated under our noses. When we use AI to consolidate feedback from multiple sources, we’re not looking for a finished answer, we’re looking for a well-organized starting point that a human needs to filter through the lens of relationship, context, and judgment. Our teams succeed with AI because they don’t expect it to replace human decision-making. They use it to handle the grunt work, then apply human expertise to the filtered output. Most AI is behind the scenes, and probably nothing that you would notice had an AI involved.
- Mike (Assoc. Director Paid Media): For professionals who care about their craft, implementing AI into your workflow can reduce timelines, enhance productivity, and improve output. It’s a tool to be used, not a solution. You can use it to jump start ideation, to outline a process, or to refine an idea, but you still need someone knowledgeable in the driver’s seat. The teams that are going to be most successful in making AI a part of their workflow are those who identify the right time and place to use it, have the expertise to evaluate and verify the output, and can seamlessly incorporate that contribution into a finished product.
