As AI continues to gear up and integrate with business functions across the enterprise, marketing is one of the places where it’s having the biggest impact. Capabilities and advantages so far include generative asset generation and other automation functions that let marketing teams run faster.
But the pace of this competition-driven innovation makes it hard to keep up with. The outcome is fairly common, involving two factors. First, marketers are keen on integrating AI – and getting downward pressure from their C-suites to do so. And second, they’re starved for tactics on effective execution.
When we say marketers, this includes agencies. Though they’re inherently adept at adtech, all the above leaves them in the majority of individuals trying to figure it out. This creates a unique set of factors where demand is high but so is confusion. This is the type of environment where education is critical.
“Using AI is table stakes. Profiting from it? That’s where most agencies get stuck,” vcita CMO Rachel Nulman-Shapiro tells Localogy Insider. We caught up with Shapiro this week to find out more about a webinar that vcita will be hosting on September 15. The goal, she says, is to close this AI execution gap.
Practical & Profitable
Pressed on some concrete takeaways that vcita plans to cover, Nulman-Shapiro points to four areas of focus in the webinar, each representing outcomes for agencies that work with local businesses.
- Deliver better outcomes for clients: AI-raised deliverable quality that meets today’s standard.
- Strengthen client retention: workflows that keep clients renewing instead of churning.
- Grow revenue per client: where AI opens room to expand scope and account value.
- This one’s built for teams serving SMB clients: agencies running paid media, media companies expanding their SMB offering, and account/CS leads focused on retention.
The webinar will be co-hosted by iPromote and inTandem by vcita. Anyone interested in joining can register for free here.
“In this upcoming webinar, we’re breaking down four practical ways to move past the hype,” said Nulman-Shapiro, “and turn AI into a genuine engine for agency profitability.”
Header image credit: Makarios Tang on Unsplash
