What should our agency do now that we use AI internally?

Map who does what today

List strategy, research, drafting, design, production, media management and review. For each, name the owner, deliverable and acceptance standard. An agency may contribute expertise that is not visible in the final file.

Identify a specific change

If your team now drafts email variants, agree who checks claims, improves creative and prepares final assets. Do not leave both parties assuming the other owns the last review.

Ask for a revised scope

• Which tasks move in-house?
• Which deliverables still require specialist judgment?
• Who owns source files and reusable assets?
• How will review rounds be counted?
• What happens when an AI draft is unusable?

Illustrative editorial image, not a customer result.

Avoid the false economy

Compare the complete process before reducing scope. Lower drafting cost can be offset by extra coordination, senior editing or missing production capability.

Try one campaign first

Use a written division of responsibilities for a single campaign. Review quality, turnaround and total effort together. Then renegotiate based on evidence rather than assumptions about what the tool can do.

Discussion behind the question

This is original practical guidance prompted by a public discussion theme, not a claim that the poster represents all CMOs. Read the source discussion.

See how this could work for your team

Request a demo focused on this question, your current tools and the information your team already approves. SimplSolutions will confirm the available connections, scope and human review before proposing a setup. Request your demo.